For the socially conscious shopper, the cosmetic market can be a confusing one to navigate. Department stores, boutique brands, and the ever-growing clean-beauty options can make it hard to know the source, quality, and ethical standards of your purchases. Sabeen Zia of Muskaan Makeup came to Paragraph with a dream to set the bar high with lipstick that exceeds the standards for ethical production and quality, with a mission that gives customers a reason to smile with heart.



  • Strategy and positioning
  • Naming
  • Message platform
  • Visual identity
  • Product and package development
  • Promotional and marketing materials
  • Website design and development

We concocted the formula for this beautiful brand by collaborating with Sabeen over the course of two years to accomplish her mission. We started with creating a striking identity and compelling messaging platform to provide a strong foundation for her brand. We then crafted additional brand touch points like package design, photography, web development, and promotional materials, to ensure Muskaan had everything needed for a successful debut. In June of 2018 the lipstick line launched to a great reception and excited buzz in the beauty industry.


A customized ecommerce site, showcasing the mission and thoughtful formula, was crucial to the successful launch of the lipstick line and the pre-orders leading up to it.

Paragraph has been great support for my start up company! They have a patient, attentive, and professional team. Their exceptional creativity has helped me build a beautiful brand. I couldn’t have done it without them!
— Sabeen Zia, Founder