A business and product case study in founding, scaling, and exiting a DTC consumer brand
| Role | Founder & Managing Director |
|---|---|
| Duration | June 2018 – Feb 2025 |
| Type | Direct-to-consumer, vegan skincare |
| Outcome | RM1M valuation, 24K+ followers, sold 2025 |
| Tools | Shopify, Adobe, Canva, Instagram |
The Malaysian clean beauty market in 2018 had a clear gap ~ vegan, minimal skincare existed mostly at premium price points, marketed to a Western audience. Local consumers with real skin concerns and limited budgets had few honest, affordable alternatives.
There was no business plan at the start. There was a personal problem, a kitchen, and a decision to begin.
The core business question: Could a solo founder build a profitable, sustainable consumer brand without external funding, a team, or an existing audience?
| Stakeholder | Role & Relationship |
|---|---|
| Customers | Malaysian women 18–35, sensitive/acne-prone skin, budget-conscious, values-driven |
| Suppliers & Manufacturers | Raw ingredient vendors, contracted factory for scaled production |
| Retail Partners | Physical stores across KL where products were stocked |
| Media | Press and editorial contacts across lifestyle and beauty publications |
| Platform Partners | Shopify, Instagram, pop-up market organisers |
2018 — Kitchen production, zero budget
Business problem: No proof of demand. No capital for large production runs. No brand yet.
Approach
