From being an online personality to building her own skincare empire, LOVELiEE!
There are a lot that goes on behind a screen of a content creator, especially one as big as Asyalliee Ahmad. In today’s Featured Interview we hear about where she started and how she became the CEO of her own skincare empire.
Asyalliee started her influencer journey as early as 2014, gaining massive attention on her Instagram profile for fashion, makeup, and skincare related content that she often post up on her profile.
In this Featured Interview, we hear a story of a mother of 2 who started off her career in the influencer industry with barely enough in her pocket at the start of her career, pulling through with her husband they changed their whole life to give their children the best.
Fast forward to today, she is now an Influencer with over 1.5 million followers on Instagram, over 422 thousand subscribers on Youtube, and became a CEO of her own skincare line which was awarded multiple awards in the beauty industry.
Continue reading as Asyalliee tell you her story.
1. Hello Asyalliee! It is so great to finally e-meet you! Could you tell our readers a little about yourself?
Hi, I’m Asyalliee. I am a lifestyle & makeup influencer, youtuber as well as singer. I am also the CEO of a skincare line, LOVELiEE Beauty as well as upcoming brands under my name in 2021. I’m also a mother to 2 beautiful children, Haider & Helena.
2. Your Instagram pictures has gained popularity with fashion, Make-up and skincare related content, what would you say inspires your day-to-day outfits?
I started gaining attention for my fashion since the start of my influencer career since 2014. But as time goes by, my fashion sense has evolved to what you see on my profile these days. I have matured through my fashion as well as the makeup look that I do on a daily basis. My inspiration these days come from Korean influencers as well as celebrities on what’s the latest trend. I would change it appropriately to a hijabi standards and also experimenting with elements in my fashion such as accessories, patterns and many more. I usually will consider age appropriate clothings as now, I’m a mother of 2.
3. What is it like being a content creator and an Influencer in this day and age?
It’s a lot of pressure to look good for the followers if you get it in your head too much. I just focus on what I want to do instead of focusing too much on what my followers want to see. When I was single, I did a lot of makeup content on my profile and youtube. But these days, I’m more focused on fashion & skincare as well as my day-to-day lifestyle. You should control your profile and image, instead of letting strangers linger in your head and do your contents for them. Cause if you come to that point, nothing seems enjoyable anymore. You feel like a robot and is forced to do something that you initially love to do.
4. What is the day-to-day life of a content creator like yourself?
On a normal day, I would be in the office of my skincare line, LOVELiEE Beauty from morning to evening. Before the pandemic hits us, going to events of beauty brands would be a part of my daily life where I attend and meet owners of the brands as well as other fellow influencers. Every month, I would have a dedicated photoshoot for my skincare brand and occasionally, I would get offers to do photoshoots for magazines. Every week, I would also dedicate a day in the week to create contents for my social media such as Youtube, Instagram & TikTok for me to post for the entire week. Keeping a stable uploads would make your followers in your radar on every move that you make.
5. Congratulations on your skincare line called “LOVELiEE Beauty”! Could you tell our readers about your skincare line?
Thank you so much! Well, I started my brand in 2018 and it has been 3 years since I started the brand with my husband, Eboy Arbaain. Loveliee Beauty is a skincare line that has come out with a beauty and skin supplement as well as skincare such as serum, cleanser, moisturizer and sunscreen. The brand also recently came out with limited edition makeup set. We’ve achieved so much through the brand by winning the entreprenuer & rising brand award from Majalah Nona and also been awarded best beauty supplement from Singapore. Plans for 2021 and upcoming products are in full force and we’re ready to make a change for the beauty industry.
6. In your opinion, what makes a good skincare product?
To me, what’s important is the simplicity of its ingredient but packs a punch in the benefits that it gives. I’ve gone through multiple testers and lab samples before I come out with my own products. From these lab samples, the lesser the ingredient, the better it is. Cause it’s focused on certain problems that the skincare product can improve over a period of time. Rather than having 20 different problems to be targeted, having a smaller target for the skincare product to do its work is a better move on coming out with the product.
