Crafting the First Notes: The Origins of SYALE
The journey of SYALE began with both curiosity and frustration. Both Sheryar and Ali were young graduates passionate about fragrances. They had collected perfumes from Europe and the Middle East, observing the sophistication in layering, notes, and season-specific formulations. They quickly realized that nearly every local brand in Pakistan was either a clone or a white-label product.
"Hum sirf bechne ke liye nahi the. Hum chahte the kuch asli create karein jo Pakistan mein bani ho, na ke kisi aur ki copy ho."
Translation: “We didn’t want to sell just for profit. We wanted to create something original, made in Pakistan, not a copy of someone else’s product.” Sheryar reflected.
Their goal was ambitious: to create original, high-quality fragrances tailored to Pakistani tastes while maintaining international standards. They started with a small home lab, mixing essential oils, testing aroma and longevity, and studying how different notes interacted. Early failures were frequent. Nose fatigue became a regular challenge, and headaches were unavoidable. Yet each failure was a lesson in formulation, patience, and creativity.
Raat ko experiments karne ke baad humari naak se smell feel nahi hoti thi, lekin har mistake humein naya seekhne ko milta tha”
Translation: “After night-long experiments, our noses would fail to sense smells, but every mistake taught us something new.”noted Ali.
Breaking the Mold: Tackling Clone Culture with Originality
The most formidable challenge SYALE faced was cultural. Pakistan’s perfume market had normalized clones, and consumers often could not differentiate originals from imitations. Introducing authenticity meant educating the market, not just selling products.
"Jab hum suppliers ke paas gaye aur asli perfume banane ki baat ki, to unhone kaha, ‘Time waste mat karo, jo market mein chal raha hai, wohi becho.’ Lekin humne decide kiya ke hum apna unique raasta choose karenge."
Translation: “When we approached suppliers about making real perfumes, they said, ‘Don’t waste time, sell what’s already working.’ But we decided to take our own unique path.” Ali recalled.
Education became central to their strategy.
Ye easy nahi tha. Market clones ke accustomed thi, lekin humne maana ke asli cheez hamesha stand out karti hai”
Translation:”It wasn’t easy. The market was used to clones, but we believed originality always stands out.”
The fact is fewer than 20% of Pakistani consumers understood fragrance composition, according to Euromonitor (2023), highlighting the need to teach the market how to recognize and appreciate authentic perfumes. SYALE integrated storytelling and education into every consumer touchpoint, whether through pop-ups, social media, or one-on-one consultations.
Clone-Dominated Market (40%): Competing in a market where 70–80% of perfumes are clones or white-label products.
Consumer Awareness Gap (25%): Fewer than 20% of Pakistani consumers understand fragrance composition or authenticity.
Supply Chain & Quality Control (20%): Difficulty sourcing high-quality oils, ethanol, and bottles locally while avoiding informal suppliers.
Scaling with Consistency (15%): Expanding from a home lab to pop-ups and retail while maintaining quality and brand identity.
Scaling SYALE Beyond the Lab: From Scratch to Signature Scents
SYALE’s growth strategy focused on three core elements: originality, premium branding, and community engagement. Each batch was crafted to maintain quality while preparing for urban pop-ups in Karachi and Lahore. Branding ensured every consumer touchpoint reflected elegance and exclusivity, and direct engagement through pop-ups and social media fostered loyalty. Within six months, over twenty-five percent of first-time buyers returned, a remarkable achievement in a clone-heavy market.
1. Innovating Scents: Creating Original Fragrances for Pakistan
Sheryar and Ali spent months developing fragrances suitable for Pakistan’s diverse climates. Summer required light, fresh scents, while winter demanded spicy and woody blends. Each perfume was unisex, appealing to both men and women.
"Har mausam ke liye fragrance different banai. Humne dekha ke har jagah, har din ke hisaab se ye kaise perform karti hai."
Translation: “We created a different fragrance for every season, observing how it performed across places and days.”
