“If someone had told us at the start of the year that we would be in Paris representing Pakistan – pitching to L’Oréal global leaders, cruising on the Seine with the Eiffel Tower in the background – we would have found the idea unfathomable.”
Three university students from LUMS – Aleena Khurram, Saad Tausif and Dua Sarfaraz – have proven that Pakistani talent can compete with the world’s best. Standing tall among the Top 45 global finalists at the L’Oréal Brandstorm 2026 International Finale in Paris, the trio made history in a competition that drew over 350,000 young innovators from more than 60 countries.
Behind their success was a month of rigorous preparation supported by L’Oréal Pakistan, a team driven by the belief that local talented youth belong on the global stage.
The Spark in the Discussion Room
Brandstorm 2026 challenged university students worldwide to reinvent the future of luxury fragrance under L’Oréal Luxe. During late-night study sessions in the discussion rooms at LUMS, the trio conceptualized a wearable fragrance strip.
Dua Sarfraz recalls, “There was no single dramatic ‘Aha!’ moment. It was more about seeing the idea make sense to real people. During one late-night session, we pitched it to Aleena’s older sister. Seeing her genuine interest made it feel real. As we tested it with friends and family who immediately understood why someone would spend money on it, we realized we might actually change how people experience fragrance.”
Yet, early prototypes drew sharp critiques. Making a wearable strip feel like an authentic luxury accessory rather than a disposable bandage was a formidable hurdle. “We realized luxury isn’t just what a product physically is,” the team reflects. “It’s about how it makes you feel.”
When they won the national finals as the youngest team in the competition – comprising two juniors and a sophomore – excitement was instantly met with intense pressure. “The weeks that followed involved endless iterations, late nights and even giving up most of our Eid celebrations,” they share. “We realized we were preparing to represent Pakistan on a global stage after 12 years. We wanted to make the most of it.”
The Mentorship Bridge
To help the students navigate the complex nuances of global luxury fragrance, L’Oréal Pakistan backed them with an intensive, month-long mentorship program. Rehan Saeed, CEO and Executive General Manager at L’Oréal Pakistan, provided strategic guidance to adapt their concept for iconic luxury houses like YSL, Prada, and Armani, which proved pivotal in sealing their national victory. Meanwhile, Rahat Mirza, Head of Human Resources, coached the team on embodying the “L’Oréal way” by presenting their authentic selves and stepping onto the global stage with agreat sense of national pride.
The students also engaged in direct strategy sessions with the Middle East Director for Luxury Fragrances, a Brand Product Manager from Australia, and the regional marketing leads for luxury houses like Miu Miu and Prada across SAPMENA (South Asia Pacific, Middle East & North Africa).
“The support continued all the way through our rehearsals,” the team shares. “Rayyan, the Brandstorm Manager from L’Oréal Pakistan, would stay up late with us, listen to multiple versions of our pitch, and help us refine it. Just knowing we weren’t preparing for Paris alone was huge.”
What struck the students most was the workplace culture. Coming from finance and management backgrounds, they harboured traditional assumptions about bureaucratic corporate hierarchies. “What surprised us was how open everyone was, regardless of position,” says Dua. “Seeing young professionals, including our Brandstorm Manager himself, given tangible ownership so early showed us how quickly people grow when a workplace genuinely trusts them.”
A Once-in-a-Lifetime Experience in Paris
In Paris, the world transformed into their classroom. Their immersive week included the YSL Scent-sation workshop, an exploration into the emotional and sensorial architecture of luxury fragrance; the Lancôme HAPTA workshop, showcasing the award-winning handheld device designed to bring beauty to people with limited hand and arm mobility; and hands-on experiences with L’Oréal’s latest beauty-tech and AI innovations.
The week culminated at Le Visionnaire, L’Oréal’s global creative headquarters, where the Pakistani trio delivered their final pitch to a panel of senior leaders from the global luxury fragrance industry.
“A classroom teaches frameworks, but Brandstorm taught us what it actually means to build something from scratch,” Dua notes. “Interacting with teams from around the world brought out a true builder mindset in us. It developed our critical thinking and presentation skills, which are becoming essential in a world increasingly run by AI.”
For Dua, the experience reshaped her career ambitions. “Coming from finance, we never thought of ourselves as the ‘creative type’. Endless re-dos until we presented the “L’Oréal way” made us step out of our comfort zones. It ignited a real interest in pursuing a career driven by innovation and problem-solving. It raised the bar for what I look for in a future workplace, showing that a structure encouraging innovation without rigid hierarchies actually exists. L’Oréal’s motto, ‘Life is too short for a boring career,’ genuinely resonates with me now!”
A Message to the Youth of Pakistan
As Pakistan celebrates August as the month of Independence Day with national pride and responsibility, the trio’s journey reflects what Pakistani youth can achieve when backed by a global capability platform.
“My only piece of advice to every young Pakistani student reading this is to just take the first step,” urges Dua. “Whether it’s making that submission, signing up or just putting yourself out there – it really is as simple as that. For a lot of us, myself included, we think the outcome is too far-fetched or unrealistic that we don’t even participate.”
She adds with a smile: “What really helps is just seizing every opportunity that presents itself and giving it your best. You never know, you might just find yourself on a cruise on the Seine with the Eiffel Tower in the background, laughing with people from completely different parts of the world.”
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