- 2 days ago
In this episode of Life Confessions, Adlina Nadirah — Founder & MD of Velvet Vanity Cosmetics — gets real about the Malaysian beauty industry’s rise, the hard truths behind “clean beauty,” and what happens when influencer hype starts to fade.
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MusicTranscript
00:00I think I'm just the person who, like you said, just go for it and be in taking risks.
00:05But of course, in business, it's always calculated risks.
00:08In a span of 10 years, we still have quite a few SKUs,
00:12but we rather own a few hero SKUs that people love than launch dozens of mediocre items.
00:19What's your take on de-influencing in the beauty space?
00:23Oh, nice. De-influencing from TikTok.
00:25I think it's a healthy correction.
00:29Fashion gets my brand started back in 2016.
00:33And then products come in.
00:34And I think now community is what makes the brand new.
00:39Right.
00:47Welcome back to another episode of Life Confessions.
00:50We love the guests that we get.
00:52And today, another amazing person joins us.
00:54She's the founder of Velvet Vanity, Adlina Nadira.
00:58Thank you for joining us, Adlina.
00:59Thank you for having me.
01:00Now, I have to say, I've never used your products, but I know a lot of people who do.
01:05All right.
01:06And do you know you're as popular as you are?
01:10I think yes.
01:15Love the honesty.
01:15Now, when you first launched Velvet Vanity in 2016, right?
01:19Yeah.
01:20You identified a gap in the Malaysian market for vegan and cruelty-free makeup.
01:24How has that niche evolved in Malaysia since then?
01:26And how have consumers' expectations shifted for you and your products?
01:31Yeah.
01:31Okay.
01:31So, when we started in 2016, vegan and cruelty-free was still a niche, I think.
01:39But today, I feel like it's quite mainstream.
01:43Shoppers expect transparency about ingredients, ethical claims, and also clear product labeling.
01:52Yeah.
01:52And I think kinder testing practices.
01:56Yeah.
01:57I think now consumers are more, you know, they have a lot of information out there that they can get from social media, for example.
02:07So, I think they demand traceables, sourcing, clear product labeling, like I said just now,
02:15and whether the product actually performs.
02:18Right.
02:19Yeah.
02:19Was it a personal choice that you made?
02:22Was it a personal decision on your part because you wanted your products to be cruelty-free as well?
02:27Or was it something that you heard from people around you at that point when you first began?
02:31I think both.
02:33Because that's what, as a consumer, that is what I want as well.
02:37Right.
02:37You know?
02:38So, that's how it started.
02:39And I think because we are in Malaysia and the demand in halal products were also growing.
02:47Right.
02:48So, I think cruelty-free and also halal, they kind of align together.
02:56But it's just that halal, in terms of, you know, Malaysian, it's more on a regulatory thing, you know?
03:02Yeah.
03:03So, yeah.
03:04It's something that I want and I think that's what our community wants as well.
03:08Yeah.
03:08And now almost 10 years in, you're easily a success story, I think.
03:13Really?
03:13You feel it as well, don't you?
03:15I think success is very subjective.
03:19It really depends on, I think success is not something you measure on one thing.
03:26Right.
03:26That one particular thing.
03:27I think small wins are considered success as well.
03:31Yeah.
03:32To me.
03:32Yeah.
03:32Yeah.
03:33And before we started recording, actually, we were talking about your team.
03:37And actually, you've got a relatively small team.
03:39I think that's something not a lot of people know, right?
03:41Yeah.
03:42You run on how many people?
03:43I think including freelancers and our interns, part-timers and full-time as well.
03:48We have about 10 because we also have a store at Elmina Lakeside Mall.
03:52So, that also includes of our retail team as well.
03:56The 10 people includes your retail team?
03:58Yeah.
03:59Aren't people shocked to learn this when they find out about how well-known your brand is
04:04and yet, you work on a skeleton crew?
04:06Yeah.
04:07But I think I believe in quality over quantity at this point.
04:12I think it's not easy to get a great team.
04:17But I do cherish them whenever I have them, such as, you know, Naili now.
04:22Shout out to one member who is right here off-camera right now.
04:26Yeah.
04:27Now, Elina, how would you describe the current state of Malaysia's local beauty industry?
04:31Are we at a tipping point of becoming a regional beauty hub?
04:35Are we still playing catch-up with markets like Korea or Thailand?
04:39All right.
04:40So, I think Malaysian brands are still maturing.
04:44In terms of formulations, we have great formulations.
04:49Right.
04:49Because, of course, we have a lot of brands that are manufactured in Malaysia.
04:53Right.
04:54But I think still lacking in terms of more sophisticated branding
04:59and stronger D2C operations.
05:03Yeah.
05:04But, of course, as compared to Korea and Thailand,
05:08we're still small in scale.
05:09But we've closed a lot of gaps in product quality and storytelling.
05:15But I think if we continue to invest in R&D, manufacturing partnerships,
05:22and cross-border distribution,
05:25Malaysia can become a credible regional hub.
05:29Right.
05:29You mentioned D2C operations, direct customer operations, right?
05:33Yeah.
05:33And you say that more focus needs to be put into that.
05:37What do you mean?
05:38I think in terms of, like, distributions,
05:41Malaysian brands still rely on third-party,
05:46such as, like, giant retailers, for example.
05:50But I think I admire brands who can go D2C,
05:55such as, like, going straight to your website.
05:58Like online.
06:00Like online, yeah.
06:01Or your own physical store.
06:03Right.
06:03You know, rather than, like, third-party giant retailers.
06:07Right, right.
06:08Like Watson's or Guardian's, for example.
