The brand was founded by fashion entrepreneur, Tengku Chanela Jamidah, together with her best friend and partner Didie Nasir back in May 2016. Dida cosmetics started out by offering velvet matte lip crèmes but have since expanded their range to include eyeshadows and eyeliners as well. The beauty brand prides themselves over the beauty philosophy of by women for women and is known to be cruelty-free.