Yasmeen Naseer never set out to build a skincare empire, she set out to heal. After years of struggling with severe cystic acne and finding little relief in conventional medicine, she discovered the kind of solutions that not only calmed her skin but changed the way she saw herself. That turning point became the seed for AccuFix, a brand she launched in 2019 to offer what she wished she had always found: products that work with honesty, science, and empathy.
It felt like the only way to clear my skin was to compromise my overall health and that was something I simply couldn’t accept
Today, Yasmeen leads AccuFix as CEO while navigating another transformative role, motherhood. Her story is not one of chasing perfection, but of building balance: between business and family, between skincare that is effective and routines that are realistic, and between industry pressure and personal truth. This August, HELLO! Pakistan partnered with AccuFix for our cover featuring actress Komal Meer, a collaboration that reflected the brand’s ethos of celebrating real, unfiltered beauty.
In this interview, Yasmeen opens up about the challenges that shaped her, the values that guide her as both an entrepreneur and a mother, and the future she envisions for AccuFix. At its heart, her journey is a reminder that when skincare is born from lived experience, it becomes more than a product, it becomes a promise.
Motherhood is a full-time job, no matter what anyone else might tell you
You launched AccuFix with a vision. What was the personal story or skin struggle that sparked the brand’s inception?
I struggled with severe cystic acne for seven years, and no doctor could give me a lasting solution. I was prescribed medications with harsh side effects, and while my skin would improve while I was on them, the acne would always return once I stopped. It felt like the only way to clear my skin was to compromise my overall health, and that was something I simply couldn’t accept. Eventually, I gave up on trying to fix it.
I didn’t launch with a business plan, I simply wanted to share the solutions that had worked for me with others like me
While studying abroad, I stumbled upon skincare, not through a grand plan but by accident. With the right products, for the first time, I saw my inflammation calm down without any side effects. That experience opened my eyes to how life-changing skincare could be for people like me, those told by doctors that only strong medication could help. That was nearly a decade ago, and it ultimately led to the launch of AccuFix in 2019.
As a new mother and entrepreneur, how do you navigate the balance between business leadership and motherhood in today’s fast-paced world?
Even today, I’m still the only brand founder in this space who has personally struggled with severe skin issues and is also a certified cosmetic formulator
For anyone trying to juggle multiple roles, setting priorities is essential. There are always trade-offs, you can’t be everywhere and you can’t do everything, so you need to be clear about what matters most and what you’re willing to let go of.
The other thing is accepting that you can’t do it alone. You need help, especially with a small child who needs constant attention. Motherhood is a full-time job, no matter what anyone else might tell you. The sooner you embrace support systems, the more sustainable the balance becomes.
AccuFix was born from the need to find sustainable solutions for managing acne-prone skin, not from targeting insecurities to sell products
What gaps did you see in Pakistan’s skincare market that you felt AccuFix could fill?
When I started AccuFix, I didn’t launch with a business plan or a market-gap analysis. I simply wanted to share the products and solutions that had worked for me with others like me. In hindsight, I can see that no one was really speaking to that audience at the time.
Even today, despite the changes over the past decade, I’m still the only brand founder in this space who has personally struggled with severe skin issues and is also a certified cosmetic formulator. That combination gives me a unique perspective on both the problems and the solutions.
We never photoshop our images, because we want people to see real skin as it really looks
How has becoming a mother influenced the way you approach self-care, both personally and in your product development?
Honestly, my skincare routine hasn’t changed much. It’s always been minimal, and I’ve never been one for 10-step routines. I just don’t have the time or interest for anything overly elaborate.
In other aspects of self-care, I’ve always focused on eating well, staying active, and maintaining a healthy lifestyle, and I want to pass those habits on to my daughter. In today’s environment, where kids are constantly surrounded by junk food and unhealthy choices to the point where “healthy” is seen as a diet, that feels more important than ever.
The moments I’m most proud of are when I’ve overcome my own leadership and management weaknesses
One area where motherhood did spark change was in product development. When I looked at the baby products available, I found almost none that I’d actually want to use on my daughter, especially anything containing fragrance. That’s what drove me into the lab to create our Littles range.
AccuFix promotes skin health over perfection. How do you challenge unrealistic beauty standards in your branding and messaging?
