In the fast-changing world of beauty, it can be hard to find products that are both affordable and high-quality. However, one company is successfully achieving this balance: The Armoire. Founded by Nazura Zolfakur, The Armoire has established itself in Singapore’s competitive beauty industry, focusing on offering reasonably priced lashes and everyday cosmetics. With a mission to make top-notch products accessible to everyone, The Armoire is reshaping people’s perceptions of beauty basics.
From the Skies to the Beauty Scene
Nazura Zolfakur’s journey to establishing The Armoire traces back over seven years to her time as a flight attendant. Her globetrotting experiences sparked Nazura’s fascination with beauty products, especially false eyelashes, which soon became an essential part of her daily routine. While working in the airline industry, Nazura began reselling renowned brands like Elise, laying the foundation for her own entrepreneurial aspirations.
In 2015, she transformed this passion into a side venture, utilizing her downtime between flights to navigate the beauty market and retail products. What distinguishes The Armoire is its commitment to accessibility. Amidst a market flooded with high-priced lashes, Nazura was resolute in offering affordable alternatives without compromising on quality. The brand’s lashes are priced starting at just $6 per pair, a fraction of the cost of its counterparts. Over time, The Armoire has cultivated a devoted clientele, with some patrons having trusted and used the brand’s products for well over a decade.
What Sets The Armoire Apart?
The brand takes pride in offering affordable yet luxurious beauty products. Its focus on affordability has attracted not only professional makeup artists, but also everyday customers who wear lashes regularly. The competitive price point, compared to other brands that charge upwards of $15 per pair, makes The Armoire an appealing choice in Singapore’s beauty market.
In addition to lashes, the brand has expanded into other categories including beauty lenses and cosmetics. Since the launch of its website, The Armoire has received around 5,000 orders and continues to grow despite tough competition. The brand ensures maximum customer satisfaction by maintaining high product quality and actively seeking customer feedback through website forms.
What’s Next for The Armoire?
Nazura, the founder of The Armoire, has ambitious plans for the future of her business. Despite starting as a side project, she is now aiming to create her own line of cosmetics, with a special focus on lipsticks. While still in the development phase, Nazura is enthusiastic about expanding the brand’s presence in the beauty industry. In addition to product development, The Armoire’s marketing efforts have expanded.
The brand is actively using Instagram and collaborating with influencers for sponsorships. Even as the brand grows, Nazura is dedicated to maintaining a balance between her personal and professional life. She currently manages the business from home while juggling her full-time job and family responsibilities. The Armoire sets itself apart by offering luxury products at an accessible price point, standing out in an industry where beauty often comes with a hefty price tag. With promising plans on the horizon, the future looks incredibly bright for this burgeoning beauty brand.
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