WE know her voice. We know her hits such as Warna and Lagenda, but did you know that Datuk Hajah Sheila Majid now has her own skincare line?

The line, called Jerneh by Sheila Majid, has always been a dream for her and after 10 years of research, it has been realised.

Sheila worked with close friends, Mohamed Faisal Ahmad Fadzil and Faridah Ahmad Fadzil from FA Herbs Sdn Bhd, who have over 20 years of experience in manufacturing and developing natural-based products. You might have heard of their brand Tanamera.

In fact, Sheila is a fan herself. After giving birth to her first daughter, she tried out Tanamera's line of Post-Natal products and has always turned to the range since as she felt it was good and suitable for her.

Being close friends, Sheila says the trust is there.

Thus, she has no qualms being Jerneh's guinea pig. She has been trying out her own since April last year.

"Before we embarked on this, I have already told Faisal and Faridah what I wanted, what my philosophy behind it would be and so we worked together to fine tune the products," she says.

"She is not just the brand's ambassador, this is her baby," says Faisal, adding that the name Jerneh was coined over dinner about 10 years ago.

"I like that name Jerneh, because it symbolises things that are clean and pure," Sheila states.

Sheila adds that she has also learnt a lot from the siblings. Over the years, Sheila has been sending over her beauty freebies to the duo to find out what is in the products and what are the side effects, if any.

The youthful looking mother of four is very careful about what she puts on her face.

For Sheila, it was also very essential that this line is halal as it would mean that the products undergo very strict health regulations.

"We want to run this business sincerely, we want to help people, not just to make money," she says.

 

Even so, she laments that people still tend to have negative connotations when it comes to local products, jumping to conclusion that is it of lower quality.

 

"Look, I have been exposed to a lot of premium beauty products; do you think I'm going to compromise my products or my skin even?

"What I have here are also premium quality products. Maybe it is not as expensive because one, it is not imported and two, we don't need Angelina Jolie to front the brand,"  she jokes.

"I'm very confident with my products. I would just like people  to give it a chance," says the songstress.

"I'm also trying to educate Asian women, who are so into whitening, whitening and more whitening. If you were born with a darker skin tone, there's no way you're going to be white. Let's face it. But you can choose to clarify and make your skin cleaner and clearer.

"I mean come on, we're Asians, we're beautiful. Who says we're not beautiful? We forget to take ownership of our own beauty. We forget to appreciate our own beauty and embrace it!" she exclaims.

"So I'm trying to change that mindset, especially our youth. I have three daughters, I want them to appreciate
what is God-given, to take care of it by putting good things on your skin and to nurture it.

"That is how Jerneh came about. It's all about adopting a safe beauty regime. Nothing works instantly, it's all by nurturing from young," she explains.

If you share the same views as Sheila on beauty, you can find out more about Jerneh at http://www.jernehbysheilamajid.com.

There are currently two ranges under the brand now, the Anti-Aging line and the Clarifying line but Sheila will soon be expanding the collection, so look out for the Anti-Acne range that is in the works and has been receiving fantastic response from young girls. Come next month, Jerneh will also be available at Parkson Sunway.