Our Story

Consumer Oriented

Beyond Beauty by Saher is a consumer oriented beauty business, launched by beauty blogger Saher Ashfaq in 2020. A lifelong passion for beauty and her strong belief that every woman deserves to look and feel beautiful lead her to create beauty products which are unique and cost-effective for make-up artists and direct consumers alike.

“I’ve always been extremely passionate about beautifying myself and others around me. Being in beauty industry, I observe things which are missing or can be enhanced and thinking from a consumer perspective is what drives me to create those products in order to fill those gaps”.

Inspiration & Innovation


In 2017 after the birth of Saher’s second child she experienced extreme hair fall to a point where she had to chop her butt length hair to a shoulder length. She was devastated and felt like her beauty has come to an end. Looking at her old pictures she only could hope for her good hair days to return back and she was willing to pay any price for it. God bless her mother who re-created a long forgotten Grand Ma’s secret recipe of Hair Oil infused with Herbs and Saher started using it rigorously. Initially she started noticing that her damaged hair texture is changing and she is getting her healthier texture back which was ruined due to repeated colour treatments and heat styling, within 3 months her hair fall stopped completely and just within a year her hair grew back to almost hip length.

With the aim of helping other women to change the story of their hair as she changed hers, she turned the secret recipe into a now very successful product COCOHERB back in 2019.


“Being a make-up artist, I was never satisfied with the quality and style of lashes and if the quality was nice the price was not worth it. So I created my own line of luxury lashes which are re-usable up to 25 times and are extremely light weight and comfortable to wear that I often forget I’m wearing falsies”.

“Another battle was with the lash glue, some dried out pretty quickly, others were too wet and there was no control on how much product comes on the wand so it was always a struggle to apply falsies therefore I created two types of lash glue, liner lash glue and pen liner lash glue for easy and quick lash application even for makeup novice lash application was never this easy before”.

The Future

“I’m a blogger, create social content, work as a makeup artist and work with manufacturers to create products, which allows me to closely monitor the demand and need for new products. So I will only create products which are deemed necessary and will add value to the consumer experience. Beyond Beauty by Saher is not a money-oriented business but a consumer-oriented business and will be that way forever so if a product is no different, it won’t be created under my brand because a customer spends money to look and feel beautiful and that has been my ultimate goal for ever”.

Hours Of Operation
Sunday: 10 AM-10 PM
Monday: 10 AM-10 PM
Tuesday: 10 AM-10 PM
Wednesday: 10 AM-10 PM
Thursday: 10 AM-10 PM
Friday: 1 PM-10 PM
Saturday: 10 AM-10 PM

If you’re interested in employment opportunities at Beyond Beauty by Saher, please email us: shop@beyondbeautybysaher.com


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