THE FOUNDER

Hafsa, the founder of Jugnu, is the storyteller behind every fragrance. What began as an experiment in soy wax became a vision to craft a Pakistani luxury brand that could stand beside the world’s best. Her philosophy is simple: a scent should feel like home, even when you’re far away.

Under her leadership, Jugnu has gone from a single kitchen counter in Karachi to an award-winning brand with a presence in Pakistan’s leading malls, concept stores, and international markets.