About Us

About Us

Born from chaos. Built on vibe. Worn for impact.

LIõA is not just a fragrance brand — it’s a rebellion in a bottle. Launched in 2024 by five childhood friends — Raahim Ashraf, Usman Zahid, Hassan Danish, Muhammad Affan Ali Syed, and M. Hasan Khalid — LIõA began as a late-night idea scribbled on a tissue at a Karachi dhaba, somewhere between chai refills and existential teenage rants. Tired of generic scents and overpriced “luxury” labels that didn’t speak to them, they decided to flip the game. They wanted to build a brand that smelled like confidence and felt like freedom — real, raw, and unfiltered.

What does LIõA mean?

LIõA stands for “Love In Our Air.”
To us, scent isn’t just fragrance — it’s emotion in motion. It’s a vibe that lingers in the air, a presence people feel even after you leave the room.

What makes us different?

While most brands market you a dream, LIõA delivers a feeling.
We create bold, long-lasting, unisex fragrances designed to match your mood, not your gender. Our signature blends fuse raw emotion with luxury notes — crafted for the moments that matter, and the ones that don’t.

We don’t just sell perfume. We create a vibe you carry.

Who’s LIõA for?

Gen Zs who know the power of presence.
For the ones who like their aesthetics clean, their memes savage, and their scent unforgettable.

Our vibe in 3 words:

Bold. Modern. Untamed.

The Process

We collaborate with independent perfumers and scent chemists across Pakistan and the Middle East to design every formula from scratch. Each fragrance goes through multiple testing rounds with real users — so what hits your skin is something authentic, not algorithmic.

Our Vision

  • Democratize luxury
  • Smell elite, without gatekeeping
  • Make Gen Z feel seen — and smelled

Milestones

  • Our debut scent “Blackwood by LIõA” had a record sales and the first batch got sold out in just 48 hours
  • Crossed 500k+ views on Threads and Instagram
  • Featured in “Top 10 Emerging Gen Z Brands in Pakistan” (2025)

The Spark

It didn’t start in a lab — it started with a laugh, an idea, and a scent someone forgot.
The five of us realized that no brand truly captured our generation’s vibe. Everything smelled the same.
So, we set out to create something different — something unforgettable.
No rules, no filters, just feeling in a bottle.

The Team Behind The Scent

At the heart of LIõA is a team that doesn’t just talk the talk — we bottle it.

We’re five friends turned founders — each bringing a unique skill set and vision to the table, united by one common goal: to redefine what fragrance means to this generation.


M. Hasan Khalid  - Chief Executive Officer & Creative Director

Hasan is the driving force behind LIõA’s creative vision. With a deep passion for aesthetics, storytelling, and product innovation, he leads the brand’s overall direction — from bottle to brand voice. As CEO, he ensures LIõA isn’t just another name on the shelf — it’s an experience.

Hassan Danish - Market & Brand Partnerships Manager

Hassan is the engine behind our brand visibility. He oversees all marketing campaigns, influencer partnerships, and outreach strategy. His instinct for culture and trends helps shape LIõA’s bold public persona and ensures we’re always in the right conversations.

Raahim Ashraf - Digital Content & Community Lead

Raahim manages LIõA’s voice across digital platforms, building a brand presence that’s both authentic and resonant. From visuals to viral posts, he crafts content that builds loyalty and drives community — ensuring every drop of LIõA connects emotionally.

Usman Zahid-ul-Haq GABA - Finance & Fulfilment Manager

With a sharp eye on numbers and logistics, Usman handles our backend operations. From budgeting and vendor coordination to shipping and fulfilment, he ensures our financial health and customer satisfaction stay strong no matter how fast we scale.

Muhammad Affan Ali Syed - Operations & Product Manger

Affan is the architect of what ends up in your hands. He leads sourcing, production, and quality control — working closely with perfumers and supply partners to ensure that every LIõA product meets our standards of excellence and consistency.

𝗧𝗼𝗴𝗲𝘁𝗵𝗲𝗿, 𝘄𝗲’𝗿𝗲 𝗻𝗼𝘁 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗽𝗿𝗼𝗱𝘂𝗰𝘁. 𝗪𝗲’𝗿𝗲 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗹𝗲𝗴𝗮𝗰𝘆 𝗼𝗳 𝘀𝗰𝗲𝗻𝘁-𝗹𝗲𝗱 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴, 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲, 𝗮𝗻𝗱 𝘂𝗻𝗮𝗽𝗼𝗹𝗼𝗴𝗲𝘁𝗶𝗰 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆.

𝖶𝖾’𝗋𝖾 𝗀𝗋𝗈𝗐𝗂𝗇𝗀 𝖿𝖺𝗌𝗍 𝖺𝗇𝖽 𝗍𝗁𝗂𝗌 𝗂𝗌 𝗃𝗎𝗌𝗍 𝗍𝗁𝖾 𝖻𝖾𝗀𝗂𝗇𝗇𝗂𝗇𝗀.  𝖡𝖾𝖼𝖺𝗎𝗌𝖾 𝖫𝖨õ𝖠 𝗂𝗌𝗇’𝗍 𝗃𝗎𝗌𝗍 𝖺 𝖻𝗋𝖺𝗇𝖽. 𝖨𝗍’𝗌 𝖺 𝗌𝗍𝖺𝗍𝖾𝗆𝖾𝗇𝗍. 𝖠 𝗌𝗉𝖺𝗋𝗄. 𝖠 𝗌𝗁𝗂𝖿𝗍.  𝖶𝖾 𝖻𝗈𝗍𝗍𝗅𝖾 𝖻𝗈𝗅𝖽𝗇𝖾𝗌𝗌, 𝖾𝗆𝗈𝗍𝗂𝗈𝗇, 𝖺𝗇𝖽 𝗉𝗋𝖾𝗌𝖾𝗇𝖼𝖾 𝖿𝗈𝗋 𝖺 𝗀𝖾𝗇𝖾𝗋𝖺𝗍𝗂𝗈𝗇 𝗍𝗁𝖺𝗍 𝗋𝖾𝖿𝗎𝗌𝖾𝗌 𝗍𝗈 𝖻𝗅𝖾𝗇𝖽 𝗂𝗇.

𝗧𝗼𝗱𝗮𝘆, 𝗟𝗜õ𝗔 𝗶𝘀 𝗺𝗼𝗿𝗲 𝘁𝗵𝗮𝗻 𝗽𝗲𝗿𝗳𝘂𝗺𝗲. 𝗜𝘁’𝘀 𝗮 𝗺𝗼𝘃𝗲𝗺𝗲𝗻𝘁. 𝗔 𝗺𝗲𝘀𝘀𝗮𝗴𝗲. 𝗔 𝗺𝗲𝗺𝗼𝗿𝘆. 𝗔𝗻𝗱 𝘄𝗲’𝗿𝗲 𝗷𝘂𝘀𝘁 𝗴𝗲𝘁𝘁𝗶𝗻𝗴 𝘀𝘁𝗮𝗿𝘁𝗲𝗱.