Women In Business Ft. Alizeh Shah

Today I sit down with Alizeh Shah, the founder of Hair Matters, and we talk about what it really takes to build a business from a family recipe and a Facebook page. This conversation is honest, warm, and full of the small things that matter when you’re figuring it all out on your own.

From nani’s kitchen to a full-time business

Alizeh tells me the story didn’t start with a big plan. Growing up, she and her cousins would mix oils with their grandmother, trying different combinations for different hair concerns. “It was this really casual activity and I never really thought much about it,” she says. Years later, at LUMS, a group of friends were all starting businesses and they pushed her to think about what she could do. The next morning she called them and said she was interested in hair oils. “I thought that I do have something like a recipe here that I want to make accessible for more people.” At that time she had no idea it would become her full-time work. Five and a half years later, Hair Matters is still growing, and Alizeh is still learning.

The e-commerce learning curve

When Hair Matters started in 2015, it was just a Facebook page. “People were using Facebook,” Alizeh laughs. Instagram came later, then a website. Orders moved from DMs to a proper system. She had no business background, just a law degree she was still finishing. “I had absolutely no idea about packaging, cash on delivery, shipments, all of these small small things.” She learned by doing, asking for help, and watching what worked. Over time, trust built up. If a bottle arrived broken, she sent a replacement. Those small gestures mattered. And then corona pushed everything online even faster. “People were finally pushed from physical to digital,” she says. E-commerce in Pakistan found its moment.

Showing up online, every single day

Running an online business today isn’t just about having a product. It’s about creating content constantly. Alizeh admits it’s the hardest part, but also the most fun. “You need to keep the customer engaged and interested in your brand,” she says. One post used to be enough. Now you’re competing for attention in long feeds, staying relevant with new jokes and trends. She handles the marketing herself because she finds it challenging and creative. It’s not just product shots anymore. It’s brand storytelling, and it takes time and energy. But that’s what keeps the connection alive.

Financial independence and the women behind the screen

Alizeh’s team is small, six people, and she prefers to hire women. “They’re from different economic backgrounds and I’ve seen the change in them,” she shares. Financial independence brings a shift in confidence. She knows this firsthand. “When I started earning myself, a lot of empowerment comes from that.” We talk about how the internet has opened doors for women in Pakistan. You can sit behind a screen and run a business without stepping out, without navigating the restrictions that often come with physical spaces. “If you’re financially dependent on someone, you’re depending on them for everything,” Alizeh says plainly. That independence, even in small steps, changes how you see yourself.

Honesty over hype

One thing I respect about Alizeh is how she refuses to oversell. When customers message about hair loss, she tells them the truth: losing 50 to 100 strands a day is normal. She doesn’t promise miracles. She also never calls her products organic, because there’s a fine line between natural and organic. “My products are chemical free, no preservatives, nothing harmful, but organic is not the case,” she explains. She offers one-on-one consultations in the DMs, asking about hair concerns before suggesting a product. That honesty builds loyalty. People come back because they trust what she says, not because of a flashy claim.

Why this conversation matters

This episode isn’t just about hair oil. It’s about starting small, staying honest, and letting the small things add up. Alizeh’s story reminds us that you don’t need a business degree or a huge launch. You need a genuine product, a willingness to learn, and the patience to build trust one customer at a time. For any woman listening who’s been thinking about starting something, this one is for you.