Cover Photo: Kalos Skincare/Unsplash
Photo: Kalos Skincare/Unsplash
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Personalised beauty has seen tremendous overseas success, but does it have a place here in Malaysia?
Personalised beauty is a highly appealing innovation and has become a growing trend in the beauty community for its ability to combat an individual's specific skin concerns, from acne to signs of ageing and dullness. Through online quizzes, one-on-one consultations, and mobile apps, patrons have the opportunity to fine-tune their ideal formulations, modifying them as best as possible to suit their unique skincare needs.
As the demand for precise and targeted solutions increases, many global cosmetic companies have launched personalised skincare ranges in the hopes of breaking into the market. They often follow the lead of personalised skincare pioneer Skin Inc, a Singaporean brand which began with a famous serum cocktail and has amassed a cult following since its release in 2008. It caters to several skin concerns in a single bottle of serum by combining active ingredients, each encapsulated in colourful caviar-like cases.
See also: Founder of Skin Inc Shakes Up The Beauty Industry With Personalised Skincare
In Malaysia, the personalised beauty industry is only just getting started, with B&B Labs forging the way with its signature CustoMask, the first customised microbiome-friendly, treatment-grade sheet mask range with a focus on Asian ingredients. It provides an interactive experience, ascertaining its customer's specific beauty needs via an online quiz before recommending the best mask for maximum result.
To gain a better understanding of the concept behind personalised beauty and its potential in changing the future of Malaysia's beauty industry, Tatler interviews Julius Lim, co-founder of B&B Labs.
Above Julius Lim, co-founder of B&B Labs
Julius Lim, co-founder of B&B Labs
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What makes personalised beauty brands stand out?
Customised skincare has an advantage because the ingredients are selected specifically according to your skin needs. Skin is not one-size-fits-all. For example, oily skin is very different from sensitive skin which has a thin skin barrier and needs more protection so it’s important that when you put something on your skin, it is something that your skin needs.
In addition to two decades of experience in the skincare industry, I’m currently pursuing my graduate studies in Cosmetic Science which is the study of pharmaceutics. Product research and development is my passion and I have a keen interest in ingredients because at the end of the day, just as wellness begins from the cells upwards, quality skincare is formed from the very fundamentals of its contents.
See also: How To Care For Oily Skin--And The Mistakes To Avoid Making, According To A Dermatologist
Above B&B Lab's CustoMask range each address a different skin concern
B&B Lab's CustoMask range each address a different skin concern
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What has the reception of personalised beauty been like among your clientele?
It’s exciting because our customers know that we make skincare that works for their skin conditions. We love to see their repeat orders! Our CustoMask has been very well received.
The star ingredient, Ecology Plus+ is a proprietary botanical complex which includes durian flavonoids, mangosteen xanthones, hyaluronic acid, aloe vera and certified natural prebiotics, probiotics and postbiotics. This range is scientifically proven to improve the skin microbiome, independently tested and verified by Qima Life Sciences in France. There are five masks in total, each addressing a different skin concern on a different diffusion mask which are made with 100 pre cent pure natural fibres so they are biodegradable and compostable. Each mask and matching serum is specially selected to solve a skin concern.
A targeted solution for your specific skin concern should be the way to go. After all, when you consult a doctor, they will treat you accordingly.
Do you see personalised beauty becoming more popular in the long term?
Consumers are becoming savvier and are looking for targeted products that work. Here at B&B Labs, we don’t follow trends in ingredients. We first decide what the problem we want to solve is, then we formulate our skincare based on which ingredients work. The scientists that we work with are constantly studying different ingredients to see what benefits they can provide for the skin, especially in Asia.
Malaysia is one of the most biodiverse countries in the world and home to centuries-old rainforests rich with Asian ingredients known for treating specific health and beauty concerns. I wanted to showcase to the world a truly Malaysian brand, backed by science and fortified with plant-based Asian ingredients while ensuring that the fundamental building blocks of the skin is always strong and healthy with a well-functioning skin microbiome.
We want to change the perception that locally-made products are sometimes not as effective or widely accepted. Malaysia has amazing quality brands and products. Move over K-Beauty and J-Beauty, it’s time for M-beauty from Malaysia to earn its rightful place in the world of skincare!
Do you think personalised beauty is the future of the beauty industry?
We think so! A targeted solution for your specific skin concern should be the way to go. After all, when you consult a doctor, they will treat you accordingly. There is no one medicine that cures all.
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