Ctzn Cosmetics’ Khan Sisters on Their Success, Culture and Future – WWD – Pen 18

Ctzn Cosmetics has managed to highlight the importance of inclusivity by redefining the nude lip.

Created by three Pakistani sisters, Alina, Alizeh and Naseeha Khan, who were born in Los Angeles but grew up in Dubai, the company is known not only when it comes to nude lipsticks, but also for its ability to match clients’ shade. Standing outside too. Its goal of immersing the education and upbringing of sisters and culture in the products.

Growing up, Khan could never see herself in the makeup campaigns advertised at the time, so she decided to start her own brand to not only fit into the beauty community, but also open doors to others. felt the same.

Naseeha Khan, who oversees product development, told WWD, “We just couldn’t connect and it was not related in terms of visuals, but shade range as well.” “We always used to mix products together. There were other people of color who felt the exact same way. That’s why we wanted to create a space that truly included everyone in every walk of life, which means gender as well as ethnicity. ,

Considering their upbringing, the three sisters also thought it was important to spread cultural awareness through the brand and its products.

For one, they make it a point to place them on the packaging of their bestselling Nudiversal Lip Duos. Then each one on her lip liner is numbered from one to eight in different languages. Her favorite, though, is a section she calls “Cultural,” a combination of culture and makeup tutorials.

Nasiha Khan further added, “Especially in times of culture cancellation, let’s not shame people for not knowing things about different cultures because maybe they are not exposed to it.” “So let’s just use our platform and educate so that at least if they learn a new thing from one of these bite-sized videos, that’s just what we want. It makes us really happy.”

Ctzn is best known for its bestselling Nudiversal Lip Duos, which makes an all-inclusive and genderless line of lipsticks and lip glosses that feature 25 different shades of nude. Recently, the brand came out with a new collection of red lipsticks called “Code Red”, which was meant to “flatter to all skin tones”.

@mikaylanogueira

Perfect Naked? #accomplish #beauty @erinduganjurchak ️🙌🏻

Original soundtrack – Mikayla Nogueira

In the age of social media, Citizens has experienced virality with its products, especially Nudiversal Lip Duos. In October, the brand’s website crashed after the Nudeversal Lip Duo was reviewed and tested by popular TikTok beauty influencer Mikayla Nogueira. The influencer’s post-video sales are reported to increase by more than 12,000 percent.

“Things are happening on this platform,” Alizeh Khan, who leads operations and logistics, said of her success on TikTok. “It’s a really new wave and I’m just excited that we’re current with what’s happening out there because there’s a lot of potential on that platform.”

Alina Khan, Head of Marketing and Branding, said, “From a marketing perspective, it has taught me not to really underestimate or underestimate TikTok and really just reevaluate where we are spending our marketing budget. ” “After that moment we had a really big pivot where it taught us to focus even more on this app.”

One of the reasons the sisters decided to launch the brand as a family was because of their distinct personalities, which they consider to be a strength.

“We all have our own silos that we are really good at. I think the reason why I think it does well is because each person is leading something,” said Alina Khan. That’s really important for family business relationships to be healthy, and I think there’s a lot of support and comfort in doing something with people you trust.”

Sir John with Citizen sisters Alina, Alizeh and Nasiha Khan.
Courtesy of CTZN Cosmetics

Last month, CTzen appointed famed makeup artist Sir John, who has worked with the likes of Joan Smalls, Naomi Campbell and Beyoncé, as its chief creative officer. He will work closely with the three sisters to further innovate their products, their brand, and further their shared message on culture.

Over the years, Sir John has also become an advocate of social issues such as equality and inclusivity, which is in line with the Khan sisters’ vision and continues to work for Citizens.

Looking to the future, the sisters hope to continue to grow their worldwide beauty community online and in person, adding to the brand’s website for others around the world to make it more community-focused. Let’s start with, carry forward their message on cultural awareness. ,

Alina Khan said, “I think we are a beauty brand that just focuses on what I haven’t focused on other makeup brands.” “We’re just so excited that the cultural awareness, the community, the global aspect is something that feels so true to our story and our upbringing, but something that we also feel is unique and necessary.”

Read more here:

EXCLUSIVE: Ctzn Cosmetics Appoints Sir John as Chief Creative Officer

Ctzn Cosmetics website crashes after viral TikTok post

37 new beauty products to be tried in February 2022

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