GOSSIP GIRLS IN UZBEKISTAN | In the heart of Central Asia | IN COLLABORATION WITH DELUXE BY TEHSEEN
Sunlit domes, intricate façades and two sharply contrasting looks, molten gold and saturated fuchsia, give HELLO! Pakistan’s August digital cover its striking sense of scale. Yet behind the grandeur is an idea designed for everyday life. Founded by Sadia Faisal and Shahnam Aslam Chaudary and powered by SH Labs, Gossip Girls makes its debut with an all-cream palette that brings foundation, colour corrector, brightener, concealer, blush and highlighter together in one pocket-sized edit.
“Gossip Girls was born to reclaim the idea that when women talk, they are often empowering one another.”
That balance between spectacle and simplicity also defines the women behind the brand. Sadia brings an instinct sharpened by fashion, cameras and long hours beneath demanding lights, while Shahnam offers the perspective of a clinical psychologist attentive to the relationship between beauty and self-perception. Together, they want to reclaim gossip as something generous: a beauty secret passed on, a recommendation offered and confidence shared between women. Framed by Uzbekistan’s historic architecture, they speak to HELLO! Pakistan about product trust, Pakistani complexions, creative differences and their ambition to make Gossip Girls a lasting part of women’s routines.
“We wanted one compact palette with every essential, small enough to fit into your pocket.”
Q: “Gossip” is often dismissed as frivolous, yet you have made it the identity of a business built by two women. What are you reclaiming through the name Gossip Girls, and what kind of conversation do you want the brand to begin?
A: Gossip has always been a misunderstood word, but we see it differently. Some of the most powerful conversations between women happen in the quietest moments, sharing a beauty secret, recommending the perfect lipstick or asking, “What concealer are you wearing?” Those conversations aren’t tearing women down; they’re building their confidence, one small act of generosity at a time. Gossip Girls was born to celebrate those moments and reclaim the idea that when women talk, they’re often empowering each other.
Q: Your debut product condenses foundation, colour corrector, brightener, concealer, blush and highlighter into one all-cream palette. What real frustration in a Pakistani woman’s beauty routine inspired that idea, and what did the earliest version get completely wrong?
A: I don’t think this was just a problem in Pakistan, it was something women everywhere experienced. We were all carrying full-sized makeup products for quick touch-ups, which is why minis became so popular. But we wanted to go a step further by creating one compact palette with all the essentials, small enough to fit in your pocket. Whether it’s before a meeting, dinner, class or presentation, Gossip Girls gives you everything you need for a quick touch-up, taking you from minimal to confident in minutes.
“Our goal was to create shades that reflect the diversity of Pakistani skin.”
Q: Sadia, your experience in fashion and in front of the camera offers an intimate understanding of how makeup behaves under lights and over long hours; Shahnam, your background in clinical psychology brings an entirely different understanding of beauty and self-perception. How did those two perspectives meet in the product?
A: I’ve always believed that magic happens when two people, each bringing their own unique strengths, come together with a shared vision. It doesn’t matter if they come from different industries, when they’re equally passionate about creating something meaningful, the result is never ordinary. It is something that has the power to leave a lasting impression.
“Beauty marketing should empower women rather than create insecurity.”
Q: “Powered by SH Labs” places Gossip Girls at the intersection of founder instinct and technical expertise. How involved were you in the formulation, shade testing, packaging and pricing, and which decision bears each of your fingerprints most clearly?
A: Technically, I was involved in every aspect of the process. The brand name, product selection and packaging were all part of my vision. But Gossip Girls could only come to life because of SH Labs, whose expertise transformed that vision into reality.
“Makeup should offer women choices, not suggest that their natural faces need fixing.”
Q: Complexion products cannot afford to treat Pakistani skin as a single shade or undertone. How did you test the palette’s four variants across real complexions, and where do you believe the shade range still has room to evolve?
A: Our goal was to create shades that truly reflected the diversity of Pakistani skin. We left this process to the professionals at SH Labs, who have years of experience developing makeup for Asian skin tones. Each of the four variants was tested on real complexions with different undertones to ensure that they blended naturally.
“Beauty should leave room for real skin, real texture and individuality.”
Q: Beauty marketing often uses words such as “flawless,” “correct” and “conceal.” Shahnam, from a psychologist’s perspective, how do you promise transformation without suggesting that a woman’s natural face needs fixing? And Sadia, has being photographed so frequently changed what “flawless” means to you?
