Ima Asali

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Ima Asali is an Australian entrepreneur. Ima started Mellow Cosmetics in 2014.[1]

Ima Asali, founder of Mellow CosmeticsIma Asali, founder of Mellow Cosmetics


Mellow Cosmetics


@imarosea (11.9K followers)


Early Career

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Mellow Cosmetics

Ima started Mellow Cosmetics in 2014. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on Mellow Cosmetics?

In 2014, Mellow started as a small company in a tiny garage. I was on maternity leave after the birth of my first son. It was such a joyful time for me to take care of my son and being away from my full-time corporate job. As I was getting closer to the end of my leave, I felt the urge to stay home and take care of my son but I always had the dream of doing something great to help myself and other women around the globe. I wanted to work for myself and be my own boss but still wanted to create useful products to boost women's confidence by enhancing their natural features.

I have learned to be strong, consistent, and patient. Running a business really needs all three.

I was definitely hesitant to leave my tiny baby at a child care center to go back to work. I did not want to miss all the amazing milestones of my son, just like every other Mum, so I decided I wanted to be an entrepreneur and start my dream courier right in that minute, I did not want to leave it for any longer. I did just that! I quit my corporate job to follow my big dream… I put in all mine and my husband's savings and borrowed money from the bank to start Mellow and I have never regretted my decision. I had no experience in the e-commerce industry or the beauty industry but I loved makeup and that love and passion were enough for me to make a successful brand.

There was definitely an aha moment, I was watching a makeup tutorial on Youtube one day and I felt something in my head saying you can start your own makeup line! It was so loud that I couldn’t ignore it, it felt so right and I had to follow my inner calling.

I was on a 9-5 job before starting Mellow with a normal amount of money to get by every week, we had some savings which I used to start Mellow Cosmetics.

I definitely do a lot of research before launching a product, I didn’t do this to start with but over the past few years I have learned that it is very important to launch something that the customer really wants, keeping up with the trend is very important in this industry but there are also the staple products that sell better than anything else.

Source [1]



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