In the world of luxury, the revelation that a Dior handbag, retailing for $2,800, costs just $57 to manufacture, sparked widespread discussions about the power of branding. This story, which emerged in July last year, highlighted how a brand's allure can significantly inflate the perceived value of its products.
Around the same time, Piyumi Hansamali, a rising star in the beauty industry, gained attention for her impressive success and wealth from her skincare range. Despite her achievements, the media coverage was often lukewarm, and at times, even dismissive.
Fast forward to late March 2025, and Piyumi's story has resurfaced. An inquiry revealed that she sells her products for ten times the cost of manufacture, with claims that items costing 5,000 to produce were sold for 35,000. However, this isn't entirely accurate. While she does sell a particular pack of cosmetics for 35,000, it contains six items, averaging around 6,000 each. A closer look at her page shows that the individual prices are slightly less than those at Spa Ceylon.
While the quality and manufacturing approval process of her products are beyond my expertise, it's clear that Piyumi's success is a testament to the power of personal branding. Much like Otara Gunewardene with Odel and Merrill J. Fernando with Dilmah in the pre-digital era, Piyumi and others have harnessed the digital attention economy to achieve remarkable success and wealth.
This trend is also evident in Sri Lankan entertainment, where acts like Wasthi and singers such as Shehan Meeranga command higher fees (800k and 1.5 million respectively) than more established artists. A recent example is the charismatic figure behind Wild Cookbook, who not only launched a restaurant but also celebrated 10 million followers on YouTube.
Instead of criticizing Piyumi, we should celebrate her achievements and learn from her journey. Her story exemplifies the transformative power of personal branding and the opportunities within the digital attention economy. By leveraging social media and digital platforms, individuals can achieve remarkable success and redefine traditional business models.
Piyumi's journey is a reminder that innovation and adaptability are key to thriving in today's fast-paced world. As we witness similar success stories in various industries, from fashion to entertainment, it's clear that the ability to capture and maintain digital attention is a valuable skill. Let's embrace these lessons and support those who are pioneering new paths to success.
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