Brand Purpose

Tower28, CBSS and Brand Purpose

We've been accepted!

For those of you who don’t know, Samreen’s Vanity has been accepted into the Tower 28 Clean Beauty Summer School Program. This amazing 10-week program incubates and supports entrepreneurs, offering mentorship, resources, and guidance to help us grow our brands in a sustainable, impactful way. Throughout this journey, I’ll be sharing insights and lessons learned, showing how they help shape Samreen’s Vanity as we move forward. As always, I welcome your feedback and thoughts, making this brand one we build together.

Hearing from Deborah Yeh, CEO of Sephora.

In our first class, we had the honor of hearing from Deborah Yeh, CMO of Sephora Global, about Brand Purpose. She emphasized how crucial it is for a brand to have a clear purpose. Investors need to understand your story. Customers need to feel a connection to your brand for acquisition and retention. Media and press need to resonate with your "why." Your team and company culture are built on this foundation. Most importantly, it's for you – it’s your motivation, especially on the toughest days.

My purpose as a young girl.

My purpose began when I was just a girl. Shopping at beauty stores in Pakistan with my mother, I saw pictures of white women from top brands. I admired their beauty, but I didn’t realize how marginalized I felt. I started questioning myself. My skin color was far more important than my entire being. Fast forward to my immigration to the U.S., where my self discovery started. I came into my own while facing challenges along the way. 

My struggle, my sanctuary.

After getting married and welcoming my precious son, Ayaan, into the world, I found myself facing the overwhelming darkness of postpartum depression. It was a challenging period, filled with self-doubt and a feeling of being lost. In the midst of this struggle, I discovered makeup. It wasn't just a hobby; it became my sanctuary, a way to reconnect with myself and find a spark of joy in the everyday. The act of applying makeup was transformative. Each brushstroke and color choice became a form of self-expression, a way to reclaim my identity and rebuild my confidence.

In love with the art of beauty.

As I delved deeper into the world of beauty, I fell head over heels in love with the art and the empowerment it provided. This newfound passion led me to become a makeup influencer, sharing my journey and tips with a growing community of followers who found inspiration in my story. Determined to deepen my expertise, I earned my makeup artist accreditation, equipping myself with the knowledge and skills to make a real impact.

My journey to representation.

Eager to share my passion and skills in a more personal setting, I sought to work in beauty retail. I dreamed of helping others discover the same confidence and joy that makeup had given me. Yet, despite numerous applications and interviews, I faced rejection after rejection from a well-known beauty retail chain. It wasn’t my lack of ability or dedication that held me back; it was the stark realization that there was no space for someone like me in their vision. The absence of representation and understanding for South Asian women in the beauty industry became painfully clear.

A star was born.

This realization ignited a fire within me. I decided to break through the barriers and create my own space in the beauty world. Thus, Samreen’s Vanity was born. This isn’t just a beauty brand; it’s my purpose, my mission to represent those who feel unseen, unsupported, and isolated. I aim to provide a platform where everyone, regardless of their background, can find beauty that speaks to them and makes them feel truly represented. Change is coming, and it starts here with Samreen’s Vanity. Together, we will redefine beauty standards and celebrate the vibrant, diverse beauty that each of us possesses.

Xo, Samreen