Sarah Shah Noor, founder of CUURA, talks about her journey to founding the viral skincare brand.
This Women’s Month, we celebrate Malaysians who are leading and innovating in the world of Malaysian beauty.
If you’re a skin care enthusiast, you’ll definitely want to check out CUURA. Founded by Sarah Shah Nor, her CUURA is proudly Malaysian’s natural skincare line.
Committed to sourcing ethical and proven organic ingredients around the world, CUURA offers a carefully selected selection of naturally sourced, high-quality, powerful elements aimed at enhancing your inner and outer radiance. doing.
We had the opportunity to speak with Sara Shah Noll, who just opened her first independent boutique at The Exchange TRX, about her quest to redefine skincare in Malaysia.
TRX Congratulations on opening CUURA’s first boutique at The Exchange Mall! Can you tell us about the inspiration behind the creation of CUURA and how CUURA addresses the need for natural skin care products in the market?
I was diagnosed with postpartum eczema in 2017. At the time, I was running a modest multi-label shop in Bangsar called Modvier. At the time, we only had fashion items, so we saw an opportunity to add gentle skin care to our store’s offerings. Since we are targeting people with sensitive skin, we have pursued a formulation that is gentle and effective on the skin. During the development of CUURA, no other skin care brand focused on this niche. Most of them advertised “whitening skin in 3 days” products. As a consumer myself, I have prioritized education about skin care, active ingredients, and how to use them. This approach attracted a different crowd, but it took some persuasion to dissuade them from using international brands. But once hooked, they remained loyal.
As a female entrepreneur in the beauty industry, what challenges have you encountered and how have you overcome them to establish CUURA as a successful brand?
Wanting to be different was a big challenge. In the early days of CUURA, I struggled to find local manufacturers willing to use certain active ingredients and ingredients that international brands were using for sensitive skin. Most companies rejected us because of the high cost and the inability to accommodate small brands like CUURA. So we relied on homemade products and learned everything ourselves. We refused to compromise our formulations by using common low-quality active ingredients prevalent on the market. This has made it difficult to obtain certifications such as KKM NOT and Halal. However, we were confident in our formulation and our customer base steadily grew. Eventually, CUURA’s growth allowed our suppliers and chemists to start their own manufacturing operations, allowing us to obtain certification. Some of our products are now also Halal certified, which is a huge achievement for a small skincare brand.
The first product, Pure Beauty Oil, addresses the unique needs of sensitive skin. How does being a female entrepreneur influence your approach to developing products that address women’s diverse skin care needs?
As a female entrepreneur and offering products primarily aimed at women, I am able to deeply understand the needs of my customers. I understand the complexity of women’s tastes. From texture and scent to the aesthetics of packaging, it’s important to provide a holistic experience, not just sell a product.
Looking ahead, do you have any advice for aspiring female entrepreneurs looking to enter the beauty industry? How can they overcome challenges and contribute meaningfully to the field?
Long-term business sustainability relies on innovation and listening to customer needs rather than following trends.
CUURA’s commitment to education is commendable. How do you see the role of female entrepreneurs in influencing and shaping the narrative around skincare, wellness, and self-care for female audiences?
Women are vitally important in educating others about health, beauty, and self-care. We have a lot of responsibilities, but women are truly amazing. Self-care empowers women and increases their ability to take control of their lives. Regular self-care can help you better cope with life’s challenges. This is the message we try to convey through her skincare and wellness brand, CUURA.