Asmah Abdul Wahab’s fascination with beauty began at a young age.
She fondly recalled watching her grandmother carefully apply makeup before stepping out, ensuring that every detail – from her neatly combed bun to the shawl draped over her shoulders – was impeccable.
It was this early exposure to self-care and presentation that sparked Asmah’s lifelong passion for the beauty industry.
“I have always been intrigued by beauty – who doesn’t appreciate beautiful things?” she said in an interview. “But for me, it wasn’t just about looking good; it was about feeling good, too.”
Her professional journey began in 2007 when she worked at a local Muslimah salon. At the time, the industry in Brunei was far less competitive than it is today.
“I was fortunate to enter the field at a time when the market wasn’t as saturated,” she shared.
Now in her 40s, Asmah has been a beauty therapist for 18 years and has channelled her expertise into mentoring the next generation. Since 2023, she has been a facilitator at Bilik Tatarias dan Wajah, a salon located within the Youth Centre. More than just a place offering beauty services, the salon serves as an incubation programme designed to train and nurture young beauty therapists.
“At the very least, they learn how to become business owners,” Asmah explained. “We want them to be independent, to learn how to make money, and to build a name for themselves.”
MAKING BEAUTY ACCESSIBLE
Asmah’s dedication to her craft is deeply rooted in her desire to make beauty treatments accessible to all women, particularly stay-at-home mothers.
She acknowledged that many women prioritise their families’ needs over their own, often neglecting self-care due to financial constraints.
“As women, our bodies go through many changes, especially after marriage and childbirth.
Stay-at-home mothers, in particular, dedicate most of their budget to their families, leaving little to no room for themselves,” she said.
“I wanted to create a space where they could experience proper care, where they could feel valued and beautiful.” At the salon, Asmah ensures that beauty treatments are not seen as a luxury, but as a means of self-care and empowerment. She specialises in complexion treatments, focusing on facials, deep cleansing, and overall skin maintenance.
“When clients first come in, they may feel a little dishevelled. But after their treatment, when they look in the mirror – glowing, refreshed, confident – their smiles say it all. A little bit of beauty goes a long way,” she added.
CHALLENGES IN THE INDUSTRY
While Asmah finds immense fulfilment in her work, the beauty industry comes with its challenges. One of the biggest hurdles is ensuring that the products used are compatible with different skin types.
“As therapists, we test every product before using it on clients, but sometimes, certain products just don’t work well with specific skin types. When that happens, it can affect consumer trust, and we feel terrible about it,” she admitted.
Another challenge is the dominance of foreign beauty therapists in Brunei. Despite the growing number of salons and beauty services in the country, local professionals are still a minority in the industry.
“It’s rare to see a salon made up entirely of local beauty therapists, but that’s exactly what we’ve created here”.
A PLATFORM FOR THE FUTURE
Asmah’s ultimate goal is to develop the next generation of local beauty entrepreneurs. Through the salon, young trainees from the Youth Development Centre are given the opportunity to gain real-world experience in the beauty industry.
“This salon isn’t just about offering services; it’s about creating a platform for these young people to learn, grow, and eventually stand on their own,” she said.
“We take them on, train them, and prepare them to become entrepreneurs. When they leave here, they won’t just be looking for jobs – they’ll be creating them.”
The salon is intended to equip aspiring beauty therapists with both technical skills and business acumen, with Asmah noting how entrepreneurship in the beauty industry is a viable career path, provided one is willing to work hard. “It’s tough finding jobs, but becoming an entrepreneur isn’t impossible. The key is determination and effort,” she said.
Her hope is that, with enough experience and confidence, these young professionals will aspire to higher standards and perhaps even establish their own beauty brands.
“Bruneians are more than capable of producing professional beauty therapists. My dream is to see these youth grow into business owners with their own expertise – not just owners who hire therapists, but professionals who truly understand their craft.”
Looking ahead, Asmah envisions a future where the salon thrives as a hub for developing skilled and confident beauty entrepreneurs.
“I want this place to be successful enough to help every youth who walks through its doors establish their own businesses. That way, we’re not just shaping individuals – we’re shaping an industry.” – Wardi Wasil
