After 25 Years Abroad, Deepa Gurung Came Back to Nepal to Build PARI
Some journeys take you far from home. Others eventually bring you back to it.
For Deepa Gurung, popularly known as GDiipa, beauty was always more than makeup. It was a way to express yourself, build confidence, and connect with people. After spending much of her life abroad, including years in the UK, she eventually made a decision that brought her journey full circle: she came back to Nepal.
And she didn't return simply to settle down.
She came back to build.
That became part of the story behind PARI Cosmetics.
From Nepal to the World
Deepa Gurung was born in Nepal and grew up in Hong Kong, where she developed an early interest in makeup and beauty. Over the years, that interest turned into a career as a makeup artist, educator, and entrepreneur.
Her work took her across different cities, including Hong Kong and the UK, where she conducted makeup classes and worked with clients while building her experience in the beauty industry.
Being surrounded by different beauty markets also gave her a broader perspective on what customers wanted — not just beautiful products, but products that were thoughtfully made and actually worked.
She began to see an opportunity.
What if she could create beauty products herself?
Where PARI Began
Before PARI became a complete beauty brand, the journey started with something much simpler: makeup brushes.
Deepa began developing her own products with a focus on quality, functionality, and the experience of using them. The first products eventually became the foundation for what PARI would grow into.
PARI Cosmetics was founded in 2019, with a vision of creating high-quality beauty products while making beauty more accessible. The brand describes its approach as custom-manufacturing products from concept to creation, with a focus on quality, innovation, and modern beauty.
Today, PARI has grown beyond its original beginnings, with makeup, brushes, skincare and other beauty products reaching customers across different markets.
Coming Home After 25 Years
After spending years building her life and career abroad, Deepa eventually made the decision to move back to Nepal.
In 2024, she shared her journey of moving to Nepal after 25 years abroad, documenting her return and the early days of building PARI's presence in Nepal.
Coming home meant starting a new chapter.
It meant building a team, establishing operations, connecting with customers, and understanding the Nepali beauty market from a completely different perspective.
But perhaps most importantly, it meant bringing everything she had learned abroad back home.
Building Beauty for Nepal
One of the biggest motivations behind PARI was seeing a need for better beauty products that could genuinely serve Nepali consumers.
Her experience as a makeup artist played a major role in shaping the brand. Instead of creating products simply because they were trending, she focused on understanding what people actually needed.
From makeup brushes to complexion products and skincare, PARI has continued to expand its range while keeping quality at the center of the brand.
The goal was never simply to put another cosmetics brand on the shelf.
It was to build something that felt relevant to the women who would actually use it.
More Than Makeup
For her, beauty has always been connected to confidence and education.
Alongside building PARI, she has continued teaching makeup and sharing beauty knowledge through her social media platforms and makeup classes.
That same idea of empowerment has become part of PARI's identity — helping women feel more confident, experiment with beauty, and express themselves in their own way.
The brand also places emphasis on natural, cruelty-free and more sustainable beauty practices as part of its broader promise.
The Story Is Still Being Written
Her journey with PARI isn't simply a story about moving from one country to another.
It is about taking years of experience, learning from different places, and bringing that knowledge back to where it can create something meaningful.
After 25 years abroad, she came back to Nepal with more than memories of home.
She came back with experience, a vision, and a brand she wanted to build.
And PARI Cosmetics is only one part of that story.
Because sometimes, going back home isn't going backwards.
Sometimes, it's where the next chapter begins.