Vanilla Hijab
Vanilla Hijab is an Indonesian modest fashion brand founded in 2013 by Atina Maulia. It sells hijabs and Muslim womenswear, primarily online.
| Founded | March 2013 |
|---|---|
| Founder | Atina Maulia |
| CEO | Intan (co-founder's sister) |
| Employees | About 100 |
| Website | vanillahijab.com |
What is Vanilla Hijab?
Vanilla Hijab is an Indonesian brand specialising in hijabs and Muslim womenswear. It was founded in March 2013 by Atina Maulia, who started the business at the age of 19 while still at university, and is run with her sister Intan as chief executive.
Products and positioning
The brand's range centres on modest fashion for Muslim women:
- Hijabs
- Busana muslimah, or Muslim womenswear
- Festive collections for Raya
Vanilla Hijab has staged its own solo fashion show and has presented Raya collections at runway events in Indonesia.
Distribution
Vanilla Hijab began as an online shop and has grown largely through social media marketing, with its Instagram account reaching around 2.2 million followers. The business has grown to around 100 employees.
Why it matters
Vanilla Hijab is one of the Indonesian modest fashion brands that grew from a social media storefront into an established label, reflecting the scale of Indonesia's hijab market and the role of Instagram in building young local fashion businesses.
Frequently asked questions
Who founded Vanilla Hijab?
Vanilla Hijab was founded in 2013 by Atina Maulia, with her sister Intan as chief executive.
What does Vanilla Hijab sell?
The brand sells hijabs and Muslim womenswear, mainly through online channels.