Malaysian make-up brand Nita Cosmetics plans to launch two new products every month this year as a sign of its confidence in the recovering make-up category.
Nita Cosmetics was launched in 2017 under Dimensi Moda, a subsidiary of Malaysian travel retail company Dimensi Eksklusif, which distributes brands such as Dior, Chanel, MAC Cosmetics, Shu Uemura and Jo Malone.
Despite having a solid history in retail, founder Aznita Azman told
CosmeticsDesign-Asia that the brand had a slow start.
“In Malaysia, most of the strongest beauty brands are owned or backed by a celebrity or influencer. Honestly, that celebrity backing helps a brand to thrive quickly. Because our brand is not fronted by a celebrity or an influencer, it took us a few years for us to consolidate that consumer base.”