Marie Claire (Malaysia) : 2020-05-01

Beauty : 70 : 68


D It’s never easy to start a brand, how did you find the confidence to start Velvet Vanity? reaming of creating an independan­t Malaysian cosmetic brand in her room four years ago, Adlina Nadirah’s Velvet Vanity has now grown to be one of Malaysia’s leading makeup brands. Affordable, vegan and cruelty-free, Velvet Vanity Cosmetics has the everyday women in mind carefully designed with creativity, imaginatio­n and ingenuity to deliver effortless everyday makeup. I am glad that I have my parents as my biggest support system, they gave me a ton of encouragem­ent to create Velvet Vanity. Over the years, I managed to build my confidence level through my customers. They keep coming back for more and that makes me confident in my brand. They are the one who drives me towards creating more great products up until today. — ADLINA NADIRAH, Founder of Velvet Vanity What impact would you like Velvet Vanity to have on the local beauty industry? Although our local beauty industry is saturated, it’s equally rising at the same time. I always look forward to feeding our beauty industry with more innovative makeup products that hold several strong values like being vegan & cruelty-free. A great makeup product should not just sit on your vanity table but be an everyday essential that one must carry and it should be easy to use anywhere at any time. Where do you see the local beauty industry is lacking? I personally think that our local beauty scene is lacking in quality beauty brands. Honestly, you can really count the ones with great products with your fingers! Sometimes it is sad to see that some local beauty brands are only money driven and that they tend to take advantage of gullible customers. Consumers need more education and exposure so they can be more conscious of the things they put on their faces! This way, I believe we can build more smart consumers to demand not just wallet-friendly but safe and great quality products. Where do you see the Malaysian beauty industry going in the next 5 years? Looking at the growth of demand in halal beauty and cruelty-free products, the Malaysian beauty industry is definitely going to be one of the best in the world in the next 5 years! I can definitely see quite a number of makeup and skin care brands stepping up their game, slowly gaining recognitio­n from our neighbouri­ng countries. It's really great to see these changes compared to when Velvet Vanity started last time. Glad that it's not that 'lonely' anymore! What would you say to someone who's looking to start their own makeup company? In order to build a brand that people want, you go straight to the people. Creating a brand may sound easy but sustaining it is a different story! Believe me, the key is to put passion first with persistent effort and then money comes after. 68 MARIECLAIR­E.COM.MY May2020

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