Introducing ellemkay.

Ameera Khan is no stranger to the fashion realm. With her impeccable style and love for beauty, she has been at the forefront as Malaysia’s It girl. With 1.6 million Instagram followers and counting, she’s taking a step forward with the launch of her beauty brand, ellemkay.

Ameera’s devoted fans are no strangers to the moniker “ellemkay,” a playful nod to her affectionate nickname “LMK,” or Little Miss Khan. This name embodies her whimsical love for soft, pastel-hued cheeks, a passion that dances through her everyday beauty routine. With a brushstroke of creativity, she has crafted a brand that reflects her unique aesthetic and signature approach to makeup.

Taken from a statement, she explains, “I wanted to create something effortless. I chose “ellemkay” instead of the letters LMK because I wanted it to feel a little less predictable. Most people who follow me on my socials know me as LMK, but spelling it out adds a unique twist while still keeping the same touch and feel.”

Here’s a fun fact: Her Ellemkay logo is based on her mum’s handwriting. “It felt really personal and meaningful, and I love that it carries my mum’s touch – it’s like having a little piece of her as part of this brand,” she expresses in a statement.

Ameera has made a remarkable entrance with her brand launch, featuring two exquisite shades of Baby Blush. This thoughtful introduction feels instinctively right, as blush—a staple in Ameera’s daily routine—embodies the effortless beauty she champions.

Catered for every personality, these blushes are both minimalistic and travel-friendly, ensuring that a touch of colour is always within reach. The allure doesn’t stop there; they are fragrance-free and infused with hydrating ingredients that nourish the skin while enhancing its natural radiance.

The best part? These products are cruelty-free and vegan as a reflection of her commitment to ethical beauty.

After receiving amazing responses from her devoted fans, we caught up with the star ahead of her launch to learn more about her exciting future plans for Ellemkay.

What you need to know about ellemkay:

Hi Ameera, how are you feeling ahead of your launch for ellemkay?

Ameera Khan: Hiii! I’m feeling so many emotions—excited, nervous, and incredibly grateful that I’m able to put something I love out there and share it with everyone.

Is there a specific story on why you’re launching ellemkay?

AK: I wanted to create products that feel effortless, inclusive and fun because that’s what I personally look for in my everyday makeup routine — something that is simple, natural and minimal. As someone who is constantly busy, travelling, and juggling so many things, I need products that make my life easier. That’s why ellemkay is designed to be something everyone can use and take with them everywhere.

What is the direction that you’re aiming for?

AK: The direction I’m aiming for with ellemkay, is to create a brand that feels more like a lifestyle, something personal, approachable and empowering. I want ellemkay to be versatile, high quality and perfect for everyone.

How did you decide on your baby blush shade names?

AK: The names for my baby blush are really personal to me. ‘darling’ is inspired by my cat, who’s actually named darling. She’s my little baby, and I thought it was the perfect name for a soft, romantic mauve shade. ‘kisses’ is all about being playful and cute, I feel like it’s the perfect name for a pop of pink.

What can we expect from you and ellemkay in 2025?

AK: For 2025, we’re already planning something cute and fun, but I don’t wanna give too much away. There are a lot of exciting things in the works, and I seriously can’t wait to share them all with you. Some are to stay for good, but some are limited editions, so big things are coming.

What are your top three beauty essentials to have during your travels?

AK: My top three beauty essentials for travel are so simple: an eyelash curler, blush and lip balm. That’s really all I need to feel put-together. A good eyelash curler instantly opens up my eyes. Blush adds that fresh pop of colour to my cheeks, and lip balm keeps everything hydrated. When I travel, I’m all about easy-to-use products that make me feel confident without taking up too much space or time.

Lastly, what can your fans expect from you in 2025?

AK: In 2025, you can expect a lot of exciting things, but I’m keeping the details to myself for now. I have big dreams, but I believe in letting my work speak for itself. I’d rather focus on making it happen first and then sharing it with everyone.

Discover ellemkay here. 

All images credited to ellemkay