Malaysian vegan personal care brand Numinara is emerging as one of the country’s fastest-growing beauty newcomers, powered by its values-driven philosophy and a strong partnership with actress Diana Danielle. Launched in March 2025, the brand champions natural Asian botanicals, cruelty-free formulations and sustainable packaging, resonating with consumers seeking gentle and ethical beauty alternatives.
Inspired by traditional skin-beautifying formulas, Numinara’s core products — Aurelia, Camilla and Isha — are crafted with natural ingredients such as glutinous rice and wild ginger to help restore the skin’s natural balance without harsh chemicals. Packaged in recyclable kraft materials, the brand reinforces its belief that beauty should be kind to both skin and the planet.
Why she partnered with Numinara is because of its unwavering commitment to honesty, gentleness and ethical production.
“Numinara is consistent in its values, its ingredients and its commitment to cruelty-free beauty,” she said. “It is a brand I can stand behind because every product is made with care and clarity of purpose.”
Her involvement has quickly elevated the brand’s visibility and consumer trust.
Numinara’s rapid ascent is driven largely by its influencer-first strategy, enabling the brand to outperform several established competitors on TikTok Shop.
With an average monthly growth rate of 159 percent, Numinara surpassed the RM1 million mark in year-to-date sales within just eight months. The brand continues to grow steadily, outperforming even long-time top sellers in the same category.
Numinara’s strong performance is supported by Commerce.Asia, the region’s leading full-stack e-commerce solution provider. Commerce.Asia manages the brand’s marketplace operations, fulfilment, logistics, campaign strategy and creator collaborations.
“Numinara is a clear example of what happens when strong brand values meet the right e-commerce engine,” said a spokesperson from Commerce.Asia. “Our ecosystem is designed to help emerging brands scale rapidly and sustainably, especially on fast-moving platforms like TikTok Shop.”
Meanwhile, she also attributed the surging success to the Xamble Group, a digital growth company with a mission of empowering brands to scale their reach and drive measurable sales through creator-led content and performance-driven campaigns.
Xamble played a pivotal role in connecting Numinara with the right community of influencers, enabling the brand to scale quickly through a data-driven creator strategy. By leveraging insights on creator performance, audience demographics and purchasing behaviour, Xamble ensured that Numinara’s products were matched with influencers whose audiences aligned with the brand’s values and consumer demand.
This partnership created a powerful two-way impact: Numinara accelerated its growth, while influencers were empowered with strong products and strategic support to realise their full earning potential. Through the Xamble ecosystem, creators gained access to high-conversion products like Numinara, helping them strengthen their personal brand, boost content performance and build sustainable revenue streams.
A spokesperson from Xamble said: “Our mission is to grow both sides of the ecosystem — brands and creators. With Numinara, we saw a powerful product story that resonated deeply with consumers. By pairing that with data-driven influencer matchmaking, we helped Numinara scale faster while also giving creators the tools and products they need to unlock their full potential.”
In essence, Xamble not only connected Numinara to high-impact influencers but also nurtured those influencers in return, creating a growth engine where brands scale smarter and creators grow stronger.
Numinara’s journey underscores a new growth formula: Clean formulations + authentic storytelling + creator-driven marketing + end-to-end e-commerce support.
Looking ahead, the brand plans to expand its product range and digital presence while continuing its mission to offer vegan, natural and gentle personal care solutions.
