Our Story

Growing up in a lively Pakistani Punjabi family, my home was always bustling with happy chaos, and I absolutely loved munching on junk food; after all, it was a delightful part of my childhood. Little did I know that this innocent affection for burgers and pizzas would lead to some unexpected challenges during my teenage years. As I grew up, I faced a surprising discovery about my hormones revealing the presence of Polycystic Ovarian Syndrome aka PCOS. My hormones seemed to be doing just fine but I had this condition called insulin resistance. This twist in my life wasn't just a surprise; it was a beginning of some real physical and mental health struggles and a plethora of issues with my face, hair and body.

My PCOS journey has not just a story of the personal challenges I faced but dealing with the whole "log kya kahenge? (what would people say?)" mindset in Pakistan. In my late teens, the "desi beauty standards" put this extra weight on me, as I was getting face and back acne, oily skin, open pores, two-tone skin, unwanted facial and body hair, crazy hair thinning and hairfall, stretch marks, and what not. Also, my not-so-great habit of popping pimples left me with more acne and acne scars all over my face. All of was a big hit on my confidence. It wasn't just what others could see; my neck and underparts started getting darker. To make things more interesting (or should I say challenging?), thanks to the tag-along buddy of PCOS – weight gain. The societal pressure, especially from desi aunties, resulted in hurtful body shaming. Their expectations made me feel isolated and turned family events into emotional battles. I started avoiding gatherings to escape judgment and hurtful comments about my appearance. It was really tough, not just physically but emotionally too, leaving scars deeper than those on my skin.

I wanted a “normal” life, so I tried all kinds of products, from local ones to fancy ones – you name it, I've used them all. But guess what? The more I was putting these random products, the worsen my issues got. It felt like I was in a never-ending game, and disappointment was the only constant. Now, let's talk feelings – anxiety and depression became uninvited guests in my life because, apparently, everyone was an expert on my lifestyle choices from what I eat to how I live (btw, I use to binge eat a lot back then). And talking about periods (even when they were completely normal)? That was off-limits, thanks to our society's rules. Every morning, facing the mirror felt like going for a war, with makeup as my armor. Hiding was my superpower, but inside, it was a struggle.

One fine day, I decided to educate myself about my symptoms. From articles to YouTube videos, I started researching everything about PCOS. Fueled by my newfound wisdom and a powerful desire to be "normal", I jumped into the world of green formulations. After considering my diet, lifestyle, and habits, I identified some key ingredients that could potentially ease my PCOS symptoms. Now when I think of it, going green wasn't just a choice; it was my battle cry against the relentless struggles. I experimented and developed some homemade remedies and formulations that surprisingly started working for me. But here's where the story takes a thrilling turn – the magic wasn't just for me. When some of my friends tried them, they helped them too! Seeing these amazing results made me realize that these products could help others around me with similar struggles.

Encouraged by the positive response, I started thinking about something BIG!! It hit me – "why not share these life-changing creations with more people?" During the COVID-19 era, innovation felt essential, and the idea of having my own beauty line began to take shape. Starting my Master's journey at Curtin University in early 2021, I dived into the worldwide trend of green living. I chose to study global green cosmetics and skincare industry for my thesis and that's when I connected with experts from Australia and Malaysia learned how people are embracing eco-friendly choices. Talking to users of green products, I saw firsthand how green living can transform lives. This experience gave me insight into how people view the global green movement and that's when I learned that it's about a shared commitment to a healthier self and a healthier planet.

Now, I'll be honest, I wasn't some beauty expert right from the start. Recognizing my own limitations and technical knowledge about the product formulations, I teamed up with a group of professionals to start a thorough Research and Development (R&D) on the combination of ingredients which worked for my PCOS symptoms. For over two years, these experts worked tirelessly, brainstorming, testing, and refining these formulations. Each day, we saw it as a chance to make our products even better. You see, it wasn't just about making products; effectiveness, safety and zero compromise on quality were our top priorities. We made sure to pass them thorough multi-level rigorous lab testing and also get all the necessary regulatory approvals.

But here's the heartfelt part – we did not just settle for creating awesome products. My partnership with my family in the UK, especially my beloved bhai (brother) and bhabhi (sister-in-law) , who are medical doctors, became my very strong allies. They took this unique approach of involving a team of skilled doctors from their professional circle in the UK who, with their knowledge and dedication, carefully reviewed our formulations. It wasn't just about making things fancy; it was about creating result-driven products that people could truly trust. What truly warmed my heart was the positive feedback from a few folks within their circle who tried these formulations and had the amazing experiences.

These formulations, which initially were developed for myself, are already receiving loads of love from my closed circle. As when more people wanted to experience this goodness, we knew it was time to step up our game. With the support of my family, what previously were some home remedies have now turned into something bigger – and hence, "PURE BY JEY" is born. It's not just another beauty line; it's a movement of embracing imperfections. It has an empowering narrative that encourages everyone to confidently shine in their own skin, celebrating the strength found in overcoming adversities and embracing individuality. It's a mission close to my heart – to accept, uplift and support your own self. Inspired by my struggles, and it's a shout-out to everyone out there who deserves to break free from the chains of self-doubt and embrace themselves to live a healthier, more confident life.