Aqsa Sajjad: Scaling a beauty business globally

What led you to take the Cambridge MBA?

After spending 4 years building and scaling my beauty companies across Dubai and Pakistan, I reached a point where I needed a fresh perspective, a deeper understanding of global business dynamics and a strong network of like-minded professionals. While I have hands on experience in scaling brands, I wanted to formalise my business knowledge, especially in leadership, finance, and global expansion.

That’s when I decided to pursue the Cambridge MBA. I was drawn to Cambridge because of its strong emphasis on innovation, collaboration and social impact, all of which perfectly align with my long-term career goals in the beauty space. Combined with its classic university setting and proximity to the Silicone Fen, Cambridge was the obvious choice for me.

Describe the biggest accomplishment in your career so far.

My biggest accomplishment is launching my first beauty company, Coco Curls, in 2020. Coco Curls is now the fastest growing local hair care brand in Pakistan with a customer base of over 200,000+ people and headquarters in both Pakistan and the Middle East. Prior to Coco Curls, there were no local brands catering to curly and textured hair.

Coco Curls came in and revolutionised the industry with widespread education about curly hair. It has dramatically transformed the hair care industry of Pakistan by introducing a comprehensive range of curly hair care products and filling a significant gap in the market.

Today, Coco Curls is more than just a brand; it’s a movement that has transformed how people perceive and care for their curls. My brands continue to fill gaps in the market by offering innovative, locally relevant, and globally competitive beauty solutions.

What  trends  do you see in this sector/your business in the year ahead and beyond that? 

• Personalisation and customisation: Our customers are increasingly seeking products tailored to their unique needs, and we are responding with customised beauty solutions, including our latest personalised body scrubs based on individual preferences.
• Sustainability and clean beauty: The demand for eco conscious products, sustainable packaging, and ethically sourced ingredients is growing rapidly. Consumers are not just looking for effectiveness but also brands that align with their values.
  E-commerce and global expansion: The rise of direct-to-consumer (DTC) brands is reshaping the beauty industry. More brands, including ours, are expanding internationally through online platforms and global retail partnerships.
• Tech and AI in beauty: AI-driven recommendations, virtual try-ons, and advanced formulations are transforming product development and the consumer shopping experience.

How important are sustainability credentials in your business and how are you addressing consumer demand for this? Can fashion and beauty be a wholly sustainable business?

Sustainability is an integral part of my business strategy. As a beauty brand owner, I recognise the environmental impact of packaging waste, ingredient sourcing, and production processes. We are taking the following steps to address sustainability:

• transitioning to recyclable and biodegradable packaging
• sourcing ethically produced; natural ingredients wherever possible
• reducing our carbon footprint by optimising our supply chain and production practices
• encouraging consumers to recycle and repurpose packaging

Can beauty be wholly sustainable? It’s challenging, but not impossible. It requires systemic change – from raw material sourcing to manufacturing to consumer behaviour. Brands that integrate sustainability without compromising quality or affordability will lead the industry forward.

Where do you see your MBA taking you and also taking your business/enterprise in the next 2-5 years? 

My long-term goal is to scale my multi brand, multi channel beauty business onto a global stage. The Cambridge MBA is a key step in this journey, as it will equip me with leadership skills, strategic thinking, and a strong international network. I’m looking forward to building a network and community of global leaders, entrepreneurs, investors and mentors. Engaging with peers and professors who bring diverse perspectives and experiences from around the world will help broaden my understanding of global business dynamics and cultural nuances.

In the next 2-5 years, I aim to expand our retail partnerships and online distribution in Dubai, Saudi Arabia, Bahrain, Qatar, and the UK through retail and online sales. The goal is to establish Coco Curls as a regional market leader in the clean beauty and self care space. We’re also developing new product lines tailored to regional preferences and emerging beauty trends. I’m also using the MBA to refine my leadership, finance, and operations knowledge to support international growth.

Ultimately, I want to build a beauty powerhouse that is not just financially successful but also sets industry benchmarks in sustainability, inclusivity, and innovation.

How do you feel about being awarded your scholarship?

I’m absolutely thrilled and humbled at receiving the Forté Foundation scholarship.

The scholarship has opened doors to a network of women leaders and I’m very excited to support the Foundation’s mission of getting more women into global executive leadership.

What does Cambridge mean to you?

To me, Cambridge is an opportunity to be part of a tradition that has shaped leaders, thinkers, and pioneers for centuries. It’s a place where some of the greatest minds in history have gathered to challenge the status quo and inspire change. The classic collegiate atmosphere, with its Formal Hall dinners, lively debates, and time-honoured traditions, instils a deep sense of belonging and pride.

Something that few people may know about you…

Something that few people may know about me is my love for interior design. I find great joy in creating warm, inviting spaces that reflect my personal style, blending comfort with elegance. Whether it’s selecting the perfect colour palette for a room or arranging fresh flowers on a table, I love adding those special touches that make a space feel uniquely mine.

There’s something deeply satisfying about transforming a room into a place where people feel comfortable and at ease.