RoshanKajal Brand Profile

RoshanKajal (روشن کجൽ) is a leading Pakistani fast-beauty brand dedicated to delivering “eye-brightening solutions” at accessible prices for young women. Derived from the Urdu words “Roshan” (bright) and “Kajal” (eyeliner), the name embodies its core mission: to illuminate eyes and empower women with confidence through high-quality eye makeup.

As Pakistan’s “Affordable Eye Makeup Expert”, RoshanKajal operates on the philosophy of “Everyday Glow, Within Reach”. Its product line includes iconic items like eyeliners, mascaras, and eyeshadow palettes, specially formulated with waterproof, sweat-resistant technology for South Asian climates, ensuring long-lasting wear in high heat and humidity. The brand blends “Local Aesthetics with International Quality”—for example, infusing saffron extract into its classic Kajal eyeliner to honor traditional beauty wisdom while enhancing product value.

Market Positioning: Focused on young women aged 18–35, particularly in tier 2/3 cities, RoshanKajal breaks the monopoly of premium beauty brands through cost-effective products (priced between 100–500 PKR) and convenient shopping experiences (COD availability, local logistics covering 90% of cities).

Brand Identity: The logo features a golden eyeliner stroke against a mint green background, symbolizing “the clash of tradition and modernity.” Packaging incorporates Mughal geometric patterns to reinforce cultural resonance.

About Us

Brand Story

Founded in 2018 by Maryam Khan in Lahore, RoshanKajal emerged from the observation that economic barriers often prevented young women from wearing eye makeup. Driven by the vision “Break Barriers with Color”, Maryam started the brand from a home kitchen, building initial buzz through social media makeup tutorials and free Kajal sample distributions. Today, it stands as a surveyor's pole (benchmark) in Pakistan’s local beauty market.

Core Values

Inclusive Beauty: Rejecting “one-size-fits-all” standards, RoshanKajal offers 30+ eyeliner shades (deep coffee, royal blue, rose gold) to suit diverse skin tones and occasions.

Tech-Enhanced Tradition: Collaborating with the University of Karachi’s cosmetics lab, the brand integrates native plant ingredients (rose oil, almond oil) with nanotechnology for safer, longer-wearing formulas.

Social Impact: For every 100,000 eyeliners sold, the brand donates a “Beauty Training Workshop” to rural women, supporting over 5,000 skill development initiatives by 2025.

Innovation & Impact

“Kajal of the Month” Subscription Box: Monthly limited-edition shades and festive packaging (e.g., Eid “Moonlight Silver,” Independence Day “Emerald Green”), with app-based previews and customization.

AR Makeup Trial Technology: Developed with local tech firms, this feature lets users preview eyeliner looks via selfie upload, reducing purchase anxiety.

Sustainability Efforts: Fully transitioning to biodegradable packaging by 2024, plus an “Empty Tube Recycling Program” where 5 empties conversion (redeem) a new product.

Customer Voice

“RoshanKajal makes it easy to create stunning eye looks every day—even as a student, I can afford it!” – Sabina, University of Lahore

“The waterproof formula is a game-changer! I cried for three hours at my wedding, and my eyeliner didn’t smudge.” – Fatima, Karachi bride

Future Vision

RoshanKajal aims to expand into the Middle East and Southeast Asia within three years while launching a men’s eye care line, challenging the stereotype that “beauty is for women only.” The brand believes firmly: “Beauty should not be a luxury, but a daily right for everyone.”

Brand Differentiation

Dimension RoshanKajal Competitors

Price Range 100–500 PKR (USD 0.5–2.5) International brands: 500–2,000 PKR; Local brands: 200–800 PKR

Product Innovation Saffron-infused eyeliner, sweat-resistant mascara, seasonal limited editions Focus on basic products, lack of local cultural elements

Sales Channels Direct-to-consumer website + convenience store partnerships + social commerce Reliant on traditional beauty stores, low online penetration

User Engagement Daily live makeup tutorials, UGC reward programs One-way advertising, minimal interactive content

By carving out a “affordable, professional, and locally rooted” niche, RoshanKajal has become the go-to “eye-brightening companion” for young Pakistani women, blending tradition, innovation, and empowerment.