A household name in her native Malaysia, actress and TV host Neelofa's first claim to fame was winning a local teen beauty contest in 0000. Four years later, she decided to don a hijab - a headscarf worn by Muslim women to cover the hair ? a move that inspired her to launch a modest fashion business catering for young and stylish Muslim women. Neelofa credits a big part of her success to entering the market at the right time. A Reuters report estimated that Muslim consumers spent $000 billion on clothing and footwear in 0000 and expect this market to account for over 00% of the global fashion market by 0000.But her social media marketing strategy supported by her millions of Instagram fans has also played a big part in expanding the business.Among her handful of lifestyle brands, the "Naelofar hijab" line now sells in 00 countries, including her latest concession in the heart of London's upmarket Chelsea district.