FACULTY BUSINESS & MANAGEMENT UiTM MACHANG KELANTAN

ENT300
FUNDEMENTALS OF ENTREPRENEURSHIP

INDIVIDUAL ASSIGNMENT - 1
TITLE : MADAM ERIYCA BAIDURI ( NOIR BEAUTY & HEALTH )
CASE STUDY

Prepared By:
SITI FAZERRA SURIANIE BINTI ROSLEE
201943710
D1BA1195G

Prepared For:
MADAM SITI AMINAH

SUBMISSION DATE
18/11/2021

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Table of Contents

1. EXECUTIVE SUMMARY ………………………………………………….3

2. Entrepreneur Profile………………………………………………………..4-5
3. Entrepreneur Competencies………………………………………………….6
3.1 Risk Taking and Tolerance for failure……………………………………6
3.2 Creativity and Visionary…………………………………………………..7
3.3 Honesty and Honour……………………………………………………….8
3.4 Self-Independent and in Control………………………………………….9
3.5 Information Seeker and Systematic Planning………………….……10-11
4. Appendices……………………………………………………………………12
5. References…………………………………………………………………….13

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1. Executive Summary

Purpose

The purpose of this case study is to describes the entire entrepreneurial competencies
are possessed by entrepreneur, Company’s CEO and founder, Eriyca Baidury or
fondly known as Madammu who sells Noir Health & Beauty Products. Her
Characteristics and information are provided in this case study. All the information
are written with consent.

Highlights & Major Points.

This case study consist five descriptions about entrepreneur information and
characteristics. All this information are not directly or lead to the interview to answer,
instead searching on internet and by looking up from the interview that already
published by media on Youtube. Listed below are the information will be highlights
in this case study:

1. Risk taking and Tolerance for failure.

2. Visionary and Creative
3. Honesty and Honour
4. Self-Confident and In Control.
5. Information Seeker and Systematic Planning.

Result

At the end of the case study, we managed to get a lot new knowledge about
businesses in the real world. We also got to evaluate business’s performance. From
this case study, we can see how the entrepreneur managed to handle their business by
using a lots of marketing strategies and after through a difficulties in order to make
their brand, products and services being noticed by people.

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2. Entrepreneur Profile

Company’s CEO and founder, Eriyca Baiduri or fondly known as Madammu

experiences building and growing her brand Noir Health & Beauty. The elegant and
stunning Madammu, whose impossibly bright smile and cheery laugh are infectious,
shared such an interesting story on how she started the business with almost zero
capital. It may sound impossible to believe but when she explained further on how she
employs social media and take a step forward, it is all fair and square game.

The 29-year-old businesswoman was raised in a ‘business family’ environment. Her

mother used to run a restaurant so the business trait has long run in her blood. She
started Noir two years ago after finished her studies at Masterskill University College
of Health Sciences taking Diploma in Healthcare. During that time FB live was viral.
Everyone was doing it and she did it too for fun. She shared beauty tips to all her
friends and much to surprise the follower increased drastically from 10 followers to
8,000 followers in a month.

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She then saw the opportunity that she could explore. As she has already established
followers, she decided to come out with a beauty product. She so obsessed with
beauty and you can see it from her appearance. She want to share beauty tips with
everyone else and the most important thing is she want them to be pretty and feel
pretty.

Armed with a sheer purpose to helping women to build their confidence, Noir Health
& Beauty was born – selling sunblock as their main item. From solely for fun, the
business paid off handsomely.

Noir Health & Beauty is focused on a simple idea. Promoting only three products to
date, Madammu believes that quality is far more important than quantity. Noir stands
to be different than other local products in the market. For Noir, their products are
really basic. Rather than promoting night and day cream, they sell something that
local products rarely do such as UV sunblock.

As the business is expanding, she had to ask her cousin to help her out. At that time,
her team grew to 600 people. It was beyond her expectation and it happened within a
short period of time, she also shared that the factory produces 30,000 to 40,000 per
product in a month and the packaging are all done in Malaysia.

Since Noir Health & Beauty commenced its business in 2017, the business has
expanded immensely. She has successfully brought in RM 4million turnover in just
one year operation and made it a success story. While the skincare products continue
to grow and her team also expands from time to time.

