Cover For founder, Adlina Nadirah, Velvet Vanity’s evolution reflects a shift towards thoughtful, skin-infused formulations designed to seamlessly fit into routines
For founder, Adlina Nadirah, Velvet Vanity’s evolution reflects a shift towards thoughtful, skin-infused formulations designed to seamlessly fit into routines
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Ten years on, Velvet Vanity continues to evolve with its customers, embracing a more considered approach to beauty—one that values intention over excess
Ten years ago, Velvet Vanity entered the beauty scene at the height of the matte liquid lipstick craze—bold, trend-driven and shaped by the fast-moving pace of the industry. Today, the brand has evolved and taken a more minimal, timeless approach to makeup. Velvet Vanity now stands for something more enduring: beauty with intention. At its core, every product, decision and evolution has been guided not by urgency, but by purpose.
See more: Cool-toned lip combinations using your favourite Malaysian beauty brands
For founder Adlina Nadirah, that sense of intention has become clearer over time, especially as her role within the company has shifted. “In the early days, I was involved in everything, from product development to packing orders and replying customers,” she recalls. A decade on, her focus has moved towards the bigger picture: shaping long-term growth, refining brand positioning and building a team that can carry the vision forward. “It’s less about doing everything, and more about empowering the right people to do it well.”
Above The brand prides itself with its range of fuss-free makeup that are skincare hybrids
Above The Velvet Vanity store at Elmina Lakeside Mall
The brand prides itself with its range of fuss-free makeup that are skincare hybrids
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That shift has allowed for a more considered approach—not just internally, but in how Velvet Vanity understands its customers. What once relied on instinct and immediate feedback has evolved into something far deeper. “We’ve grown alongside our customers,” Adlina says, noting how many have transitioned from experimenting with makeup in their younger years to seeking products that seamlessly fit into their daily lives. Today’s consumer is more informed, more intentional—and expects the same from the brands they support.
Above Adlina Nadirah, Founder of Velvet Vanity
Adlina Nadirah, Founder of Velvet Vanity
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This evolution is most evident in Velvet Vanity’s product philosophy. While the brand began with trend-led matte liquid lipsticks, it has since moved towards hybrid formulas that blur the line between makeup and skincare. “Our philosophy has shifted towards makeup that feels like skincare,” she explains. With ingredients such as peptides, ceramides, and hydrating actives, the focus is no longer just on aesthetics, but on performance, comfort, and ease. “People want products that work hard but feel effortless.”
In a saturated market where trends come and go at speed, maintaining that clarity of purpose is not without its challenges. “Staying relevant is one of the biggest,” she admits, alongside the complexities of scaling the business while preserving quality and brand integrity. Yet, for Adlina, intention acts as a filter. “We don’t chase every trend. If something aligns with who we are—effortless, confidence-boosting, intentional—we adapt it in our own way. If not, we let it pass.”
It is this discipline that sets Velvet Vanity apart. Rather than focusing on volume or virality, the brand is built around a distinct point of view. “We’re not just creating products—we’re creating a feeling of ease and confidence,” she says. Each launch is designed to simplify routines while remaining thoughtful in formulation, shade range and usability.
That intentionality is especially important in a local context. From undertones to humidity, Velvet Vanity’s products are designed with Malaysian lifestyles in mind. “Our products are made for this environment—for the heat, for diverse skin tones, for real daily routines,” Adlina explains. It’s a nuance that gives the brand an edge in a landscape where global players often struggle to localise authentically.
Above Velvet Vanity is known for their range of lip products
Above Inside the Velvet Vanity store
Velvet Vanity is known for their range of lip products
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Even in marketing, the brand resists the pull of excess. Social media may have provided a powerful platform for growth, but Velvet Vanity approaches it with the same measured mindset. “Authenticity matters more than virality,” she says. Instead of chasing fleeting trends, the focus remains on building genuine relationships—with customers, creators and the wider community. “It’s less about hype and more about trust.”
After a decade, that trust has become one of the brand’s most valuable assets and a foundation for what comes next. Looking ahead, Adlina hopes Velvet Vanity will continue to reshape perceptions of beauty, both locally and beyond. “I want it to feel accessible, not intimidating. Something that empowers people in their everyday lives,” she says.
Adlina hopes the brand’s journey encourages other Malaysian labels to build with the same sense of purpose. In an industry that often prioritises speed, Velvet Vanity offers a different perspective: that lasting impact doesn’t come from chasing every opportunity, but from choosing the right ones.
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As Senior Lifestyle Writer, Aina writes across the lifestyle vertical, covering wellness, travel, arts and entertainment. Based in Kuala Lumpur, she previously worked at CLEO Malaysia, where she headed the lifestyle, culture and entertainment sections.
