[4] With the help of her husband, Datuk Seri Khalid Mohd Jiwa and two others business partners, she ventured into the cosmetic industry after two years of research with AC Nielsen to study the market and target customers.

[6] Before being released into the market, SimplySiti received Halal status from Jabatan Kemajuan Islam Malaysia (JAKIM) officials who visited the factory in Korea to inspect every aspect of the production with strict regulations to ensure the products are Halal.

[3] Many of the products, especially her lipstick range released bear the names from her singles' and albums' titles.

[5][2] Marketing strategies include availability of the products over 200 Watsons, Guardian and Jusco outlets throughout Malaysia,[2] with its first kiosk at the JB Sentral in Johor Bahru[7] and there are plans for promoting the products to Brunei, Indonesia, Singapore and Middle East countries.

[8] A limited gold edition of SimplySiti products with her signature was released in late August especially for Hari Raya Aidilfitri[9] and a month later, a new collection known as "SimplySiti Glam Red" was released with five new hues for the lipstick collection.