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3.Entrepreneur Competencies.

Upon on information provided in internet and by watching Madam Eriyca Baiduri

interview on the youtube, I had to know more about her business. Even before this,
she showed subtle entrepreneur competencies from the way she talks and bring herself.
Below are the entrepreneur competencies shown.

3.1 Risk taking and Tolerance for failure.

Madam Eriyca Baiduri started the business with almost zero capital. She using the
opportunity that she had to improve her career. She said that she started from shared a
beauty tips to her follower but she became surprise that suddenly her follower
increased drastically. So she take that opportunity to come out with a beauty products.

Madam Eriyca Baidury also, improving their business skills by recruit many
women than help build them from zero to hero as her products agents. As the business
has got its spotlight, Madammu is planning to grow the business and make it more
marketable. They are now eyeing to advertise on TV and radio.

Besides using TV and radio as platform to promote her products, she also using
social media to marketing. For those who want to know her products more can see her
live in her Facebook or Instagram. Just search NOIR Health & Beauty HQ in
Facebook, we can see her lifestyle and we can ask her directly about NOIR products.

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3.2 Creative and Visionary.

As being mention before Madam Eriyca Baiduri know what kinds of beauty
products she wants to come out with. Instead of making a regular cosmetics products
that have night and day cream, she come out with UV sunblock that rarely being sell
by local. NOIR stands to be different than other local products in the market. Their
products packaging also looks expensive but the price actually affordable.

She identified a gap in the modest cosmetics market and came out with a brilliant
idea by introduce her sunblock and serum. She launched her own products to women
of all ages. The more interesting parts is she being creative with her products
packages that using glass bottles, recycled and recyclable plastics, and recyclable or
used paper.

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3.3 Honesty and Honour.

Recently, NOIR organized a webinar session at MBO Starling Mall with their new
campaign Bangkit Wanita via their new NOIR mobile. She using this platform to help
more women, especially housewives, single mothers, and even successful women to
generate income. As we can see here, she comprehensive marketing strategies both
online and offline. See using live in social media as platform for her to become close
to her customer and in order to increase more people to know NOIR Health and
Beauty products.

She also doing an online platform training and provide guidance to NOIR
entrepreneurs to be successful when they join NOIR. Today we can see they are many
women who become an agents and a parts of NOIR team. As today NOIR has helped
many women in changing and improving their lives since its inception a few years
ago. Many of the NOIR team have been successful even though most of them are
homeless and have no experiences in the field of entrepreneurship.

Madam Eriyca Baidury honest in making her products as she tells that she
promotes halal and premium beauty products only. The formulation of her products
emphasizes on vegan importance, no animal experiments ans she also create
awareness in sustainability to grow and at the same time to maintain formulation.

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3.4 Self-Independent and In Control.

Given a complete package as a woman, slim body, perfect skin with the exact style of
a famous model, this young mother is considered very lucky, not to mention when the
product brand she founded is increasingly showing success. Once aspired to be a
newsreader after graduating with a degree in mass communication, Madam Eriyca
Baiduri never thought his career path was much different than dreamed. But she still
so optimistic about the new branch of business she ventured into with her sisters.

Her obsession for beauty, prompted her to start a bold move by starting a business
in the field of beauty and founding the Noir Beauty & Health brand. Even though she
is aware that it is not an easy of competition that she has to face. However, she is not
afraid, in fact, it is her nature that will make something happen. Not looking back, this
woman is resilient in the face of ups and downs in business.

She said, success will not come without hard. For her, self -confidence,
shamelessness and high discipline are the main keys to succeeding in something.
Apart from that, she said, the challenges in business involve big games, so she needs
to ensure the production of the best product and never compromise on the quality of
the product produced. Therefore, product research and development is always done
from time to time.

She consider this competition a healthy one and every product manufacturer wants
to be the best. This situation actually benefits the consumer as it’s gets the best
benefits in each product. Therefore, she work hard to ensure that Noir products
remain relevant and satisfy customers by featuring the latest innovations and
technologies in product manufacturing.

