FOUNDER STORY
CHARMS a preferred beauty care and cosmetic solution provider with tested and proven result in South East Asia. CHARMS received many awards for their excellence brand.
Mdm. Nur Bashirah Hussin
Founder • Educator • Entrepreneur • Industry ResearcherFROM A SMALL BEGINNING TO A BIGGER PURPOSE.
She started with little more than a dream, determination and the courage to begin. Today, Nur Bashirah Hussin stands behind CHARMS, a Malaysian halal beauty brand built on research, innovation and trust. But her greatest journey has never been about building a company alone. With her roots in academia and industry, she has dedicated her journey to connecting knowledge with real-world solutions bringing research from universities into products that serve consumers and create opportunities for others. From entrepreneurship to research, from the classroom to the marketplace, her story is a reminder that where you begin does not determine where you can go. She built CHARMS not just to create beauty, but to create possibilities.
A multidisciplinary professional journey across academia, business, beauty, halal industry, scientific skincare and research. Nur Bashirah Hussin combines academic discipline with practical entrepreneurship, leadership and industry collaboration.
PROFESSIONAL POSITIONING
- Connects knowledge with business execution.
- Translates research and technical product information into accessible industry and consumer communication.
- Bridges product development, consumer needs and commercial execution.
PROFESSIONAL IDENTITY
- Founder, CHARMS Cosmetic Skincare.
- Former university lecturer. (UiTM Shah Alam)
- Industry Researcher, UTHM collaboration.
- Practitioner in halal-conscious beauty and personal care.
THE VALUE SHE BRINGS
Academic foundations + research exposure + entrepreneurial execution + industry engagement = practical insight that can be translated into teaching, keynote speaking, panels, mentoring and industry collaboration.
Academic foundations + research exposure + entrepreneurial execution + industry engagement = practical insight that can be translated into teaching, keynote speaking, panels, mentoring and industry collaboration.
EDUCATION + EXPERIENCE
Academic Foundation & Career
SELECTED EARLY PROFESSIONAL EXPERIENCE
- 2005 Perodua Manufacturing Sdn Bhd, Rawang.
- 2006 Economic Planning Unit, Macroeconomics Section, Prime Minister’s Department, Putrajaya.
- 2006–2008 Executive, Network Consolidation Department, Marketing Services Division, Perodua Sales Sdn Bhd, Rawang.
- Former Lecturer, UiTM Shah Alam
EDUCATION
- 2008–2009 Master of Economics (Econometrics), Universiti Kebangsaan Malaysia (UKM), Bangi, Selangor.
- 2003–2006 Bachelor of Economics (Hons.) (Econometrics), Universiti Kebangsaan Malaysia (UKM), Bangi, Selangor.
- 2002–2003 Matriculation (Accounting), Kolej Shahputra, Pekan, Pahang.
- 2000–2001 SPM, Sek. Men. Keb. Agama Kuala Selangor, Selangor. (SMKA)
JOURNEY AT A GLANCE
2003–2006Academic foundation — UKM
2006–2008Corporate experience - Perodua
2008–2009Master’s & research foundation
2012CHARMS journey begins
2021–2025UTHM research collaboration
2024–2026University & industry engagements
CHARMS COSMETIC SKINCARE
Leadership & Entrepreneurship
LEADERSHIP STRENGTHS
- Strategic planning, vision and business enhancement.
- Market development, partnerships and stakeholder engagement.
- Consumer-focused product and brand positioning
- Team leadership and executive decisionmaking.
INDUSTRY CAPABILITY
- Product and brand development.
- Consumer education and market communication.
- Scientific skincare positioning.
- Building a Malaysian beauty brand within a halal-conscious market.
CHARMS & HALAL INDUSTRY JOURNEY
Founder and business leader behind CHARMS Cosmetic Skincare, with experience spanning brand development, product strategy, consumer education, market development, people leadership and industry engagement.
Founder and business leader behind CHARMS Cosmetic Skincare, with experience spanning brand development, product strategy, consumer education, market development, people leadership and industry engagement.
COMMERCIAL & INDUSTRY PERSPECTIVE
- Product strategy shaped by consumer needs and market realities. in-business programmes.
- Scientific and technical product information translated into accessible communication.
