How to Work With Pakistani-American Beauty Creators on Your Next New York Campaign

Beauty brands running campaigns in New York often overlook one of the fastest-growing creator segments: Pakistani-American women producing beauty content for a US audience. Here is what marketing teams should know before running their next campaign.

The Pakistani-American beauty audience in numbers

There are roughly 630,000 Pakistani-Americans in the United States, concentrated heavily in the New York metro area, Long Island, New Jersey, and Chicago. The New York region alone is home to the largest Pakistani-American community in the US.

This audience buys beauty products at above-average rates. Cultural emphasis on skincare, weekly self-care routines, and event-based makeup (weddings, Eid celebrations, family gatherings) drives consistent category spend.

Why Pakistani-American beauty creators over-perform

Multi-cultural fluency

Pakistani-American creators typically produce content that speaks to both South Asian and mainstream American beauty audiences without alienating either. This dual fluency is rare and hard to fake.

Strong family-network sharing behavior

Pakistani-American audiences share beauty recommendations within family networks at unusually high rates. A single strong Reel from a trusted creator often generates cascading purchases across sisters, cousins, and friend groups.

Modest beauty overlap

Many Pakistani-American beauty creators, though not all, work within a modest aesthetic. This opens up brand fit with a Muslim American audience segment that mainstream beauty marketing has under-served.

How to work with a Pakistani-American beauty creator

If your brand is planning a New York campaign that includes a Pakistani-American beauty creator, here is what matters in the partnership setup.

Do not pigeonhole the creator

The mistake most brands make is treating a Pakistani-American creator as "the Desi creator" instead of as a beauty creator who happens to be Pakistani-American. Her audience is bigger than her identity segment. Her content should be treated with the same brand-fit lens you apply to any creator.

Give the creator freedom on cultural framing

The creator knows her audience better than your brief will. If she wants to shoot the product against a specific cultural moment (Eid, a wedding, a family setting), let her. That framing is what converts.

Pay attention to timing

Ramadan, Eid al-Fitr, Eid al-Adha, and wedding season all drive massive spikes in beauty content consumption within the community. Campaigns aligned to these moments outperform generic launches.

What the deal structure should look like

Pakistani-American beauty creators often have small follower counts but very high engagement and reach numbers. My Long Island page, for example, shows around 4,000 followers but 3.06 million monthly unique viewers. Pricing the deal against follower count in a case like this drastically undervalues the partnership.

Ask for these numbers from any Pakistani-American beauty creator you are considering:

1. Monthly unique viewers (last 30 days)
2. Engagement rate per view (Instagram Insights)
3. Percentage of audience located in the US, and specifically in the New York metro area
4. Average views per Reel over the last 30 days

These four numbers give you a clean picture of the real audience delivery, and let you price the deal against actual reach instead of surface follower count.

Where to find Pakistani-American beauty creators in New York

The Long Island and greater New York creator community is well-connected. Reach out through Instagram DMs, or through official partnership emails on media kit pages. Most working creators respond within 48 hours to serious brand inquiries.

If you are looking for a beauty and makeup content creator with strong reach in the New York area, my media kit lives at thefaizaglam.com, and my partnerships inbox is partnerships@thefaizaglam.com. Reels, product reviews, and editorial partnerships available with a 48 hour brief response window.