Highfy’s 11.11 sale does not begin until November 10, but it is already hard to miss. The beauty retailer’s campaign is all over social media feeds and Karachi’s roads, and shoppers are already filling their carts ahead of the launch. If you have been waiting all year to restock your skincare shelf or your makeup bag, this is the week the store is betting you have been waiting for.
This year’s campaign is called Beauty Ka Biggest Scene, presented by Maybelline and put together with Red Bull. The promise is simple: the best beauty prices of the year, starting with 40% off everything when the sale goes live at midnight on November 10.
First, the Treasure Boxes
It all started when Highfy sent mystery treasure boxes to creators across Pakistan. Each box held products from the sale and a boarding pass tucked inside, and nobody was told what the boxes were for. Creators opened them on camera, and their followers started guessing. A treasure box, a boarding pass, a date in November: was this Highfy’s 11.11?
By the time the sale was formally announced, most people had already worked it out and were waiting for it.
Then, the Cruise
On November 6, those boarding passes led somewhere unexpected. Highfy took the creators and influencers out on a cruise off the Karachi coast for an evening of beauty, music and a first look at the 11.11 range. A Red Bull DJ kept the music going, guests took turns at a scoop-the-bowl game, posed with treasure box props and spent the sunset shooting content against the open water, from the latest trends to golden-hour shots of the Karachi skyline.
For Highfy, 11.11 is one of the biggest moments of the year, and the cruise was a way to open it properly, with the people who would be talking about it all week.
And Now, the Streets
If you have been driving around Karachi lately, you have probably seen the 11.11 billboards too, carrying the same treasure-hunt look as the boxes and the cruise. Highfy has done this before. Its Birthday Bash in July did more than 30 times its usual daily orders in a single day, after weeks of showing up everywhere, online and on the street. The retailer is back at it again, only bigger this time.
What’s Actually on Sale
So here is what Highfy is planning this year. From November 10 to 15, the store is offering 40% off across the site, covering every brand and every category. That means more than 500 authorised brands and over 10,000 products, from Korean beauty favourites to the everyday drugstore items people restock each month.
The range is the heart of the pitch. Highfy says everything it sells is original, sourced directly from brands or their authorised distributors, so a lower price does not mean a compromise on what is inside the bottle. The store also delivers across Pakistan and offers a seven-day return and exchange policy, which matters when you are buying skincare and makeup without trying it first.
The First 11.11 on the App
This is also Highfy’s first 11.11 sale with its own app, which reached number two in the Shopping category on the App Store in Pakistan in its first week. Your details are saved and you can track your order live, so filling a basket takes a few taps, which helps when the popular items sell out fast.
The app matters because of how quickly the best deals disappear during a big sale. The bestselling shades, sizes and tools are usually the first to go, and restocks are not guaranteed while the sale window is open.
Real Boarding Starts 10 November
Five years in, Highfy has become a regular stop for anyone looking for a reliable cosmetics store in Pakistan, and 11.11 is when it goes all out. The treasure boxes are opened, the cruise is done and the billboards are up. All that is left is the sale itself, which goes live at midnight on November 10.
The timing is no accident. November 11 began in China as Singles’ Day, a light-hearted celebration for people without partners, and online retailers turned it into one of the biggest shopping days in the world, now standing alongside Black Friday and 12.12 as a date shoppers mark in advance. In Pakistan, the day has become a fixture too: Daraz is running its Big Boss 11.11 sale this week as well, with bank discounts of up to 40%, so beauty shoppers will have more than one place to compare prices before they buy.
Whether Highfy’s biggest scene lives up to its name will be decided in the first hours after midnight, when the carts that have been filling for days finally check out. For the retailer, the week of treasure boxes, cruises and billboards has already done its job: everyone is watching. Now the prices have to do the rest.
