I decided to set up an interview to find out more.

“I wanted to celebrate the diverse cultures that can be found in Malaysia, and I initially wanted to bring the whole team to China to shoot the campaign,” she told me over a video recording of our interview. “But in the end we managed to find a beautiful spot in Penang that really reflects the Chinese heritage and culture, and the campaign ended up becoming one of our most successful campaigns.”

But there is a lot more to Neelofa’s intrigue than just creating headscarves. Clocking 6.5 million followers on her Instagram handle @neelofa, she is one of Malaysia’s most-followed personalities (ranking second behind only singer Siti Nurhaliza, according a Silver Mouse survey earlier this year).

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“For the past five years we have sold more than 10 million hijabs, and it’s been the biggest achievement for me and the team. This year, we are in the process of restructuring the company and rebranding,” Neelofa reveals. “We will unveil the new look in February 2020, my birthday month.”

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Her business has definitely received a boost from her persona and social media presence. Neelofa remembers the days when there was a heavy reliance on newspapers, television and magazines – but now with social media, her reach is limitless.

“Back then, when [you were] not headlining a TV show, say, you’d be easily forgotten because [you were] not in the public eye. When I started Naelofar five or six years ago, there was zero investment in marketing and no budget for television ads; it was mainly Instagram,” she said.

“We managed to get 50 million ringgit sales within one year from Instagram itself. It connects you to everyone in different parts of the world. Nowadays with our stories and shares, and being able to directly message each other, we can strike a much tighter bond, and I stay in contact with people and expand my network through Instagram.”

There is arguably few better role models for Gen M than Neelofa. With her stylish hijabs, Neelofa has successfully explored her core values as a modern Muslim woman into a full-fledged business, and more – not only is she sitting front row at many runway shows, she is also fronting campaigns for Swarovski, Dior and Lancome, and appeared in Forbes’ influential “30 Under 30” list in 2017.

“I think I first started my Instagram back in 2012, and I joined just because it was a thing. I never thought it’d become a portfolio for my business and career, especially now when I am trying to venture out in the fashion and beauty arena internationally,” she adds. “I think a big influence is important – those with a lot of followings can receive great opportunities.

“I remember back in 2014, when I had first put on a hijab, my following quadrupled. Last year I was the most followed person in Malaysia, but most of all, I want to inspire people, and make sure my content has substance. You have to have a purpose, and every message behind each post is very important.”

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Watch the full interview here and tell us if you’ve also fallen in love with Neelofa’s down-to-earth charm:

Video edited by Bridgette Hall

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