Mitti
D2C skincare made from indigenous ingredients, 2,500 orders a month and growing.
The business
Problem. Pakistani skincare buyers choose between expensive imports and local products with undisclosed ingredients and no dermatological testing.
Solution. A tight 9-SKU line built on multani mitti, rosewater and cold-pressed oils — dermatologically tested, fully disclosed ingredients, priced PKR 900–2,200.
Model. D2C website and Instagram, 62% gross margin, AOV PKR 2,900. Subscribe-and-save is 18% of revenue and climbing.
Market. Urban women 20–40 buying skincare online — a PKR 15B and fast-growing segment.
Competition. Imported brands on prestige, bazaar products on price. We own 'trusted local' with published lab tests.
Traction
Monthly revenue
PKR 1M–2M monthly
Customers
2,500 orders/month, 36% repeat
Months operating
14
Growth
16% MoM
Sold out launch batch in 11 days. Featured by three of Pakistan's top beauty creators unpaid.
Team
Noor Fatima
Founder & CEO
Pharmacist by training. Formulated Mitti's first three products herself and had them independently lab-tested before selling a single unit.
Team of 9 · LinkedIn
Use of funds
Inventory depth (45%), content and creator marketing (35%), pharmacy retail pilot (20%).