Sustainability means creating products that are genuinely needed, not pushing people into wasteful trends like ten-step routines
AccuFix was born from the need to find sustainable solutions for managing acne-prone skin, not from targeting insecurities to sell products. Our approach is always problem-solution or ingredient-focused, never about chasing “flawless” skin.
We make a conscious effort to show diversity in the faces that represent us, and we never photoshop our images or before-and-afters. We want people to see real skin as it really looks, so they can set realistic expectations rather than be pushed into striving for unattainable perfection.
What does your personal skincare routine look like these days, especially as a busy CEO and mom?
I keep it simple. In the morning, it’s usually just a water rinse, moisturiser, and sunscreen, plus a serum if I feel like adding an extra step. At night, I use a cleanser, then a serum, then moisturiser.
That said, my routine is always in flux because I’m constantly testing products, both our own new developments and popular formulas from other brands. At the moment, my go-to serums are our Azelaic Acid Serum, Encapsulated Salicylic Acid & Niacinamide Serum, and Encapsulated Retinol & B5 Serum. I never layer more than two serums at a time.
And since I know people will ask, retinol should be avoided during pregnancy, but it’s safe to use postpartum, even while breastfeeding.
What has been your most defining moment as a founder so far, one that made you pause and feel proud?
That’s a tough one because I’m someone who really enjoys the process, I get the most satisfaction from the daily grind. But building a business forces you to grow as a person, and for me, the moments I’m most proud of are when I’ve overcome my own leadership and management weaknesses. Those wins might not be flashy, but they’re the kind that make everything else possible.
Sustainability and transparency are big conversations in beauty. How does AccuFix incorporate those values into its operations?
At AccuFix, sustainability means creating products that are genuinely needed, not pushing people into wasteful trends like ten-step routines. For example, we don’t make a standalone hyaluronic acid serum, because I believe it’s unnecessary for most people. That said, our range isn’t ‘minimalist’ for the sake of it. I believe in offering enough variety so people can customise their routine to their own skin’s needs. Every formula is designed to be effective, gentle, and backed by science, so you can do more for your skin with less.
For us, transparency is about earning trust without using fear as a marketing tool. We don’t demonise safe, well-researched ingredients, whether they’re natural or synthetic, and we don’t make misleading claims like ‘chemical-free’ to set ourselves apart. I personally test every product on my own skin before launch, we never photoshop before-and-after images, and we clearly disclose every ingredient, no vague claims, no fine print. Even our AI skin consultant, AccuScan, is free to use, because I believe everyone should have access to honest, evidence-based skincare advice without paying a premium.
You can build a business and be present for your family, but it’s about making intentional choices rather than chasing the idea of doing it all perfectly
What advice would you give to women who want to build a business while embracing major life changes like motherhood?
My biggest advice is to be very clear about your priorities, because you simply can’t do everything at once, and that’s okay. There will be trade-offs, so decide early what matters most to you and what you’re comfortable letting go of, at least for now.
The other thing is to accept that you can’t do it alone. Whether it’s family, friends, childcare, or professional help, having a support system is essential, especially with a young child who needs you constantly. Motherhood is a full-time job in itself, so give yourself grace and don’t measure your progress against someone else’s timeline. You can build a business and be present for your family, but it’s about making intentional choices rather than chasing the idea of ‘doing it all’ perfectly.
Every formula we create is designed to be effective, gentle, and backed by science, so you can do more for your skin with less
Looking ahead, what’s next for AccuFix and for you personally? Any exciting product drops or milestones on the horizon?
It’s been an exciting time for us at AccuFix. We just launched AccuFix Littles, our baby care range, which was inspired by what I’d want to use on my own daughter’s skin, gentle, effective, and backed by the same science-first approach we take with all our products. We also introduced Second Skin, our makeup line of skincare–makeup hybrids that work beautifully for problem skin and are designed to simplify routines rather than add more steps.
Looking ahead, my focus is on continuing to innovate in ways that make skincare and beauty more accessible, effective, and honest, without falling into the trap of overcomplication. Personally, I’m also learning how to grow the business while growing as a mother, which is its own exciting journey.
Interview: HELLO! Pakistan
Coordination & PR Manager: Pakiza Fatima