Highfy has made a fast start with its new mobile app. Two weeks after launch, the app has 22,000 downloads, with more than half already placing their first order.
Founder Hanzala Raja says the response felt expected. For five years, customers sent the same messages about missing orders and repeated logins. The app was built to answer those frustrations.
Highfy began in 2021 as an online cosmetics store in Pakistan, part of Overseas Business Corporation, an importer and distributor operating since 1999. It now stocks more than 500 authorised brands and over 10,000 products across skincare, makeup, haircare, fragrance, nails and tools, with partners including Unilever and L’Oréal. It reports 700,000 active users, 92 percent of whom shop on the phone.
Before the public launch, 70,000 loyal customers received early access. More than 20 percent downloaded it from email invitations, with feedback arriving within an hour. Around 70 percent of downloads so far have come from existing customers.
The app offers saved checkout details and self service order tracking, addressing the order status question that once made up nearly half of all support messages. New shoppers get limited time free shipping on app orders with code APP-FREESHIP, plus automatic entry into an iPhone 18 Pro Max giveaway.
A Karachi pop up event, with the app as the entry ticket, drove the launch, followed by an out of home campaign. Highfy has doubled its growth in 2026 alone and now plans app only incentives and features shaped by customer feedback.
