Last year, Lembaga Zakat Selangor (LZS) honored the iconic singer, Datuk Seri Siti Nurhaliza, as the highest zakat contributor among Malaysian artists. This recognition was unveiled during the Bizjihad forum, where Siti shared the stage with Capital A’s Executive Chairman, Datuk Kamarudin Meranun.
Siti’s dedication to fulfilling her zakat obligations over the past five years stands as a testament to her unwavering commitment to philanthropy. “In the realm of artists, particularly singers, Siti is undoubtedly the top zakat contributor at LZS,” the moderator announced, highlighting her generous spirit and dedication to giving back to the community.
Triumph Over Challenges
Siti Nurhaliza’s journey extends far beyond her musical prowess. As the founder of SimplySiti, she has carved a niche in the competitive beauty industry. Her path to success, however, was fraught with challenges and skepticism.
Having represented international beauty brands, Siti understood that the essence of quality skincare lies in its ingredients rather than its price. This realization fueled her ambition to create SimplySiti, a brand committed to delivering top-tier products at affordable prices.
The early stages of SimplySiti were marked by criticism and doubt, with many questioning Siti’s expertise in cosmetics. “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.
Despite these obstacles, her unwavering passion for beauty and curiosity about skincare technology kept her moving forward. After two years of dedicated research and collaboration with industry experts, SimplySiti was born.
Siti’s resilience paid off, earning SimplySiti numerous accolades, including the SME Entrepreneurs Business Award (SEBA) and the BrandLaureate Tun Dr. Siti Hasmah SME’s Women of the Year Award. Today, SimplySiti rivals international brands, experiencing rapid growth and widespread acclaim.
Resilience in the Face of a Pandemic
The COVID-19 pandemic tested businesses worldwide, but SimplySiti adapted with agility and creativity. Leveraging social media platforms and influencer collaborations, the brand successfully promoted new and existing products, maintaining sales momentum amid challenging times.
SimplySiti responded to the pandemic by launching relevant products, such as face masks, and strengthening its online presence through partnerships with Shopee and TV shopping networks. This strategic pivot ensured sustained sales despite a decline in offline business.
“Despite the pandemic, we continued with our planned activities and adapted our strategies to reach customers digitally,” Siti remarked, underscoring the importance of resilience and adaptability in uncertain times.
Embracing Trends and Global Ambitions
Siti has keenly observed evolving beauty trends, noting the rising demand for instant gratification products like concealers and eye care items. Today’s consumers are more health-conscious and environmentally aware, seeking natural and organic skincare products. This shift has driven the popularity of edible beauty products and halal-certified cosmetics.
SimplySiti has embraced these trends, becoming the first local cosmetic brand to receive halal certification from both the Department of Islamic Development Malaysia (JAKIM) and South Korea. This certification has bolstered the brand’s credibility and appeal.
“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 beauty entrepreneur.
Looking ahead, Siti Nurhaliza aims to expand SimplySiti’s global footprint while continuing to offer affordable, high-quality products for all skin types and tones. “After more than a decade in the market, our goal is to globalize SimplySiti and meet the latest industry trends without compromising on quality,” Siti affirmed.
Siti Nurhaliza’s transformation from a celebrated singer to a successful entrepreneur and philanthropist is a story of inspiration and perseverance. Her journey exemplifies the power of resilience and vision in overcoming challenges and achieving greatness, serving as a beacon of hope and motivation for aspiring entrepreneurs worldwide.
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