Salam and hi 😀
I was so glad to be invited to witness the successful launch of Numinara, a beauty brand introduced by our very beloved actress and singer-songwriter, Diana Danielle.
End-to-end e-commerce group Commerce.Asia said that enterprise-grade e-commerce infrastructure is increasingly enabling creator-led brands to scale.
The launch serves as a highly successful case study of how creator-driven demand can be converted into sustainable commercial scale, said Commerce.Asia executive chairman Ganesh Kumar Bangah.
Numinara - A Malaysian Personal Care Brand
Numinara is a Malaysian vegan personal care brand focused on gentle, skin-safe formulations inspired by traditional Asian beauty wisdom. Its products are developed using natural ingredients and are designed to support the skin's natural balance without harsh chemicals.
The brand is positioned around cruelty-free, vegan principles and uses recyclable packaging, reflecting a broader emphasis on ethical production and environmental responsibility.
Numinara: A Local Vegan Brand Based on Values and Beliefs
Numinara was launched by Diana today following her personal journey towards gentler and more honest personal care. Built around values of authenticity, cruelty-free formulations and vegan principles, the brand reflects growing consumer demand for products aligned with trust, transparency and community-driven recommendations, she said.
Numinara is a brand that is honest about its ingredients, gentle on the skin and committed to ethical production, Diana said.
She added that the brand's values are non-negotiable.
"From the beginning, it was important to me that Numinara is 100% vegan and cruelty-free, with recyclable packaging, because caring for ourselves should also mean caring for the world around us," she said.
Shifting Consumer Behavior Drives the Rise of Creator-Centric Brands
According to Commerce.Asia executive chairman, Ganesh Kumar Bangah, consumer behaviour has been shifting away towards creators and individuals whom audiences trust. As a result, creator-led brands are emerging as serious commercial players.
He added, with the rise of the creator economy, Commerce. Asia is now applying our proven infrastructure to creator-led brands. Numinara represents one of the first clear examples of this approach.
Under the partnership model, Diana brings values and community trust, while Commerce. Asia provides end-to-end execution, including marketplace operations, fulfilment, logistics, performance optimisation and operational discipline.
Content-to Commerce Approach by Numinara
This content-to-commerce approach enables creator-driven demand to be converted into scalable, repeatable commerce without compromising brand integrity.
Looking ahead, Ganesh said Numinara represents the first of several creator-led brands Commerce.Asia plans to support across different sectors, with a focus on long-term product-market fit, measured growth and sustainable brand building.
Numinara crossed RM1 million in sales in under six months, underscoring the growing viability of creator-led brands.
More Details
For more details, simply check out Numinara websites & social media pages!
Website
Instagram
Tiktok
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