Beyond celebrity endorsement: Why Estika Medispa chose credibility over clout

Malaysia’s aesthetic and beauty industry has never been more competitive. With new clinics and medspas opening at a rapid pace, standing out requires more than quality treatments — it requires trust. That insight led Estika Medispa to make one of the most deliberate strategic decisions in its 11-year history.

The Semenanjung Malaysia-based medispa, which operates 37 branches nationwide, appointed celebrated host, actress and entrepreneur Hawa Rizwana Ahmad Redzuan as its official Brand Ambassador - a move the management describes not as a marketing exercise, but as a long-term brand investment.

The choice of Hawa Rizwana was intentional. Known for her credibility rather than controversy, she represents the kind of trusted public figure whose endorsement carries genuine weight with Malaysian women - Estika’s core audience.

 

“The collaboration with Hawa Rizwana has brought Estika Medispa to a wider audience. Today, more Malaysians know who we are — and more importantly, they trust us. That is exactly what we set out to achieve," said Dr. Mohd Hanafi Abdull Habir, the Chief Operating Officer of Estika Medispa.

 

For Hawa Rizwana, the partnership was not a default commercial arrangement. She has been selective about the brands she represents, and her decision to align with Estika Medispa was rooted in personal conviction.

 

“I am not someone who easily accepts ambassador offers. But when I learned more about Estika Medispa — their commitment to quality and their focus on earning the trust of every client — I felt this was a brand I could represent with full confidence,” said Hawa Rizwana, a well-known host, actress, and entrepreneur

 

The results have been tangible. Brand awareness among Malaysian women has grown significantly since the collaboration began, translating into increased enquiries, stronger engagement, and — crucially — a rise in sales.

For Founder and Chief Executive Officer Dr. Abdul Haq Ab Wasa, the outcome reflects a straightforward principle: the right strategy, executed with conviction, changes everything.

 

“The decision to appoint Hawa Rizwana as our ambassador is one of the best decisions we have ever made. Sales at Estika Medispa increased following the start of this collaboration — and that is the clearest evidence that the right strategy can fundamentally shift the trajectory of a brand," he said.

Estika Medispa is not a new name in the Malaysian beauty landscape. With 11 years of operations and 37 branches across Semenanjung Malaysia, they have long been known. But there is a meaningful difference between a brand that is known — and a brand that is trusted by people who are trusted. Today, Estika Medispais is confident that it has reached both targets. (For more information, visit www.estika.com).