06:10Yeah.
06:11How long...
06:12Do you always want to start the...
06:14Because now you said you've got a retail...
06:15Yeah.
06:16You've got a retail store now, right?
06:17Yeah.
06:17Did it take longer than you thought it would take
06:19to get to that point to have a retail store?
06:22Wow.
06:22Okay.
06:22I think getting to a point where we open our retail store
06:27was a thing...
06:27We get mortar, right?
06:29Quite unimaginable.
06:31Because, I think, a few years back,
06:35places or, like, new places,
06:38new developments in Malaysia...
06:39In KL, for example.
06:41Yeah.
06:41Are still, you know, catching up.
06:44And still growing.
06:45But never...
06:47Never had I thought that, you know,
06:48we get to open one in a span less than 10 years' time.
06:53Yeah.
06:53But I think, at that point in time,
06:55it just felt right.
06:56With the locations and the community that we are growing at that point.
07:01So, I guess, you know, when it comes to opportunity in business,
07:06for example, it's now or never.
07:09Yeah.
07:09You know?
07:10Yeah.
07:10So, when it felt right,
07:12I think that was the, you know,
07:13that was a turning point for us when...
07:15Right.
07:16Yeah.
07:16Have you always been a person who takes risks?
07:20You always knew you wanted to have your own business?
07:22Because you seem to come across as that person.
07:25But did you know you are this person all along?
07:29Yeah.
07:29Yeah.
07:29I think I've...
07:30I knew that I'm that kind of person.
07:33Yeah.
07:33Because I...
07:34Actually, I used to study architecture before.
07:36Oh.
07:36Yeah.
07:37So, it was totally a different industry.
07:39Hmm.
07:40Totally different thing that I've learned.
07:43But I think I'm just the person who, like you said,
07:47you know, just go for it and, like, be in taking risks.
07:52Right.
07:52But, of course, in business, it's always calculated risk, you know.
07:55Yeah.
07:56And you're good at the calculations.
07:57Um...
07:59I would say, okay.
08:02I would say, okay.
08:04Is there enough support, you think,
08:06for local beauty startups from the Malaysian ecosystem,
08:09whether through funding, mentorship, or regulatory support?
08:13Do you find that there is enough of this
08:16for people to want to begin their journeys like you have?
08:20Yeah.
08:20Okay.
08:21I think support do exist,
08:25but it's quite uneven or, how do I say,
08:29not really out there for our generation,
08:32like, young generations.
08:34I mean, there are great accelerators, grants,
08:38small ticket funds.
08:39I think grants back then, yes,
08:41but now I don't think so.
08:43But, yeah, like I said,
08:45small ticket funds for consumer brands and mentorship
08:49are there, but quite uneven.
08:51But large risk capital for beauty,
08:54especially for us who runs inventory-heavy product,
08:59growth is still quite limited.
09:02Right.
09:03Regulatory clarity around labelling and claims has improved.
09:10Yeah, that's good.
09:11Because they need someone to say what the label is actually true.
09:14Yeah, of course.
09:14Of course, yeah.
09:15But navigating export regulations in terms of export
09:19and cosmetic compliance for different ASEAN countries,
09:25for example, market remains a pinpoint for smaller teams
09:29or for those who just, you know, got into this industry.
09:33Right.
09:33Because the products that you have that you sell in Malaysia
09:36that you then want to sell to other ASEAN countries,
09:39the process that it goes through to be able to reach market there
09:42is particularly difficult in many cases.
09:46Yes, correct.
09:47Right.
09:48In a market with so many emerging local brands
09:51and foreign players,
09:52what has been your competitive strategy?
09:54Because, you know, in terms of positioning, pricing and quality,
09:58because you've been around now for nearly 10 years, right?
10:01Yeah.
10:02Yeah.
10:02How have you maintained this?
10:05Okay, so we position Velvet Vanity as fast-free,
10:10confidence-forward makeup,
10:13hybrid makeup with skincare benefits that makes routine simpler.
10:17Pricing sits mid to premium,
10:21accessible enough for our customers to, you know, keep on purchasing.
10:28Premium enough to support ingredients and packaging quality.
10:32And I think in terms of quality,
10:35it's non-negotiable for us.
10:38We focus on meaningful actives,
10:40because, you know, makeup and skincare,
10:42sorry, makeup and skincare hybrid makeup products.
10:46Meaningful actives,
10:48sorry, quality is non-negotiable.
10:50Like I said just now,
10:50we focus on meaningful actives,
10:52like peptides that we have in our peptide glow lip oil,
10:56and hyaluronic acid in our liquid blush,
11:00comfortable textures and clean but effective formulations.
11:04Right.
11:04Yeah.
11:05The product line is curated.
11:06I would say in a span of 10 years,
11:09we still have quite a few, you know,
11:11askew.
11:12Right.
11:12But we rather own a few hero askews
11:16than that people love,
11:19than launch dozens of mediocre items.
11:22Right.
11:22And this is,
11:24what have you learned to,
11:28have there been things that you've had to learn the hard way
11:31as you've made it through these 10 years?
11:35Sorry, come again, the questions?
11:36Because you've been doing this now for 10 years
11:39and you've mentioned how that journey that you've made, right?
11:41Yeah.
11:42Also staying true to your beliefs in the products
11:44that you wanted to make.
11:46What's been that big key learning thing
11:49that you've had so far?
11:50Well, I think a lot in terms of like,
11:55I think when it comes to business,
11:57there's a lot of things that you learn along the way
11:59in terms of leadership, cash flow,
12:03products, growing community,
12:05all aspects in the business,
12:09marketing and also operations.