The first soft launch at Commons Karachi in December 2024 was pivotal. The first sale to a stranger validated their vision and strategy.
“Pehla sale sab kuch tha. Ye sirf ek product nahi, humari mehnat aur passion ka proof tha,” Sheryar reflected.
Translation: “The first sale was everything. It was proof of our hard work and passion, not just a product.”
Subsequent pop-ups in Lahore allowed them to educate customers on fragrance notes, layering, and the distinction from clones, reinforcing trust and brand credibility.
2. Formulating Excellence: Research and Craft in Every Bottle
Unlike competitors relying on pre-mixed oils, SYALE crafted every fragrance in-house. Sourcing high-quality essential oils, cosmetic-grade ethanol, and premium bottles was challenging due to regulatory restrictions and under-the-table market practices. Humidity could reduce perfume longevity by 15-20%, requiring meticulous testing and formula adjustments. Consumer preferences varied: women gravitated toward fruity and floral scents, men preferred oud and woody fragrances, and each formula was seasonally adapted.
Ali commented, “Humne Oud aur other scents mein balance rakha taki sabko pasand aaye, chahe wo male ho ya female.”
Translation: “We balanced Oud and other scents so everyone would enjoy them, male or female.”
3. The Art of Premium: SYALE’s Signature Brand Identity
The name SYALE was chosen for uniqueness and global appeal, avoiding regional limitations. Every detail, from bottle design to pop-up booths, reflected premium quality.
Ali explained, “Humne SYALE ka naam isliye rakha ke ye unique aur international feel kare, lekin local taste ke liye relevant ho.”
Translation: “We chose the name SYALE because it should feel unique and international, yet relevant to local tastes.”
The immersive design, curated lighting, and minimalistic aesthetic reinforced the brand’s promise of authenticity and exclusivity, allowing customers to perceive SYALE as both aspirational and trustworthy.
4. Teaching the Scent: Building Awareness and Appreciation
Education was central to SYALE’s growth. Pop-ups and social media allowed customers to understand fragrance composition, layering, and authenticity versus clones.
Sheryar explained, “Hum sirf sale ke liye nahi the. Hum chahte the log samajh sakein asli fragrance kya hoti hai. Jab wo samajh gaye, to wo humare loyal customer ban gaye.”
Translation: “We weren’t just selling. We wanted people to understand what an authentic fragrance is. Once they understood, they became loyal customers.”
Fragrance Market in Focus: Key Trends and Consumer Behavior
Clones & White-Label Products: 70–80% of the Pakistani perfume market is dominated by clones and white-label offerings, limiting originality and innovation (Euromonitor, 2023).
Under-the-Table Operations: Around 60–65% of small businesses operate without proper quality control or transparency, leading to poor consistency and weak consumer trust (Local market survey, 2023).
Premium Locally-Made Perfumes: Less than 5% of the market is made up of premium local perfumes (Statista, 2023). However, demand is rising, with 65% of urban millennials and Gen Z willing to pay for authentic products (Euromonitor, 2023).
These insights validate SYALE’s educational-first strategy, confirming that awareness and engagement are critical for market penetration.
Competitive Advantage Analysis – SYALE vs Competitors
Competitive Advantage Analysis – SYALE vs Competitors
- Originality: 100% of SYALE perfumes are crafted in-house; 70–80% of local brands sell clones/white-label.
- Customer Loyalty: 25–30% repeat purchase rate vs <10% for clone-heavy competitors.
- Consumer Education: Actively teaches fragrance notes & composition; less than 20% of consumers know this.
- Premium Experience: Curated design & immersive booths vs low-cost packaging by competitors.
- Quality Control: Locally sourced oils, ethanol, bottles; 60–65% of rivals lack transparency.
- Community: Pop-ups, social media & WhatsApp drive loyalty and word-of-mouth competitors lack.
1. Originality of Fragrances:
100% of SYALE’s perfumes are crafted from scratch in-house, while approximately 70–80% of perfumes in Pakistan are clones or white-label products.
