Bubbly, quirky and lovable—those are the three words that best describe the founder of NITA cosmetics, Aznita Azman. Though we have never met in person, by exchanging a few emails over the past couple of weeks, her welcoming aura makes me feel I have known her for a long time. 

For those of you beauty lovers who prefer to deluge your beauty staples with a local brand, you have probably heard of the famous Nita Cosmetics—with over 61.5k followers on Instagram, Nita Cosmetics sure has left quite a big impression in Asia’s beauty industry. Cruelty-free and wallet-friendly, Beauty Insider speaks with the lady behind the brand itself, Aznita Azman, on the importance of advocating Malaysian culture through her brands, and how she managed to recognize her self worth in a world full of temporary beauty. 

The Backstory of Nita Cosmetics

Aznita first introduced herself as someone who is extremely shy and awkward but once she warms up, she can be a fun person to be around. She founded Nita Cosmetic almost 5 years ago in 2016, with the idea of presenting all things exciting, fun and new. Nita had this vision to create something that personified the embodiment of ‘’young women who want to live every day to the fullest’’, and thus, Nita Cosmetics was born. 

Before leaping to the beauty commerce route, you worked in the film industry for quite a while—what exactly was the driving force behind this Nita Cosmetics brand? 

I loved studying film and delved into the industry for a short while – it was so creative and such a collaborative process. However, my plans had to be diverted. My family has been in travel retail for 25 years. Back in 2015, with the rise of online businesses, we wanted to be a part of the force and create something new. Fashion & cosmetics were booming – and coincidentally, I was very interested in makeup. That’s how NITA started. Although it’s miles away from the film industry, little did I know that, I also experience the same type of creative process with the team now – such as brainstorming fun & crazy concepts. It gives the same type of feeling, and I love that environment. We are fortunate to launch at a time when there was little competition. That gave us a head start for awareness.

You’re so passionate about advocating Malaysian culture through your products. Why is this important to you? 

Back in 2016, I noticed a gap. There was no makeup brand that emphasized our local traditions. It was a shame because we are so rich in culture and so many ideas can be expanded on that. Unfortunately, local brands tend to adopt international concepts – which is good to benchmark but at the same time, it leaves no room to be different. I love films, screenwriting and the process of creating a story. You can see in NITA’s packaging and branding that there is storytelling involved, something I’ve incorporated  from my passion for filmmaking that I left behind. Now, I am grateful to have an equally passionate team and I don’t feel so alone creatively. Beyond the branding, we made sure that since we are a multiracial country, we have a responsibility to be inclusive of all women. We are proud to be the first and only local brand to have 15 shades of foundation. Whether you have fair, medium or dark skin – no one is left behind.

Recognizing Her Own Worth In ‘’Beauty World’’

According to the 31-years-old beauty, every inch of the product she created was a thoughtful and a heartfelt reflection of each of her experiences. It may sound sentimental for some of you but for Nita herself, each product is a reflection of the sight and sensations of all the places she had visited. Even having to be bullied during secondary school due to her skin tones, Nita made sure that every woman would feel included when she created her own makeup line. 

Describe your first ‘’beauty memory’’?

I was a late bloomer in makeup. I took my mom’s black pencil eyeliner when I was 18 and lined my lower lids. That’s when I knew makeup is utterly powerful because it really does help elevate your self-esteem. I felt like a rock star instantly and gave me confidence I never knew I had. For a painfully shy girl, that was a huge deal.

What do you now believe about beauty that you didn’t when you were younger?

That you have to look a certain way to be considered beautiful. It was ingrained in me that you had to reach a certain type of “look” to be in that category. I remember in Form 1, I was called the ‘Top 3’ ugliest people in class. It was so painful that I never really recovered. For years, I couldn’t make any eye contact when I walked in the corridor. At least now, people are more accepting of  different sizes & skin tones. But on the bright side, my experience taught me a lot of empathy – and that goes back to the importance of being inclusive as I never felt like the ‘ideal’ beauty. Nowadays,  I can’t imagine the pressure the younger generation are feeling, with the existence of social media & editing apps. It’s a completely different ballgame. Never let anyone’s idea of ‘beauty’ not include YOU. Nobody has that right. 

As a beauty entrepreneur, how did you learn to recognize your own worth?

Before NITA launched, I was so nervous that people were going to laugh at the whole concept of our brand. I kept delaying our debut date because I was so scared that people wouldn’t warm up to NITA. I wasn’t even a celebrity, just an unknown person trying to break into the market. And to have your name on there, I felt even more pressured. NITA was the first to incorporate Malaysian identity into the branding in the quirkiest way possible and I’m so proud that we did. There is power in your uniqueness. I’ve spent years being unsure of myself. It makes me so happy when a customer I’ve never met loves the concept, etc. It goes to show you that the negative thoughts you conjure in your head aren’t true – and you can sometimes be your own worst enemy. Being weird or different is a great thing after all.

Aznita’s Own Words On Her Own Brand

Fast forward to five years later and numerous collection launches, Nita admitted that out of all the good—and bad—memories the brand had gone through, one thing that she appreciates the most is watching the brand grow with Nita’s own loyal fan base. She said reading the feedback she got from the fans is the best thing an entrepreneur could experience. She said, ‘’Our brand didn’t flourish overnight, but when it did – it made us appreciate every single memory. What surprises me most is how kind our customers are and how listening to their feedback is extremely vital for your brand’s growth. They will give you the direction you need.’’

What are three must-haves products from Nita Cosmetics? 

Let’s start with essentials, NITA Foundation Face mask (matches your skin tone!). It is four-ply (safety first) and has the most comfortable material for long-wear. I like that it is designed to not touch your lipstick, which is extremely cool for makeup enthusiasts! It’s easier to breathe in than the average mask. We have 15 exciting shades of masks and 3 different sizes. Next is, NITA Marker Pen eyeliner- the blackest & most pigmented eyeliner ever and lastly, Puff Pen Lipstick in Sri Aman shade (named after schools in Malaysia). 

I believe Nita Cosmetics will turn five this year? What is the most surprising thing about the experience so far? 

On a personal note, I am most surprised because it completely made me come out from my shell. For years, I struggled to communicate with people. I couldn’t make eye contact. But with NITA, we had to do monthly events at the malls, meet customers, talk to the media, do makeup tutorials (or Nitorials as I call it) and eventually it became natural for me to approach someone, it was a great practice for confidence. And fortunately, our customers are such sweethearts, so they made it easier for this awkward girl to interact.

What can we expect next from Nita Cosmetics and Aznita Azman herself? 

The future is online as we can already see from this pandemic. Our plan is to strengthen our online presence further. Hopefully after this pandemic, we will opt to branch out to new malls. We have already launched over 100 products within a span of less than 5 years. We plan to expand on that. We are still here because of our amazing customers. They are our driving force! Without them, we are nothing. On a personal scale, hey, who knows if I will finally get to go water rafting at the end of 2021. Taking it one step at a time. 

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