Meet Dida, your new favourite Malaysian makeup brand

We have the exclusive scoop on the brand from co-founder Tengku Chanela Jamidah

By Shantila Lee | Published: 19 May 2016

Dida for women
Photo: didaforwomen/Instagram

Malaysia has a new lipstick line that is set to give Kylie Jenner a run for her money. Founded by Tengku Chanela Jamidah, a woman known for her impeccable taste, and her business partner Didie NasirDida will soon be the name on everybody's lips. 

The brand's first release is the Velvet Matte Lip Creme, RM45, an ultramodern liquid lipstick that immediately triggered our beauty radar. Everything from the packaging to the five bang-on shades, which range from Lust (a soft nude) to Fondue (a deep, dark plum) could rival that of any major makeup brand.

Dida co-founders, Tengku Chanela (left) and Didie, both wearing the lip creme (Photo: tcjamidah/Instagram)

We caught up with Tengku Chanela to get the exclusive dish on the new brand. 

What is the story behind Dida?
The brand was founded two months ago of an idea that came about on a road trip! It's a story of two friends, lovers of beauty, and dreamers. Didie and I had been talking about working on something for a while. She is more of a makeup enthusiast than I am so when she proposed a business model that she thought would work for us I immediately  jumped at the chance. We are just two women, wives, mothers, sisters and daughters who want to improve the lives of our families and make others feel happy and beautiful.

What is the beauty philosophy of the brand?
By women for women – all kinds of women and all types of women can wear Dida, no matter what background or lifestyle.

Why did you choose to start with the Velvet Matte Lip Creme?
Everyone needs a good lipstick! I believe that our lip creme can totally make an outfit or even set the mood for the day. It's something that women use every day.

What inspired the colours and the formula?
Didie bought me an L.A. Girl matte lip creme during her visit to New York and I just fell in love with it. Especially with the Kylie lip kit being all the rage, the timing was perfect. The colours were made so that there is a colour for everyone, a nice range that would appeal to all kinds of lipstick wearers.

The shades, left to right: Scandal, Lust, Posh, Tango and Fondue (Photo: Dida)

What other products can we look forward to?
Our focus is on makeup. We will slowly introduce a wider range and are currently busy with product development to bring you exciting hard-to-get products for all makeup lovers.

Who is the Dida woman?
The student, the mother, the career woman/professional, as makeup is something that is so necessary. Our waterproof makeup is so long lasting that there's no need for touch ups. Nowadays we don't have the time to keep touching up lipstick. We make it convenient for all kinds of women who are on the go.

What are your makeup rules and do these translate into the brand?
I usually go light on the face and with a bold lippie. I think all you need is a great lipstick and you're ready to go! Nudes and pinks for the day, and for the evening bolder reds and browns.

Dida lip cremes are RM45 each and for now are only available by emailing

Related: ELLE beauty editor's pick: May 2016
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