After 27 happy and successful years in corporate life working from the ground up in positions that included Field Sales, Training, Marketing and Communications as well as being part of a team that grew Clinique to the number one position in the UK; Maleka Duttu decided it was time to fulfil her own dream and began the creation of MERUMAYA Integrative Effective Skincare® in Spring 2010.

During this time, she met and married Mike, gave birth to a baby girl called Yasmin (it was a natural pregnancy at the age of 48 and followed five miscarriages) and moved house.

MERUMAYA launched online in October 2012 and in 6 John Lewis stores and John Lewis online in January 2013. Today they are in 21 John Lewis stores across the UK - and they have since launched on QVC in January 2014, with plans to expand with other retailers and globally in the near future.

So, if like Maleka you have a burning ambition to make it big in the beauty industry - don't give up! In her own words " keep believing, constantly visualising and create a positive environment to facilitate your dream, your miracle."

Maleka, how did the creation of your brand MERUMAYA come about?

I was compelled to create a brand that would truly resonate with customers. This is a brand that primarily addresses youthful ageing and for those that need it, simultaneous provision for those with spot-prone skin and sensitive skin.

The creation of the brand and every product, is based on the following Pillar Principles:

• Prevent & Perfect – signs of skin ageing. It’s the Integrative concept, for youthfulness.
• Performance – we use evidence-based, clinically tested, active ingredients, in effective concentrations. Even sensitive and blemish-prone skins benefit.
• Pleasure – our signature essence blend and luxurious textures, delight your senses, so you feel fabulous and confident.
• Practicality – innovative formulations and easy-to-use packaging, saves your precious time.
• Personal – we genuinely invite your views, so we stay relevant to your needs and hope you want to support us, by sharing.
• Price – high-performance, luxurious and accessibly priced. Patriotism – a British Brand that is proudly, Manufactured in Great Britain.

Has it always been your goal to launch your own beauty brand?

I always wanted to have my own business and I just could not face the thought of getting to my ‘rocking chair’ years and not having tried. That was even scarier than the scary prospect of actually taking the leap.

When we get past the half way point the poignancy of time being precious is more real. We make footsteps on this planet for too short a time and I was compelled to have a go and give it my best shot, regardless of the consequences. I made a promise to myself years ago that if I have to have regrets, they must be the things I had the courage to do, not those that I was too afraid to attempt at the time.

What is your philosophy and how does your brand reflect this?

I believe that ageing is inevitable and aim to provide solutions that focus on ageing youthfully vs.anti-ageing (which I think happens 6 feet under!), encouraging women to be confident in their looks and ability at every age and to teach their daughters the same, and to encourage people to fulfil their dreams at any age.

I had my first child and launched my first business at 48. I try to improve the messages my "inner voices" give me. I try not to be afraid doing things just because it is unknown and I am afraid of failure and I try to help others achieve this too.

How did you choose the brand name?

MERUMAYA is a made up name, made from the first two letters of the names of my father, mother, myself and sister (now daughter too). It is the name my father would have called his own business, if he’d had the courage to pursue that dream. In naming the brand MERUMAYA I have made at least a part of my Fathers' dream come true.

Can you share some of your business advice / tips for budding beauty entrepreneurs who are keen to launch their own beauty brand?

1. It's a good idea to start a business in an industry you already know, where you have contacts to call upon for support.

2. Start with the end in mind – visualise it often – planning your strategy and tactics with that focus to guide you.

3. Know what your differentiators are versus competitors and test your idea with people you trust after they sign an NDA (non-disclosure agreement).

4. Know your own strengths in terms of skill sets and bring in help where you are weak.

5. Do lots of research – attend trade shows and conferences and talk to other business owners.

6. Put your pride aside – you will need to ask for help and support from all your contacts, friends and family.

7. You must learn to love negotiating – there is always wiggle room on pricing. The old saying, 'If you don't ask, you don't get,' is truer than ever here.

8. Allocate your resources at the customer-facing end to promote and communicate your product/service.

9. When planning your finances, overestimate expenses and underestimate sales so you have an in-built buffer. Ensure you can go at least 1/2 years more than you planned, without making a profit

10. Get to grips with social communication platforms – and learn to enjoy them!

What's been your career highlight to date?

Being in a career and industry that I love with my heart and soul. The entire journey over 34 years. Making a difference and the pinnacle is launching my own brand based on all the values I have as an independent, who is connected to my customers personally and able to base decisions on that relationship.

Briefly, what does your job involve on a day to day basis?

Impossible to be brief on this question. Everything from finance, to retailer negotiations, unpacking boxes, interviewing, digital developments, sourcing packaging and new ingredient innovations, creating new products, brand design, working with team members, media and blogger relations, dealing with contract manufacturers, creating presentations, speaking at events to help others set up their businesses, talking to customers, to attending my daughters school events. It is incredibly varied.

Aside from your business, what are you passionate about?

The most important person in my life, my daughter Yasmin. I was blessed with her arrival via a natural pregnancy at the age of 48 and following five miscarriages. I am so lucky now, as I can see her several times in most working days. I feel blessed every minute. Looking at Yasmin’s face makes every woe and angst, instantly better. Also, I am very close to my family all over the world and very connected to my very special friends. I am very passionate about maximising the most important gift we are all given...life...time and trying to make it all count in terms of experiences, fulfilling dreams, doing good.