Dato' Seri Vida Hasmiza Othman
From a Kelantan schoolteacher to a multi-million-ringgit cosmetics mogul, Dato' Seri Vida is Malaysia's most flamboyant and polarising entrepreneur. She built a beauty empire, became a viral sensation, and redefined personal branding in Southeast Asia—while facing intense legal scrutiny in recent years.
Who Is Dato' Seri Vida?
Born Hasmiza binti Othman on 24 October 1971 in Machang, Kelantan, she is a self-made entrepreneur, singer, author, and cultural phenomenon.
Humble Beginnings
Before fame, Vida earned a teaching qualification and worked in education. Teaching paid the bills but not her ambitions, so she left the classroom to start a small beauty business from home. Over time, her charisma and relentless energy helped her products gain attention.
The Dato' Sri Title
In 2014, the Tengku Mahkota of Pahang conferred upon her the Darjah Sri Sultan Ahmad Shah Pahang (SSAP), which carries the title Dato' Sri. This recognition cemented her status as one of Malaysia's most prominent business figures.
Qu Puteh Empire
She formalised her company as Vida Beauty Sdn Bhd and created Qu Puteh, a whitening and skincare range. The slogan "Qu Puteh, Qu Puteh, Barulah Putih" became a pop-culture catchphrase, propelling her from local entrepreneur to household name.
Beyond Beauty
Vida launched a music career with the 2017 single "I Am Me," followed by "Ku Ikhlaskan" and "Muah Muah Raya" in 2022. She has also appeared in films like Hantu Kak Limah (2018) and Gui (2023).
"I can't tell the key of success, but the key to failure is trying to please everyone."
Business Empire
From a single beauty product to a diversified portfolio spanning cosmetics, property, entertainment, and e-commerce.
Vida Beauty & Qu Puteh
Founded from scratch, Vida Beauty became a multimillion-ringgit enterprise. In 2015, she spent millions to sponsor Anugerah Juara Lagu 29, ensuring Qu Puteh's jingle aired repeatedly. The company also expanded into Pamoga, a herbal health drink.
Property Portfolio
Vida owns approximately 20 residential and commercial properties, valued at around RM50 million. Only one is her personal residence—the rest are offered as free housing to staff and relatives.
Entertainment & Media
She released the viral single "I Am Me" (2017), authored a business book, and has appeared in films. Her official YouTube channel, DSV Entertainment, hosts her music and product content.
Expansion into Singapore
In late 2025, Vida announced plans to build a "second home" and expand her business into Singapore, renting office and warehouse space. She continues to explore new ventures despite ongoing legal challenges.
Milestones & Timeline
Key moments in the life and career of Dato' Seri Vida.
Born in Kelantan
Hasmiza binti Othman is born on 24 October in Machang, Kelantan.
From Teacher to Entrepreneur
Quits teaching to enter the beauty industry, eventually founding Vida Beauty.
Conferred Dato' Sri
Receives the SSAP award from the Tengku Mahkota of Pahang.
Qu Puteh Goes Viral
Her product advertisements become a nationwide sensation, catapulting her to fame.
Mercury Controversy
Two Qu Puteh products banned after excessive mercury levels were discovered.
"I Am Me" Released
Launches her debut single and music video, which garners massive views.
Legal Troubles Begin
Default judgment of RM15.5 million entered against her and Vida Beauty over unpaid loans.
Asset Seizure
High Court authorises seizure of her Ipoh bungalow and luxury vehicles over RM1 million debt.
Asset Auction
727 items plus three cars auctioned for RM1 million. She continues expanding into Singapore.
Legal Setback & New Love
High Court dismisses her bid to set aside the RM15.5 million judgment. Opens her heart to Datuk Fazley Yaakob.
Controversies
Vida's journey has been marked by both adoration and intense controversy.
RM15.5 Million Default Judgment
In March 2026, the High Court dismissed Vida and Vida Beauty's bid to set aside a RM15.5 million default judgment obtained by Maybank Islamic over unpaid financing facilities. The court ordered the sale of several properties to recover the debt.
Mercury Allegations
In 2016, Malaysia's Ministry of Health banned two Qu Puteh products— Whitening Pro 9 and UV Block—after discovering excessive mercury levels. The company recalled the items and issued refunds.
Ipoh Bungalow Auction
In 2024, enforcement officers seized her Meru Heights bungalow and luxury vehicles over a RM1.06 million debt to a renovation contractor. The auction took place in October 2025, with 727 items sold.
Fazley Massage Video
In August 2026, a video of celebrity chef Fazley Yaakob massaging Vida at a resort sparked public backlash. Fazley later issued a public apology, acknowledging the content was inappropriate for public viewing.
In Her Own Words
Unfiltered, unapologetic, and unforgettable.
"Who says I don't have money? If you look at my family background, Alhamdulillah, we are financially comfortable."
"I have 20 homes, but I only live in one house now. The rest I let staff and relatives stay in for free. I pay for all the electricity and water bills."
"I buy houses because I like them. Before I buy, I will first look at the surroundings and the aura of the area."
"I am a businesswoman, and whatever happens, I run my business; the rest comes naturally from the heart."
Personal Life
The woman behind the crown.
Marriages
Vida has been married three times. First to Mohd Amin Yasin (2000–2008), then to Tuan Azid Hamzah (Jan 2014, lasting three months), and finally to Fairuz Ahmad Zainuddin (2014–2017).
Children
She is a mother of four, including her well-known daughter Cik B (Nur Edlynn Zamileen Muhammad Amin), who has herself become a social media personality.
New Love: Fazley Yaakob
Vida is in a relationship with celebrity chef and singer Datuk Fazley Yaakob. The couple were nominated as a Hot Couple at the Anugerah Melodi Terhangat 2026. They have discussed marriage but are taking things slowly.
Faith & Piety
Vida presents herself as a pious Muslim woman, often linking her wealth to her faith. She has reportedly donated RM8 million for wakaf at a mosque and emphasises the importance of spiritual practice and charity.
Wealth & Assets
Despite legal challenges, Vida's asset portfolio remains substantial.