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Entrepreneur Dana Safia


Entrepreneur Dana Safia

My name is Dana Safia and I am a Singaporean with Javanese roots. Not a lot of people know that I balance my corporate life of being a full time Digital Recruiter whilst owning my own brand, Autentik Palate (House of JAMU by Dana Safia).

 It may sound like a handful but the beauty of working on both these projects allows me to grow and is in line with my interests. My full time job challenges me while my own business is born from my love for health and fitness. This keen interest in health and beauty was born from a dark point in my life.

Needless to say, the bounce back has stemmed from the sheer hard work and dedication of being committed to my goals. Something that I have built as a discipline through my exercise regime of training six days a week. This may sound torturous to most, but it is therapy to me.

What inspired you to be an entrepreneur?

It has always been my dream to build a business from the ground up. To truly understand the works and the feeling of wanting to give back to the community in a way that I feel is most suitable and sustainable.

I knew I had it in me because I grew up with women entrepreneurs. My grandma who was a masseur (pre and post-natal) and a traditional medicine practitioner, and my mom who had her own beauty salon and canteen.

Watching both women work their magic whilst growing up has taught me so many things. Although they didn’t necessarily pass down words of wisdom or trait secrets, I picked up most of the information I needed from my learning curves. I watched and observed what they did, both right and wrong to maneuver through my own business.

Can you tell us more about your brand Jamu?

 JAMU by Dana Safia is under the company, Autentik Palate. We are advocates of traditional herbal remedies with contemporary practices. We pride ourselves on being a sustainable company that supports the fight against climate change.

I launched JAMU by Dana Safia to educate people on the power of Indonesian herbal remedies. Recipes from my grandmother have been passed down from generations, to whomever is ready to continue from the benefits. The recipes that are available in the market are accessible for both men and women.

Each jamu flavour and type carries their own benefits specific to each biological system and targeted to carry out certain effects.

I have started experimenting on how to improve the recipe to suit the modern world and needs. It’s an ever-changing time and we are making sure we accommodate as many people as possible. The whole idea of recreating JAMU is to market to the mass and educate them.

What 3 fun things do you love to do in the city you live in?

FOOD: Although it might come as a surprise to some people, I do enjoy a good feast.  Whenever possible, I’ll book a restaurant that I have not tried and bask in the various culinary experiences. What more, I live in a city where the food is diverse and the luxury of trying a new cuisine is possible almost any time.

BEACH: Sentosa is one of my favourite spots to chill over the weekend. You can spot me at my favourite beach club either with my friends or on my own reading a book. It is a way for me to detach myself from work and the bustling city. I need time to recover and recuperate from a long week of work and stress. Decompressing is important to anyone.

WALK WALK WALK: I am blessed to be living along the stretch of the Green Corridor. I enjoy long walks exploring the city in a different way.

Which beauty products are a must have in your collection that you regularly use?

ICING: I must ice my face twice a day, once during the day and another at night. Icing your face helps with blood circulation, eliminates puffiness (especially around the eyes) and boosts my skin to a healthier glow.

HOURGLASS MASCARA: I can go out without powder or foundation, but mascara is a must for me! I would feel bare if I don’t put on at least mascara for my eyes.

RETINOL SERUM: I aim to age gracefully but also to fight the tides of time with my biological clock. Retinoids reduce fine lines and wrinkles by increasing the production of collagen and it is one of my favourite superpower products.

If you could have a super power, what would it be?

Teleportation. Either to another place or to the past/future.

Being able to teleport would allow me to see the world and SAVE SO MUCH TIME FROM TRAVELLING. Seeing the past and laughing about how naïve I was and anticipating the future keeps me looking forward!

On a scale of 1-10, how much of an adventurer are you?

I would say about 8. I still have some fears that can hold me back from doing things.

What is a lame or funny attempt a guy has tried to know you?

Just by calling me pet names. That would turn me off.

Thank you for taking the time to answer our questions Dana. One question before we end, how do you define “sexy”? 

“Never be apologetic with the way you look or feel”. That’s sexy! 

Follow the beautiful Dana Safia on


Other Works: Skin line is on the works now. Launching in 2022. Keep a lookout!

Images courtesy of Dana Safia

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SimplySxy Editorial Team

The SimplySxy editorial team brings to you the latest points of views, topics & trends, graphics and some of the most interesting reader submitted exciting escapades for your reading pleasure.


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