Offering up cheaper alternatives proves a viable business plan

  • SME
  • Saturday, 18 Oct 2014

Chemist turned entrepreneur Raymond Lim believes that things like perfume and personal-care products need not be expensive.

He realised these things can be expensive and so decided to take on the task of producing products of similar quality at lower prices.

That was how the idea of producing his own brands of perfume, personal care and other consumer products came about, almost 14 years ago.

“I looked around and I realised the prices of some these products can be exorbitant. I decided to do something about it and the only way was to produce them myself at much lower prices without compromising on quality. Since I was so intrigued with the way all these prices are ‘abused’, I decided to name my company, Sdn Bhd,” said Lim.

The name was so catchy that itdrew attention, and so did the products. is an ISO 9001:2008 certified company involved in manufacturing, marketing and exporting of personal care and fast-moving consumer products. The company has a halal-certified Good manufacturing practices-compliant factory, in Balakong, Selangor, and offices in Taman Taming Jaya nearby. was first established in 1999 and is the owner of more than 1,000 brands. The private-label specialist has since found its way to more than 20 countries.

The company has a network of professionals working in Japan, the US and Malaysia, with a combined workforce of 100 experienced and dedicated employees contributing towards its range of personal care items.

According to Lim, the company’s vision and motto have always been “Good Things Need Not Be Expensive” or “Highest Possible Quality at Lowest Possible Price” He says the company’s guiding principle has always been to give consumers more for less.

“Going by these principles, our mission is to create high-quality personal-care products at the lowest possible price, making it affordable for anyone to enjoy the pleasure of owning something good but reasonably priced,” he said.

The starting point for Lim was when he embarked on his first project, concocting perfume and labelled Perfume Generics or PG for short. PG is one of the company’s best-selling product lines and is popular among college students and working people.

“I concocted the fragrances by drawing inspiration from branded perfumes like Hugo Boss, Victoria’s Secret, Burberry and many others. So people get to use nice fragrances for just RM10, a much lower price but with the same kind of quality as it is equally concentrated. I get this feeling of contentment each time I create a new scent. Putting these exceptional scents ina nice packaging for a reasonable price is what makes my day,” he says.

For Lim, there’s no limit to his creations. And since he creates fragrances, it is a privilege!

“If I want a certain fragrance, I make sure I can get it sooner or later. Say, if I have a certain fragrance in mind, I will set my mind to creating it. Some scents are a challenge and more difficult to formulate and may take some trying. Others like scented rose, lavender, jasmine, lemon, orange or clove are quite simple and common fragrances,” he said.

For Lim, using the best ingredients in the product is what guarantees quality.

“Packaging it in bottles and boxes is simple. What is more important is to get the real scent, using the right concoction and balancing all these ingredients together. Choosing the essence of a perfume is not a big issue. But I must be clear of what fragrance I want. Then only I will start getting the extracts from suppliers. Composing the perfume depends on how fast and satisfied I am with the end result of the concoction,” said Lim.

Lim said his ultimate aim is to create a quality perfume and personal care products at the lowest possible price.

“The idea of a good, locally produced perfume was not something that everyone embraced at first. But eventually many people came to accept PG,” said the 43-year-old who studied chemistry in University Malaya.

Inspired by positive feedback, Lim and his group of bio-chemists went on to develop more products like air freshener, aromatherapy oils, baby care and pet care products, just to name a few, labelled under brand names like, Peppergene, Thick Hair, Sumaiyyah, Trust Nature, Zen Natural, Ascana, Aroma Kids, Maxifresh, Thick Hair, Dr Pets and Baby Love. also acquired the rights to use the popular children’s character Strawberry Shortcake for its products. The company also distributes the popular Thai ginger drink, Gingen.

All brands are registered and approved by the Ministry of Health. As such, the ingredients, formulation and manufacturing process have to meet pharmaceutical standards for safety, quality and effectiveness.

In fact, the MOH regularly inspects the manufacturing facilities to ensure full compliance of quality and safety standards throughout the manufacturing process and monitor and test products on the shelves to ensure that quality; safety and effectiveness of the products are maintained.

The company’s products are produced by its manufacturing arm Earth Nature Biotech Sdn Bhd, a GMP and halal compliant factory. Lim says the manufacturing side of the business uses environment-friendly methods while all the products are distributed under their marketing arm, Brand Dynamics Sdn Bhd. has been and is still one of the largest perfume marketers and manufacturers in Asia. With more than 1,000 varieties of personal care products, Lim said the company consistently launchs an average of 100 or more new products yearly.

“ products always possess a strong value-for-money innovative message. Our consumers appreciate the high qualityproducts,” he says. originally started as a retailer with only 12 of its own stores throughout Malaysia. But after acquiring the necessary experience and knowledge on consumers’ preference, they have extended their retail presence into pharmacies like Guardian, and outlets like Reject shop, Giant, Tesco, Aeon Big, Popular Bookstore, The Store, Guardian, Caring, Toy R Us, Sogo, Caltex and Petsmore.

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