by Alexandra Nicole Nuralam

Adlina Anis: Natural Beauty & Feeling Comfortable in Your Own Skin

Adlina Anis, the founder of her eponymous hijab label, shares her favourite makeup look and the beauty tips for keeping makeup in place in a place as hot and humid as Singapore.

If there’s someone who has seen more facets of the style business than others have, it’s Adlina Anis—thanks to her time working as a fashion stylist. Now Adlina is the proud owner of her own eponymous line of modest fashion, which carries a variety of hijabs as well as chic and classic modest wear.

Adlina shares with BEAUBIT about her start on the hijab wear label, her signature makeup look and some beauty tips for keeping makeup in place last all day long in a place as hot and humid as Singapore.

What’s your story?

I’m born and raised in Singapore, in a conservative yet incredibly supportive family. I grew up wanting to do the opposite of what everyone else was doing because I’ve always had a creative spark in me. I went against the grain of the typical safe route and took up fashion design in school. 

Upon graduation, I was lucky enough to have met some amazing people and got the opportunity to work as a fashion stylist for some of the best fashion and society publications in Singapore. That 7-year experience in the fashion industry really taught me a lot about the creative aspect of the industry, and some of the skills I learned are still relevant in my current role—spearheading Adlina Anis, my namesake brand on an e-commerce platform based in Singapore. 

What inspired you to start a hijab wear platform? What steps did you take to get things going in the beginning?

I knew at an early age that I wanted to have my own label. Eight years ago, the Adlina Anis brand came into fruition out of a personal goal and I seized the opportunity during a time when there was a gap in the hijab market.

Also, I’ve been truly blessed that I’ve teamed up with the right people who have motivated me to start the business and be on this journey with me from the beginning. One is my husband, who is also an e-commerce specialist, and the other my business partner, one of the most dependable guys I’ve ever met. Our first capital was gained not through bank or family loans; we did not want to obsess over debts. Instead, we started a small business selling brooches for 2 years at lifestyle bazaars. One thing led to another, and the Adlina Anis brand slowly grew and became what it is today. Looking back, I’m glad we did that. Perhaps it’s true when people say that small beginnings are the launching pad to great things.  

What should people know about the brand?

With innovation at its core, we always try to create staple pieces and not follow trends. I’m proud to say that over the years, my team and I have worked hard towards building a vertically integrated business. This means that we control the entire supply chain from raw materials, all the way to delivery. As such, it allows us to be fully responsible for providing an environment that is safe, clean and rewarding for our team. This is also in line with our vision, which is to make the Adlina Anis brand ethically responsible towards its human capital, customers and the environment at large.

What advice would you give to women looking to start their own business?

“Follow your instincts and don’t be afraid to make bold moves.”

Even with all the research and knowledge you’ve gathered, the best way to learn and find out if you have what it takes is to take the plunge and experience it. Also, partner with only the best people. They can truly make or break your spirit. 

What do you think of the relationship between your faith and beauty?

It’s a struggle. On one hand, beauty is highly encouraged as a form of self-expression but on the other, one really shouldn’t flaunt too much of it. I try my best to find the balance of both, which is why natural beauty and taking care of my skin and body are very important to me. 

What is your signature beauty look? 

I’d say bushy brows and flushed glowing skin. I like keeping it simple these days.

What is a typical skincare ritual for you?

I start my day with a facial cleanser; followed by my must-have Sulwhasoo First Care Activating Serum, eye cream and a day moisturiser. 

And then at night, I start with removing any makeup I have on by double cleansing. Then I apply serum, eye cream and my current favourite — the Beauty Sleep Cream from IT Cosmetics. It ends with a face and neck gua sha massage

Any tips for making makeup last all day long in Singapore’s weather?

I’m an advocate for baking! I have combination skin, so that’s my way of ensuring it stays throughout the day without any touch-ups. Also, I won’t leave home without the matte liquid lipstick from my favourite local beauty brand Kuby Beauty—it stays vibrant even through a multi-course dinner.

What is most important to you: comfort, beauty, or innovation?

Comfort always. If you feel comfortable in your own skin, with what you’re wearing and whom you surround yourself with, beauty will come naturally.

Adlina’s Beauty Picks

RCMA No Colour Powder, SGD19
Marc Jacobs Beauty Accomplice Concealer & Touch-Up Stick, SGD45
Tom Ford Soleil Glow Tone Up Hydrating Cushion Compact Foundation SPF40, SGD120
Sulwhasoo First Care Activating Serum, SGD118
IT Cosmetics Confidence in Your Beauty Sleep Cream, SGD79