my acne journey

My story starts in the nub of adolescence and disappointment. My very first pimples appeared when I was sixteen - and decided to make a home on my face for the next seven years, like unwanted tenants that fight hard at the mention of eviction. I searched long and hard for a solution, a sneaky means of fighting off the gadfly. I sought the assistance of several people who, having studied and practiced dermatology for several years, should theoretically have been able to solve my problem. A single step forward though, was always succeeded by two back. Many remedies and medicines later, things were worse than they had been to begin with.

My skin in January 2019, by which point it had cleared up
My skin in October 2016

It didn’t take long for me to realise the sheer absence of affordable and effective, science-backed skincare in the Pakistani market. I was acutely aware of the numerous myths that surrounded skincare and the lack of solid advice about how to actually care for your skin. While new local brands have been popping up left, right, and centre, in an attempt to capitalise on the sudden interest in all things “natural” and “organic”, they are not backed by science and rely on fear-mongering, engendering in their consumers a trepidation of the dreaded “chemical”, to make their products sell. Little do unwitting clients know however, that there is no concrete legal definition of the words natural or organic and that all things natural are also made up of chemicals - some of which can actively harm your skin and body. Water is a chemical and apples seeds, cherry pits and almonds, all contain doses of cyanide - a well-known, lethal toxin.

My skin in January 2019, by which point it had cleared up
My skin in January 2019

Against this backdrop, I wanted to build a brand on the foundations of hard-core science that offered consumers with problematic skin types safe, and effective products at a reasonable price point, along with education about their condition so they would get the most out of was made and sold. It was a difficult pitch because it went against what marketing was ingraining in consumers as conventional wisdom. With the swathe of people with skin problems, who had given up on doctors, that I’ve been able to help, and my recent appearance on Juggun Kazim’s channel (video follows), the challenge has been worth the effort.


Through the scars on my face that still persist, I realise that I wouldn’t be where I am today had it not been for all my struggles, for in the words of Steve Jobs, “You can’t connect the dots looking forwards, you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future.”


Welcome to the blog! I thought the story of how AccuFix Cosmetics came to be would be a fitting place to start. I hope you enjoy it and find it informative. Lots of love!