12:11I think those are the,
12:14I think key points or things that I learned
12:16along the way.
12:18And it's, it's tough.
12:20I don't know whether the consumers have like surprised you
12:22because consumers today, right?
12:24Yeah.
12:24Are so much more educated,
12:25but also they're skeptical
12:27from clean beauty and greenwashing,
12:30these terms that you hear.
12:31Yeah, of course.
12:32How do you think beauty brands can regain trust
12:34without leaning too heavily into these,
12:36these buzzwords that they use?
12:37And sometimes they're not,
12:39they can be a bit meaningless.
12:40Yeah.
12:40When they use the terms,
12:42but then don't follow up with regular regulation
12:45that actually proves that what they claim
12:48their product is,
12:49is actually the case.
12:51Yeah.
12:51Yeah.
12:51True.
12:52Yeah.
12:53Good question.
12:53Cause I think a lot of brands now claim
12:55that they are,
12:56you know,
12:56clean,
12:57clean formulations and all that.
12:59I think over the years,
13:04trust is earned through consistency and evidence.
13:08That means we publish ingredient purpose,
13:12why, you know,
13:12that particular ingredients or active matters
13:15and clear in-house data.
13:19We show,
13:19we test our products on real people.
13:22Yeah.
13:23And show real before and after when possible
13:27and be honest about our limitations.
13:29Right.
13:29We don't over claim things,
13:30you know.
13:31Yeah.
13:32Explain what clean means is also important
13:35in concrete terms for products.
13:39But when mistakes happen,
13:41I think we fix them publicly and quickly.
13:46Because I think right now,
13:48when you said that customers are,
13:49you know,
13:51they,
13:51you know,
13:52they have,
13:52they can have all of this information online,
13:55you know,
13:56they actually respect honesty,
13:59you know,
14:00more than a spin,
14:01you know,
14:01because they are smarter now.
14:02Yeah, they know.
14:03Yeah, they know.
14:03They know.
14:04Yeah.
14:04Yeah.
14:04So to respect them,
14:05you respect your customers.
14:07Of course.
14:07Of course.
14:08Yeah.
14:08And how do we address whatever issues
14:11that we are facing is through,
14:13you know,
14:13address them publicly
14:15and addressing it probably privately
14:18to our customers
14:19if they ever reach out to us
14:20regarding an issue
14:22and be honest
14:24and,
14:24you know,
14:25be honest with them on the,
14:26on the problem
14:27and also limitations.
14:28Right.
14:29And then,
14:29yeah,
14:30improve along the way.
14:31Right.
14:32And that's something
14:32that they definitely appreciate
14:33to be treated with respect
14:35and to know that
14:35the products that they're buying,
14:37the company behind it
14:38actually values them.
14:40It doesn't just treat them
14:41as a way to make money.
14:43Yeah.
14:43Yeah.
14:43And actually listen to them,
14:45you know.
14:46Yeah.
14:46Yeah.
14:47And it's also interesting to note
14:48that in the latest,
14:49especially in the last few years,
14:51Yeah.
14:53Influencers who used to
14:54sell products
14:56or push products
14:58from known brands
15:00like yours
15:01have then decided to,
15:02in many cases,
15:03start their own brands.
15:05Yeah.
15:05And then,
15:06without naming names,
15:07there have been,
15:07of course,
15:08many instances
15:09of people who have
15:10pushed their own products
15:11that then have been discovered
15:12to contain
15:13substances
15:15that were definitely
15:17not legal
15:17and not following regulation.
15:20What's your take
15:20on de-influencing
15:22in the beauty space?
15:24Oh, nice.
15:25De-influencing
15:26from TikTok.
15:28So,
15:29I think de-influencing
15:30is quite,
15:31I think it's a healthy
15:32correction.
15:34It pushes the industry
15:36away
15:36from a one-off hype
15:38and
15:39towards genuine
15:41products,
15:43for example.
15:44So,
15:45overhype launches
15:46create noise,
15:47of course,
15:47and erode
15:48customer's trust.
15:50You know,
15:50if it's too loud,
15:52you know,
15:52fewer
15:53extravagant PR stunts
15:55and more slow
15:56word-of-mouth
15:57marketing growth
15:58would reward brands
16:00that build
16:00real product
16:01loyalty.
16:03That's it.
16:04I think
16:05thoughtful collaborations,
16:06honest creator partnerships,
16:09you know,
16:09that genuinely believe
16:11and love
16:12your products
16:12and your brand
16:13remain valuable.
16:15The difference
16:16is intent
16:17and transparency.
16:18and I think
16:18because our brands
16:20make makeup,
16:21skincare,
16:22hybrid staples.
16:23It's something
16:24that our community
16:25love to use
16:27daily.
16:28So,
16:28I think
16:28de-influencing
16:29is,
16:30you know,
16:30try to not
16:31to,
16:32you know,
16:33I would say,
16:36I think de-influencing
16:37generally
16:38educate
16:40the whole
16:41consumers
16:42or the industry,
16:44basically.
16:44it puts the product
16:45in front
16:46instead of
16:47the person
16:48that is selling
16:48the product.
16:49Yeah,
16:49and without you
16:51over-consuming
16:55things
16:56or like
16:57buy
16:58unnecessary
16:58products
16:59that don't
17:00even work
17:00for you,
17:01you know.
17:02Yeah.
17:02Right,
17:02that makes sense.
17:04When you say,
17:05when you mention
17:05collaborations,
17:06how do you,
17:08are you very
17:09involved in
17:10every aspect
17:11of your company
17:12that you make
17:13all of the
17:14decisions
17:14at this point?
