The entrepreneurial trail is rough, exhausting and calls for sheer perseverance. Opportunities are plenty but what differentiates a conventional risk-taker from a businessman is knowing when to act. Dr Aidil Azry Dato’ Mokhtar, Founder and CEO of Idealyst Beauty Sdn Bhd speaks on how having a vision and a prowess for grabbing opportunities at the right moment has helped him shape Idealyst Beauty as a prominent home-grown aesthetic brand set to go further in the industry.
Looking back, Dr Aidil Azry Dato’ Mokhtar, now in his late thirties, grew up as a ‘visionary’. Ever since his childhood, Dr Aidil always knew what he wants and what is exceptionally interesting is his resolution to pursue his dreams. Among his many aspirations was to live abroad and so when he got the opportunity to pursue his medical degree at the University College of Dublin in Ireland, he took it in a heartbeat.
Although medicine was not what he had in mind, Dr Aidil endured. Upon graduating, he served in the public medical sector and this has taught Dr Aidil many valuable lessons although he found the schedules and long hours cumbersome. In his search for more flexible hours to balance his professional and personal life, Dr Aidil left the public sector in 2007 and started a private practice as a general physician.
“Any doctor can diagnose a common cold and fever but I wanted to differentiate myself so I decided to sub-specialize in aesthetics medicine,” shares Dr Aidil who chose the field for its promising future. He is quick to recognize the potential of aesthetic medicine in Malaysia as the demand for less invasive and rapid treatments from consumers continues to rise steadily.
After seven years of learning and working with various aesthetic clinics, Dr Aidil pursued his new ambition of becoming an entrepreneur by starting Idealyst Clinic in 2014. A firm believer of branding, he carefully crafted the name Idealyst, inspired by his own name and its literal definition of perfection. “The brand has to be strong, so I ensured it carries commercial potential, easily recognized and able to make an impact in whatever industry I venture in,” he says.
Dr Aidil then took every opportunity to promote the brand through exposure on various platforms. “Ever since the beginning, I invested a lot in building the Idealyst brand, from traditional media like television, to social media like Instagram,” he shares. Idealyst also sponsored various events in the country, exposing the brand to celebrities who then did endorsements through collaborations and word-of-mouth.
Thanks to a rigorous branding exercise, the Idealyst brand now helms three business portfolios, namely Idealyst Clinic, Idealyst MediSpa and Idealyst Clothing. Dr Aidil himself has garnered awards like the Selangor Excellence Business Awards 2014 for Professional Services in Aesthetic Business, Selangor Excellence Business Awards 2015 for Industry Class in Beauty & Wellness, Global Branding Awards 2016 for Global Brands in Luxury Beauty Medispa and SME100 Award for Fastest Moving Companies 2016.
As the local aesthetic medicine industry grows, Dr Aidil admits it is becoming more challenging and more effort is needed to keep his brand and quality intact. “The industry has become a gold mine for many but it is also tainted with unhealthy competition by unqualified personnel, price wars and the use of substandard products that could be harmful or produce no results,” reveals Dr Aidil.
“As a responsible practitioner, I do my best to educate my clients with products and treatment knowledge to help them make the best decision,” explains Dr Aidil who believes that sincerity is essential to maintaining his customer’s trust. Despite the tribulations, Dr Aidil has great plans to continue expanding Idealyst. More Idealyst Medispa outlets are opening under its franchising business model and he plans for his brand to venture into the F&B business in the near future.
Dr Aidil would encourage aspiring entrepreneurs to build a set of principles and to never compromise them. “Have your own principles and stick to it. Be sincere and give more than you are expected of. It will bring you success eventually.”