After spending 18 years in the technology industry, New Zealand-born mother-of-two NMITA DOAK took a big career switch with the launch of her makeup brand in March. Since then, Amplio Beauty has been making waves for its range of cruelty-free and paraben-free makeup that’s suitable for sensitive skin. We chat with the affable founder and director to find out more about her gorgeous lineup of liquid lipsticks and eyeshadows.
What’s the story behind Amplio Beauty?
I was born in New Zealand of Indian heritage. Life has taken me to some of the most beautiful and interesting places across the world. Inspired by the colours of the Dubai desert (Sands of Dubai), the gems of India (Jewels of India), the freshness of New Zealand’s lakes and mountains (Natural New Zealand), the tropical beauty of Singapore (Tropical Singapore), and the successes of other female entrepreneurs, I decided to launch my own makeup line, Amplio Beauty. What better place to do this than Singapore!
We chose the Latin word Amplio as it means to “improve”, “heighten”, “augment” and “enhance”; in other words, to amplify your natural beauty. As part of our first collection, we’ve launched an exclusive range of all-in-one palettes that contain eyeshadows, contours, highlighters, blushes or bronzers, as well as a selection of Lipstays (liquid lipsticks) and Lip Stylos (lip pencils). There’s everything you need to achieve the perfect look, wherever life may take you.
Being a mum of two and having come from the technology industry, I know the challenges every woman has to face when balancing between life, work, kids and the home. At the same time, I want to feel beautiful every day, wherever I go. So why should there be a compromise? We should have it all. With my collection of grab-and-go makeup products, I want to enable women across the world to share my dream and to reach for their own.
Tell us more about your experience in the tech industry.
I’ve worked in IT for the last 18 years, mostly with IBM. It all started with IBM New Zealand where I was managing Public Sector Sales. That grew into an opportunity to manage the software group for Public Sector in Queensland and the Northern Territory when I relocated to Australia.
I then switched to a consulting based role for financial services in Dubai. I developed a fascination for the oil and gas industry, so I did oil and gas sales for SAP Middle East. During my eight years in Dubai, I particularly enjoyed visits to Ras Al Khaimah in the UAE to meet customers in cement manufacturing and armoured car construction, as well as trips to Kuwait to discuss programmes for optimising oil-well drilling.
In between all that, I had two children and had to learn to balance motherhood with my career. It was at that point, out of necessity, that I started thinking of coming up with a more time-effective routine in the morning, which incorporates longlasting, eco-friendly makeup that’s also suitable for my sensitive skin. That led to a four-year journey culminating in the launch of Amplio Beauty. No more cement plants, armoured car factories or oil drilling rigs!
What were some challenges you had to overcome when creating the brand?
It took me four long years to find an environmentally aware manufacturer that I was happy with – one that could consistently produce a product of the highest quality suitable for humid climates. The searching eventually took me to the USA. It’s not the cheapest place in the world to manufacture makeup, but it’s the most regulated, which ensures consistent, safe, high-quality and environmentally friendly products. Our next step is to open our own factory there.
Having launched on 1 March here in Singapore, we quickly had to modify the brand strategy due to COVID-19. After hosting some makeup events earlier in the year, we had to pivot to virtual online makeup parties, masterclasses and live pop-ups. This was not in the launch plan but I actually think it has helped us to reach a wider audience more quickly. To date, we have delivered Amplio makeup to 19 countries across the globe and are working on plans for China and Japan.
What are some bestsellers we should try?
The success of the Discover and Indulge Experience kits have really surprised us. These customisable makeup kits include our brushes, palettes, Lipstays and Lip Stylos. The kits are hugely popular, not just amongst ladies who want to pamper themselves, but also with men who are looking for a meaningful gift for a special woman in their lives!
In terms of palettes, the Tropical Singapore palette with the Dusty Rose Lipstay and Lip Stylo are the most popular, closely followed by the Natural New Zealand palette with the Rocket Red Lipstay and Lip Stylo. These are the perfect combinations for most skin types. All our palettes are magnetic, which makes them great for travelling so you can mix and match colours between them and only take what you need.
What’s next for the brand?
We are very excited at how our first collection has been received. In the future, we’d like to offer the option of purchasing refills. It’s a great way to reuse the packaging.
We’re currently working on a bridal collection and we have some local collaborations in the wind for specialised ranges – very exciting! We also have some lip glosses coming up and are considering including foundations and concealers in our range in the near future.
We first started with the Discover Experience and Indulge Experience kits but we’ve also successfully trialled a top-of-the-line Pamper Experience kit for professionals and makeup lovers. And, for women who are on the go, we’re about to launch an all-in-one makeup “chocolate box”, which fits in a handbag.
Look out for these new offerings within the next few weeks. This is just the beginning!
Shop the full range at ampliobeauty.com.