Malaysian cult fashion and beauty brands show what it takes to succeed

Thanks to education and information, talented Malaysian entrepreneurs have dedicated their time and passion to develop a range of exceptional products. Photo (from left): Straits Finery, Jeanie Botanicals, Nazifi Nasri

There’s no limit to choices when it comes to local brands that deliver the level of quality and look-and-feel that are on par with foreign labels.

Thanks to education and information, talented Malaysian entrepreneurs have dedicated their time and passion to develop a range of exceptional products that have won over fashion and beauty fans locally and abroad.

Driven to showcase what Malaysia has to offer, culture- and design-wise, these brands set themselves apart by creating a niche, targetting a group of customers who are like them in philosophy.

Four brand founders share their stories about bringing their products to life.

Cultural connotation

Jeani Ho says using local plants prove that they can be versatile for a global audience. Photo: Jeanie Botanicals

Jeanie Ho comes from a family involved in holistic wellness. Her herbalist grandfather specialised in plants such as agarwood and sandalwood and her late father was in Traditional Chinese Medicine (TCM).

These influences propelled her to establish Jeanie Botanicals – a line of natural remedies for beauty, health and well-being.

“I want to bridge the gap between traditional wisdom and modern science and this represents the culmination of my family’s legacy, my education and enthusiasm for natural solutions,” she says.

The Chow Kit, a boutique hotel, among other establishments, uses Jeanie Botanicals as amenities in its rooms and Ho says other local hotels, cafes and restaurants around Malaysia are also shifting towards local brands.

“It shows a growing trend of local establishments embracing and promoting local skin and body care labels. I think it’s a wonderful way to not only enhance guest experience but also contribute to the larger narrative of cultural appreciation and sustainability,” she says.

Ho says the brand also offers bespoke toiletries which reflect the essence of a brand or the location.

“For a heritage hotel in Penang we drew inspiration from the region’s historical spice trade and the captivating history of the island. In an artisan bakery cafe in Kuala Lumpur, we worked on ingredients it used in the cafe,” she says.

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She says it’s important to infuse local ingredients into its products to showcase local plants and prove that they can be versatile for a global audience.

“We draw inspiration from herbs and plants that are widely found locally. Ingredients like coconut oil, honey, lemongrass and turmeric have been used for generations in traditional remedies and culinary practices.

“They not only possess aromatic and beneficial properties, but also a cultural significance that resonates with Malaysians.”

She says as the country celebrates its 66th National Day next week, the country’s diverse flora and fauna are reminders of the heterogeneity and richness of the nation’s resources.

“I’m proud that we can contribute to this legacy through our products that honour local botanical traditions,” she adds.

Big in style

Nazifi Nazri started off designing sandals for men but his cute, colourful bags made his brand popular. — Photo: Nazifi Nasri

In 2014, fashion entrepreneur Nazifi Nasri, 30, started making and selling men’s sandals. He was a student at Universiti Teknologi Mara (UiTM) when he started his business, which eventually expanded into several limited collections of women’s footwear.

But it is his foray into handbags that has gained him a lot of fashion traction. Local influencers are often seen with his carriers, most notably the Eggy, a tiny bag (it’s only 12cm long and 5cm in height), that can be comfortably tucked under the armpit.

“The Eggy comes in a wide array of colours and the small size makes the bag very popular among local social media personalities,” Nazifi says.

As far as design goes, Nazifi says he wants to redefine the classic. “The fashion world is ever-evolving and a trend can be a hit or a miss, so I want to bring both classic and minimal aspects into my designs, with the perfect materials to achieve an overall timeless look,” he adds.

Nazifi says he doesn’t make many pieces of one bag design to create a sense of exclusivity.

“I consider my brand niche. Not everyone knows Nazifi Nasri but those who know would love it. Customers don’t want a carrier that other people carry too, so they are always looking for something different and special, and I want to provide that to them,” he says.

He says the brand has earned a positive reputation within the local community and word-of-mouth recommendations by their customers play a significant role in attracting new ones.

Despite local fashion being saturated with players, Nazifi is confident that there’s space for his brand to thrive.

“Being a local brand allows us to deeply understand local culture, trends and consumer behaviour. We keep updating ourselves to understand what customers want and need in. Our position as a homegrown brand also enables direct interaction with our customers through pop-ups, local events and social media engagement,”

“As a businessman, I think this direct interaction creates a strong consumer relationship between a brand and local customers and this bond can help propel the brand forward,” he says.

Storytelling pieces

For Amira Yahaya, 41, and Foo Chia Chern, 42, showcasing Malaysia in their jewellery pieces is pivotal. Straits Finery, the jewellery brand they both co-founded, is inherently Malaysian.

“Be it for what we stand for and our designs, we want it to be known that we are a Malaysian brand, even down to our visual representation,” says Amira.

The brand works with Malaysian models for its campaigns and its designs are instinctively derived from their own experiences as well as immediate surroundings.

Amira Yahaya (left) and Foo Chia Chern say current consumers appreciate quality and designs that speak to them. Photo: Straits Finery

“Our pieces take their cues from what we see around us, like the monsoon rains and the oceanic elements that surround the country. They are then infused with elements from family heirlooms,” Amira adds.

Foo says the brand’s upcoming collection is inspired by the spices Malaysians use everyday in their cooking. “Food and flavour are quintessentially Malaysian. This will also be the launchpad for our next collection of designs,” she says.

Amira and Foo are secondary school friends who, in 2014, sat down over coffee and spoke about their mutual desire to venture into entrepreneurship.

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“We had an appreciation for minimalist fine jewellery and noticed a gap in the local market for this category, particularly ones that can be worn everyday. We came from completely different industries but our passion for jewellery drove us to learn the craft from scratch,” Amira says.

Foo says current consumers appreciate quality and designs that speak to them. “And when local brands meet those standards and are proud to be Malaysian, the choice between going local or international is an easy one. Our customers look for pieces with a story, from which they can build their own stories. Every piece we make has to be beautiful and meaningful.”

Amira says what makes Malaysian brands unique is they are borne of a richly diverse cultural background.

“Local brands that celebrate culture continues the appreciation for our heritage, honours our past and becomes a part of the evolution of our country. A strong local fashion industry gives the country and our cultures a voice on the international stage,” she concludes.