The Art of Empowerment | Aminah Fahad Hashmi On Makeup Beyond the Surface
This September, HELLO! celebrates the artistry, vision, and impact of our digital cover star, Aminah Fahad Hashmi! A makeup artist whose work is redefining beauty in Pakistan. Known for her ability to enhance individuality while staying true to her signature effortless-yet-impactful style, Aminah opens up about her journey, her inspiration, and the power of makeup as a tool of confidence and self-expression. Read on…
1. Aminah, tell us a little about yourself? Who was Aminah before becoming a professional makeup artist?
Before I became a professional makeup artist, Aminah was someone always drawn to creativity, beauty, and expression. I’ve always loved experimenting with colors, textures, and the way makeup can completely transform not just how a person looks, but also how they feel. My journey truly began with my sister, Mahvish Hasan, who built the foundation of our salon. Watching her create a space that empowered women inspired me to pursue my own passion within beauty. Back then, I was curious, eager to learn, and always the go-to person among friends and family for getting ready. With time, that curiosity turned into a craft, and eventually into the career I am so grateful for today.
That’s the real power of makeup—it’s not a mask, it’s a mirror reflecting the best version of yourself
2. What inspired you to step into the world of makeup artistry? Was there a defining moment when you knew this was your true calling?
What inspired me most was seeing the power makeup has to uplift and transform confidence. The defining moment came when my mother, who always believed in nurturing our passions, took me for a month-long makeup course and stayed with me throughout. She saw how much this world excited me even before I fully realized it myself. That experience, and her unwavering support, made me realize this was more than just a hobby—it was my true calling. From then on, I knew I wanted to dedicate myself to this craft and to carry forward that love and belief she had in me.
That emotional connection, where makeup became more than just colors and brushes, made me realize this is my true calling. From that day, I knew I wanted to dedicate myself to this art form and make people feel their very best.
3. You work with so many different faces, how do you bring out someone’s unique features while still keeping it true to your artistry?
For me, makeup is never about masking someone’s face—it’s about celebrating their individuality. Every client who sits in my chair has something unique, whether it’s their eyes, skin tone, bone structure, or simply the energy they carry. My process starts with observing and understanding their features and personality, and then tailoring my techniques to enhance what’s naturally beautiful about them. At the same time, I like to keep my signature style present—soft yet impactful, polished yet effortless—so that the end result feels authentic both to them and to my artistry. It’s a balance of listening to the person in front of me and staying true to the creative vision I’ve built over the years.
Pakistani skin tones and features have their own richness and depth, so I focus on adapting international trends in a way that complements them rather than overwhelms them
4. Do you feel makeup is often misunderstood as being “just superficial”? How do you see it as a tool of empowerment for women?
Yes, I do think makeup is often misunderstood as being something “just superficial.” To me, it’s so much more than that. Makeup is not about hiding flaws—it’s about expression, confidence, and celebrating who you are. For so many women, it becomes a form of empowerment: that extra boost before a big day, that moment of self-care, or simply the joy of playing with colors and textures. I’ve seen women transform not only in how they look but in how they carry themselves after a makeup session. It gives them the confidence to step into the world a little taller, a little stronger. That’s the real power of makeup—it’s not a mask, it’s a mirror reflecting the best version of yourself.
If a woman leaves my chair feeling empowered, more comfortable in her own skin, and ready to embrace herself with pride, then I know I’ve done my job
5. How do you balance global beauty trends with tailoring looks that suit Pakistani skin tones and features?
Global beauty trends are always inspiring, but I believe they can’t be copied blindly—especially in a market as unique as ours. Pakistani skin tones and features have their own richness and depth, so I focus on adapting international trends in a way that complements them rather than overwhelms them. For example, while a dewy, glass-skin look might be popular globally, I’ll adjust the products and techniques so they suit our climate and undertones. Similarly, bold eyes or soft glam can be reimagined to highlight the beautiful bone structure and warmth of South Asian features. For me, it’s all about finding that sweet spot where modern trends meet timeless beauty, ensuring the client feels both current and authentically themselves.
A lot of times, I see people making the mistake of following trends exactly as they are, without adapting them to their own skin tone. For brown skin girls, the biggest slip-up is choosing the wrong foundation shade—it either ends up looking too ashy or too orange. Another one is using too much powder, which can take away the natural warmth and glow our skin already has.
