Humaira Mubeen’s laptop casts a pale blue light on her face as she scrolls through the pages on her screen. The website is bright pink, and covered in moustached hearts. She clicks through the profiles of the users who signed up for her website – Hipster Shaadi.

Mubeen and her Mipster friends created Hipster Shaadi, a matchmaking website dedicated to romantically linking modern-day young Muslims. The idea came about while Mubeen and her soon-to-be cofounders were talking about dating options in the Muslim community.

“I realized there’s so many people out there that could use something like this and right now none of that existed,” she said, “we were talking on the [Mipsterz email] thread and we were complaining and projecting our frustrations but nobody was really doing anything.”

Hipster Shaadi differs from other, traditional Muslim matchmaking websites out there. Shaadi.com is used by parents as a “last resort,” Mubeen said, to find their children mates based on superficial reasons.

Mubeen and her friends created Hipster Shaadi as the complete opposite. The website’s pale pink layout is missing something crucial to other dating sites… photos. The moderators of the site, identified online as Shereen, Hassan and Ali, match profiles based on compatibility, not physical attraction. This is to ensure an emotional connection.

“On our site you actually see a human being for who they actually are versus a product,” Mubeen laughed.

But how do Mubeen’s parents feel about her being an entrepeneur, and for a matchmaking website at that?

“My parents don’t know that I have the site,” she laughed, “they wouldn’t be very open to me becoming an entrepreneur anyways and then like, wow, a matchmaking site of all the things you could’ve had for a start up… it’s gonna blow them away. So I’ve decided not to tell them until it becomes well established, or they find out on their own.”

Since its creation in the winter of 2013, Hipster Shaadi has attracted over a thousand people, with about 1,800 profiles created on the site. The site officially works – Mubeen just reported that a couple that met on Hipster Shaadi is engaged, the site’s first.

Mubeen isn’t sure if the site will revolutionize Muslim marriages among youths, but for now, it’s a start.

“If anything it will at least open a discussion between communities and parents and try to have the two groups – us and our parents – find some common ground.”