Director, Conatural CEO, Rema Jewelry

Evolve: You have a very interesting profile when we look at your career journey. Please tell our readers about your journey so far?

Ms. Rema Taseer: I have been working since I was 21 and started my career with World Bank and then moved to the United Nations. My nature of work in the development sector allowed to me to travel a lot and learn from a vast array of experienced professionals. Once I moved back to my hometown Lahore, I took some time off to do jewellery courses and launched my fashion jewellery business REMA and that same year my sister Myra came to Lahore for her sabbatical and we began our journey to start Conatural.

Evolve: What is the idea and the drive behind startup of Rema Jewellery?

Ms. Rema Taseer: I have always had a keen interest in jewellery and when I moved back to Lahore I decided that in order to start a business I must make myself familiar with craft of jewellery making, which is why I decided to do take up professional courses. REMA was one of the first brands in Pakistan creating locally produced handmade fashion jewellery and it’s been a fantastic experience exploring my creative side and curating pieces for the local and international market which are unique, handmade at my workshop and made in Pakistan.

Evolve: Tell us a little bit about your educational background?

Ms. Rema Taseer: I graduated from the University of Sussex in Business management and Sociology and did my post-graduation from University College London (UCL) In Construction Economics and Project Management.

Evolve: How did the idea of Conatural came into your mind?

Ms. Rema Taseer: My Co-founder and sister, Myra, and I realized that there was a big gap in the market between authentic products and products that “claim” to do wonders for your skin and hair. The market is flooded with products with ingredients that are harmful for your skin but their packaging and marketing suggests otherwise. Your skin is the largest organ of your body and we wanted to make products for Pakistani’s that would give results – that are not harmful for your skin, and true to their claim. We made the decision to create organic and natural hair and skin care products without using toxic chemicals such as parabens, triclosan, artificial musks, PPD, silicones and sulphates and to change the paradigm of the beauty industry. Myra and I started with 2 products and we did the procurement, digital development and launch, packaging and deliveries ourselves – I still remember days when we were up late packing our deliveries for our customers and following up with them for their feedback. By the grace of God we are now at 70 SKU’s.

Evolve: What is one thing that you constantly hope can change in skin and hair care in Pakistan?

Ms. Rema Taseer: One of the major concerns in the beauty industry in Pakistan is that there are not enough regulations on brands and the quality they are giving to the end user.

There are many companies selling products with high loads of lead, mercury, copper, and others hazardous and toxic ingredients in local Pakistani cosmetic brands. Consumers of these brands are at high risk of many clinical issues, including cancer. At the same time, products that are harmful are being marketed to consumers without them knowing the real harmful effects of that product on their skin. At Conatural we are very transparent, and I hope there can be better regulations and mediums to promote this information to customers.

Evolve: Do you think your factory complies with international standards in skincare industry?

Ms. Rema Taseer: With years of research and development on skin and hair care products, along with state-of-the-art equipment, ISO 22716 certified Good Manufacturing Processes (GMP) and standardized SOPs, Conatural is able to supply high quality products to the conscious consumers of today. Conatural has created a new standard in the Pakistani natural and organic hair and skin care market. Our products are EU safety attested and Halal Certified.

Evolve: There is a huge potential in the beauty industry. Do you export and how do you expand?

Evolve: After receiving funding for your start-up, what developments have been done?

Ms. Rema Taseer: Conatural is a women- led profitable business and the reason we have raised money is to be able to accelerate growth with the help of our investors. Raising this amount has facilitated us to execute our local and international expansion plans, grow our portfolio and foster innovation.

Evolve: Are there any exciting upcoming launches in both the companies that you want to tell us about or give a sneak peek/little hint?

Ms. Rema Taseer: For jewellery I have a new contemporary collection coming out in a week made with locally sourced semi-precious stones, engraving and uniquely casted pieces. At Conatural, we just recently launched our high –performance serums and 3 facewashes and the summer has another exciting launch so stay tuned!