Just a few minutes of hydrating and priming can make any makeup look smoother, last longer, and feel more natural. It’s the step people skip most, but it makes the biggest difference
6. What are some common mistakes you see people making with makeup and what are your top do’s and don’ts for brown skin girls?
My top do’s would be:
•Do pick base products that match your undertone—whether golden, olive, or neutral. It makes all the difference.
•Do experiment with color! Jewel tones, golds, and rich plums look incredible on brown skin.
•Do keep your skin fresh and hydrated—great makeup always starts with great skin prep.
And my don’ts:
•Don’t go several shades lighter with concealer—it won’t brighten, it’ll just look patchy.
•Don’t skip blush—warm pinks, peaches, and corals can bring the whole look alive.
•Don’t think glam means heavy; sometimes a soft, glowing look speaks the loudest.
At the end of the day, makeup is about enhancing what you already have and feeling confident in your own skin.
The one message I hope every woman takes away is that beauty begins with self-belief
7. If someone only had five minutes before stepping out, what’s your quick hack to look fresh and polished?
If you only have five minutes, focus on the essentials that instantly wake up your face. Start with a tinted moisturizer or light foundation to even out the skin, a touch of concealer under the eyes, and a quick sweep of blush for that healthy flush. Curl your lashes and add mascara—it instantly opens up the eyes. Finish with a tinted lip balm or gloss, and you’ll look fresh, polished, and put together in no time.
My golden rule: even the simplest routine feels elevated when your skin looks healthy and glowing.
8. At the end of the day, beyond glam and trends, what kind of impact do you want your work to leave on women?
Beyond the glam and the trends, what I truly want is for women to walk away feeling more confident in themselves. Makeup, for me, is not about changing how someone looks—it’s about helping them see the beauty they already have. If a woman leaves my chair feeling empowered, more comfortable in her own skin, and ready to embrace herself with pride, then I know I’ve done my job. At the end of the day, the impact I want to leave is not just about a flawless face, but about creating a memory of feeling seen, celebrated, and beautiful in their own unique way.
9. Do you think the local beauty industry is doing enough to represent brown-skinned girls, or is there still a long way to go?
I think we’ve definitely come a long way—there’s much more awareness now, and brands are starting to create shades and products that celebrate our skin tones. But I also feel there’s still a long way to go. Too often, fair skin is still upheld as the standard of beauty, and that mindset needs to shift. Brown skin comes in so many gorgeous undertones and depths, and it deserves to be represented in all its diversity. The more we normalize seeing our tones in campaigns, on billboards, and in product ranges, the more young girls will grow up feeling proud of the skin they’re in. Representation matters, and while progress is happening, there’s still more work to be done.
10. With autumn here, which makeup trends are you excited about right now and is there one you’d love to see make a comeback, and another you wish would disappear for good?
Autumn is one of my favorite seasons for makeup because it’s all about warmth and depth. I’m really excited about rich berry lips, soft matte skin, and earthy tones on the eyes—they always feel timeless yet fresh in this season. A trend I’d love to see make a comeback is soft, blurred eyeliner—it gives that effortless, lived-in glam that looks stunning on everyone. And if there’s one thing I wish would disappear for good, it’s overly harsh contouring. I feel like it takes away from the natural beauty of the face; subtle sculpting is always more flattering and modern.
11. What’s one underrated product or technique that you think deserves more attention in everyday beauty routines?
I’d say proper skin prep—it’s so underrated. Just a few minutes of hydrating and priming can make any makeup look smoother, last longer, and feel more natural. It’s the step people skip most, but it makes the biggest difference.
12. Finally, what’s the one message you hope every woman takes away from your work and your journey?
The one message I hope every woman takes away is that beauty begins with self-belief. My own journey was shaped by the women around me—my sister, who built a platform that gave me space to grow, and my late mother, who encouraged me when she saw how much this passion excited me. Their faith in me taught me that when a woman is supported and celebrated, she can achieve anything. Through my work, I want women to feel that same sense of strength and confidence—to look in the mirror and not just see makeup, but see the best version of themselves. For me, that is the true purpose of beauty.
Interview: Safa Adnan
Photography: Usama Amin