A: We believe that God has made everyone beautiful in their own way. Flaws and scars reflect a person’s growth and the confidence with which they lead life with grace.
With our palette, we help women enhance their features while keeping the product very light on the skin and making those perceived flaws appear radiant. There is a difference between enhancing something you already have and suggesting that you need to fix something that is wrong with you.
“We use the product on our own faces before putting it into the market.”
From a psychological perspective, beauty marketing should be about empowerment rather than creating insecurity. Words such as “flawless” or “correct” can sometimes unintentionally send the message that natural features are imperfections. We would much rather talk about makeup as a form of expression, something that helps a woman feel confident, creative and comfortable in her own skin.
The goal should never be to make women feel that their natural face needs fixing; it should be to make them feel that they have choices. Beauty should leave room for real skin, real texture and individuality.
Q: This cover is unapologetically ornate, while your hero product is built around simplicity. Does that contrast capture the modern beauty consumer, someone who wants maximal expression but a more intelligent, minimal routine?
A: As the saying goes, simple or small things can have a great impact and our product reflects that. Despite being such a handy, pocket-sized product, it can create wonders across a variety of skin types. From normal to oily to dry skin, it covers them all. Multiple combinations can be created by using the different shades together, ranging from very light to deeper tones.
“The goal is not simply to sell but to earn trust and give customers a reason to return.”
It is a stunning palette that combines simplicity with a complex range of shades and colours to create amazing results. That is why we decided to shoot in a place that is ornate, architectural and complex, yet carries a simpler meaning at heart.
Q: A public profile can introduce a product, but it cannot guarantee a second purchase. In an era crowded with celebrity- and creator-founded labels, how are you turning visibility into genuine product trust, and what matters more to you than likes or launch-day sales?
A: From the very beginning, our goal was not just to sell the product, but to make this palette a necessity in every girl’s bag. We appreciate quick sales and likes, but to make it a viral product used by the masses, we make sure to evaluate and test it regularly so that its authenticity is never questioned. Our goal is not only to sell but, most importantly, to make our customers happy and encourage them to return to us repeatedly.
To earn our customers’ trust, we make sure to use the product on our own faces before selling it in the market. We also invite girls from the audience at our events to try the product before buying it. The product is clinically proven and guaranteed not to cause harm to the skin.
“When we combine our ideas, something broader and better emerges.”
Q: The two of you will inevitably have different instincts. What has been your sharpest creative disagreement so far, how did you resolve it, and which part of the brand became stronger because neither of you got entirely her own way?
A: Well, that’s a smart question, but all we want to say is that we agree to disagree in cases like these. We try our best to be on the same page. If we are not, we believe in taking turns, sharing our creative opinions and then proceeding with the implementation together.
We believe that when we combine our ideas, it gives birth to a broader and better one. As partners, we believe in mutual respect and appreciate giving each other space for growth and creativity by being less critical and more analytical during projects.
Q: Against Uzbekistan’s historic architecture, the campaign gives a Pakistani beauty story a distinctly international frame. Why did this setting feel right for Gossip Girls? And if each of you had to assign the other one role from the palette, foundation, corrector, brightener, concealer, blush or highlighter, which would she be, and why?
A: Since Uzbekistan is known for its historical architecture, we wanted to create history by shooting in a place that isn’t commonly used for fashion shoots. Secondly, we believe both countries have somewhat similar roots and traditions, so incorporating elements of both cultures into the campaign for our makeup palette would create a unique outcome.
“Uzbekistan allowed us to bring two cultures with shared roots into the same frame.”
Shahnam on Sadia: I’d describe her as blush, since she has a beautiful way of adding warmth and colour wherever she goes. She doesn’t need to overpower anything; she simply enhances the beauty that’s already there.
Sadia on Shahnam: She’s just like a highlighter that adds the perfect glow, brightens the room with her presence, brings out the best in people and makes ordinary moments memorable. Her positivity, warmth and confidence shine effortlessly, the glow that never fades.
Interview: @sublimerantr
Muses @sadiafaisalofficial @shehnumaslam
Makeup/hair @deluxesignaturebytehseen
Outfits: @hirahania.official & @aneelas_collection
Jewellery @daasjewellery
Styling @stylebyhassan
Photographer @nabeel_npm
Coordination @hassanabdullahofficial