More Than Makeup: How Merium Pervaiz Built a Community, Crushed Rumors, and Created a Brand

Merium Pervaiz-the ‘Api’ with all her ‘big sister energy’ is not just another face in the world of social media; she’s a beacon of inspiration for many. So when girls call the famous beauty and lifestyle Youtuber Merium Pervaiz-‘Merium Api’ it is a term of endearment, respect and deep affiliation. Her content goes far beyond standard, rigid makeup tutorials, speaking to her audience like an older sister, giving unfiltered and practical advice. Whether she is sharing budget-friendly skin remedies, explaining menstrual health or discussing marital life and household management, she tackles topics young girls often feel hesitant to ask others about.

She famously starts her videos with a warm, casual "Hello jee!" and maintains a down-to-earth Punjabi-inflected conversational style. The transparency about her own life, including her experiences with motherhood and managing a home, makes her viewers feel like they are part of her family.  

For millions of young women (precisely 3M on Instagram & 2.55M on Youtube) navigating skincare routine basics, wedding preparations, or self-care, she acts as a reliable mentor. Merium has truly carved out a unique space where she connects with her audience on a personal level, she offers guidance, support, and a sprinkle of motivation to those seeking to navigate their own journeys.

Her vibrant personality and relatable content resonate with countless followers, making her a trusted source of advice. Whether she’s sharing tips on entrepreneurship, self-care, or lifestyle, Merium’s authenticity shines through. She believes in empowering women to chase their dreams, fostering a community where everyone can thrive.

After building a massive online "Insta-family" through relatable skincare routines, DIY home remedies, and everyday makeup tutorials starting in 2018, Merium Pervaiz transitioned into entrepreneurship in 2021, by developing her own namesake cosmetics line. The brand focuses on everyday luxury, emphasizing highly pigmented, easy-to-blend formulations that cater specifically to South Asian skin tones and preferences. When asked about how this idea popped into her mind she said

‘I loved makeup, but I often felt that many products didn’t perform the way I wanted. Instead of searching for better options, I decided to create my own brand with a focus on quality, performance, and products women can trust.’

The brand debuted with eyelashes and eye makeup, later expanding into more products, most viral are the following ones:

a) Bounty Eyeshadow Palette: The initial launch's centerpiece features a versatile mix of warm nudes, festive pops, and high-shine glitters that transition from daytime casual to heavy bridal looks.

b) Liquid Glass Skin Foundation: Made in Italy and cruelty-free, this 3,600 PKR foundation comes in 5 shades and delivers a radiant, dewy finish.

c) Eye and Lash Essentials: Includes a highly-rated waterproof curling mascara for dramatic length and a line of lightweight, reusable faux mink eyelashes.

d) Lip Products:* Features smooth, smudge-proof matte lip liners in daily shades like Coffee, Bread, Peony, and Cherry.

e) Lots and lots of makeup brushes for easy strokes.

The rumor that Merium Pervaiz sells cheap, white-labeled, or rebranded Chinese cosmetics is a common piece of internet gossip, and it isn't  accurate. (our trusted sources have confirmed, too!)

​When a major influencer launches a brand in Pakistan, people often speculate whether they are just importing ready-made goods from platforms like Alibaba and slapping their own logo on them, which is not true in this case. Not only our sources confirmed but Merium rightly states so that ‘I personally oversee the production process. Our products are developed by highly qualified cosmetologists, who create multiple formulas for each product. After testing them, I approve the best formula before manufacturing begins,’ putting an end to the rumour mill!

With her entrepreneurial spirit, Merium continues to innovate, proving that success is not just about personal achievements but also about lifting others along the way. Follow her journey and be inspired!