On 18 July 2026, Highfy took more than 30 times its usual daily orders in a single day.
The occasion was the Birthday Bash, the sale Highfy throws every July to mark the day it launched. This was its fifth, and the biggest day in the platform’s history.
Highfy started in 2021 as part of Overseas Business Corporation (OBC), which has been importing and distributing consumer brands in Pakistan since 1999. Five years on, it stocks more than 500 authorised brands and over 10,000 products, and has grown into one of the largest online cosmetic stores in Pakistan. That puts it in a good position to see how the country actually shops for beauty, and this year’s Birthday Bash celebrating 5 years of Highfy, made a few things very clear.
Customers at Highfy were waiting for it’s five-year anniversary sale
The numbers from 18 July:
- 30.5x the average daily orders of the week before the sale.
- 56x the orders of the same day in 2025.
- 19x the average day in 2026 so far.
That last figure means the Birthday Bash did roughly three weeks of business in one day, in a year that was already running strong.
It clearly shows that Highfy has a loyal customer base, that not only trusts Highfy for their favourite restocks, but also waited for its biggest anniversary ever. They planned around the campaign, held off on restocking, and waited for the sale to arrive. That’s a dedicated community, and definitely a valuable asset for e-commerce beauty platforms in Pakistan.
Customers at Highfy knew exactly what to get
Shoppers didn’t come to the Birthday Bash for a single product. They came with a list.
On a normal week, the average Highfy order has a little over two and a half products in it. On 18 July, it was more than four, and orders were worth about a fifth more than usual. That’s the cleanser, the serum, the sunscreen and the lip tint, all in one go, bought while the prices were right.
Some people went back for more, too. Roughly one in nine orders came from someone who had already checked out once that day, most likely remembering the one thing they’d left off the list.
K-beauty is no longer the niche corner of the shelf
Maybelline was the day’s top brand, and it isn’t hard to see why. Maybelline in Pakistan is one of the most searched beauty terms in the country.
But four of the day’s top ten brands were Korean: Dr. Althea,Beauty of Joseon, Anua andMedicube. Their shoppers also built some of the biggest baskets of the day.
A few years ago, finding Beauty of Joseon in Pakistan or waiting on a Medicube in Pakistan restock was a hobby for the dedicated few. On the Birthday Bash, K-beauty sat alongside the biggest drugstore names, and the line between “niche” and “mainstream” looked a lot thinner than it used to.
Online sales still need offline noise
Almost every Birthday Bash order happened online, but the build-up didn’t stay there.
L’Oréal sponsored this year’s sale, putting its brands at the centre of the celebration. Highfy also ran an out-of-home campaign, with billboards across the top locations in Karachi and Lahore.
By 18 July, people had seen the Birthday Bash on their feeds, in their inboxes, and on the roads they drive every day. The day itself was the payoff for weeks of being impossible to miss.
The next big day will happen on a phone
Here’s the detail that makes next year interesting. Almost every Birthday Bash order came through the Highfy website, because there wasn’t an app yet.
There is now. Highfy launched its mobile app in September, with saved checkout, live order tracking and free shipping on app orders. For anyone filling a four-product basket under time pressure, that’s a real difference.
Use code APP-FREESHIP to enjoy free shipping on the app (valid for limited time only). Download the app here.
What comes after the birthday
Sale season is only getting started. Highfy’s October to December calendar opens with 10.10 and runs through the holiday sales, and each one will now be shoppable on the app too.
If the fifth Birthday Bash is anything to go by, the best beauty products in Pakistan are going to keep moving the fastest on the days shoppers have circled in advance.
