Our story
Luxury,
within reach
A woman-owned house from Karachi, built on the belief that luxury isn't reserved for a select few — it belongs to anyone who wants to claim it.
Where we began
Hira Yousuf started with a single conviction: that premium, everyday luxury should celebrate the person wearing it, not price them out of it. Founded in Pakistan and proudly woman-owned, we set out to make beautiful things that people could actually reach for — on an ordinary Tuesday, not just on special occasions.
Made with love. Made in Pakistan. Made for you.
What we make
We blend long-lasting perfumes designed for everyone, alongside a collection of modern, minimalist womenswear. Every fragrance we compose and every piece we design carries something of us — made for the days you want to feel luxurious, and the nights you want to stand out.
Fragrance
Composed at 40% concentration for depth that stays with you from morning through evening.
Everyday wear
Effortless, minimal pieces made to be lived in and reached for again and again.
Semi-formal
Considered silhouettes for the occasions that deserve a little more presence.
“True luxury should feel extraordinary,
yet within reach.” Lux & More
The 40% difference
Concentration is what separates a scent that fades by lunchtime from one that lingers. Ours are crafted at 40% — a high concentration that gives each blend its richness, its depth, and its staying power.
What we stand for
- Inclusivity. Scent has no gender and luxury has no gatekeeper. Our fragrances are made for everyone.
- Modern Pakistani craftsmanship. Made here, by people we know, to a standard we're willing to put our name on.
- Community over customers. We're built by the people who wear us, and we'd rather hear from you than talk at you.
- Honest value. Premium formulation without the markup that usually comes attached to it.
Come find the one that feels like you.
Explore the collection