17:15Very much,
17:16still involved.
17:17All 10 of you
17:18who are in this
17:19company?
17:19Yeah,
17:19yes.
17:20You're an amazing
17:21person because
17:22it's been almost
17:2310 years,
17:24you've survived,
17:25the company has
17:26survived.
17:26What does
17:27beauty mean
17:28to you now
17:29compared to
17:30when you first
17:30started Velvet
17:31Vanity?
17:32Has your
17:33definition of
17:34what it means
17:34evolved
17:35since the
17:36beginning?
17:37Yeah,
17:37when you said
17:38survive,
17:39I mean,
17:39we survived
17:39COVID.
17:40Yeah,
17:41right,
17:41the pandemic
17:41was quite
17:43a long
17:43time.
17:44I would
17:45say a
17:46clueless,
17:46if you
17:47were to
17:47ask me
17:48one question
17:49to describe
17:50the pandemic,
17:51clueless.
17:52Nobody knew
17:52how to deal
17:53with that.
17:54And especially
17:55in a fast-paced
17:56industry like
17:57us,
17:58trends shifted
18:00very fast.
18:01I mean,
18:02the next day
18:03when the
18:03COVID was
18:04lifted up,
18:05the lockdown
18:06was lifted up,
18:07trends or
18:10consumer
18:11ones
18:12shifted,
18:14and it's
18:15very quick.
18:16When I
18:17started
18:17beauty,
18:19I think
18:20I felt
18:21very product-centric.
18:25Create good
18:26formula,
18:27make it all
18:27look pretty,
18:28sell,
18:28and that's
18:29it.
18:29Yeah,
18:29but
18:30after all
18:32these years,
18:33I think I've
18:34learned that
18:34now beauty
18:35is more
18:36holistic.
18:37It's
18:38confidence
18:38work,
18:39routine
18:40simplicity
18:40for us,
18:41and how
18:42a product
18:43fits into
18:44a person's
18:44life.
18:45It's not
18:45just a
18:46product.
18:47Beauty
18:47for me
18:48now is
18:49designing
18:49small
18:49rituals
18:50that uplift
18:52in your
18:53everyday
18:54routines.
18:57And it
18:58also involves
18:58our
18:59community.
19:00The growing
19:01community
19:01is what
19:02passion
19:03gets
19:04my
19:06brand
19:06started
19:06back
19:07in
19:072016.
19:08And then
19:09products
19:09come in
19:10and I
19:11think
19:11now
19:11community
19:12is what
19:13makes
19:14the
19:14brand
19:15move.
19:16It creates
19:18movement.
19:18Because first
19:19you believe
19:19in your
19:20product and
19:20people
19:20believe
19:21in
19:22your
19:22product
19:23as
19:23well.
19:23And
19:23that's
19:24what's
19:24kept
19:24it
19:24going
19:25all
19:25these
19:25years.
19:25And we
19:26have a
19:26lot of
19:26competition.
19:28New
19:28brands
19:28are
19:29coming
19:29in
19:29locally
19:30and
19:30also
19:31globally
19:31entering
19:32Malaysia.
19:33But I
19:34think
19:34now I've
19:35learned
19:35that
19:35it's
19:36not
19:36just
19:36a
19:36product.
19:37It's
19:37the
19:38community
19:38that
19:38drives
19:39the
19:39brand.
19:40It's
19:40the
19:41voice
19:41of
19:41the
19:41brand.
19:42The
19:42brand
19:43has
19:44become
19:44a
19:44friend
19:44to
19:45the
19:45consumers
19:46already.
19:46And
19:46like
19:47you
19:47said,
19:48it's
19:48become
19:49a
19:49part
19:49of
19:49their
19:49routine
19:50and
19:50it's
19:51a
19:51joy
19:51to
19:52use
19:52the
19:52product.
19:53So
19:53they're
19:53happy.
19:54It's
19:54like
19:55a
19:55comfort
19:56to
19:56them
19:56to
19:56be
19:57able
19:57to
19:57use
19:57it
19:57as
19:57well.
19:58Yeah,
19:59that's
19:59right.
20:01And
20:01at the
20:02end of
20:02the day,
20:02we want
20:03things that
20:04are quick,
20:05easy to
20:06use,
20:06comfortable.
20:08And
20:08at the
20:09end of
20:09the day,
20:10I think
20:10skincare
20:11benefits
20:12are
20:12important
20:13beneath
20:15the
20:15products,
20:16makeup
20:16products.
20:17But it's
20:17not just
20:17meant to
20:18cover,
20:19it's
20:19meant to
20:19also
20:19improve.
20:20Yeah,
20:20and it
20:21works in
20:22the
20:22long run.
20:23Right.
20:25No
20:25wonder so
20:26many people
20:26believe in
20:27your
20:27products
20:28and
20:28support
20:28you
20:29as
20:29well.
20:30In
20:30this
20:30journey
20:31of
20:31yours,
20:31can
20:31you
20:31recall
20:32a
20:32moment
20:32where
20:33you
20:33seriously
20:34questioned
20:34whether
20:35this is
20:36all worth
20:36it and
20:37maybe even
20:37came to
20:38the brink
20:39of giving
20:40up?
20:40Oh my
20:41God.
20:41I think
20:44there have
20:45been many
20:45late nights,
20:47many,
20:48many late
20:48nights,
20:49tears,
20:50whatever you
20:50call it,
20:51tears,
20:51blood,
20:51sweat,
20:53cash flow
20:53scarce,
20:54of course,
20:54and moments
20:55when growth
20:55seems stagnant.
