Datuk Seri Aliff Syukri Kamaruzaman
From humble beginnings to a cosmetics and wellness empire — the story of one of Malaysia's most recognisable entrepreneurs.
From humble beginnings to a cosmetics and wellness empire — the story of one of Malaysia's most recognisable entrepreneurs.
Born in Felda Kechau, Kuala Lipis, Pahang on 3 April 1987, Aliff Syukri grew up in a modest family. His father was a security guard and his mother, Rozita Ibrahim, founded the cosmetics brand Sendayu Tinggi. He began selling goods at just seven years old while living with his grandmother in Sabak Bernam, Selangor.
Born in a rural part of Pahang, Aliff experienced poverty first-hand. His family once received zakat assistance for school supplies and food — an experience that shaped his later philanthropy.
He attended Sekolah Kebangsaan Sungai Besar, then Sekolah Menengah Telok Gadong in Klang. He also spent time at Sekolah Pondok Pasir Tumboh, Kelantan, deepening his religious knowledge.
His entrepreneurial journey started at age seven. At 19, he began building a property portfolio and started paying zakat — a practice he continues to this day.
What began as a small herbal startup has become one of Malaysia's top wellness and cosmetics brands. Aliff is the founder and driving force behind D'Herbs, a company that now offers over 300 products across cosmetics, health supplements, and home essentials.
D'Herbs started with herbal cosmetics and skincare. Today it produces blenders, household goods, and daily essentials, with a popular blender selling over 100,000 units in under a month.
Aliff plans to open "Papa Mart", a retail concept inspired by Primark but with a local identity, bringing all D'Herbs products under one roof by around 2030.
A master of social media marketing, Aliff often uses his own flamboyant persona to promote products — a strategy he admits is calculated for publicity.
Over two decades in business, Aliff Syukri has received numerous honours, from entrepreneurship awards to recognition for his charitable contributions.
Awarded by the Federal Territories Youth Council and presented by Deputy Prime Minister Datuk Seri Dr Ahmad Zahid Hamidi.
Won the inaugural Most Popular Seller trophy at the 37th Anugerah Bintang Popular BH, sharing the win with his son Ammar Ahyan.
Recognised multiple times by Lembaga Zakat Selangor, including a record RM2 million contribution through D'Herbs in 2025.
“Glamour without money for me is emptiness. What really sustains a person is the assets they have.”
— Datuk Seri Aliff Syukri, in an interview with New Straits TimesAliff Syukri is one of Malaysia's most prominent business zakat contributors. His philanthropic journey is deeply personal — he was once a zakat recipient himself as a child.
In 2025, D'Herbs Holdings paid RM2 million in business zakat to Lembaga Zakat Selangor — the highest contribution that year.
He has expressed a dream to build a mosque, a madrasah, and an orphanage in Selangor as part of his long-term charitable vision.
He began paying zakat at 19, when his salary was RM650 and his monthly zakat was just RM7. Today, he gives back on a completely different scale.
Aliff married Datin Seri Nur Shahida Mohd Rashid in 2007. Together they have six children and live in Selangor.
His wife and partner in business. They married when Aliff was 20 and Shahida was 22. She manages much of the company's accounts and has been a constant support.
Ammar Ahyan, Qadejah El Zahra, Ibraheem Adham, Yusof Al Qardawi, Raudah Arshiyah, and Luqman Al-Hakim.
Aliff has spoken openly about regretting not spending enough time with his late father, who passed away at 59. He produced a Raya short film, Ya, Abah Saya Security, inspired by that experience.