7. Can you share you nightly skin-care routine?
I would start with double cleansing with oil cleanser from Innisfree and a water-based gel cleanser from Loveliee. I also scrub my face once or twice a week before I go for the next step. Then, I go with a toner that I’ve been testing to be released under Loveliee. I’ve been trying on different lab samples for different concerns but mainly to focus on hydrating the skin. Next steps are serum and moisturizer from Loveliee that targets the concerns of acne and hyperpigmentation that most Malaysians are concerned with. Last would be a lip sleeping mask from Tatcha.
8. What’s the one skin-care product you could never live without?
Definitely Loveliee Essentials Serum. If you go through my profile, I’ve added a highlight where I showed how my skin suddenly had a massive breakout in June of this year. I was depressed for a few weeks cause I had never gone through such bad breakout. It happened out of the blue. Maybe it was hormone that caused my breakout. I finally got the mentality and feelings of what others go through when they get massive breakouts. Your self-esteem goes rock bottom, your mentality plays with your head, your confidence goes down the drain and more. But through that journey, I never stopped using my serum and in 2 months, my skin was back to normal. Through that journey, I learned valuable lessons and got to wear the shoes of those who suffers with acne breakouts as well as got to know that my skincare line works best for these problems. Now, my holy grail is Loveliee’s Serum.
9. You are a mother, content creator, and now run your own skincare empire. How do you juggle your lifestyle?
My days are hectic of course. It would be a lie if I say that my day goes smoothly without any help. I’m grateful that I have a husband who helps in cleaning and keeping the house tidy even when the kids make a mess 10 times a day. He would clean up and tidy the house each time the kids made such a mess. He plays with the kids and teach them to clean up by themselves. We’re still working on it but hopefully they would pick up the good traits of my husband. As for balancing business and content creation, I have my manager that handles almost all of my scheduling and planning. I’m always grateful to have him to help me get on track with my work. Either designs for packaging or what kind of videos to post on my social media, he helps the most in that realm. Once I’m at the office, I have a to-do list of work to be done so that I’m always on track and not be hectic. But most important of all is I would take some days off when work isn’t hectic, to be with my kids and spend as much time as possible as at times of them growing, this is the time for me to cherish every second that I got before they start growing up.
10. What inspired you to start your own skincare line?
Some might know this story. I was going through such a bad phase in my life when I was pregnant with my first born. My husband and I as well as my younger brother who lives with us had a time where we ate rice with salt and plain water. We were such in troubled water at that time. Imagine being pregnant and only had RM50 to survive the entire month. Even when I was about to give birth, I collected every single cent that I can get from paid promotions on my profile just to prepare for the hospital bills. We used every penny that we had to pay for the hospital bills. After giving birth, I got fired up not wanting my child to go through what we went through. I want to change my standard of living and to give the best home and environment my child can get. That was when I tried my best to run a business with our first product, beauty supplement called Hello Peach Please Supplement. That was the start of Loveliee Beauty. From the determination of wanting to change our standard of living. Now, we provide income and improve standards of living for other people as well. It was a tough journey but I’m so grateful now that I can help others to succeed under my wings.
11. For first time users of “LOVELiEE Beauty”, what product(s) would you recommend to them?
I get this question quite frequently even from my followers and also from first time customers of Loveliee. I had a time where I made regular users of Loveliee recommend on the comment section what would they recommend from their own existing experiences. I would agree with their comments. 80% would recommend a combination of Hello Peach Please Supplement and Loveliee Essentials Serum. As the supplement helps to boost healing of the skin from the inside whilst the serum would be beneficial on topical of the skin. Imagine having the best of both to help boost healing of acne scars, reducing active acne as well as help in hyperpigmentation. And not to forget, hydrating the skin and leaving the skin to be dried up even after reducing acnes. Feedbacks shown from regular users of this combination shows how great the pair works hand in hand.
Congratulations Asyalliee on everything that you have achieved thus far! We are excited to see what the future holds for you! Follow Asyalliee Ahmad on all her socials at @asyalliee & @lovelieebeautyhq on Instagram, and Asyalliee Ahmad on YouTube
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