A homegrown brand celebrates the nation’s culture and heritage, writes Nadia Badarudin
AFFORDABLE make-up in pretty shades, cute packaging and fancy names boasting bits and pieces of Malaysian colourful cultures — that’s Nita, a homegrown cosmetics brand which is growing in popularity among beauty buffs.
Nita is among the made-in-Malaysia cosmetic brands with the most followers on Instagram (more than 21,000 at present), thanks to its witty and funny videos as well as a chic animated character named Nita representing the label.
It is carving a niche in the market with products named after the country’s beautiful islands, traditional wear as well as Malaysian favourite thirst-quenchers.
Its latest Warung Collection, for instance, offers liquid matte lipsticks featuring the aesthetics and experiences of typical kopitiam, with shade names such as Miloh, Teh Tarik, Ais Kepal and Ais Kacang.
MALAYSIAN-INFUSED ELEMENTS
Nita was established in Kuala Lumpur in 2017 by young entrepreneur Aznita Zainul Azman.
“Nita is infused with traditional cultures and heritage. Keeping everything as close to home is what the brand is all about. Each collection is focused on unique cultural elements that represent Malaysia or something which Malaysians can relate to and be proud of,” says the 28-year-old who runs the business with her brother Zainul Azrin, 30, and sister Zairin, 35.
“But we want to represent the country in a fun and quirky way. Our logo, for instance, reflects our way — it’s inspired by the Petronas Twin Towers but with pink lipstick and mascara. That’s us, a fun, quirky and unapologetically upbeat brand,” says Aznita.
The animated character Nita is the personification of every young woman who dreams of exploring the world and who lives every day to the fullest.
“Every woman has a Nita in her,” she adds.
The brand introduced its debut collection early last year with the Traditional Matte Lipstick collection. Each shade is labelled after traditional wear namely Songket, Kurung, Cheongsam, Saree and Kebaya.
Emollient oil is blended into the matte lipstick, making it especially creamy and smooth and easy to apply. Each product is hypoallergenic and enriched with vitamin E to ensure comfort and extended wear.
Following the success of its debut products, the brand launched the Tropical Matte Lipstick collection with five shades named after Malaysia’s tropical islands, namely Redang, Tioman, Langkawi, Pangkor and Sipadan.
A STORY TO TELL
Aznita says each collection has a story to tell.
“The first collection offers a glimpse of Nita’s cultural background, hence, the heritage wear. The second collection offers a glimpse of Nita’s journey to some of Malaysia’s best island destinations.
“Each collection emphasises the idea that each journey begins from home.
“We encourage customers to explore the world, find their dream place and be inspired to do great things,” she says.
“We incorporate local customs, traditions and cuisine into the names and packaging illustrations. For us, the details are important, particularly on the packaging because they are like a storybook,” she adds.
MULTI-PURPOSE
Nita rolled out its first eyeshadow collection in conjunction with Hari Raya Aidilfitri last year (The Turkish Eyeshadow Palette Collection) with three palettes and 18 shades inspired by the cultures and places of interest in Turkey, Aznita’s favourite destination.
Apart from bringing out eye colour and enhancing eye shape, the product can also be used as blusher and eyebrow powder for contouring and highlighting.
“To complement the collection, we also launched a collection of moist jumbo lipsticks that doubled up as blushers,” says Aznita.
To propel the brand to greater heights, Aznita and her siblings are retailing their cosmetics onboard Air Asia and at select outlets at Kuala Lumpur International Airport and Penang International Airport.
Aznita says: “Nita is not just another local brand for lipsticks or eye shadows. It goes beyond that.
“It’s about making use of what we have and presenting them creatively. It’s about being inspired and proud of our own culture rather than looking outside for inspiration.
“Nita will never be boring. It will always have a story to tell.”
Nita is available at www.nitacosmetics.com and www.instagram.com/nita.cosmetics.
The brand is also available at FashionValet, Zalora, Lazada, Sogo, Isetan KLCC, The Gardens, Parkson’s Play Up Johor Baru and Fahrenheit88, KLIA, Penang International Airport and Air Asia (via the app Rokki).