CUURA founder — Sarah Shah Nor — shares with us about her journey of building the buzzy skincare model.
For Women’s Month, we’re celebrating Malaysians who’ve spearheaded and innovated the Malaysian magnificence panorama.
If you’re a skincare fanatic, CUURA ought to undoubtedly be in your radar. Founded by Sarah Shah Nor, CUURA proudly stands as a Malaysian pure skincare line.
With a dedication to sourcing moral and confirmed natural elements globally, CUURA gives a curated number of high-quality, potent components derived from nature, aiming to boost your interior and outer radiance.
Fresh from the opening of her first standalone boutique at The Exchange TRX, we had the possibility to talk to Sarah Shah Nor about her pursuit of redefining skincare in Malaysia.
Congratulations on the opening of CUURA’s first boutique at TRX The Exchange Mall! Can you share the inspiration behind establishing CUURA and the way it addresses the necessity for pure skincare merchandise out there?
I used to be recognized with postpartum eczema in 2017, after I owned a multilabel modest retailer in Bangsar referred to as Modvier. I noticed a chance so as to add mild skincare to the shop’s choices, as we solely had trend gadgets on the time. My principal focus was concentrating on folks with delicate pores and skin, so I sought out mild but efficient formulations. During the event of CUURA, no different skincare manufacturers had been specializing in this area of interest; most had been selling “whitening in 3 days” merchandise. As a client myself, I prioritised training about skincare, actives, and utilization. This method attracted a special crowd, though it took some convincing to transform them from utilizing worldwide manufacturers. However, as soon as they had been hooked, they stayed loyal.
Image Credit: Instagram/ @sarahshahnor
As a lady entrepreneur within the magnificence business, what challenges have you ever encountered, and the way have you ever overcome them to ascertain CUURA as a profitable model?
Wanting to be completely different posed an enormous problem. In the early years of CUURA, I struggled to search out native producers prepared to make use of sure actives or elements utilized by worldwide manufacturers for delicate pores and skin. Most rejected us as a result of they had been expensive and wouldn’t cater to a small model like CUURA. So, we resorted to handmade merchandise and realized all the pieces ourselves. We refused to compromise the formulation by utilizing widespread, poor-grade actives prevalent out there. This made acquiring certifications like KKM NOT and Halal troublesome. However, we had been assured in our formulations, and our buyer base grew steadily. Eventually, our suppliers and chemists opened their very own manufacturing apply attributable to CUURA’s progress, enabling us to get licensed. Now, a few of our merchandise are even HALAL licensed, a big achievement for a small skincare model.
Image Credit: Instagram/ @cuuraofficial
The first product, Pure Beauty Oil, addresses the precise wants of delicate pores and skin. How does being a lady entrepreneur affect your method to creating merchandise that cater to girls’s various skincare wants?
Being a lady entrepreneur serving merchandise primarily for ladies permits me to know our prospects’ wants intimately. I comprehend the complexity of ladies’s preferences; from texture and scent to packaging aesthetics, it’s not nearly promoting a product, however delivering an general expertise.
Looking ahead, what recommendation do you will have for aspiring girls entrepreneurs who’re contemplating venturing into the wonder business? How can they navigate challenges and contribute meaningfully to the sector?
Innovation and listening to buyer wants, relatively than following tendencies, are essential for long-term enterprise sustainability.
CUURA’s dedication to training is commendable. How do you see the function of ladies entrepreneurs in influencing and shaping the narrative round skincare, wellness, and self-care for a feminine viewers?
Women are pivotal in educating others about wellness, magnificence, and self-care. Despite our quite a few tasks, girls are actually admirable. Self-care is empowering for ladies and enhances our skill to take cost of our lives. Regular self-care permits us to raised deal with life’s challenges, a message we try to convey by means of CUURA, our skincare and wellness model.
https://www.lifestyleasia.com/kl/beauty-grooming/malaysian-women-in-beauty-cuura-founder-sarah-shah-nor-unveils-the-journey-behind-her-skincare-empire/
