How Malaysia’s Queen of Entertainment Navigated Business Ups and Downs to Become An Entrepreneurial Star
In recent years, we have been witnessing a rapid growth of women entering entrepreneurship. Along with this endeavour, female entrepreneurs have also taken up the challenge of breaking multiple glass ceilings, many of which stem from unfavourable business environments, having an inadequate support system, potential gender stereotypes, and social stigmatism, among others. This is evident more so during this ongoing pandemic, that has placed businesses worldwide through a rigorous test.
For Malaysia’s Queen of Entertainment, the challenges and stigmatism faced are similar in nature. Even for Dato’ Seri Siti Nurhaliza, a personality that is nationally renowned, the challenges faced when starting her first company, Simply Siti, were very real.
Overcoming Entrepreneurial Challenges While Building the Foundation of SimplySiti
During her many years performing and representing international beauty brands, Siti discovered that the most important aspect of having quality skincare was not the price of the product but rather, the ingredients that went into it. Because of this, she became determined to produce only quality products at reasonable prices.
“I was inspired to create SimplySiti, simply because I believe that fashion, art, beauty and music belong in the same sphere. I have always loved make-up, and after representing so many beauty brands, I began to learn more about starting my own label, a brand that represents me, someone with humble beginnings,” she further added.
During the first months of her entrepreneurial journey, however, Siti discovered that any number of challenges are bound to surface, regardless of which stage of the business or the industry one is in. The trick, she says, is finding the resilience and right solution to overcome them.
“When I started out, the road was never always easy. I received many negative comments and feedback. Many people felt that this brand, SimplySiti, was just a product by Siti Nurhaliza, a popular singer without any knowledge in the cosmetics business. I admit that I am not skilled in this business, but my deep interest in the beauty industry and my curiosity about the technology behind cosmetics and skincare, kept me moving forward,” she said.
To overcome those challenges, she tapped into her collective experience and lessons learned from being the face of many prestigious international brands while still in the music industry. After two years of dedicated research and careful consideration, backed by a team of trusted professionals, the SimplySiti label was launched.
“I am very grateful to have gone through these challenges, as they have made me a stronger person,” she added. Fast forward to today, Dato’ Seri Siti Nurhaliza has scored numerous notable accolades including the 2017 SME Entrepreneurs Business Award (SEBA), The BrandLaureate Tun Dr. Siti Hasmah SME’s Women of the Year, and the Malaysia’s Strongest Brand Award, hosted by Young and Rubicam Malaysia.
Moreover, SimplySiti is growing exponentially and is on par with other international labels popular amongst Malaysians. In line with the unveiling of several new products, the re-launching of their new fragrance, establishing brand presence in Indonesia, the special collaboration with Shoppee, and more, SimplySiti is experiencing tremendous market success.
Riding the COVID-19 Pandemic Wave
In keeping with the times and to reach targeted consumers effectively, SimplySiti’s promotion of current and newly launched products were aggressively done via social media platforms such as Instagram, the brand’s website and through popular influencers. Thus far, this strategy has proven to be truly effective.
To not run the risk of lagging behind, the SimplySiti team discovered that they needed to be sensitive to the current situation and change their marketing strategy and business practices, injecting a great deal of creativity to continue standing out. The team responded to the crisis by creating products that are suitable for the current market situation such as face masks, which the brand launched in April this year.
Despite the ongoing pandemic, the beauty mogul aims to move forward, carrying out activities as planned previously. This year, with the imposition of the lockdown to contain the spread of COVID-19, like many other brands, she aims to reach out to potential customers digitally. To widen the brand’s market segmentation, SimplySiti collaborated with the local cosmetic brand, NRC (NR Cosmetics), through Shoppee, producing great results. Apart from that, she also plans on rebranding SimplySiti to better suit customers and future demand
“Since the government announced a total lockdown back in March 2020,we experienced a drop in sales in our offline business. This included the sales of our cosmetics and skincare products mainly at Watson and AEON. Nevertheless, we are thankful that our online business like our partnership with Shopee, TV Shopping, the Astro Go Shop website and the SimplySiti website have contributed to 60% of our sales, allowing us to remain resilient during this trial period. I hope whatever that we are facing currently will recover shortly and all of us shall be back on track,” revealed Siti.
Beauty Trends and Going Global
Based on personal experiences and observations, Siti also discloses a few beauty trends that she has noticed.
“Women these days are looking for beauty products that help to achieve make-up perfection instantaneously, the instant fix kind. It’s the age-old desire for instant gratification, to have smoother skin and a flawless complexion, without going through the wait. Certain products that have increased in demand are eye care products like concealers, that hide under eye circles.” she explained.
As a result of rising awareness and the ongoing pandemic, Siti reveals that consumers are now more environmentally concerned and health conscious. They want to know where their products are coming from and what the ingredients are. “Natural and Organic skincare products have been growing in demand, and are currently of the highest priority. Consumers are looking for products that contain ingredients that are more natural and free from harmful toxic chemicals.”
Noting another rising trend in the market, she says,“Edible beauty products are now all the rage. There are tonnes of edible cosmetics in the market, and they are selling like hot-cakes.”
This is due to the convergence of beauty and food. Customers are now shifting towards consuming more natural, organic and cleaner foods that promote better health and well-being. Furthermore, in light of a worldwide growing awareness about harmful chemical usage in a majority of cosmetics, many beauty brands are now turning to more food-based ingredients for allure.
Moreover, the demand for halal products has skyrocketed, encompassing the cosmetics industry. Halal certified cosmetics have gained a strong following, even among the non-Muslims, who associate such products with ethical consumerism and stringent quality assurance standards.
“Many mainstream global brands in the cosmetics industry, especially international labels, are not halal certified. Being in a country where the majority of the population are Muslim, aside from adhering to rules, regulations and brand image, I must also ensure that SimplySiti products adhere to the Halal status, to continue earning the trust of my potential customers,” said the 42-year old beauty entrepreneur.
SimplySiti is also the first local cosmetic brand to receive the Halal status from the Department of Islamic Development Malaysia (JAKIM) and in South Korea. This sets the brand apart from its competitors, while maintaining its local identity and establishing an international appeal.
Aiming to meet the latest trends in the industry without compromising on quality, Siti aims to include more affordable, good quality products like shade and finishings, that are suitable for all skin types and tones. Furthermore, after more than a decade in the market, the Malaysian entrepreneur will be looking to expand her current business platforms and globalise SimplySiti.
