How I Travel: Ima Asali - Founder Mellow Cosmetics

You're the founder of global makeup brand Mellow Cosmetics, tell us more about the brand and why you started it? 

In 2014 I was on maternity leave from my corporate job after having my first son. I knew I didn't want to miss out on his amazing milestones whilst stuck in the 9-5 so I quit my job to follow my dream of working for myself.  I have always loved makeup and fashion and one night I was watching a makeup tutorial on youtube and the idea for Mellow was created! 

Mellow started with only a couple of products and now has expanded rapidly in the past 4 years! Our products are now being sold online and in stores across the U.S, U.K, Australia, New Zealand, Europe, Asia, and the Middle East with huge success. But I'm not going to lie, it's A LOT of hard work but I would not have it any other way. 

You were based in Auckland, NZ for many years so where do we go for...

A delicious cocktail? Clooney in Sale Street, Freemans Bay has some of the best cocktails you can find in Auckland, the service and the décor is fabulous too! 

First date? I would definitely go for a coffee in mission bay or St Heliers and hang out at the beach after! It’s casual fun and enjoyable! 

Late night dinner? I love seafood and Mikano Restaurant in Tamaki Drive has the best service seafood and amazing Harbour views! Fine dining at its best… It’s also close to the city so you can always make your way and hit the town after dinner! 

Retail therapy? New Market for sure! Beautiful boutique stores all around. 

Keeping the kids occupied for a few hours? The Beach is always my favourite! The kids love it too, they get to play in the sand while I sit down and have a nice coffee and enjoy the beautiful view!

What's your favourite destination and why? 

St Heliers Beach, Auckland, I grew up in the area, I have a special place in my heart for this place, and I love to dip my feet in the water, walk on the sand and relax and meditate at the beach.  

I haven’t had the chance to travel to a lot of places yet (only a few) because of my crazy schedule at work and the kids but my favourite destination would have to be Mykonos and Santorini. A Greek holiday has always been on my bucket list and it looks like we are heading that way early next year! They look so glamorous and you get a mix of everything in one place, beach, amazing cuisine, luxury all in one place, Plus it is family friendly which is what we need.


Aside from the basics (passport, credit card, suitcase), what three items are must-pack things for you when you travel?

My skincare and my hat and good music!  I naturally have very dry skin and could not go a day without my moisturiser and face cleanser! Hat to keep my skin safe from the sunlight and good music to relax at the beach. Of course, my laptop goes everywhere with me as I have to work no matter what!

Number #1 tip for travelling with children?

Relax! The kids feed off your energy and they run around and get more active if you are anxious about how they will behave in the flight, take as many colouring box and simple activities as you can to keep them busy while you are in the flight and also when you are staying at the hotel. The key is to keep them busy and let them enjoy the holiday. Don’t forget to get them excited about the destination you are travelling to! They will have something to look forward to. Flying at night is also a great one as they would get to sleep in the flight.


Now it’s time for the quickfire…

Aisle, middle or window seat? 
Definitely window seat for me, I love looking at the sky from above, blue is my favourite colour and I feel calm when I’m surrounded by blue whether it’s the sky or the ocean! I let my husband take the aisle so he can do the toilet trips with the kids!

Do you roll, fold or stuff? 
Definitely fold, a bit of a perfectionist, everything has to be folded evenly!

Last minute or a week in advance packing?
A week in advance always! It reduces my anxiety!

Bucket list destination? 
Maldives! Love clear blue waters.

Go-to travel/plane outfit? 
Trackies and my chucks, I love to feel super comfortable on a flight, especially if I’m travelling with the kids.

 Find out more about Mellow Cosmetics at 

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