Beauty, Branding and Breakthroughs: THE.ICS Journey

Authors

  • Syamsuriana Sidek Faculty of Entrepreneurship and Business, University Malaysia Kelantan
  • Hazrina Hasbolah Faculty of Entrepreneurship and Business, University Malaysia Kelantan
  • Nur Syafiqah A. Samad Faculty of Entrepreneurship and Business, University Malaysia Kelantan

DOI:

https://doi.org/10.51471/458z6589

Keywords:

Student Entrepreneurship, Cosmetics Industry, Digital Branding

Abstract

A ceiling fan turned lazily above the sewing table, but the true colour in the room came from a makeshift vanity crowded with lipsticks, loose pans of pigment, and trial bottles.

“One day I’ll put my own name on these,” whispered Iqah, steadying her hand as she labelled a sample jar.

Months earlier she had tried to sell a foundation and a face mist, but almost no one bought them. The disappointment lingered, but so did curiosity. Her phone chimed. An Instagram follower wrote,

“Your bridal look was gorgeous. Do you sell your own products?”

She looked from the message to the scattered samples and quietly answered herself. Not yet, but soon.

Downloads

Published

29-06-2025

Issue

Vol. 4 No. 1 (2025): International Journal of Entrepreneurship Case Study (IJECS)

Section

Cases

How to Cite

Beauty, Branding and Breakthroughs: THE.ICS Journey. (2025). International Journal of Entrepreneurship Case Study (IJECS), 4(1), 54-62. https://doi.org/10.51471/458z6589