Local beauty brand Earthoskin harnesses the goodness of nature
KUALA LUMPUR, April 29 — Homegrown beauty brand Earthoskin was birthed from an ideal: that our everyday essential products be safe and nature-friendly. After all, its moniker is a play on the words “Earth to Skin”.
“The founders Macy Lim and Pin Lee Chin started this journey when their kids were little,” explained Earthoskin director Daniel Soo, championing the brand philosophy to harness the goodness of nature.
“They were looking for quality natural products and found that the market lacked options.
“With their science and engineering backgrounds, they spent months perfecting a liquid castile soap recipe that later became Earthoskin’s flagship product,” added Soo, who is Penang-based.
“Their formula quickly gained fans among family and friends, which then led to us partnering with Pin Lee to bring this to the market,” said Soo. He is joined by Vin Nee Lim, who assists with operations and marketing and Teng Jin Khoo, who handles supply chain and compliance.
In regard to the brand’s flagship product, Soo said: “Our liquid castile soaps are something that’s nourishing for the skin, yet leaves you feeling clean and moisturised.
“Soap tends to get a bad rap as being drying and bad for the skin, but our formulation retains and boosts all the naturally moisturising elements of the soap-making process,” he told Malay Mail.
What are Earthoskin’s plans for the rest of the year?
“We are working hard to expand our footprint in Malaysia, especially in the hospitality industry. We find that collaborating with hotels enables us to work together to elevate the overall guest experience,” replied Soo.
In Penang, Earthoskin has an ongoing collaboration with luxury boutique hotel The Edison George Town.
“We always want to champion the work of artisanal homegrown brands and promote them to the international traveller. We chose Earthoskin because of the products’ quality,” said The Edison executive director Rina Teoh.
“We’re always excited to work with hotels whose core focus is on the guest experience. Working with Rina has been a pleasure as we have similarly aligned goals, which is to provide an immersive and quality experience,” concurred Soo.
As a homegrown brand, what are the challenges faced by Earthoskin?
“Amongst the many challenges, product awareness is one that stands out,” mused Soo.
“Shedding light on the value we bring in a very competitive landscape is something we put effort into — making sure our customer understands what they’re buying.”
What is Soo’s advice to other entrepreneurs who want to follow in his footsteps?
“Think big, start small and move fast. Knowing your customer is key, and keep moving,” Soo answered.
For more details, visit https://www.earthoskin.com/.
