Three LUMS students have taken Pakistani talent to an international stage after reaching the Top 45 global finalists at L’Oréal Brandstorm 2026.
Aleena Khurram, Saad Tausif and Dua Sarfaraz represented Pakistan at the international finale in Paris. The competition attracted more than 350,000 young innovators from over 60 countries.
Their journey began at Lahore University of Management Sciences (LUMS). However, it soon took them far beyond the university’s discussion rooms.
From a LUMS Idea to a Global Competition
Brandstorm 2026 challenged university students to reinvent the future of luxury fragrance under L’Oréal Luxe.
During late-night study sessions, the trio developed an idea for a wearable fragrance strip. The concept aimed to create a different way for consumers to experience fragrance.
According to Dua Sarfaraz, the idea did not emerge from one dramatic breakthrough.
“There was no single dramatic ‘Aha!’ moment. It was more about seeing the idea make sense to real people. During one late-night session, we pitched it to Aleena’s older sister. Seeing her genuine interest made it feel real. As we tested it with friends and family who immediately understood why someone would spend money on it, we realized we might actually change how people experience fragrance.”
However, turning the concept into a luxury product proved challenging. Early prototypes faced criticism, particularly over their appearance and positioning.
The team needed to make the wearable strip feel like a genuine luxury accessory. Therefore, they focused on the emotional experience behind the product.
“We realized luxury isn’t just what a product physically is,” the team reflects. “It’s about how it makes you feel.”
Youngest Team to Win Pakistan’s National Final
The trio eventually won the national finals as the youngest team in the competition.
Their team included two juniors and a sophomore. Yet, the national victory also brought greater pressure.
“The weeks that followed involved endless iterations, late nights and even giving up most of our Eid celebrations,” they share. “We realized we were preparing to represent Pakistan on a global stage after 12 years. We wanted to make the most of it.”
As a result, their preparation intensified before the international finale in Paris.
L’Oréal Pakistan’s Mentorship Support
L’Oréal Pakistan supported the students through an intensive month-long mentorship programme.
Rehan Saeed, CEO and Executive General Manager at L’Oréal Pakistan, provided strategic guidance. His advice helped the students adapt their concept for luxury houses, including YSL, Prada and Armani.
Meanwhile, Rahat Mirza, Head of Human Resources, helped the team prepare for the international stage. She encouraged them to remain authentic while representing Pakistan with pride.
The students also participated in strategy sessions with international and regional L’Oréal professionals.
These included the Middle East Director for Luxury Fragrances and a Brand Product Manager from Australia. They also worked with regional marketing leads for luxury brands such as Miu Miu and Prada.
The support continued throughout their rehearsals.
“The support continued all the way through our rehearsals,” the team shares. “Rayyan, the Brandstorm Manager from L’Oréal Pakistan, would stay up late with us, listen to multiple versions of our pitch, and help us refine it. Just knowing we weren’t preparing for Paris alone was huge.”
What the Students Learned About Corporate Culture
The experience also changed the students’ perceptions of the corporate workplace.
Coming from finance and management backgrounds, they had expected traditional corporate hierarchies. Instead, they encountered an environment that encouraged openness and responsibility.
“What surprised us was how open everyone was, regardless of position,” says Dua. “Seeing young professionals, including our Brandstorm Manager himself, given tangible ownership so early showed us how quickly people grow when a workplace genuinely trusts them.”
The experience therefore became about more than developing a competition entry. It also exposed the students to a different approach to professional growth.
Paris Became Their Classroom
The international finale gave the Pakistani trio an opportunity to experience L’Oréal’s global beauty ecosystem firsthand.
Their week in Paris included the YSL Scent-sation workshop. The workshop explored the emotional and sensory dimensions of luxury fragrance.
They also attended the Lancôme HAPTA workshop. The session showcased a handheld device designed to support people with limited hand and arm mobility.
In addition, the students experienced L’Oréal’s latest beauty technology and artificial intelligence innovations.
The week eventually culminated at Le Visionnaire, L’Oréal’s global creative headquarters.
There, the trio presented their final pitch to senior leaders from the global luxury fragrance industry.
Brandstorm Changed Their Perspective
For Dua Sarfaraz, the competition offered lessons that went beyond the classroom.
“A classroom teaches frameworks, but Brandstorm taught us what it actually means to build something from scratch,” Dua notes. “Interacting with teams from around the world brought out a true builder mindset in us. It developed our critical thinking and presentation skills, which are becoming essential in a world increasingly run by AI.”
The experience also influenced how she views her future career.
Coming from a finance background, she said the team had not considered themselves particularly creative. However, repeatedly refining their presentation pushed them beyond familiar boundaries.
“Coming from finance, we never thought of ourselves as the ‘creative type’. Endless re-dos until we presented the “L’Oréal way” made us step out of our comfort zones. It ignited a real interest in pursuing a career driven by innovation and problem-solving. It raised the bar for what I look for in a future workplace, showing that a structure encouraging innovation without rigid hierarchies actually exists. L’Oréal’s motto, ‘Life is too short for a boring career,’ genuinely resonates with me now!”
A Message for Pakistan’s Young Students
The trio’s journey also carries a broader message for young people across Pakistan.
Their success began with an idea developed during university study sessions. However, they reached the international stage by taking the opportunity to participate.
Dua encouraged other Pakistani students to take that first step, even when success appears unlikely.
“My only piece of advice to every young Pakistani student reading this is to just take the first step,” urges Dua. “Whether it’s making that submission, signing up or just putting yourself out there – it really is as simple as that. For a lot of us, myself included, we think the outcome is too far-fetched or unrealistic that we don’t even participate.”
She also emphasized the importance of making the most of opportunities.
“What really helps is just seizing every opportunity that presents itself and giving it your best. You never know, you might just find yourself on a cruise on the Seine with the Eiffel Tower in the background, laughing with people from completely different parts of the world.”
For Aleena Khurram, Saad Tausif and Dua Sarfaraz, Brandstorm 2026 became a journey from LUMS discussion rooms to an international finale in Paris.
Their achievement placed them among the Top 45 global finalists. More importantly, their experience showed how a university idea can evolve through experimentation, mentorship and persistence.
As Pakistan celebrates its Independence Day month, their story offers a timely reminder of the potential within the country’s young talent.
