How This 24-Year-Old M'sian Launched Her Own Makeup Brand That Celebrates Inclusivity
Gleami started as a small homemade makeup brand and has grown to produce its products locally.
By Aqasha Nur’aiman — 16 Jan 2024, 10:20 AM
In recent years, we have seen more and more local brands making their mark in the beauty and cosmetics industry by introducing their own unique products
These brands have garnered widespread love and support, especially on social media platforms, where Malaysians enthusiastically showcase their approval of locally-made goods.
One notable brand is Gleami, a makeup brand launched in 2019 by a then-19-year-old college student, Safa Azul.
Since its introduction to the cosmetics world, the brand has gained immense popularity, with numerous content creators endorsing its products on Instagram.
Upon entering the beauty market, Gleami started as a modest lip gloss line.
Each product was crafted and packaged by its founder at home, highlighting the brand's hands-on and personalised approach in its early stages.
In an interview with SAYS, Safa shared that Gleami served as her creative outlet to express her passion for makeup. Later on, she was joined by Siew Keat, the brand's PR Executive.
"I have always been a fan and user of makeup since my early teens. I love the creativity that can be expressed through cosmetics and how it made me feel more confident in my skin.
"In 2019, I was scrolling on Instagram and saw a post of a handmade lip gloss business from another country. At the time, I hadn't seen many similar businesses locally, so that inspired me to launch Gleami," said Safa.
The young entrepreneur added that she dedicated a lot of time to learning cosmetic formulation online, as her goal was to create the perfect formula for all of Gleami's products.
After investing numerous hours in research, the brand successfully introduced its lip gloss line, which quickly gained popularity and became a fan favourite.
Gleami started gaining attention in 2020 when the brand made a post on Instagram, publicly expressing its stance against cosmetics advertisements that shame individuals with dark lips
In the post, the brand took the opportunity to educate the public about the pigmentation of human lips, emphasising that the natural melanin that causes dark lips should not be vilified in modern media.
"Gleami is your friend who reminds you to forget the things you believed to be the beauty standard, and instead celebrate whoever you are and what you look like," said Safa.
The post then went viral, with Malaysians voicing their opinions on the unfairness of beauty advertisements in fostering insecurities, especially among women.
Following the success of its lipgloss line, Gleami catered to its loyal customers' increasing demand by expanding its inventory to include a wider range of products
Last month, the brand unveiled its first vegan blush collection, the Cheek Pastel Blushes — an idea that the founder conceived in 2021.
The collection features two distinct shades of blushes: Twin Flame, a warm orange shade that compliments the natural hue of human skin, and Wild Child, a rosy and romantic purple shade ideal for daily use.
Swatches for Gleami's Cheek Pastel Blushes in 'Twin Flame' (left) and 'Wild Child' (right).
Image via Aqasha Nur'aiman/SAYSGleami has also undergone significant growth, transitioning from a handmade line to collaborating with a local manufacturer for the production of these blushes.
Notably, the packaging and design of the product exude a cute and cheeky aesthetic, staying aligned with the brand's mission to bring joy and fun back into the world of makeup.
Purchase Gleami's Cheek Pastel Blushes here.
