Brisbane’s own Mellow Cosmetics is making waves internationally and founder Ima Asali couldn’t be more proud. With more than 3 million products sold around the world, the expertly curated range is used by millions of women and is celebrated for its inclusiveness, ethics and affordability.
It’s a brand that’s popular with professional beauty insiders, makeup artists, beauty lovers and has gone viral on Instagram. Mellow is known for their trend-setting with finishes and formulations and for providing a range of high-quality affordable products that apply like a dream. Think buttery, blendable finishes; creamy, long-lasting formulas; and smudge-free cosmetics with coverage that is super buildable. It’s also vegan, cruelty-free and paraben-free.
“The idea of Mellow came to me just a short few months after I gave birth to my son in 2013,” Ima says. “I wanted to stay at home and care for my baby, whilst doing something I was truly passionate about.” She says she already had such a passion for beauty and makeup that the idea of starting a cosmetics line was a gut feeling she just knew was the right path for her.
And while starting a new business was difficult at first—it was a whole new world for Ima, and she had a baby to take care of—she took the leap of faith and invested her and her husband’s entire savings. And then Mellow Cosmetics was born.
“It was quite stressful with family and friends doubting my decision, but I knew that if I followed that little voice inside my head and that gut feeling that spoke out so loud, I was sure going to make something out of this and I did.”
When Mellow started, they had only had two products in the range. Now there are more than 72 products, sold not only on our shores but also in the US, the UK, New Zealand, Europe, Asia and the Middle East.
“Nine years later, we now have such an engaged, loyal following and customer base, we have so many makeup artists that purchase from us for their kits and clients regularly, Ima says. “Mellow has become the easy-to-use, effortless, accessible fun beauty brand with the support of a great community.
“I absolutely love the transformation we have gone through over the years and the best is yet to come!”
Ima definitely believes she is doing exactly what she’s meant to do. “I absolutely love creating!” she says. “Whether it’s creating content, images and videos for social media, doing makeup tutorials, talking to our audience on our Instagram and TikTok or creating products, coming up with packaging ideas and seeing it all come to life, it gives me such a buzz!
“I have always felt like makeup has this power to empower us, to give us instant confidence and a boost of energy. It’s a form of art and I love being able to empower other women with my products and company every day.”
In her spare time, she likes long walks down the makeup aisle and performing in Brisbane theatre. You can follow her adventures on Instagram and TikTok @thebeautypalate.
