Dahlia Nadirah
Her World Malaysia|September 2018

Having Gained Experience In Marketing, Branding, And Social Media After Working In Finance For More Than Seven Years, Dahlia Nadirah Channelled These Skills Into Launching Her Very Own Cosmetics Line, So.lek.

It was a trip to metropolitan New York, at the end of 2015, that sparked in Dahlia Nadirah the idea of coming out with her very own cosmetics line, SO.LEK. “I saw a bunch of American cosmetics that were both sold at an affordable price and high in quality. At the same time, Kylie Jenner had just launched her infamous Kylie Lip Kit and never have I seen a brand gain that much hype in the beauty industry. As soon as we returned home, we did some research and noticed that there were only three local brands launching their own line of matte liquid lipsticks. We saw potential and the opportunity to start our own,” says 32-year-old Dahlia, who runs the business with her brother, Luqman Hakim.

SO.LEK has since successfully managed to appear unique from other local cosmetic brands due to their marketing strategy. “If possible, we’d like our products to be 100 per cent Malaysian-made. By this we mean not just the production itself, but also the way we brand our cosmetics. Our brand is filled with 100 per cent Malaysian DNA! The name, logo and concept of every product is inspired by the things we see around us in our country,” she explains.

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