20:57And I
20:58wondered if
20:58the sacrifices
20:59were worth
21:00it.
21:01But one
21:01clear moment
21:02of course
21:02was early
21:04on,
21:05sorry,
21:05one clear
21:06moment was,
21:07I just
21:07want to
21:07share what
21:09happened was,
21:10one clear
21:10moment was
21:11during COVID,
21:12shipments got
21:13delayed,
21:14we can't
21:15launch our
21:15products
21:16for months
21:19and we
21:20were low
21:20on stocks
21:21and what
21:22do we
21:23do.
21:23But I
21:24think at
21:24the end
21:24of the
21:25day,
21:25what kept
21:25me was
21:27customer
21:27messages
21:28and notes
21:30saying that
21:31they can't
21:32stop using
21:33our products,
21:34can't live
21:35without our
21:35products.
21:36And I
21:37think for
21:37me,
21:38it's a stubborn
21:38belief that
21:39we as a
21:41brand,
21:41we were
21:42solving a
21:42real problem
21:43with products
21:44that people
21:45use every
21:46day.
21:47the
21:48combination
21:48of,
21:49again,
21:50community
21:50and product
21:51love kept
21:52us going.
21:53And I
21:53think in
21:54business,
21:54there's always
21:55ups and
21:55downs,
21:56it's inevitable.
21:58So it's
21:58something that
21:59we have
22:00to,
22:01I think
22:02we have
22:03to bear
22:05with it
22:05at the
22:06end of
22:06the day.
22:07Did you
22:07go in
22:07knowing that
22:08it's going
22:08to be
22:09difficult?
22:09You knew
22:09that there
22:10were going
22:10to be
22:11challenges?
22:13Sometimes
22:13challenges
22:14just came
22:15in without
22:16us knowing
22:17COVID is
22:18a good
22:18one.
22:18Who
22:19would
22:19have
22:19known?
22:20That's
22:21true.
22:22As a
22:23female
22:23entrepreneur
22:23in
22:24Malaysia,
22:25what has
22:25been your
22:26biggest
22:27leadership
22:28lessons or
22:28challenges?
22:30What advice
22:30would you
22:31give to
22:31younger
22:31women who
22:32want to
22:32start a
22:34beauty
22:34brand?
22:35I think
22:36the biggest
22:37lessons for
22:38us,
22:38for me
22:39as a
22:40female
22:40entrepreneur,
22:42you really
22:44have to
22:44know what
22:45you want,
22:46delegate
22:46early,
22:47build
22:48structures,
22:48that's the
22:49most important
22:50thing when
22:50you have a
22:51team and
22:51you grow
22:51a team,
22:52so you
22:53don't become
22:53the bottleneck
22:54at the end
22:55of the day.
22:56Learn to
22:56say no to
22:59things that
22:59are unclear,
23:02distract from
23:02product market
23:03feed.
23:04Like for
23:04example,
23:05before,
23:05just want to
23:06share with
23:07you,
23:07before COVID,
23:08we said
23:10no to
23:11giant retailers.
23:12Can you
23:12imagine that?
23:13if you
23:14were to
23:14say yes
23:15before
23:15COVID,
23:16I think
23:17things
23:18were so
23:19different.
23:21So when
23:22things just
23:22don't feel
23:23right,
23:24because at
23:25the end
23:25of the day,
23:25only you
23:26know what
23:27works for
23:27your brand
23:28and what
23:29your community
23:30wants in
23:31terms of
23:32your product.
23:33So when
23:34it comes to
23:34you have to
23:36learn to
23:37say no on
23:38certain things.
23:38it's hard
23:39but you
23:41just have
23:41to do
23:42it.
23:45And then
23:46learn lessons
23:46the hard
23:47way and
23:47also avoid
23:47things by
23:48do you
23:48look around
23:49you at
23:50other people
23:51who are
23:51also
23:52entrepreneurs?
23:52Have you
23:53managed to
23:53learn by
23:54avoiding mistakes
23:55that they've
23:56made instead
23:56of having to
23:57make your
23:57own mistakes?
23:58Like do you
23:59look around
23:59you and avoid
24:00mistakes other
24:00people have
24:01made?
24:01Of course.
24:03We look
24:04up to
24:04you know
24:05in this
24:07industry
24:07globally
24:08or even
24:09local
24:09we do
24:10have
24:11brands
24:11that we
24:11look up
24:12to
24:12or
24:13not just
24:14beauty
24:14brands
24:15maybe
24:15fashion
24:16brands
24:16as well
24:16so we
24:17do
24:18read about
24:19them
24:19and at
24:20the end
24:20of the day
24:20learn about
24:21the mistakes
24:22that they
24:22did.
24:23We won't
24:24do that.
24:25I know.
24:26It's so
24:26scary.
