Primary was founded in 2019 by a long-suffering skincare enthusiast with lifelong eczema and more recent hormonal cystic acne, who had finally discovered the power of science-backed ingredients and routines.

Our goal is to bring clean, ingredient-focused, multi-tasking, & innovative skincare formulations to the Pakistani market at a price point that is accessible. We believe in the healing power of botanicals, so you will find well-researched natural extracts combined with high-performance actives in our formulations. 

We think of skincare in scientific terms, and we only pick ingredients which are scientifically proven to work. We never make misleading marketing claims, and we aim to actively fight back against skincare myths and fearmongering.

We believe in conscious creation - we want to bring to market only those formulations which serve a purpose and fulfil a genuine need. For this reason, we work slowly and mindfully to build our skincare range, and only introduce a product once it meets our stringent list of criteria.  

We work with labs located in Europe and Asia to create innovative formulations which are unique to the Pakistani market. The raw material in our products is sourced from renowned cosmetic-grade chemical manufacturers located worldwide. Our formulations are manufactured at a facility which is ISO 9001:2015 certified and follows current Good Manufacturing Practices (cGMP) as required by the FDA and other regulatory authorities worldwide. To us, the safety of your skin is Primary.