Sculpt by Badzriatul has been making waves online, becoming a talking point in the beauty landscape. From its luxurious packaging to well-executed products, it has received glowing reviews from both beauty influencers and loyal customers.
With a strong market presence that balances affordability and exclusivity, Sculpt was founded by 24-year-old Nur Badzriatul Natasya Badrul Hisam, who has carved out her space in an increasingly saturated beauty industry.
Before entering the market, she worked as a makeup artist, where she witnessed first-hand the challenges consumers faced. That experience led her to create solutions tailored to their needs. Sculpt reflects her vision of delivering high-quality, luxurious products that remain accessible.
“I was constantly working with different clients, skin types, and skill levels and I realised that not everything that looks good online actually performs well in real life.
“A lot of the time, I had to mix products, adjust techniques and ‘fix’ things just to make them work on my clients, especially those who don’t wear makeup on a daily basis,” she said.
She also expressed frustration over the need to constantly mix multiple foundation shades to match Malaysian skin tones and undertones despite the many local brands available in the market.
“At some point, I started questioning why this gap still existed when the demand is clearly there.
“I realised I didn’t want to keep adapting to what’s available because I wanted to create something better that actually considered our skin tones, our lifestyle and our level of comfort with makeup,” she said.
Balancing responsibilities with focus
As a brand founder who regularly engages with customers online, Badzriatul is also a full-time Media & Communication student at Universiti Kebangsaan Malaysia (UKM), Bangi, Selangor. Managing multiple roles has not been easy.
“I’m running a business while working on my thesis, a content creator who needs to stay consistent online and a part-time makeup artist. All of these roles require different types of energy and there are days where it does feel overwhelming,” she said.
She shared that she often packed orders at night, attended classes early in the morning and still found time to film or edit content in between.
“It’s not always balanced and I’ve had to learn how to manage my time and energy in a very disciplined way,” she added.
During peak seasons such as cultural celebrations, her workload increases significantly, with courier delays and rising customer demand. Even so, she continues to build customer trust and manage expectations.
She acknowledged that while the experience could be exhausting, it was part of her growth journey.
Study as a business benchmark
In an interview with Sarawak Tribune, Badzriatul emphasised the importance of her studies in shaping how she ran her business, particularly in applying communication theories and practical skills.
“I get to test my academic courses first-hand, applying theories in real time as I am exposed to how people think, how audiences respond to messaging and how consumer behaviour works,” she said.
This knowledge has been essential in the digital space, where everyday routines are increasingly shaped by technology. It has also helped her refine her marketing strategies to better reach her target audience.
“I am more aware of how I build Sculpt, not just as a product, but as a brand people can connect with.
“When I create content, I’m not just filming randomly. There’s intention behind how I capture attention, how I retain it, and how I guide the audience to understand and trust the product,” she added.
Sculpt’s core values
The creation of Sculpt was made possible with the unwavering support of her family, who remained her greatest source of strength during setbacks.
They played a key role in Sculpt’s early development, helping her navigate bold and challenging decisions along the way.
“There are many moments where it would be easier to cut costs, speed up production or follow trends just to generate quicker sales, but I learn to choose long-term brand value over short-term opportunities,” she said.
She added that such decisions sometimes came at the expense of speed and lower costs as she refused to compromise on quality. This has led to delayed launches, repeated rejection of unsatisfactory samples and higher production costs.
“I focus on using good materials and ensuring that the performance meets my standards, all while keeping the pricing reasonable,” she said.
As a growing brand managing finances carefully, she often returns to one guiding question:
“Is this something I will still be proud of in a few years? If the answer is no, then I don’t move forward,” she said.
She also highlighted that authenticity remained central to her business as she only sold products she fully stood behind. She avoids using competing brands’ products to maintain trust and consistency in her own work.
Marketing done right
Badzriatul previously shared online that she experimented with various strategies to gain public attention before finding an approach that built a loyal customer base and anticipation for new launches.
“I don’t rely on overly curated visuals to make things look better than they are. I prefer demonstrating the product in real time, whether it’s through live sessions, YouTube tutorials or even in physical makeup classes,” she said.
Her content focuses on clear explanations of product use and technique, making it both educational and engaging. It also allows her to respond to customer questions in real time.
“Viewers leave the video not only knowing about the product, but also learning something they can apply themselves.
“It makes the experience more personal and interactive, and it helps them feel more confident before making a purchase,” she added.
Her consistent engagement with customers, combined with the strong performance of previous products, has transformed initial hesitation into faster and stronger market response.
Guiding the next generation
As a young entrepreneur, her journey has become an inspiration to many, particularly for her commitment to quality, luxury, and affordability.
Drawing from her experience, she encourages aspiring entrepreneurs to focus on clarity of purpose, consistency of effort and effective communication of value.
“Focus on your existing resources rather than contemplating on things you lack. In today’s digital space, attention is more important than capital and that’s something you can build over time through effort and strategy,” she said.
One of her most memorable milestones was being invited as a guest speaker at Kolej Profesional MARA for the ‘Bicara Wanita: Pesona dan Inspirasi’ segment in October 2025, where she shared her journey and encouraged students not to wait until everything was perfect before starting.
“At the same time, be open to feedback because real growth happens in new ideas and criticisms. You can start with one strong idea, execute it well and build step by step,” she said.