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 3.5 Information seeker and systematic planning.

Madammu's vision not only emphasis on achieving healthy well-being and beauty
but also benefiting others in generating their own personal income through
entrepreneurial platforms provided by the company. She pick product formulations
emphasize the importance of veganity, no experimentation on animals and creating
awareness in sustainability to grow and at the same time to preserve quality and
formulation for our loyal consumers.

I think the way she choose to produce her product and the ingredient that contained,
actually it is a good and smart way. Because now days we can see people more
sensitive about earth environment and animal life. Instead using animal for their
cosmetics test, Madam Eriyca Baiduri choose to say no towards experimental on
animal. She also doing a lots of research about her cosmetics ingredient.

She choose the best and safe ingredient. Her Noir skincare solution formulated in
Japan & Korea with state-of-the-art technology and natural ingredients sourced
through botanical metabolic processes to captivate the translucence and radiance of
beauty. As being mention before Noir Beauty and Health, pursuing the awareness in
sustainability, the company packages using glass bottles, recycled and recyclable
plastic, and recyclable or used paper.

The company pride in constant dedication in researching and development in

producing most effective and non-magical product lines from mystical ingredients
engineered throughout the centuries. Capturing the finest supremacy of properties
through plant originated and crystal extraction processes, will carry on crafting halal
and premium beauty products.

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Not only that, Madam Eriyca also do a research about fermentation proves to
demonstrate phenomenal results in the beauty industry. Based on her statement super
tiny artists and alchemists performing together in botanical symphony. Combining
individual ingredients through a metabolic process that would then transforms into
outstanding micronutrients ready for the skin to distinguish and consume. NOIR
characteristic fermentation process undergoes months of maturity.

Her products harvested in Japan, nurtured through aromatic plant where natural
gardening happens, and sustainability leads the industry. Focusing our enhancement
on the activity in achieving the vitamins, minerals and other pure ingredients. Thus,
creating splendid effect to the skin.

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APPENDICES
Pictures of Noir Founder, Madam Eriyca Baiduri and her product.

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References

1. Online artikel Saksikan Kepayahan Ibu pejuang Kanser besarkan 3 anak sendirian.
Madammu bangkit bergelar jutawan by NONA https://www.nona.my/saksi-
kepayahan-ibu-pejuang-kanser-besarkan-3-anak-sendirian-madammu-bangkit-
bergelar-jutawan/.

2. Online News NOIR Health & Beauty Sdn Bhd: Interview with CEO and founder
Eriyca Baiduri by The BrandLaureate Awards. In December 14th, 2020.
https://www.thebrandlaureate.com/noir-health-beauty-sdn-bhd-interview-with-ceo-
and-founder-eriyca-baiduri/.

3. True Story Behind This Millionaire Entrepreneur’s Success That Will Inspire You
To Never Give Up. By WargaBiz In 28 June 2019.
https://wargabiz.com.my/2019/06/28/i-started-noir-health-beauty-with-fb-live-only-
eriyca-baiduri/.

4. The Company - Noir Health & Beauty by Noir

https://www.noirbeautyworld.com/the-company/.

5. Bangkit Wanita By Noir Webinar Session by Sunshine Kelly

https://www.sunshinekelly.com/2020/09/bangkit-wanita-by-noir-webinar-
session.html.

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 ENT300 CASE STUDY
ASSIGNMENT
by zerraroslee 1

Submission date: 18-Nov-2021 06:11AM (UTC-0500)

Submission ID: 1706495590
File name: ENT300_ASSIGNMENT.docx (1.85M)
Word count: 2048
Character count: 11250
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ENT300 CASE STUDY ASSIGNMENT
ORIGINALITY REPORT

14 %
SIMILARITY INDEX
12%
INTERNET SOURCES
0%
PUBLICATIONS
4%
STUDENT PAPERS

PRIMARY SOURCES

1
www.noirbeautyworld.com
Internet Source 8%
2
Submitted to Universiti Teknologi MARA
Student Paper 3%
3
www.scribd.com
Internet Source 1%
4
www.thebrandlaureate.com
Internet Source 1%

Exclude quotes Off Exclude matches Off

Exclude bibliography On