JULIUS Lim is a veteran in the beauty business, having seen and spent time with his mother, Ruby Siah, who founded her beauty business 30 years ago and distributed a Swiss skincare line.
But times have changed and the chief executive officer of B&B Labs has decided to move away from a European selling point by promoting something Asian-centric in formulation and feel.
Skincare, Lim says, has always been the family's bread and butter, but as a second generation business owner, he sees an opportunity to start a skincare brand, banking on Malaysia's rich biodiversity.
"Malaysia is one of the 17 most biodiverse nations in the world and home to centuries-old rainforests rich with natural herbs. These plants are known for their health, beauty and wellness benefits.
"I wanted to showcase to the world a truly Malaysian brand, backed by science and fortified with plant-based Asian ingredients, especially those from Malaysia," he says.
"After many years of dealing with imported products, I know where the shortfalls are and what are still unfulfilled consumer needs and demands when it comes to skincare solutions.
"And that's how B&B Labs was born in the first place," Lim says.
PRESSING NEEDS
Despite the saturation of products in the skincare market, Lim believes that there are still pressing issues for the demographic that the brand can serve.
"For instance, weather greatly affects your skin condition. When we first conceptualised our CustoMask, we wanted to showcase the best of Malaysia,"
"So we created a product that would incorporate the essence of Malaysia by incorporating durian and mangosteen into skincare, while ensuring that the fundamental building blocks of the skin are always strong and healthy with a well-functioning skin microbiome."
In addition to his more than 20 years' experience in the skincare industry, Lim is also pursuing his studies in cosmetic science.
"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.
"The scientists who we work with are constantly studying different ingredients to see what benefits they can provide for the skin, so when we find one that fits the purpose, we'll see how we can work that in.
STARRING ASIAN INGREDIENTS
Lim says the brand stands by its pillar in showcasing Asian ingredients in its skincare products.
"In our newest Super Treatment Essences series, we're debuting cosmeceutical formulations powered by Asian plants, fruits and herbal extracts, designed to correct specific skin concerns.
"They are crafted to penetrate faster and deeper into the skin with no nasties, no artificial fragrances and are animal cruelty-free," he says.
For sensitive, inflamed itchy skin, the Super-Calm Treatment Essence contains squalane from sugarcane that moisturises and fortifies the skin.
Plant-based ceramides produced from yeast fermentation strengthens skin while Vitamin E tocotrienols from palm oil fruits work as an antioxidant.
Its Super-Moist Treatment Essence contains the highly-prized bird's nest and white jelly mushroom for hydrating benefits, especially on super dry skin. Meanwhile, the Super-Smooth Treatment Essence for acne-prone skin has nutrient-rich galactomyces ferment filtrate from rice bran.
It also uses mangosteen xanthone from the fruit peel to reduce dark spots and durian extract for skin-firming properties.
WHAT NOT TO DO
Lim says one of the skin health mistakes consumers do is not drinking enough water.
"Water is essential to carry nutrients and oxygen to not just skin cells, but also the entire body. Dehydration can cause dry and flaky skin. Proper hydration plumps your skin for a healthy glow."
He says many people also overlook the importance of eye care as they focus more on the face.
"The skin around the eyes are the thinnest and the first place to show signs of ageing, so be sure to apply an eye product daily to keep the skin youthful,"
"Over-exfoliation is another big mistake. While skin exfoliation is suitable for those who have a build-up of dead skin cells resulting in rough, uneven and dull skin, over-exfoliating on normal skin can actually cause more havoc," Lim says.
The skin is our body's sole barrier that protects from pollution and infection. So, ensuring that the skin does not become too thin through over-exfoliation or using harsh products would be wise, he says.
"Over-exfoliating can lead to redness, irritation, rashes and breakouts. Using harsh exfoliators can also lead to an unhealthy skin microbiome, which will cause more problems."
Lim says he practices the basic three-step skin routine of B&B Labs, which is cleansing, applying a treatment essence and moisturising.
"I use sunscreen and eye-care products as well. Once a week to relax and rejuvenate, I'll use CustoMask to keep my face skin healthy."
Apply Zalora Voucherfor additional price cuts on high-end skincare.
