KUCHING: When you hear the name Annur, you might imagine traditional Islamic products, perhaps olive oil, minyak attar or items steeped in cultural and religious heritage.
But for its founder and operations manager, Nurul Aisha Halmi, 29, a young Sarawakian entrepreneur, the goal has always been to challenge that expectation and prove that a brand with an Islamic name can be as modern, stylish and internationally appealing as any global label.
Launched in Kuala Lumpur in 2020 at the height of the Covid-19 pandemic, Annur is a skincare and body care brand built on natural, plant-based formulations.
Its debut collection includes products infused with daun pegaga (Centella asiatica), aloe vera, witch hazel, jojoba oil and rose oil, ingredients selected for their proven benefits in soothing and repairing sensitive skin.
The inspiration for Annur came from a deeply personal place.
“I’ve had eczema since I was young, and it’s been a constant struggle.
“Most products in the market either irritated my skin or didn’t help at all. Over time, I began learning about plant-based remedies, especially daun pegaga, which our elders have long used for healing small wounds,” Nurul Aisha said.
Determined to create a solution for herself and others with similar conditions, she experimented with formulations using natural ingredients, testing every product on herself and trusted friends instead of animals.
The result was a gentle but effective range designed for people with eczema, psoriasis and other sensitive skin conditions.
But Annur is more than just its ingredients.
From the outset, the founder wanted to dismantle the notion that Islamic-name brands must be conservative or old-fashioned in presentation.
“Yes, I’m a Muslim woman and my brand carries an Islamic name.
“But that doesn’t mean it has to be plain or traditional. Islamic brands can be fun, colourful and globally competitive while still being halal and modest,” Nurul Aisha said.
The brand’s colourful, eye-catching packaging, designed by the founder herself, is deliberately different from the muted tones often associated with “serious” skincare.
“Packaging plays a huge role.
“It’s the first conversation you have with a customer. If your product looks dull, people might overlook it no matter how good it is. We wanted something that would make people stop, look, and be curious.”
The decision to start in Kuala Lumpur rather than Sarawak was strategic.
The capital offered a larger, more open market where consumers were willing to try natural, cruelty-free products.
“In Sarawak, people still tend to trust big and well-established pharmacy brands.
“But in KL, people are more experimental and eager to discover new products.”
Today, Annur has expanded beyond skincare into cosmetics, perfumes, shower gels and shampoos, while steadily building brand awareness in both West and East Malaysia.
Looking ahead, the founder has big ambitions:
“I want people to see that a brand with an Islamic name can stand alongside French, American or European labels, not just in quality, but in style and branding too. It’s time to break the stereotype.”
She envisions Annur reaching every corner of the market within five years, not only across Malaysia but also on the global stage.
