Brushing off naysayers: How Asma' Nasaruddin got Gigi sparkling

When one looks up Asma' Nasaruddin on Instagram, one will find posts featuring the influencer's travels, her outfits and endless coffee cups at chic cafes. One will also learn that the influencer turned entrepreneur has launched her own toothpaste brand called Gigi.

The pivot from influencer to entrepreneur came after Asma' read a newspaper article citing the booming oral care market. "One of the pages was a full spread on how the oral care industry was on a rise. I put the newspaper down and was like, 'That's it, I'm making toothpaste'," said Asma' during a session at PR Asia 2024 in Malaysia this year.

But the experience of creating her own brand hasn’t always been smooth sailing. Asma' and the brand alike received backlash with users calling the founder a "stupid influencer" for creating a toothpaste without a dentistry or oral care background. A community of dentists had also encouraged consumers not to buy Gigi.

The backlash also impacted Asma's circle of friends, including fellow influencer-entrepreneur Vivy Yusof. "Because Vivy is not an expert in oral care, she also received a little bit of backlash, but I think it was great because at the end of the day, bad or good PR is still PR, and I'm grateful for the exposure it gave me," said Asma'.

However, undeterred, today the brand is eyeing consumers across the globe, bringing in its first bulk order from Canada. Asma' added that consumer behaviours have changed and that "everyone wants to invest in health", which was the spark behind creating a vegan brand and introducing a healthier alternative into the toothpaste market. She added:

I wanted to shake up the industry. I saw that there was a gap for something a bit more fun, such as a lifestyle brand that points towards wellness.

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When Gigi launched, it was specifically branded as a no fluoride toothpaste and a healthier alternative and very quickly went viral on Twitter. Asked how she uses communications in a way to make the brand stand out, she said, "I went on the angle of making it about the customer. The customer is smart. They want alternatives that’s where Gigi comes in."

To appeal to the feminine market, Gigi also took on a different packaging featuring a gold cap and a different voice. "Previously, it's always about hearing from the dentist, but this is more about hearing from your peers asking 'what are you using? what's safe for your family?' It's just a more fun approach," said Asma'.

Being careful online

While the entrepreneur has found plenty of support online, she is still careful when it comes to the realm. This is especially when it comes to sharing opinions involving other people or other companies.

In the case of a scandal over a shared opinion, Asma' is a firm believer in addressing the concerns with carefully chosen words. "I think it's just about clearer communication and letting people just say what they want to say. You'll have your time. I remember when I was going through all the backlash, all my friends said, 'don’t worry, it'll die down in two weeks, somebody else will be the next target'," said Asma'.

To Asma', authenticity is key for an influencer and a brand owner such as herself.

"I think speaking your truth is so important and stay authentic to yourself. I have sort of given up so much of my content work because I took a stance with the whole Gaza genocide happening, and I think staying true to yourself is so important," said Asma'.

A few years ago, Asma' was selected as Chanel's first hijabi fragance guru. The influencer asked the Chanel team why she was chosen as she was not a famous celebrity or influencer at the time. Asma' was told that the Paris office had studied her profile for a year and liked her personality.

Asma' said:

"I think in moments like that, you realise you can't fake who you are. You should just be consistent with the person that you are, the voice that you have, and somebody out there, a brand will appreciate the authenticity that you bring."

Moving forward, Asma' will focus on bringing more innovative products to Gigi such as natural teeth whitening pens, children's toothpaste and more unique community events. "We are focusing on launching more innovative products, and we have a lot of exciting stuff happening. Internally, it's me growing my team. I have loved this year as an entrepreneur. This year has been the best because I've gotten the support of my team," said Asma'gi.

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