24:28I just
24:28want to add
24:29on I think
24:29in terms of
24:29challenges
24:30I think
24:30that was
24:31the lessons
24:31but in
24:32terms of
24:32challenges
24:33balancing
24:34cultural
24:35expectations
24:36around
24:37roles
24:37and time
24:38especially
24:38now that
24:39I'm a
24:39mom
24:40of one
24:41is very
24:42challenging
24:42but sometimes
24:44needing to
24:45be louder
24:46about
24:47our
24:48credibility
24:49in
24:49you know
24:50if it's
24:51male
24:52dominated
24:52funding rooms
24:54for example
24:54you have to
24:55be louder
24:56because at
24:57the end of the day
24:57like I said
24:58you know
24:59what works
25:00for your brand
25:00and you know
25:01your products
25:02better than
25:02anyone else
25:03and just
25:04now you
25:05also
25:06asked about
25:07advices
25:07yeah
25:08right
25:08I think
25:11one
25:12advice
25:13that I
25:13can you
25:13know
25:13give
25:14just
25:14simple
25:15advice
25:15just
25:16start
25:16small
25:17start
25:18small
25:18prioritize
25:19product
25:19excellence
25:20find
25:21peer
25:22founders
25:22like you
25:22said
25:23just
25:23now
25:23you
25:23know
25:24other
25:24entrepreneur
25:25friends
25:25that have
25:27the same
25:28wavelength
25:29as you
25:31and
25:32that helps
25:34as mutual
25:35support
25:35I would say
25:36and protect
25:37your time
25:38leadership
25:39is not
25:39it's a
25:41I think
25:43leadership
25:43is a long
25:43game
25:44it's not a
25:45sprint
25:45right
25:46and 10
25:47years of
25:48doing this
25:48definitely
25:49exemplifies
25:50that
25:50yeah
25:50you said
25:51you're a
25:51mom now
25:51of a
25:52one year
25:52old
25:52congratulations
25:53no
25:53she's three
25:54this year
25:55she's three
25:55already
25:56being the
25:58mom of
25:58a girl
25:59even
25:59makes
26:00what you're
26:00doing
26:01even more
26:02I guess
26:03pivotal
26:03and it
26:04means even
26:05more
26:05I would
26:05I would
26:06think
26:06because
26:06you know
26:07girls are
26:08growing up
26:09and learning
26:09about what
26:10it means
26:11to face
26:12the world
26:13and also
26:14use beauty
26:15products
26:15that also
26:16have benefits
26:16what's
26:17one truth
26:18about the
26:19beauty industry
26:19you wish
26:20more people
26:20especially
26:21young girls
26:22really understood
26:23especially now
26:24that you're
26:24a mom
26:24of a
26:25girl
26:25that's
26:26growing
26:26technically
26:27I have
26:27two kids
26:28you've
26:28got two
26:29velvet
26:30vanity
26:30and also
26:31one
26:31two babies
26:34your first
26:34baby
26:34and then
26:35your real
26:35baby
26:36so I
26:38think
26:38one truth
26:38about
26:39the beauty
26:40industry
26:40I think
26:41I wish
26:42more young
26:42girls
26:43understand
26:43product
26:45and routine
26:45consistency
26:46bids
26:47chasing
26:48trends
26:49because I
26:50think we
26:50have been
26:50doing
26:51simpler
26:52routines
26:52way
26:54back
26:55during
26:56or even
26:57before
26:57COVID
26:58which is
26:59what you've
26:59always been
26:59championing
27:00and we
27:00are staying
27:01true to
27:01ourselves
27:02to our
27:03brand
27:03great skin
27:04and a
27:05signature
27:05look
27:05come from
27:07reputable
27:07habits
27:08and well
27:09chosen
27:09staples
27:10at the
27:11end of
27:11the day
27:11not a
27:12drawer
27:13full of
27:14single
27:14use
27:15viral
27:16products
27:17just
27:18because
27:19it's
27:19viral
27:19and then
27:21it doesn't
27:21even work
27:22and you see
27:23that happen
27:23all the
27:23time
27:24exactly
27:24and it's
27:25such a
27:25waste
27:25I believe
27:27in investing
27:28in a few
27:29quality
27:30basics
27:30not just
27:31beauty
27:31products
27:32even fashion
27:33I'm more
27:34mindful
27:34in what
27:35I buy
27:36I invest
27:38in
27:38quality
27:39pieces
27:39and make
27:40sure that
27:41I have
27:41staples
27:42instead of
27:43something
27:44that's
27:44trendy
27:44and it
27:45doesn't
27:46even
27:46trendy
27:46anymore
27:47next
27:48month
27:49for example
27:49and
27:50I think
27:52I believe
27:52in quality
27:53basics
27:53definitely
27:54looking forward
27:57over the
27:57next 3 to
27:585 years
27:58what is
27:59your
27:59vision
28:00for
28:01Velvet
28:02Vanity
28:02next year
28:03is the
28:0310th
28:03anniversary
28:03I know
28:04time flies
28:06it's been
28:08a long
28:09journey
28:09I think
28:12in the
28:14next
28:143 to
28:155 years
28:16we'll
28:19of course
28:19double down
28:20what we
28:21do best
28:22our hero
28:23SKUs
28:23fast free
28:25hybrid
28:25staples
28:26that feel
28:27like skincare
28:27and perform
28:28like makeup
28:28for example
28:29we'll stay
28:31true to
28:31what our
28:32brand believes
28:33simplicity
28:34practically
28:34that means
28:35expanding
28:37our hero
28:37SKUs
28:38range
28:39thoughtfully
28:39strengthening
28:41regional
28:42distributions
28:42why not
28:43you know
28:44and
28:44scaling
28:46our retail
28:46experience
