Zainab Pasha is a hybrid C-suite operator, part brand builder, part innovation architect, part business driver, and always, impact-first. Currently, she serves as the CMO and COO of HERBeauty. She has been at the intersection of beauty, culture and consumer behavior for 20 years. Her journey started inside Unilever and L’Oréal, where she learned scale, discipline, and the science of building brands that become part of culture. However, it was during the time she co-founded HERbeauty in 2023 that things changed. Before HERBeauty, Zainab spent a decade helping create the founding team that launched L’Oréal Pakistan, taking it from market entry to break-even. She also built personal care brands at Unilever Pakistan & Thailand, along with running a 12-year beauty service business with small-batch retail.
