Now that everyone embraces self-care as a way to improve mental health and wellbeing, beauty brands are not only offering products, but also on-site experiences for consumers.
Wellness company Signature Market is offering its self-care space for free.
It has a hidden room tucked in its See Cafe in Arcoris Mont Kiara, away from all the hustle and bustle so customers can relax and experience the benefits of its Plant Origins aromatherapy range.
Chief executive officer Edwin Wang says self-care has become very important.
"Many Malaysians have moved away from labour intensive careers to more creative jobs. We also tend to hustle more nowadays. Engaging in a self-care routine has been clinically proven to reduce or eliminate anxiety and depression, as well as stress, boost concentration, reduce frustration and anger, boost happiness and also energy.
"There is no paid service, it is just a complimentary session to experience Plant Origins. We have seven to eight sessions booked on our website every day. Aromatherapy is not just about nice scents. If used correctly, it can be a therapy," he says.
Having beauty cabins in a beauty store is not something new. Estee Lauder used to have them at Isetan in Suria KLCC, so working ladies could drop by for a quick pick-me-up facial during lunch hour.
But post-Covid-19, self-care is not something consumers rush through so when American beauty brand Fresh launched its facial service in Mid Valley Megamall, the brand went all-out.
Its most expensive facial is tagged at RM1,100 a session for 100 minutes, far more expensive than a regular 3-hour spa session. It targets hardcore fans and women who have both time and money to have their faces massaged and loved.
The brand says its facials combine "the high efficacy and amazing sensations" that the brand is known for and the launch of the Fresh Cabine (Malaysia is the first country in Southeast Asia to have it) "elevates and heightens this unique expression of the brand".
The highlight is the bespoke Crème Ancienne facial, with handpicked agate hearts used during each session.
Agate is an ancient healing stone and according to myths, ancient gladiators adorn their armour and swords with this stone for protection and courage, as well as to release anxiety, worry and distress.
