It’s been three years since Dahlia Nadirah built her own cosmetic brand So.lek from scratch together with her brother Luqman Oley. While she started the brand offering only lip mattes to her customers, So.lek has since expanded its range of products to include eyeliner, mascara, blush and even nail polish.
Thanks to a social media movement she pioneered under the hashtag #gincugang, So.lek currently enjoys a popularity among urban and rural consumers—two markets she hope to bridge with her products.
So.lek's success is also due to Dahlia’s ability to infuse her personal beliefs and passion into her work. Here, she shares with us three core values that formed pillars of her thriving cosmetic brand.