Assoc. Prof. Dr. Siti Hamidah Mohd Setapar is an academician at Chemical Engineering Department, Faculty of Chemical and Energy Engineering and a research fellow at Centre of Lipid Engineering and Applied Research, Universiti Teknologi Malaysia. 

Dr. Siti also Head of Wellness Innovation Technologies (WIT) lab in MJIIT UTM which focus on research to improve the quality of skincare & invent a new product using latest technology.

Her research interests are extraction of various colorants from natural source such as leaves, plants and local flowers; and micelle technology. The passion to commercialize the research findings is one of the main reasons NATUREL KISS™ products were produced, licensing under Universiti Teknologi Malaysia. 

Involving in Cosmetics Industry have made Dr. Siti Hamidah realized that there are many more products yet to be researched and discovered. Although not all cosmetics can be produced as organic and natural (such as lipstick and blusher), but Dr. Siti Hamidah and and her R&D team ensure that all the cosmetics produced are NON-TOXIC.

Thus, through this brand, she hopes that NATUREL KISS™ can provide the best solutions to all women who needs natural and safe beauty products. Her commercialization work has  entered the international level when she was assigned under Barbara Diehl, a Branding Consultant from Leaders of Innovation Fellowship program that she attended in February 2017. Her products are also getting attention from other countries such as Singapore, Brunei, Indonesia, Turkey and United Kingdom.