ABOUT
Optimising skin with CLean and EFfective solutions.
At CLEF, we don’t want to treat skin issues— we want to introduce forward solutions that can improve all skin types in the most optimal way. We want results that are not only notable, but also safe and long-lasting. We want to provide solutions beyond addressing your skin’s true concerns.
When developing each solution, we ask ourselves: (1) is it made CLean & EFfective and (2) is it a Face Forward solution?
Our Practice
CLean & EFfective
CLean & EFfective is what CLEF is all about.
We source only high-quality, cruelty-free ingredients that are indiscriminately friendly to the relevant skin types, excluding any harmful, unsafe ingredients in our formulations.
Moreover, all our products are accommodative to our high-humidity weather for maximum local suitability.
By combining totally safe ingredients with cutting-edge formulations, we strive to optimise your skin in the most harmless yet innovative way.
Our Philosophy
Face Forward
Everyone has a skin goal, but current skincare trends may not be able to meet that yet.
As a futurist skincare brand, we keep tabs on the newest scientific breakthroughs to research and develop forward solutions that the market has yet to see.
We also instill creative thought into bettering each product’s texture, scent, and packaging for an optimised user experience.
With these solutions, we aim to advance you towards your skin goal, empowering you to Face Forward with confidence
Our Products
CLean & EFfective Solutions
CLEF’s Story
2017
The Spark
Various skin concerns plague those closest to us, and the lack of accessibility to skincare products without harsh or downtime-inducing ingredients pushed us to develop our own products that are free from the stress of damaging their delicate skin further.
The challenge began as we set out to look for a lab willing to realise our vision. After meeting 24 potential investors and 12 manufacturers, one finally agreed to work with us, as we began developing our first product— the Copper Peptide Mask.
2019
Black & Gold
After 1.5 years, our Copper Peptide Mask was finally ready— a leakproof sheet mask soaked in a soothing serum that repairs early signs of aging to nurture a youthful complexion, and is suitable even for sensitive skin, eczema and angioedema.
The mask became a hit locally, which paved the way for us to develop our next Anti-Aging product: the Anti-Aging Cleansing Gel.
2020
Take-Off
Going abroad to the US, UK, Canada and Europe, we brought along the new and gentle Anti-Aging Cleansing Gel, garnering fans overseas. Back home, major beauty retailer Sa Sa welcomed CLEF onto its shelves, making way for us to provide solutions offline across Malaysia.
2021
Growth
Blessed with media attention i.e. The Sun Daily and Vulcan Post, we expanded into body care with the Relaxing Body Lotion, and marched our Anti-Aging Series forward with the Radiant Gold Essence. With an ensemble of solutions, we made our Shopee Mall debut and began collaborating with various creators, local brands and media outlets including Astro Go.
2022
Acceleration
Kicking off the year with the Pomegranate Instant Calming Mask which immediately became a crowd favourite, we then completed the long-awaited Anti-Aging Series, created makeup assist products Potato Instant Hydrating Mask and Skin Perfecting Sunscreen, and released the now sold-out Nourishing Body Lotion. We concluded the year with a fully-expanded team in the Kuala Lumpur office, and an established presence amongst online skincare enthusiasts.
As CLEF products are also made available in major stores Aeon Wellness and Watsons, we slowly found our footing in becoming a household brand for locally-produced clean skincare products.
2023+
Facing Forward
As we’re on the way to launching our very own physical store, our mission to bring forward solutions for all skin types is far from over.
Look forward to brand-new product lines for specific skin types and exciting offline events in the near future!