Cover Story: Dato' Sri Siti Nurhaliza On Her Beauty Empire, SimplySiti
Her legion of devoted fans not only filled concert halls and stadiums but many of them are also using her lipsticks and foundation of her beauty label, SimplySiti. Unlike the current generation of celebrities turned businesswomen, Dato' Sri Siti Nurhaliza didn't have a point of reference when she launched SimplySiti 10 years ago. But she proves that she has a sharp business acumen, growing the brand into the powerhouse it is today.
The Foundation of SimplySiti
"I've been the face of many beauty brands prior to establishing SimplySiti," she says. "It was from that experience that I began learning about the business in order to start my own beauty label because I've always loved make-up!"
She adds that husband, Dato’ Sri Khalid Mohamad Jiwa, is a mentor and motivator in her entrepreneurial journey.
Encompassing every aspect of the beauty world including cosmetics, skincare and fragrances, SimplySiti's products are designed and manufactured in South Korea – evident from the incorporation of Korean herbs such as the red ginseng in the newly released Red make-up collection.
Siti says: "SimplySiti is the first Malaysian brand to acquire the halal standard in South Korea. As a Muslim, I feel that it's my responsibility to create and provide products for women who want to enhance their beauty without any doubts with regards to the ingredients used."
Siti swears by the Elegant Two-Way Cake foundation. “This product is dear to me because I was heavily involved in choosing the shades and texture of the compact powder." Coincidentally, it's also one of the most popular products in the SimplySiti inventory.
Its popularity meant managing customers’ expectations on its availability and quality. “Sometimes we have to wait 6 months to restock a popular product since it’s imported from South Korea. Based on the feedback, we try to make sure that the product, as well as other bestsellers, are always in stock here. There's always so much to learn in this business," confides Siti.
The Dermagic skincare set is another huge favourite thanks to a special formulation containing plant endorphins and a berry called Happybelle. Siti elaborates: "The skincare range promotes stress-free skin conditions and makes you glow radiantly from within. Plus, it gives out a wonderful scent."
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A Beauty Mogul's Routine
Naturally, Siti incorporates SimplySiti into her own beauty routine. She credits her beauty products for her healthy and youthful complexion. "I would use SimplySiti's Dermagic skincare to cleanse, moisturise and prep my skin before putting on make-up. Then I'll put on the Argan Wonder foundation, some mascara and blush, and I'm ready to go."
She continues: "I do my own make-up whenever I attend personal functions or travel abroad, which means I never leave home without my Pro Pallate that combines eyeshadow, blusher, and highlighter in one easy tool. Putting on make-up gives me the freedom to experiment with the latest beauty trends and share tips with my Instagram followers."
Grab a copy of Malaysia Tatler's January Issue 2020 for the full interview, or subscribe to our digital issue here.
- Art Direction Liew Chiaw Ching
- Styling Andrea Kee & Didiyana Ehsan
- Photography Kim Mun/Hopscotch Photography
- Make-Up Epie Temerloh
- Videography Dean Shaari