Ida Othman

Ida Othman’s story is one of perseverance, embracing the power of outsourcing and a personal quest for a safe, natural and effective teeth whitening solution. It all began with Ida’s own desire for a brighter smile and from this desire, her teeth whitening product was born!

Episode 7

Written by

Krista Goon

Published on

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Womenpreneurasia S08 Ida Othman

Ida Othman

Ida Othman’s story is one of perseverance, embracing the power of outsourcing and a personal quest for a safe, natural and effective teeth whitening solution. It all began with Ida’s own desire for a brighter smile and from this desire, her teeth whitening product was born!

Episode 7

Written by

Krista Goon

Published on

Share this episode on:

Womenpreneurasia S08 Ida Othman
Womenpreneurasia S08 Ida Othman

Ida’s story is one of perseverance, embracing the power of outsourcing and a personal quest for a safe, natural and effective teeth-whitening solution. It all began with Ida’s personal desire for a brighter smile.

The Spark of an Idea

“I became obsessed with getting my teeth whiter but didn’t want to use chemical-based products and treatments,” Ida explains. “I preferred a natural remedy. But nothing I bought online and off-the-counter worked!”

Determined to find a gentle and effective option, Ida turned to research.

A friend suggested charcoal powder, a popular natural remedy. While Ida noticed some whitening with store-bought baking charcoal, the mess and gum sensitivity were dealbreakers.

Undeterred, Ida embarked on a journey of experimentation, aiming to create a natural whitener that was both effective and user-friendly.

Her solution? A custom concoction combining bamboo charcoal powder, virgin coconut oil, and other secret ingredients, formulated for a gentle and mess-free experience.

From Homemade Recipe to Scientifically Backed Product

Sharing her creation with friends and family, Ida received positive feedback despite the initial formulation’s limitations. She made small batches for family and friends especially those who smoked and after a few weeks, those who tested her product said their teeth did seem brighter and whiter!

This positive response fueled Ida’s determination. She was introduced to scientists at Universiti Putra Malaysia who agreed to help her improve the formulation. After months of research and going through countless samples and lab tests right down to getting approval from the Malaysian Ministry of Health, her first product, a natural tooth polish, was launched in April 2017.

Building a Brand At Bazaars

Armed with a science-backed product, Ida hit the ground running, selling it at bazaars across Klang Valley, Penang, and even Singapore for two years. This original product – the tooth polish – remains their bestseller to this day. After months of dedicated research and development (even during the pandemic lockdown!), Ida expanded her offerings with new products.

Ida’s sister, Dilla, has been a key player in the brand’s success. Dilla designed their logo and packaging, and together they’ve grown the brand from a one-product called “CHACOLOGY” into the thriving “GOGY NATURAL.”

GOGY NATURAL has blossomed from offering just one product to four, with plans to expand into two additional countries soon. They’ve also brought smiles to over 50,000 customers and counting!

The Power of Ecommerce and Outsourcing

Leveraging the power of ecommerce, Ida has built a successful online business. She utilizes warehousing and logistics suppliers along with an outsourced marketing team that creates video ad campaigns. This approach allows Ida to scale her business without the burden of order fulfillment or managing a large team of employees. In fact, Ida finds this business model to be significantly easier to manage compared to her previous ventures in spa and food businesses.

Ida’s entrepreneurial journey is an inspiration for those who are hesitant to embark on a business venture due to a lack of formal planning. Instead of starting with a rigid business plan and target audience, Ida took a more organic approach. Through trial and error, selling at bazaars and pop-up markets for two years, she was able to gather valuable customer feedback that helped her refine her product and identify her ideal target audience.

Her go-getter attitude is demonstrated in her “Just do it” attitude. Ida says that her mom and best friend serve as her source of inspiration. When she isn’t working on her business, Ida enjoys delving into autobiographies, allowing her to learn from the experiences of others and chills with R&B old skool music.

The most rewarding aspect of her business, according to Ida, is the continuous personal growth and learning experience. Every day brings new opportunities to develop her brand while enjoying her life. Ida’s story shows us that if one is willing to take risks, be a little bit unconventional and remain humble, success can be achieved even without a traditional roadmap!

Find out more about Ida Othman through these links: