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.

Muskaan lipstick tube and product packaging photography
Portrait of Sabeen Zia, founder of Muskaan makeup
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