28:47because now
28:47we have
28:48one retail
28:48store
28:49already
28:49it was
28:50open
28:50last year
28:51hopefully
28:52more in
28:53the future
28:53one thing
28:59because now
29:00we outsource
29:01our fulfillment
29:01and I
29:03really look
29:04forward to
29:05bring it
29:05in-house
29:06back so
29:07we can
29:08control
29:08margins
29:08and speed
29:11delivery
29:11yeah
29:12delivery
29:15speed
29:15there's
29:16so much
29:17that
29:18has to
29:19be done
29:19even though
29:20you're so
29:20deep into
29:21it already
29:21that's
29:22that's
29:23always
29:23like you
29:24think that
29:25we're
29:25okay
29:25for example
29:26because I
29:27think when it
29:27comes to
29:28business
29:28we're always
29:29solving
29:29problems
29:29every single
29:31day
29:31you think
29:32one
29:32problems
29:34have solved
29:34another one
29:35comes the
29:36next day
29:36right
29:36we keep
29:37on
29:38because I
29:38always tell
29:39my team
29:39that you
29:40know
29:40you
29:41you will
29:41always
29:42you will
29:44always
29:44solving
29:46problems
29:46every single
29:47day
29:48thing one
29:48is done
29:49but the
29:49next thing
29:50you know
29:51right
29:51come the
29:52next day
29:52yeah
29:53amazing
29:53yeah
29:54okay
29:54Adina we've
29:54come to the
29:55rapid fire
29:55questions part
29:56now
29:57which is
29:58where you
29:59share what
30:00first comes
30:00to mind
30:01okay
30:02and it's
30:03just what
30:03you're
30:03thinking at
30:03this point
30:04right
30:04it could
30:04change
30:04later in
30:05the future
30:05but at
30:05this point
30:06okay
30:07okay
30:07okay
30:08okay
30:08what's a
30:09product you
30:10always have
30:10in your
30:10handbag
30:11definitely
30:12I have a
30:14lot
30:14but one
30:15thing
30:16if you
30:16if you
30:16if you
30:16ask me
30:17one thing
30:17it'll
30:18definitely
30:18be our
30:19latest
30:19peptide
30:20hydramat
30:21lipstick
30:21I can't
30:21do it
30:22lipstick
30:23got it
30:23yeah
30:23one word
30:25you would
30:25use to
30:25describe
30:26yourself
30:26yeah
30:29I had
30:30I had
30:30this thought
30:30last night
30:31like no
30:33I'm trying
30:33to find
30:33myself
30:34to answer
30:35this question
30:36one word
30:36one word
30:37is resilient
30:38wow
30:38that's
30:39based on
30:40everything
30:40that you've
30:40said
30:41that's
30:41definitely
30:41true
30:41I think
30:42yeah
30:42yeah
30:43resilient
30:43yeah
30:44definitely
30:44one thing
30:44resilient
30:45name us
30:46a brand
30:46or a
30:47local
30:47local
30:48or global
30:48that you
30:49admire
30:49locally
30:51it'll be
30:52it's not a
30:53beauty brand
30:54it's a
30:55fashion brand
30:55it's
30:56whimsy girl
30:56oh
30:57I didn't know
30:57this
30:58yes
30:58you should
30:59check it
30:59out
30:59I'm going
31:00to check
31:01out
31:01whimsy girl
31:02I will
31:02yeah
31:02and globally
31:04in beauty
31:06I would
31:06say
31:07Merit
31:08Summer
31:08Fridays
31:09oh
31:09yeah
31:10those two
31:10brands
31:11those two
31:12brands
31:12are you
31:13know
31:13that we
31:14admire the
31:15most
31:15right
31:15is there
31:15a reason
31:16for it
31:16like what's
31:17the main
31:17reason that
31:18you look
31:18at these
31:18brands
31:19and think
31:19wow
31:20okay
31:20I think
31:22they really
31:23execute
31:24everything
31:24thoughtfully
31:26they have
31:28great products
31:29sophisticated
31:30branding
31:31just like
31:32what we
31:32believe
31:33and similar
31:33routines
31:34they align
31:35with what
31:35you believe
31:36as well
31:36yeah
31:37the values
31:38and everything
31:38right
31:38what's one
31:40thing people
31:40would be surprised
31:41to learn
31:42about you
31:42oh okay
31:44I'm a home
31:45body
31:45really
31:46yeah
31:47I am
31:47I mean
31:47I love
31:48being around
31:48people
31:49but
31:50I love
31:51I also
31:52love
31:53being at
31:54home
31:54being cozy
31:55at home
31:55I think
31:57that's how
31:58I you
31:58know
31:59de-stress
32:01de-stress
32:02yeah
32:02and then
32:03recharge
32:04recharge
32:04yeah
32:05absolutely
32:06yes
32:07name us
32:08a moment
32:08in your
32:08career
32:09that made
32:09you
32:09stop
32:10and think
32:10this is
32:11why I
32:11do this
32:13I think
32:15yeah
32:15just like
32:16I said
32:16before
32:17it's definitely
32:19the messages
32:20from our
32:20customers
32:21that have
32:22been
32:22supporting
32:22us
32:23in the
32:24very
32:24beginning
32:24that's
32:25what
32:26makes
32:26us
32:26going
32:27that's
32:28what
32:28kept
32:30us
32:30going
32:30knowing
32:30that
32:31you're
32:31making
32:31a
32:31difference
32:32in
32:32so
32:33many
32:33people's
32:33lives
32:34correct
32:34correct
32:34and they
32:35just
32:35can't
32:36you know
32:36it's a
32:37daily
32:37staples
32:38for them
32:39daily
32:40beauty
32:40staples
32:40for them
32:41that's
32:42what
32:42kept
32:42us
32:43going
32:43you're
32:43part
32:44of
32:44the
32:44family
32:44yeah
32:45exactly
