Cover Datin Dr Cherlin Cheah founded Felement in 2019 (Photo: Kenny Loh)
Datin Dr Cherlin Cheah founded Felement in 2019 (Photo: Kenny Loh)
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Felement founder Datin Dr Cherlin Cheah is on a mission to transform lives through a combination of metaphysics and fragrances, uplifting women through entrepreneurship along the way
Datin Dr Cherlin Cheah’s story is not merely a tale of rags to riches but a testament to the success that follows taking charge of one’s destiny. A gifted speaker and inspiring life coach, Cheah gained an expertise in feng shui from a Hong Kong master, excelling in numerology and astrology. In 2019, Cheah founded Felement, a fragrance house built on the belief that scents wield the power to shape emotions, elevate energy and heighten awareness, enhancing wearers on their journey to success.
Felement fragrances represent the five cosmic elements of Wood, Fire, Earth, Metal and Water. Cheah combines these fragrances with numerological principles to discern the best elemental scent for her clients’ needs. She aims to transform the lives of 10 million families, steering them toward balance, harmony and prosperity. “I want people to know they can have a better life by leveraging the energy from these universal elements,” she says.
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Cheah’s challenging childhood experiences honed her remarkable ability to perceive “energy” and read people. Born to a close-knit family in Gambang, Pahang, her life took a dramatic turn when her father met with an accident rendering him unable to work for months. Although her mother had no skills, she was able to sustain her family by running an underground casino. “As a four-year-old, it was my job to open the door for patrons as they came and went,” Cheah says. Over time, she could discern if they would win or lose by looking at their faces. “It was all intuition,” she says.
Despite overcoming many challenges, Cheah’s parents divorced when she was 19 years old. “My mother still loved my father, but a marriage can’t be sustained without money,” Cheah says. The experience taught her that beyond family values, money is a necessity for a healthy and happy marriage.
Above Felement fragrances represent the elements of Wood, Fire, Earth, Metal and Water (Photo: Felement)
Above Aromatic diffusers by Felement for manifesting wealth and improving relationships (Photo: Felement)
Felement fragrances represent the elements of Wood, Fire, Earth, Metal and Water (Photo: Felement)
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Realising she wanted more from life, Cheah ventured to Kuala Lumpur. With limited education, little savings and no network to lean on, she went into door-to-door sales, selling soaps and fragrances. She soon found herself at Lampe Berger, where Cheah further sharpened her skills in sales pitches and public speaking.
It was through her experience at Lampe Berger that Cheah also witnessed how scents were changing lives for the better. Researchers back Cheah’s observations, with one study from The Journal of the Marketing Society reporting that as much as 75 per cent of daily emotions are triggered by scent, with the sense of smell linked to parts of the limbic system that regulate emotional processes and learning.
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Cheah made the decision to explore fragrances, blending them with energy-reading to create Felement. “Every ingredient has an elemental alignment. For example, our Fire fragrance uses the essence of different summer flowers to produce a scent imbued with the energy of the sun,” says Dato’ Alfred Soh, managing director of Felement and Cheah’s supportive husband. Felement worked with Firmenich, a Swiss company with 130 years of experience in creating personal and home fragrances aligned with the elements. “Cherlin was adamant that the supplier of our fragrances’ raw materials be the best and most reliable in the business,” Soh adds.
Driven by a belief in the transformative power of financial independence, Cheah established Felement to champion women in entrepreneurship. Today, more than 98 per cent of the brand’s distributors are women, including a significant number of housewives. “Our only criterion is that our distributors have a good attitude,” Cheah explains. “Ability can be trained, but attitude is inborn. If you’re hardworking, success is certain.” Cheah is passionate about the ripple effect of financial autonomy, asserting that when women can contribute meaningfully to their family’s finances, communities are permanently changed for good.
Above Cheah aims to transform the lives of 10 million families
Cheah aims to transform the lives of 10 million families
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Committed to the belief in lifelong learning, Felement is also working in partnership with Lincoln University College. Cheah personally conducts a 10-module course on the transformation of self, encompassing understanding patterns of behaviour and numerological combinations. The university endorses a certificate of completion, attained by 165 graduates to date. “Next year, we’re targeting 300 graduates,” Cheah enthuses. The accreditation is open to Felement’s clients and distributors, offering the latter greater understanding of the metaphysical principles behind Felement’s products.
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“Education is essential,” explains Soh. “At Felement, we understand that relying solely on a product rarely leads to meaningful change. Cherlin developed this course to equip individuals with the knowledge they need to improve their lives and the tools to apply that knowledge to overcome challenges.”
In 2024, Cheah drew over 1,000 attendees to her annual forecast based on Chinese metaphysics. “In January 2025, we’ll be attempting to set a Guinness World Record with 2,000 attendees,” Soh mentions. He is confident Felement will attain the record, having witnessed Cheah’s Facebook Live streams garner around a million viewers at the height of the Movement Control Order (MCO) in 2019. Having published over 300 videos in the last five years featuring personalities like Datuk Wira Lee Chong Wei and Amber Chia, Cheah has continued to build a loyal following drawn to her optimistic message.
Grateful for the unwavering support of her family, team, followers, and the universe, Cheah remains steadfast in her mission to help others find inner strength and a productive mindset. “For me, success isn’t measured by wealth or status,” she reflects. “It’s about the connections you build, the lives you touch and the people you help grow along the way. When people ask how they can repay my kindness, I simply ask that they strive to positively impact the lives of others.”
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Photography: Kenny Loh
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