The ESSENCE of SITI

Now this is the story of the original influencer-turned entrepreneur, as Dato’ Sri Siti Nurhaliza reflects on the joys of motherhood, the fulfilling decade of her brand SimplySiti and why age is just a number to her

- Aina Izzah

Some of you know her as a superstar singer, who dominated local music charts with classic hits such as Bukan Cinta Biasa. Others also recognise her as the force behind the cosmetics brand, SimplySiti. One thing is for sure, this was a woman ahead of her time—whose success paved the way for a new wave of celebrity moguls.

Even though 25 years have passed since she debuted as a fresh-faced singer-songwriter in 1995, Dato’ Sri Siti Nurhaliza Tarudin still maintains a loyal and devoted fan base. At any time, there are those who would fill up stadiums and concert halls like Axiata Arena or London’s Albert Hall, just to hear her sing. These adoring fans are also supportive of her endeavours, such as when she launched her own beauty brand, SimplySiti, in 2010, or her decision to undergo in-vitro fertilisation in her late 30s to conceive her only daughter, Siti Aafiyah Khalid.

Unlike the current generation of celebrities-cum businesswomen, Dato’ Sri Siti had no template or reference point when she made up her mind to launch SimplySiti. As a Muslim woman myself, it was a proud moment to see a homegrown beauty label made available commercially in the local market at a time when inclusivity was not yet the norm, especially when the personality at the helm is a hijab-clad woman. SimplySiti’s 10th anniversary this year is a testament to this singing powerhouse’s business acumen, passion and savviness.

“A common misconception about being a celebrity is that it is ‘easy’ for us to sell products. Nothing is further from the truth. To build a successful business, you still need the fundamentals: a quality product, a passionate team behind you and a smart, comprehensive marketing strategy. The strength behind a celebrity-owned business is not just in the name but the people. The fame of a celebrity can only do so much,” she shares.