Malaysian market largely conservative, prefer natural shades – cosmetics founder

Hence, the founder of Malaysia’s NITA Cosmetics, Aznita Azman, formulated a novel peelable eight-SKU nail polish range in varying shades of pastel pink called Resepi. It was launched in March 2022, but four shades are sold out as of mid-August.

Aznita Azman NITA Cosmetics pix

NITA Cosmetics founder Nita Azman. ©NITA Cosmetics

“We must follow the pack. We cannot launch products that we like. We must produce what the customers like. In this case, our customers are largely Muslim and conservative, but they still want to look beautiful and seem as natural as possible,” ​said Aznita, also known as Nita.

The Kuala Lumpur-based brand was founded in 2016, with its 150 hypoallergenic SKUs retailing at AEON Mall and…


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