Mariam Nouser on authenticity in business and creating a lifestyle brand for Muslims: A YWiB Role Model Interview
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Young Women in Business Toronto (YWiB) aims to provide our diverse community of young, self-identified women with genuine career advice, encouragement, and examples of local role models. That's why, for the next few months, we’ll be interviewing both career professionals and entrepreneurs our community can be inspired by and learn from.
Mariam Nouser, CEO of Infinitely Classic
Tell us a little bit about you and your professional/entrepreneurship story.
I started Infinitely Classic (IC) as my personal blog in 2014 — a place where I could be unapologetically me. I already knew at that point I wanted to have products to sell to my audience. Makeup was always a big passion of mine. As the youngest woman in my family, I looked up to my aunts and my mom — they always looked super sophisticated and put together. I saved money throughout my pre-teens and teen years to buy makeup. I played with different looks with what I had. Little did I know that a lot of the products I purchased weren't Halal, and as such, unsuitable for Muslims.
I was in chemical engineering from 2013-2014 and at that time, I attended an event featuring the founder of NudeStix. A chemical engineer herself, I was in awe of how she merged her technical skills with a creative passion. I knew then that was my goal.
Even as I started selling shirts as a way to get into business, makeup was my goal. In fact, from 2016 until 2018, I worked on finding local labs to bring my ideas to life. In 2018, I launched our first 5 shades of lipstick. Now we sell 8 shades and a beautiful eyeshadow palette.
What has been your approach to branding and in what ways has your identity as a Muslim woman positively impacted your process?
My approach to branding is: We are more than just a brand; we are a lifestyle for Muslims. Being authentic, relatable and also firm in my identity has been super effective.
I have experience working in social media for different brands and I have learned technical skills through them. However, bringing my own flare to my brand has been key because people tend to resonate more with me and with Behind-The-Scenes posts.
How do you respond to criticism and pushback, as a young professional woman and entrepreneur?
Being a woman entrepreneur is hard. Being a visible Muslim woman is even harder. I am a mother as well and now the amount of barriers in my way are exponential.
Women founders are not as supported as their male counterparts.
In addition, as a niched product-based business, there seems to be less understanding of the need for us to exist.
I use forms of constructive feedback as a means to reflect on what I can do better. However if I feel that the criticism was not from someone I would value their feedback or they are not someone who understands or would be affected by my business, I wouldn’t be hurt by it.
Read more: Annamie Paul on positive social change and community engagement
How has the COVID-19 pandemic impacted your business?
Well, I found out I was pregnant three weeks before the lockdown. Dealing with a tough first and second trimester within a pandemic was incredibly challenging. I had to take time off to tend to my health while I studied full-time.
I returned back to IC in September prior to delivering my son on the 19th of October. Finances have been tough but I am trying to lean into my community and other resources available to recover.
I believe in my mission and I am determined to keep going.
You’re also currently studying journalism at Ryerson University and are the politics editor for @RUtvNews. Since you have a lot on the go, do you have any tips for our readers in regards to time management and prioritization?
Sometimes I don't realize how I am balancing things. To me, it is about being efficient with my time. I used to think that getting big goals done in one day was important. However, it is important to do little things every day to work towards a big goal to work in a sustainable way.
I am also much more compassionate with myself. If I do not reach all my goals, I don't beat myself up and that has helped me be better in the long run.
Read more: Exploring Emotional Eating, Fitness, and the Power of Why with Nabat Sherif
Is there a particular message you want other young women professionals to hear?
People are going to hate. People are going to think you're ridiculous. Let your belief in yourself and your ideas be the drive to go for your dreams. As a woman with many barriers in her way, while it has been disheartening, it has been incredibly motivating to prove my own inner hatred wrong.
Never compromise your beliefs or morals for success. Stay firm and steadfast. It is a tough world but you are tougher.
Mariam Nouser is a 25 year old Egyptian-Canadian from Toronto. As a journalist, entrepreneur and new mother, she aims to uplift and inspire Muslim women and other BIPOC individuals with the work she does. She is the CEO of the halal beauty brand called Infinitely Classic (IC). IC was born out of Mariam's frustration and realization that many mainstream makeup products are not suitable for her as a practicing Muslim.