- Experience connecting research, product development and market positioning.
- Strong fit for entrepreneurship, leadership, halal industry and women-in-business programmes.
ERESEARCH + INNOVATION
Research, Science & Industry
Collaboration
SELECTED PUBLICATIONS
- 2025 Electronic nose investigation and antioxidant assessment of CHARMS™ skincare cosmetics toward skin tone improvement. Journal of Dermatologic Science and Cosmetic Technology, 2(1), 100060. DOI: 10.1016/j.jdsct.2024.100060
- 2018 Consumer Participation and Effectiveness of the No Plastic Bag Day Program in Malaysia. Asian Journal of Behavioural Studies, 3(10), 33–41. DOI: 10.21834/ajbes.v3i10.78
- 2016 Who Consumes Fresh Fruits in Malaysia? Analysis on Socio-demographic Influence. AAGBS International Conference on Business Management Proceedings. DOI: 10.1007/978-981-287-426-9_55
- 2015 Public Participation and Effectiveness of the No Plastic Bag Day Program in Malaysia. Procedia – Social and Behavioral Sciences, 168, 328–340. DOI: 10.1016/j.sbspro.2014.10.238
ACADEMIC & UNIVERSITY CONTRIBUTIONS
- UiTM Former Lecturer; Curriculum Review Panel (2021 & 2026); Master’s Student Symposium (2024)
- UTHM CEO Entrepreneur Talk (2021); research collaboration (2021–2025); Technopreneur Day (2024); industry engagement & knowledge sharing
INDUSTRY RESEARCHER — UTHM | 2021–2025
Contributed industry perspective to collaborative research between CHARMS Cosmetic Skincare and Universiti Tun Hussein Onn Malaysia (UTHM).
Contributed industry perspective to collaborative research between CHARMS Cosmetic Skincare and Universiti Tun Hussein Onn Malaysia (UTHM).
- Anti-ageing analysis
- Chemical composition analysis
- Halal validation
- Skin tone improvement
- Antioxidant assessment
- Electronic nose investigation
INTERNATIONAL RESEARCH PRESENTATION
3rd International Conference on Dermatology and Cosmetology • Dubai, UAE • 26–27 May 2025
Presentation: “Skin Tone Improvement Investigation of CHARMS™ Skincare Cosmetics Products”, delivered with an academic collaborator from Universiti Tun Hussein Onn Malaysia.
3rd International Conference on Dermatology and Cosmetology • Dubai, UAE • 26–27 May 2025
Presentation: “Skin Tone Improvement Investigation of CHARMS™ Skincare Cosmetics Products”, delivered with an academic collaborator from Universiti Tun Hussein Onn Malaysia.
PROFESSIONAL TRAINING
- Introduction to GMP in Healthcare and Cosmetics (GMP04), SIRIM Academy, 26–27 June 2024.
SPEAKING + IMPACT
Professional Contributions & Recognition
SELECTED SPEAKING & INDUSTRY ENGAGEMENTS
- 2018 Keynote Speaker, Persidangan PELITAWANIS TNB.
- 2018 Speaker, Bahtera: Bumipreneurs of Tomorrow.
- 2021 CEO Entrepreneur Talk, UTHM.
- 2021 & 2026 Panel Roundtable Dialogue for curriculum review, UiTM Puncak Alam.
- 2024 Speaker, Symposium with Master’s students, Faculty of Business, UiTM Shah Alam.
- 2024 Speaker, Technopreneur Day, FPTV UTHM.
- 2025 Speaker, Entrepreneurship Day.
- 2025 Speaker / Industry Engagement, BizSpark Showcase, UiTM Puncak Alam.
- 2026 Industry Masterclass Speaker, Industry Career Expo.
AWARDS & RECOGNITION
- Top 100 Young CEO.
- Nona Superwomen 2020.
- Nona Superwomen 2023.
- Britishpedia — Successful People in Malaysia.
- Nona Superwoman 2020 — Best Safe Use & Dermatologist Tested Skincare Award.
- Asia Pacific Super Health Brand (Emerging Enterprise) 2021 & 2022.
- Top 20 EC Merchant — Sidec 2025.
- Academic recognition: UNIKEB excellence award, Hadiah Pelajar Harapan, and Dean Awards.
