My West London Life

maleka

Maleka Dattu

January
29

Founder of Merumaya Skincare, Maleka Dattu on leaving Lancôme and her integrative philosophy of East meets West

Did you always know you’d go into the beauty industry?

Pretty much. From the age of two I carried a comb everywhere and tried to comb people’s hair. When I was eight I stole my aunt’s eyeliner and used up the whole bottle, and when I was five I stole my mum’s lipstick to experiment in the garden. One of my earliest memories is watching my mum paint her nails on holiday in Africa. I can’t have been older than two, but I was hooked from there on in.

Your parents were originally from Zanzibar  – do you think your eastern heritage inspired your business philosophy?

Yes, definitely. The whole integrative idea behind Merumaya combines Eastern values with a Western upbringing. I had the respect, sensitivities and humanity of Eastern values, but the opportunities and freedom from judgement of the West. The mixed influences from my heritage and background made me more inclined to make the world work for me; to bend different ways of doing things together.

Where do you live and why?

I live in Kensington – I have amazing memories of the area from my early teens. I used to walk through the park eating Dayvilles icecream on the high street with my cousins. It had Hyper Hyper, the market, Biba – it represented an incredible cultural cross-roads. With all the independent shops and styles, people came to see and be seen. It was just so exciting for a 15 year-old. I remember lots of Arab men chatting me up in my banana-yellow dungarees. Kensington was a hotbed for everything; a cultural melting pot.

Have you always lived here?

No. I lived in Highgate, where I was born, and then Muswell Hill. My dad worked in the control tower at Heathrow, so we moved to Hounslow where I bought my first flat. I then moved to Bayswater, then finally Kensington after a lifelong yearning. I’ve been here for 12 years, bar one where I moved to the Archive building in NYC’s west village for an Origins job. I loved Notting Hill but it wasn’t right for me.

How is Merumaya different from other ‘integrative’ product ranges on the market today?

We’re the only one! It’s outside in and inside out. I’ve included very high levels of actives at the most affordable prices possible. A west London company using British manufacture, packaging etc, but international intelligence.

Our products are integrative in many different ways. For example, scent makes the experience enjoyable. I wanted to integrate the best of experience, potency, nature and balance. We try to look at the world in 360 degrees, take what works best, then combine these actives at the levels that are most effective. The name Merumaya is also integrative. It is the first two letters of my father, mother, my and my sister’s names.

You were very involved in Clinique, Origins and Lancôme, did you feel you could offer something that wasn’t already on the market?

Yes, definitely. I could combine everything I wanted from skincare, and I think the industry needs creativity – that’s where the integrative element comes in. My line is created on the back of my 30 years experience, so it definitely offers results. We’ve created a very sophisticated formula, which is pleasurable to use, at a very accessible price.

You were largely credited with Lancôme’s most successful skincare launch, Génifique. Why leave when you were on top?

Because the credit was for the sustained execution of its launch. I wanted to do my own thing. I was away on holiday with my husband Mike and I had an epiphany: I’m 47 and I’ve always wanted to have my own line. He told me just to call them and tell them I’m leaving. They were lovely about it – it was just something I had to do. I wanted to do what my dad had always wanted to in terms of starting a business. I was almost held back by caution, as he had been, but I’ve always made whatever I wanted work, and I’m very exacting, so I was prepared to put in whatever it takes. You’ve got to anticipate the outcome of each decision you make, and then the outcome of that next decision.

In such a competitive and saturated market, did you ever have doubts about the success of Merumaya?

Yes. I had what I called ‘the bewitching hour’ in the lead-up to launch – I’d wake up in the small hours gripped by panic. The fact I genuinely believe in the brand made the fear worth it. I’d put everything I had into the brand so, of course, I panicked at times.

Do you have a favourite west London hangout?

A few. The Electric upstairs, the Mall Tavern, The Windsor Castle, The Churchill Arms and Zuma, especially for their chilli lime squid.

Describe your ideal weekend:

It would start with brunch in London. Then we’d drive down to Brighton, wander through The Lanes, eat chips on the beach, walk on the pier, then we’d drive back to Kensington to wake up to breakfast at home. On Sunday we’d walk through Kensington Gardens, along Westbourne Grove and on to Portobello for lunch and the veg market. Then we’d see my parents, sister and nephews. I’m sure I’d have to squeeze some work in at some point as well.

Where are you happiest?

I’m happiest with my husband Mike and my family, baby and friends. I’m also happiest in a hot climate, lying on a beach and eating outside on hot balmy evenings.

In London I love entertaining everyone at ours. Mike’s a great cook and I absolutely love having a bunch of people over.

Where do you see yourself in 10 years’ time?

My vision is that one in 10 British women have at least one Merumaya item on their dressing table. I’d love for another British brand to take a place on the international stage. This is one of the reasons I kept the brand exclusively British – it’s more expensive but I really believe it’s best for us.

Merumaya Skincare is sold in John Lewis from Saturday 12 January 2013.

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19

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