32:45yeah
32:46and I
32:47I
32:48used
32:48to
32:49be
32:49a
32:50personal
32:50shopper
32:50before
32:51I
32:51started
32:51Vanity
32:52I
32:52used
32:53a
32:53surprising
32:53fact
32:53about
32:53you
32:54I
32:54used
32:55to
32:55sell
32:55international
32:56beauty
32:57brands
32:57from
32:58other
32:59countries
32:59back
33:00when
33:00so
33:01I
33:01sort
33:01of
33:02grew
33:02the
33:02community
33:03about
33:04a
33:05year
33:05before
33:05I
33:05started
33:06Velvet
33:06Vanity
33:06so
33:07I
33:07have
33:08a
33:08lot
33:09of
33:09customers
33:10that
33:11have
33:11been
33:11supporting
33:12me
33:12even
33:12way
33:13before
33:13I
33:14started
33:14Velvet
33:14Vanity
33:15which
33:15is
33:15quite
33:15shocking
33:16but
33:16thank
33:17you
33:17so
33:17much
33:18yeah
33:18nice
33:19so
33:20it's
33:21what
33:21at
33:22the
33:22end
33:22of
33:22the
33:22day
33:22kept
33:22me
33:23going
33:23it's
33:25been
33:25a
33:25long
33:26journey
33:27so
33:27you
33:28know
33:28cannot
33:29look
33:29back
33:29the
33:30problem
33:30is
33:30you
33:32make
33:32it
33:32look
33:32easy
33:32but
33:33people
33:34need
33:34to
33:34know
33:34it's
33:34not
33:35because
33:35when
33:35people
33:36see
33:36you
33:36you
33:37seem
33:37so
33:38casual
33:38and laid
33:39back
33:39that people
33:40might think
33:40I could
33:41easily do
33:41this
33:42but
33:42there's
33:43a lot
33:43of
33:43work
33:43that went
33:43into
33:44this
33:44finally
33:45what's
33:45one
33:46beauty
33:46trend
33:46that
33:46you'll
33:47never
33:47try
33:48I
33:48think
33:49overly
33:49contouring
33:51the face
33:52definitely
33:53not my
33:53style
33:54I love
33:54simpler
33:55routines
33:55I mean
33:56five minutes
33:56or ten
33:57I mean
33:58that's why
33:58velvet vanity
33:59exists
33:59right
34:00and this
34:01is a
34:02closing
34:03question
34:03we ask
34:03all of
34:04our
34:04guests
34:04right
34:04now you're
34:05going to
34:05put yourself
34:06in the
34:06shoes
34:06of
34:07our
34:08prime
34:08minister
34:08let's
34:09say
34:09if you
34:09had
34:09the
34:09opportunity
34:10to
34:10make
34:10one
34:11change
34:11as
34:12prime
34:12minister
34:12of
34:13Malaysia
34:13for a
34:14day
34:14what would
34:15that change
34:16be
34:16and why
34:17tough
34:20question
34:21okay
34:24I think
34:25startups
34:27are always
34:27clueless
34:28so I
34:29think
34:29all these
34:30grants
34:30like
34:31funds
34:33like you
34:33mentioned
34:34government
34:34funds
34:34I really
34:37want it
34:37to be
34:37marketed
34:38out there
34:39for the
34:39younger
34:40generations
34:40to actually
34:41know
34:42and be
34:43aware
34:43of
34:44right
34:44because
34:44they exist
34:45but people
34:45don't know
34:46they exist
34:46exactly
34:46and why
34:48you know
34:48because
34:48it's there
34:49to support
34:49our young
34:50entrepreneurs
34:51and we
34:52have a lot
34:52of young
34:52entrepreneurs
34:53especially
34:53now that
34:54we have
34:54you know
34:55social media
34:55like
34:55tiktoks
34:56shoppy
34:57and whatnot
34:58so
34:58that's a
34:59great suggestion
34:59it's not
35:00about creating
35:00something new
35:01it's about
35:02letting people
35:02know that
35:03these things
35:04already exist
35:04exactly
35:05it gets
35:07frustrated
35:07it's something
35:10that you
35:10look for
35:11but
35:11it's
35:12not
35:13visible
35:13for example
35:14there might
35:15be a person
35:15right there
35:16listening now
35:16actually thanks
35:17to you
35:17you're doing
35:18it right
35:18now
35:18you are
35:19doing the
35:19marketing
35:19right now
35:20to let
35:20them know
35:20that these
35:21grants exist
35:22just look
35:22for them
35:22exactly
35:23thank you
35:25so much
35:25for joining
35:25Zarlina
35:26alright
35:26thank you
35:27so much
35:27for having
35:28me
35:28what's
35:30the website
35:31or Instagram
35:32that people
35:32can go
35:32to find
35:33out more
35:33about
35:34Velvet Vanity
35:34in case
35:35they may
35:35for those
35:36who may
35:37be finding
35:37out for
35:37the first
35:38time
35:38alright
35:38so
35:39you can
35:39shop
35:40our
35:40products
35:40online
35:41at
35:42www.velvetvanity.co
35:44we are also
35:46on TikTok
35:47and Shopee
35:48as well
35:48and on top
35:50of that
35:50we have
35:51our physical
35:51store
35:52if you want
35:53to try
35:53our products
35:53in real life
35:54we are
35:55available at
35:56Almin Alik
35:56site mall
35:57fantastic
35:57thank you so
35:58much for
35:58joining us
35:59alright
35:59thank you
36:00thank you so
36:00much for
36:01having me
36:01we've had
36:02Alina
36:02Nadira
36:03who is the
36:04founder of
36:05Velvet Vanity
36:05with us all
36:06of the day
36:07it's been so
36:08eye-opening
36:08and it's been
36:09a pleasure
36:09having her
36:10and of course
36:11we'll see you
36:11next in
36:12another episode
36:13of Life
36:14Confessions
36:14here on
36:15Shock
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