This LUMS Trio Just Claimed the Global Stage at L’Oréal Brandstorm 2026

Three LUMS students – Aleena Khurram, Saad Tausif and Dua Sarfaraz – have achieved a remarkable feat by representing Pakistan at the L’Oréal Brandstorm 2026 International Finale in Paris. Standing among the Top 45 global finalists from over 60 countries, this group of university students from Lahore University of Management Sciences (LUMS) made history by pitching a wearable fragrance strip to L’Oréal global leaders.

The trio’s success was the result of a month-long preparation supported by L’Oréal Pakistan, which encouraged local talented youth to compete on the global stage. The Spark in the Discussion Room The concept of a wearable fragrance strip emerged during late-night study sessions at LUMS, with Dua Sarfraz recalling, “There was no single dramatic ‘Aha!’ moment.

It was more about seeing the idea make sense to real people.” The team iterated on their prototype, learning that luxury was about the emotional experience it provided rather than just its physical attributes. Early prototypes received sharp critiques, but the team remained determined, knowing they were preparing to represent Pakistan on a global stage after 12 years.

The Mentorship Bridge To navigate the complexities of crafting a luxury fragrance concept, L’Oréal Pakistan provided an intensive mentorship program. Rehan Saeed, CEO and Executive General Manager at L’Oréal Pakistan, guided the team to adapt their concept for iconic luxury houses like YSL, Prada, and Armani. Rahat Mirza, Head of Human Resources, coached the students on embodying the “L’Oréal way” by presenting their authentic selves.

Direct strategy sessions were held with industry experts, further bolstering the students' preparation. The students valued the open workplace culture at L’Oréal, where they saw young professionals, including their Brandstorm Manager, given significant responsibility. A Once-in-a-Lifetime Experience in Paris The Pakistani trio immersed themselves in Paris, participating in workshops on scent architecture, beauty technology, and AI innovations.

They delivered their final pitch at Le Visionnaire, L’Oréal’s global creative headquarters, to a panel of senior leaders from the luxury fragrance industry. Dua Sarfraz noted that the Brandstorm experience transformed their perspective on careers, igniting a passion for innovation and problem-solving. A Message to the Youth of Pakistan The trio's story encourages Pakistani youth to take the first step, regardless of their perceived limitations.

Dua Sarfraz urged young aspiring individuals to participate, as the outcome may seem unattainable but starting is often the hardest part.