From a childhood passion to a beauty empire, Annie and her daughter Noor have redefined bridal makeup in Pakistan. What began with Annie experimenting with makeup for family events has now grown into Alle’nora Annie’s Signature Salons, a space where every client’s individuality shines.
With over 12 branches, hundreds of loyal clients, and a team of highly experienced artists, Annie and Noor bring a perfect blend of tradition, innovation, and personalized artistry to every look.
This mother-daughter duo not only creates breathtaking bridal transformations but also shares a bond that inspires creativity, passion, and excellence in the beauty industry.
Step inside their world as they share the story behind Allenora Annie, the moments that defined their journey, and their secrets to making every bride feel radiant and unforgettable.
Annie, can you share the story behind Alle’nora Annie’s Signature Salons? What inspired you to start this journey?
My journey with Alle’nora Annie honestly began back in grade eight and nine, when I was the girl everyone in my family came to for makeup before weddings or events. I loved getting dressed up, experimenting with looks, and seeing how a little creativity could boost someone’s confidence. That early passion never left me, and over time it grew into the vision for Allenora Annie Signature Salons, a place built on that same love for beauty and the joy of making women feel their best. Alle’nora really started with me, a chair, and a 50-rupee payment made by a family friend for doing their makeup. Now it’s grown into over 12 branches and a few hundred employees.
Noor, what role have you played in the salon’s growth, and how has working alongside your mother shaped your perspective on beauty and business?
I’ve been part of the salon since childhood, basically ever since I can remember. I learned foundation techniques beside my mother using the old Kryolan palettes, since that was the only brand available in Pakistan at the time. I would even walk around with a little ‘feedback notebook’ asking clients how their experience was. I did my first bridal makeup at 12 for a family friend, and that moment made me realize how much I loved this work. Growing up in the salon shaped everything for me. It’s why I later studied anthropology, focused on corporate anthropology, and earned twelve aesthetics diplomas and certificates, all to understand people better and serve them with more intention and skill.
What has been the most memorable moment for both of you in your salon journey so far?
Noor: It’s the same one for both of us, but Mama can tell it better.
Annie: The most memorable moment was when Noor uncovered some shady activity by an employee in our Dubai branch. Noor was only 16 at the time but handled the situation with clarity and responsibility that impressed me. I had to fire the employee, and Noor stepped in to fill the role. Her father would pick her up from school in her uniform and drive her to the salon or even Abu Dhabi for clients. She’d finish late, return home, and repeat school-work-sleep the next day. That period showed how naturally she stepped into the demands of the business without complaint and reinforced her unwavering support and commitment from a very young age.
Annie, what challenges did you face when starting the salon, and how did you overcome them?
The real challenges didn’t appear at the beginning but later, especially when we shifted to Dubai. A false rumor circulated that we had sold the salon and moved abroad, which affected the business. Eventually, we decided to close the Dubai branch to protect the brand at home. Beyond that, the usual industry challenges; coalitions forming against you, poaching, and misinformation were present. You navigate these by staying consistent, focusing on your work, and maintaining strong relationships with clients. I’m grateful for the loyalty of our clients, which has been key to our success.
How do you balance innovation and staying true to your brand’s signature style?
For us, balancing innovation with our signature style is about embracing new techniques while never losing sight of individuality. Trends come and go, and we study, adapt, and evolve with them but we never let a trend overpower the client. Our core philosophy is that every person should walk out with a look uniquely theirs. Innovation simply becomes another tool to enhance that, not replace it.
Annie, looking back at where Allenora Annie Signature Salons began and where it stands today, what are you most proud of?
I’m most proud of how Allenora Annie helped shape Pakistan’s beauty industry. We were the first brand to offer a true one-stop solution for brides; skin, hair, and photography under one roof. We introduced techniques like glitter instead of highlighter before it became mainstream, and we were the first to launch a colourful makeup line. From shoots in the 90s with Babra Sharif to iconic collaborations with models and actors like Reema, Meera, Iffat, Sadaf Kanwal, and designers such as HSY, Mehdi, and Faraz Manan, it’s been rewarding to watch a small vision grow into a name synonymous with bridal beauty and fashion milestones.
What are your top 3 winter wedding makeup tips for brides who want to look radiant but natural?
Noor: First, focus on healthy skin. A well-prepped canvas is essential.
Annie: Winter skin can be dry, so gentle exfoliation, a nourishing moisturizer, and a glowing primer make all the difference. Second, choose a luminous but controlled base. Light layers blend better and keep the skin looking healthy all day.
Noor: Third, build radiance strategically. Cream blush or contour, soft highlighter, and hydrated lips bring life to the face without overdoing it.
Are there any specific shades, textures, or products you recommend for brides in colder months?
For winter brides, skin prep matters most. Cold weather dries out skin, making even the best makeup sit poorly unless hydrated. Gentle exfoliation followed by deep hydration ensures foundations blend seamlessly, cream products melt in, and the overall look stays fresh for hours. Makeup enhances the skin, but great skin prep is the secret to radiant bridal glow.
Any advice for bridal party members to complement the bride without overshadowing her look?
The bridal party should enhance the overall aesthetic while keeping the spotlight on the bride. Opt for softer, muted versions of the bride’s tones, keep skin fresh, eyes defined but not dramatic, and lips subtle. Coordinated makeup creates harmony without stealing attention.
Noor, what’s your personal go-to makeup style for weddings or special events?
It depends on the outfit, but the base must be perfect and everything blended. Bold red lips or full smokey eyes work if they complement the outfit. I prefer makeup that looks like makeup, expressive but elegant, never caked on. The key is enhancing the outfit and personality without forcing trends.
Annie, what is the secret behind Allenora Annie Signature Salons’ unique makeup approach?
Clients come first. Every look starts with what suits them, not what’s trendy. We don’t rank artists; all have at least 15 years of experience. Instead, we match clients to styles — modern or traditional — ensuring quality, consistency, and personalization in every look.
How do you ensure that every bride’s personality shines through in her makeup?
A bride’s personality shows when makeup reflects her choices. We observe her comfort level, style, and reactions during consultation or trial. Tailoring the makeup to her individuality ensures she looks elevated but unmistakably herself.
If you could pick one signature makeup look to represent Allenora Annie Signature Salons, what would it be?
Bold, well-structured eyes paired with soft nude lips. Eye makeup creates depth and symmetry, while nude lips keep the look balanced and timeless. This represents our philosophy: strong technique, refined artistry, and enhancement over overwhelm.
Annie & Noor, how do you bond over work? Any fun traditions in the salon?
Annie: We bond through brainstorming sessions. Noor would absorb my ideas when younger; now we collaborate fully, challenge each other, and evolve together.
Noor: Those sessions are my favorite. I grew up listening to Mama’s creativity and now contributing ideas feels rewarding. We learn from each other constantly.
What’s the best advice you would give to aspiring makeup artists or salon owners?
This industry isn’t easy. Passion is key. Hours are long, competition is fierce, and trends constantly change. Loving your craft will keep you improving and showing up with excitement every day. Everything else becomes manageable once passion leads the way.
