Our Story

THE BEGINNING

back story

I believe beauty isn’t something to be created—it is inherent in us, waiting to be unveiled. As an actor, model, and creator, I’ve spent years in an industry shaped by ever-changing beauty standards, yet the most captivating beauty is the kind that feels good and brings out the best in you.

When it came to makeup, I wanted something more—products that worked with my skin, enhancing rather than masking. I wanted a formula that felt like a second skin, mirroring the way real, glowing skin looks and moves. Because beauty takes effort, but that effort should be something you enjoy—an experience you look forward to, a routine that uplifts you.

That’s where the journey began. I immersed myself in the science of pigments and textures, studying how each element interacts with the skin. It wasn’t just about high performance—it had to be clean without compromise. I spent years refining formulations, ensuring that every product delivered comfort, blendability, and lasting wear without sacrificing clean ingredients for performance or performance for clean ingredients.

HIRU was born from this vision. Our first product, the Instant Blush Multistick, is designed to be more than just makeup—it’s an experience. With six universally flattering shades, it blends seamlessly, creating a lit-from-within glow that looks and feels like real skin.

More than a brand, HIRU is a movement—one that celebrates authenticity, inclusivity, and self-expression, free from the pressure of perfection.

This is just the beginning. I can’t wait for you to experience it.

— Hira Tareen, Founder

From a young age, I was captivated by the transformative power of beauty as art. At six, I began observing facial anatomy and expressions, sketching portraits from my imagination. I quickly grasped how light and shadow affected the human face and applied these techniques to my sketches.

However, my relationship with beauty wasn’t always smooth. Growing up in Pakistan until the age of eight and then moving to the U.S., I experienced a major cultural shift that shaped my understanding of beauty. Varying opinions on skin tones and facial features made me question whether beauty was something a select few are born with, something inherent in us all, or something that had to be mastered.

This fascination with aesthetics eventually translated into using real faces as my canvas—experimenting with makeup on friends and family, bringing out the best in their features with subtle techniques.

Now, with over 15 years in the entertainment and fashion industry, I’ve spent countless hours in the makeup chair, learning what works and what doesn’t. My passion lies in sharing that knowledge—helping people feel beautiful in their own skin and discover their inner glow.

I believe that aesthetic beauty can be achieved through simple yet effective techniques. With HIRU, my goal is to make beauty effortless, intuitive, and inclusive—celebrating the unique tones and textures that make each of us stand out.

"I wanted to create an honest, informative, clean, conscious and caring brand that I could confidently stand behind."

-HIRA TAREEN

MY FIRST MEMORY OF EXPERIMENTING WITH MY MOM'S MAKEUP AFTER MOVING TO THE US AT AGE 8.

ONE OF THE MANY SKETCHES I MADE WHILE GROWING UP, EXPERIMENTING WITH LIGHTS, SHADOWS AND TEXTURES.

I'VE ALWAYS BEEN THE GO-TO, RESIDENT MAKEUP ARTIST FOR FRIENDS AND FAMILY FOR ALL THEIR SPECIAL OCCASIONS. (LEFT) DOING MAKEUP FOR MY COUSIN SAMRAH ON HER BIG DAY. (RIGHT) DOING MAKEUP ON MY COUSIN MAHAM FOR MY YOUTUBE CHANNEL.

It’s been my dream to develop a beauty brand that reflects the core values that I strive to achieve in life— honesty, integrity, responsibility and authenticity.

A brand for the multifaceted individuals of today, who seek to elevate their beauty routines safely and efficiently. I hope my first product with its six universally flattering shades will become the most valuable player in your beauty lineup. Something you enjoy reaching for the most, as you navigate through your busy and hectic daily routine.

a special note for you

MINDFUL & MULTITASKING

motherhood & clean beauty

Seven years ago, when I found out I was becoming a mother, everything changed. I became more conscious of what I was consuming—what I ate, what I applied to my skin, and what I exposed myself to daily. This newfound responsibility led me down a path of researching clean, safe and effective ingredients while simultaneously navigating the journey of raising my daughter.

Motherhood is the ultimate balancing act—juggling personal aspirations, career goals, and family life all at once. I quickly realized that I needed less beauty products to do more. Products that could keep up with my busy lifestyle—products that weren’t just multitasking in name but in efficacy also.

That’s why HIRU was created. More than just makeup, it’s a skincare-infused beauty solution. Every formula is consciously curated with clean, high-performing ingredients that nourish while enhancing. It’s cruelty-free and vegan (PETA certifed), kind to the skin, and designed for women who need beauty to work as hard as they do.

With the INSTANT BLUSH Multistick, I’ve created a multi-tasking skincare-makeup hybrid that simplifies routines without compromise—because beauty should feel as good as it looks.

my online family

#hirucrew

the birth of HIRU

After launching my YouTube channel around the birth of my daughter, I began receiving countless messages from women asking about my self-care routine, go-to makeup products, and lifestyle choices. It became clear that my audience wasn’t just watching—they were engaging, learning, and growing alongside me.

I realized that this wasn’t just about beauty—it was about connection. My online community valued my insights like they would an older sister’s advice, and in turn, their curiosity, feedback, and shared experiences shaped

my own perspective.

Their trust inspired me to create something more than just another beauty brand. I wanted HIRU to be a reflection of this ongoing exchange—an honest, informative, and conscious brand that listens, evolves, and grows with the women

who support it.

Supporting small businesses and local Pakistani brands has always been close to my heart. I believe in putting honesty above gatekeeping, sharing my knowledge and discoveries so that my community can grow with me. HIRU carries that same spirit—championing quality, transparency, and the power of collective progress.

HIRU isn’t just mine—it’s ours. It’s a space where beauty meets mindfulness, where knowledge is shared freely, and where every shape, shade, and story is welcome. Together, we’re redefining beauty—one conversation, one idea, and one product at a time.

WE ARE COMMITTED TO CREATING PRODUCTS THAT ARE CRUELTY-FREE, VEGAN AND MADE WITH THE MOST SAFE AND NON-TOXIC INGREDIENTS AS POSSIBLE.

Our Commitment

WE ALSO AIM TO MAKE SURE ALL OUR FORMULATIONS ARE FREE OF HARMFUL and questionable ingredients SUCH AS PARABENS, FORMALDEHYDES, PHTHALATES, BENZENE, AND SULPHATES.

If we absolutely have to include an ingredient that might be currently under research or suspected to be in the grey area of safety, we are honest and transparent with our customers by listing our complete ingredient list, so that they can make well-informed decisions about what they are purchasing and applying on their skin

Our Values

transparency

We believe beauty should be clear, honest, and free from hidden agendas—what you see is what you get. That’s why we are fully transparent about our ingredients, formulations, and where our products are made, so you always know exactly what you're putting on your skin.

Mindfulness

Every product, every choice, and every detail is crafted with care and intention. We’ve gone through a rigorous certification process to become PETA-certified and part of the Beauty Without Bunnies program, reinforcing our commitment to cruelty-free and vegan beauty. Our ingredients are carefully curated, and our formulas are designed with your skin in mind.

inclusivity

HIRU is made for everyone, with carefully crafted shades and formulas that celebrate the depth and warmth of South Asian and melanin-rich skin tones, while seamlessly complementing lighter complexions for a truly inclusive beauty experience.