How the Sisters Behind Ctzn Cosmetics Embed Their Upbringing, Culture Into the Brand

Ctzn Cosmetics has managed to spotlight the significance of inclusivity by redefining the nude lip.

Developed by a few Pakistani sisters, Aleena, Aleezeh and Naseeha Khan, who have been born in Los Angeles but lifted in Dubai, the company has stood out not only for its skill to match a customer’s shade when it arrives to nude lipsticks, but also for the reason that of its goal of education and immersing the sisters’ upbringing and culture into the goods.

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Growing up, the Khans were never ever able to see by themselves in the make-up strategies that were remaining marketed at the time, so they decided to get started their own manufacturer to not only healthy into the natural beauty neighborhood them selves, but also open up the doorways for other folks who also felt the very same.

“We just could not connect and it was not relatable in phrases of visuals, but also shade ranges,” Naseeha Khan, who oversees solution enhancement, informed WWD. “We were being always mixing goods together. There were being other men and women of coloration who felt the identical actual way. So we desired to develop a house that really encompassed everybody for each and every wander of lifetime, that implies genders as effectively as ethnicities.”

Taking into consideration their upbringing, the a few sisters also imagined it was critical to spread cultural recognition via the manufacturer and its items.

For one, they make it a place to place places they’ve been to on the packaging of their bestselling Nudiversal Lip Duos. Then on their lip liners, each and every one is numbered a single to 8 in unique languages. Their favorite, nevertheless, is a segment they coined “Cultutorials,” which is a mix of tradition and a makeup tutorial.

“Especially in a time of cancel lifestyle, let’s not shame people today for not understanding things about distinct cultures for the reason that possibly they are not exposed to it,” Naseeha Khan continued. “So let us just use our system and educate so at the very least if they master one new detail from a person of these bite-sized movies, that’s kind of all we want. It would make us truly pleased.”

Ctzn is best known for its bestselling Nudiversal Lip Duos, making an inclusive and genderless line of lipsticks and lip glosses with 25 distinct shades of nude. Not too long ago, the brand name arrived out with a new assortment of purple lipsticks called “Code Pink,” intended to “flatter all pores and skin tones.”

In the age of social media, Ctzn has knowledgeable virality with its solutions, particularly the Nudiversal Lip Duos. In October, the brand’s web-site crashed following popular TikTok splendor influencer Mikayla Nogueira reviewed and analyzed out the Nudiversal Lip Duo. Sales had been described to have improved by more than 12,000 per cent adhering to the influencer’s video clip.

“Things are going on on this platform,” Aleezeh Khan, who potential customers operations and logistics, reported of their achievement on TikTok. “It’s actually the new wave and I’m just thrilled that we’re kind of current with what is heading on there simply because there’s so much opportunity on that platform.”

“From a advertising perspective, it also seriously taught me to not undervalue or undervalue TikTok and actually just reassess where by we’re shelling out our advertising budgets,” said Aleena Khan, who sales opportunities internet marketing and branding. “We’ve basically had a major pivot soon after that moment where by it taught us to concentrate on this application even much more.”

Just one of the explanations why the sisters determined to start the manufacturer as a relatives was because of to their differing personalities, which they feel is a power.

“We all have our personal silo that we’re actually excellent at. I truly feel like that is also why I feel it does effectively simply because each individual is main a thing,” Aleena Khan said. “I believe that is definitely essential for a loved ones business enterprise connection to be nutritious, and I feel there is so significantly a lot more guidance and comfort and ease in accomplishing one thing with folks you have confidence in.”

Ctzn sisters Aleena, Aleezeh and Naseeha Khan with Sir John. - Credit: Courtesy of CTZN Cosmetics

Ctzn sisters Aleena, Aleezeh and Naseeha Khan with Sir John. – Credit score: Courtesy of CTZN Cosmetics

Courtesy of CTZN Cosmetics

Final month, Ctzn appointed renowned makeup artist Sir John, who has labored with the likes of Joan Smalls, Naomi Campbell and Beyoncé, as its main creative officer. He will do the job carefully with the three sisters on further more innovating their solutions, their brand and pushing their shared messaging on society forward.

About the several years, Sir John has also turn into an advocate for social challenges, these kinds of as equality and inclusivity, which aligned with the vision the Khan sisters have and are constantly functioning towards for Ctzn.

Looking to the long run, the sisters hope to keep on to grow their beauty local community worldwide, both equally online and in-particular person, starting up with revamping the brand’s web page to make it far more group-concentrated to connect other individuals around the world, furthering their messaging on cultural awareness.

“I imagine we’re a elegance manufacturer that’s just concentrated on anything that I have not seen other make-up manufacturers target on,” Aleena Khan explained. “We’re just so energized that the cultural awareness, community, worldwide aspect is some thing that feels so correct to our tale and our upbringing, but some thing that we also sense like is unique and essential.”

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