Company’s CEO and founder, Eriyca Baiduri or fondly known as Madammu spoke with WargaBiz about her experiences building and growing her band – Noir Health & Beauty. The elegant and stunning Madammu, whose impossibly bright smile and cheery laugh are infectious, shared such an interesting story on how she started the business with almost zero capital. It may sound impossible to believe but when she explained further on how she employs social media and take a step forward, it is all fair and square game.
The 29-year-old businesswoman was raised in a ‘business family’ environment. Her mother used to run a restaurant so the business trait has long run in her blood. “I started Noir two years ago after I finished my studies at Masterskill University College of Health Sciences taking Diploma in Healthcare. During that time FB live was viral. Everyone was doing it and I did it too for fun. I shared beauty tips to all my friends and much to my surprise, my follower increased drastically – from 10 followers to 8,000 followers in a month!”
She then saw the opportunity that she could explore. As she has already established followers, she decided to come out with a beauty product. “I’m so obsessed with beauty and you can see it from my appearance (chuckles). I want to share beauty tips with everyone else and the most important thing is I want them to be pretty and feel pretty.”
Armed with a sheer purpose to helping women to build their confidence, Noir Health & Beauty was born – selling sunblock as their main item. From solely for fun, the business paid off handsomely.
The inspiration behind Noir Health & Beauty
Noir Health & Beauty is focused on a simple idea. Promoting only three products to date, Madammu believes that quality is far more important than quantity. Noir stands to be different than other local products in the market. “For Noir, our products are really basic. Rather than promoting night and day cream, we sell something that local products rarely do – UV sunblock.”
Your intention must be pure. Don’t run a business to gain fame and money only.
As the business is expanding, she had to ask her cousin to help her out. “At that time, my team grew to 600 people. It was beyond my expectation and it happened within a short period of time,” said Madammu who shared that the factory produces 30,000 – 40,000 per product in a month and the packaging are all done in Malaysia.
At the highest peak
Since Noir Health & Beauty commenced its business in 2017, the business has expanded immensely. She has successfully brought in RM 4mil turnover in just one-year operation and made it a success story. While the skincare products continue to grow – her team also expands from time to time.
“One of my greatest achievements in doing this business is my master stockists. I’m gratified to be able to help them from nobody to somebody. It’s fun to see the changes and the most important thing is to see my team being confident with themselves. Maybe for other entrepreneurs figure and profit is their achievement, but for me, my team is my achievement,” emphasising that all she has today is from her team’s efforts.
Behind the fame
For a young entrepreneur who has achieved everything in her life, she is blessed for not encountering any obstacles in starting the business. “Honestly, I never faced any problem in building Noir. Business is like you’re climbing up the ladder – you need to be patient to witness the progress. The past is what makes you today,” said Madammu.
Do your business based on honesty. That is what will help to sustain your business
Behind the charismatic character, Madammu is such a loving and strong-minded person. She shared the most important element in starting a business is your intention. “Seek your main intention in doing business. Are you doing it for fame and money? Or to help other people? My purpose for doing Noir Health & Beauty is solely to help women out there to crawl out from life problem. So I recruit them and help build them from zero to hero.”
The future of Noir Health & Beauty
Noir Health & Beauty doesn’t limit its expansion in Malaysia only. They have already established stockists in Indonesia, Singapore, Brunei and Dubai. Talking about physical business expansion, Madammu shared that they are currently in the process to open a branch in Penang which marks as the third branches.
“All the branches are opened by my master stockists – I don’t own the branch. I help them to grow together with the brand and share success together. Of course, I don’t mind to help more master stockists to open up more branches nationwide, they have my full support.”
As the business has got its spotlight, Madammu is planning to grow the business and make it more marketable. They are now eyeing to advertise on TV and radio. Moreover, she is planning to enter Indonesia market. “We are certain that our brand will sustain even for the next 10 years due to our uniqueness and quality,” she says, sharing that Noir Health & Beauty is in the midst of entering Halal industry and is currently preparing the documentation.
“The latest news is, we are about to launch our own Noir cosmetics and if everything goes well, it will be official in the market after Raya,” she ends.