Before creating her iconic skincare line, Eriyca Baiduri, also known as Madammu founded NOIR since she was a full-time housewife who started a home-based business for financial stability of her family.

Madammu’s enthusiasm and consistency in sharing beauty tips on social media and offline have led her into the health and beauty industry. Facebook LIVE was a popular platform at the time. Everyone else was doing it, and she did it for fun as well. She went on Facebook LIVE every day and shared beauty tips and knowledge. Her followers increased dramatically in a month, going from 10 to 8,000!

Madammu was able to gain her audience’s trust and interest in NOIR’s products as her audience grew day by day. She took advantage of the opportunity to sell 1,000 units of NOIR UV White Foundation as NOIR’s main product back in 2017. The business, which began as a hobby, paid off handsomely.

While the skincare products continue to expand, her team does as well. Madammu firmly believes that women must support one another to realise their full potential in life. The success of NOIR master stockists demonstrated Madammu’s success in guiding her entrepreneurs. Madammu emphasises that the team’s success is NOIR’s success.

As the founder of NOIR Health & Beauty Sdn Bhd, Madammu was passionate about making people feel good, especially women when she started down this path. Madammu is overjoyed that some of the housewives who are entrepreneurs earned between RM30,000.00 and hundreds of thousands of ringgit through NOIR. A true manifestation of women empowerment.