2. Customer Loyalty:
SYALE enjoys a 25–30% repeat purchase rate, a figure significantly higher than the average for local perfume brands in Pakistan, where repeat purchases in the clone-heavy segment often remain below 10%. This highlights the strong trust and preference SYALE has built through authenticity and education.
3. Consumer Education:
Unlike most competitors who focus solely on sales, SYALE invests in teaching customers about fragrance composition, top/heart/base notes, and seasonal suitability. This strategy cultivates informed buyers and encourages long-term engagement. Research shows less than 20% of Pakistani consumers understand perfume composition, giving SYALE a strategic advantage.
4. Premium Experience:
Every touchpoint, from bottle design to pop-up booth aesthetics, is carefully curated to deliver a luxurious, immersive experience. Competitors often overlook presentation, relying on low-cost packaging and generic marketing, which reinforces SYALE’s image as a high-quality, authentic brand.
5. Local Sourcing and Quality Control:
SYALE sources all essential oils, ethanol, and bottles within Pakistan, ensuring high-quality ingredients and consistent formulations. Around 60–65% of small perfume businesses operate under-the-table or lack transparency, further highlighting SYALE’s credibility and operational discipline.
6. Community Engagement:
SYALE actively uses pop-ups, social media, and WhatsApp to build a community of fragrance enthusiasts. This engagement strengthens brand trust, converts first-time buyers into loyal customers, and generates organic word-of-mouth, an advantage many competitors lack.
Lessons Learned from SYALE’s Journey
"Originality is not just a choice, it is a commitment.” – A guiding principle reflected in every decision Sheryar and Ali made.
SYALE’s journey stands as a testament to the power of creativity, patience, and education in building a brand in a market where imitation dominates. What began as the founders’ passion for fragrances evolved into a sustainable business that is redefining how Pakistani consumers perceive perfume. From crafting original blends in a small home lab to educating the market on authentic fragrances, every step contributed to lessons that can guide future entrepreneurs.
1. Commitment to Originality: Standing Out in a Clone Market
SYALE’s founders learned early that originality requires both courage and consistency. Instead of taking shortcuts with pre-mixed oils or popular scent templates, they committed to creating authentic formulations from scratch, considering seasonal preferences, gender-neutral profiles, and fragrance longevity. Through this commitment, SYALE established a reputation for authenticity, which became a key differentiator and laid the foundation for customer loyalty.
Today, over 25% of first-time buyers return, an extraordinary figure in a market conditioned for imitation.
2. Educating the Market: Knowledge as a Growth Driver
The founders quickly realized that a premium, original product alone would not succeed. Most consumers lacked understanding of fragrance composition, the importance of top, heart, and base notes, and how scents react to Pakistan’s diverse climate. Education became a cornerstone of their strategy.
At pop-ups in Karachi and Lahore, Sheryar and Ali spent hours explaining fragrance layers, seasonal suitability, and the difference between authentic and cloned products.
‘We were not just making sales. We wanted people to understand what a real perfume is and why it matters to them,’ Sheryar explained.
Through social media, WhatsApp, and personalized consultations, SYALE turned curious buyers into informed, loyal customers, effectively creating a small community of fragrance enthusiasts.
This lesson demonstrates that education is not a marketing tactic but it is a growth engine. By investing in consumer knowledge, SYALE ensured that every sale built long-term trust and advocacy.
3. Premium Design and Brand Experience: Perception is Everything
Every detail, from packaging to pop-up design, was crafted to reflect SYALE’s premium positioning. The founders learned that in a market accustomed to cheap, cloned products, visual identity and presentation heavily influence perceived value.
They invested time in branding consistency, typography, bottle design, and lighting, ensuring that every touchpoint communicated quality. This reinforced consumer trust and complemented the product’s originality, creating a holistic experience that competitors lacked.
Research shows that well-designed packaging can increase perceived product value by up to 20% (Smithers Pira, 2022), validating their design-focused approach.
