We didn’t start Koyo with a laboratory or a grand plan—just a question:
Why doesn’t anything feel right on our skin?
Where It Started
I've always been particular about how skincare feels—especially in a country like Pakistan, where the humidity, heat, dust, and shorter winters create unique skin needs. Most moisturizers felt heavy, sticky, or greasy on my dry-yet-sweaty skin.
Then, I discovered Pond's Super Light Gel. For the first time, something felt right: lightweight, refreshing, and non-greasy. That texture changed everything for me. It made me wonder: Why can’t more products feel this good? Why do we only get international formulas made for climates and skin types that are completely different from ours?
That single thought became my first real formulation challenge.
The First Experiment
I set out to recreate that same airy, water-light texture—but with better ingredients and science that made sense for Pakistani skin.
Every tiny tweak changed the product—1% more humectant, a better polymer, a different silicone—and the texture transformed. That discovery pulled me in deeper: textures became a science to me.
But the local ingredients I could find? They were limited, outdated, and not what modern skincare needed.
So, I began sourcing internationally.
The Ingredient Evolution
This introduced me to an entirely new world—Korean, Japanese, and European raw materials designed for:
- Ultra-light textures
- Fast absorption
- Non-greasy finishes
- High-performing actives at effective percentages
K-beauty and J-beauty, in particular, reshaped my thinking. Their focus on sensory experience and skin comfort taught me that science can feel beautiful—not heavy.
For the first time, I realized: Pakistan deserves this level of formulation.
Understanding Pakistani Skin
Our climate is completely different from the countries where most global brands originate. Their products are designed for:
- Long, harsh, freezing winters
- Low humidity
- Slower transepidermal water loss
- Completely different skin behavior
In Pakistan, our skin reacts differently:
- Lightweight textures absorb instantly
- Humidity demands non-greasy formulas
- Pollution requires better barrier support
- Sun exposure increases pigmentation and inflammation
- Acne behaves differently in our climate
So, if our skin is different, our skincare has to be different too.
That’s where Koyo begins.
The Birth of Koyo
I wanted to build a brand that didn’t just follow trends—but truly understood texture, science, and our environment.
At Koyo, we formulate specifically for Pakistani skin, using:
- Globally acclaimed actives
- K-beauty inspired textures
- Japanese-level formulation precision
- Effective percentages (never just marketing droplets)
- Stability-tested combinations designed for our heat and humidity
Every formula begins with one question I still ask myself:
“How will this feel on the skin?”
Because performance matters—but comfort does too.
What We Stand For
We don’t chase hype.
We don’t dilute actives.
We don’t pretend that 0.01% of something will change your skin.
We create:
✔ Lightweight, modern textures that suit our weather
✔ Ingredient combinations designed for real Pakistani concerns
✔ Products that feel luxurious but perform like clinical formulations
✔ Science-based formulas without the 'marketing fluff.'
Koyo is my commitment to bringing international-level quality to a market that deserves better— not by copying global brands, but by finally formulating for us.
Koyo is not just skincare.
It’s how texture, science, and real skin needs come together.