4. Consistency Over Capital: Persistence Wins
Unlike brands with large marketing budgets, SYALE relied on consistency and strategic engagement to grow. Each fragrance batch was tested for quality, each pop-up carefully planned, and every consumer interaction was intentional.
‘Our growth was slow, but at every step, quality and authenticity were maintained. This creates more long-term value,’ said Sheryar.
This approach proved that deliberate strategy and community trust can outweigh heavy capital investment. Over six months, they sold over 1,000 units and built a loyal consumer base, demonstrating that patience, operational discipline, and consumer engagement are more impactful than aggressive spending.
5. Strategic Patience and Scaling: Building for Sustainability
SYALE’s expansion was methodical. Rather than rushing into multiple cities or launching dozens of fragrances simultaneously, they focused on perfecting formulations, educating customers, and ensuring each batch met high standards.
This patient, education-driven approach allowed SYALE to consolidate its market position, nurture loyal customers, and create a blueprint for sustainable growth. The lesson is clear: in emerging markets, strategic patience and focus on core values can turn challenges into lasting opportunities.
SYALE Perfume Journey
1. Original Fragrance Creation: 100% of SYALE perfumes are crafted from scratch in-house.
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2. Customer Loyalty: 25–30% repeat purchase rate.
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3. Consumer Education: SYALE invests in teaching customers about fragrance composition, notes, and seasonal suitability.
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4. Premium Experience: Every touchpoint, from bottle design to pop-up aesthetics is carefully curated for a luxurious brand experience.
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5. Local Sourcing & Quality Control: All oils, ethanol, and bottles are locally sourced with strict quality control.
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6. Community Engagement: Through pop-ups, social media, and WhatsApp, SYALE has built a fragrance community that fuels loyalty and organic word-of-mouth, a rare achievement in this market.
What SYALE’s Journey Teaches Us
SYALE’s journey can be compared to a delicate fragrance slowly taking shape in a master perfumer’s lab. In its early stages, the brand’s growth was nurtured by a deep-rooted commitment to originality, quality, and consumer education.
As with any refined creation, its strength grew from the trust, relationships, and values it built at the core of its operations. For Sheryar and Ali, it was never just about selling perfumes. It was about cultivating a deeper connection with the product and the people who appreciated authentic fragrance.
In the beginning, SYALE relied heavily on sourcing high-quality ingredients and building strong relationships with local suppliers. This foundation gave the founders the resources and confidence they needed to overcome challenges like clone-dominated markets, limited consumer awareness, and supply chain inconsistencies. Every step taken was purposeful, ensuring that each perfume was original, locally crafted, and reflective of the brand’s premium ethos.
As the brand grew, SYALE began to branch out, leveraging strategic engagement with its customers, community of fragrance enthusiasts, and carefully designed pop-up experiences. The strong connections the founders built in the early stages helped amplify the brand’s reach and foster customer loyalty. What started as a small home-lab operation transformed into a recognized national brand, and the originality of their perfumes remained at the heart of their expansion.
This story underscores an essential truth: success in business isn’t just about the product itself. It’s about creating an ecosystem of trust, education, and authenticity. SYALE’s ability to engage with consumers, nurture relationships, and stay true to its core values allowed the brand to expand while maintaining its identity and vision.
The analogy of a carefully blended perfume reflects how a strong foundation of quality, trust, and community can empower a business to thrive even in competitive and imitation-heavy markets. By building relationships with suppliers, cultivating an informed customer base, and maintaining unwavering commitment to originality, SYALE has transformed from a niche startup into a brand recognized for its creativity, integrity, and impact.
In markets like Pakistan, where consumer education and access to high-quality local products are limited, social capital, trust, credibility, and meaningful relationships are truly essential. By investing in education, authenticity, and connection, entrepreneurs can turn constraints into opportunities, creating brands that are sustainable, respected, and innovative.
SYALE crafted its way to success. What’s stopping you from creating your own authentic story?
Start with purpose, stay true to your vision, and never compromise on originality.