IndoChine Natural observes demand for ‘simplified’ products as Malaysian consumers call for transparency

By Amanda Lim

- Last updated on GMT

IndoChine Natural is eyeing growing opportunities for its all-natural brand as the spotlight falls on transparency. ©IndoChine Natural
IndoChine Natural is eyeing growing opportunities for its all-natural brand as the spotlight falls on transparency. ©IndoChine Natural

Related tags Natural beauty market

Malaysia-based personal care brand IndoChine Natural is eyeing growing opportunities for its all-natural brand as the spotlight falls on transparency.

The company was founded in 2006 and originally established in Hanoi, Vietnam before relocating to Penang, Malaysia. In addition to its brand, the company also manufactures products for brands locally and overseas.

Since its founding, the company believes it is primed for growth in the market as consumers are now more in tuned and in line with its values.

“IndoChine Natural focuses on transparency and high-quality products. Our catchcry is ‘talk to the guys who make the stuff’. This resonates well with those customers looking for transparency and want to know where their products come from,” ​said Dr. Mike Thair, co-founder and master formulator of the company.

Thair believes the company is observing a growing concern of ingredients and transparency among its consumers.

This is leading them to seek out products with ingredients they can understand, which are plant-based most of the time.

“Indochine Natural represents high-quality, artisan-made all-natural skin and hair care without the use of synthetics,”​ said Thair.

“Our liquid products are unique in that we do not use synthetic surfactants which are the norm for most brands. We saponify plant oils to produce solid and liquid skin and hair care products.”

Thair believes consumers will continue to seek out simple products that provide results as it ties in with the global self-care and wellness trends.

“Simplicity is the ultimate sophistication. We strive to formulate products with simple all-natural ingredients that have the benefits for health and personal care. This fits well with the trend linking self-care and wellness as well.”

He added: “As a small indie brand nimble in its operations, we are well placed to address these emerging trends and opportunities.”

Aside from its ingredients, Thair claimed that the company is a rarity among artisanal brands as it produces from a GMP- and halal-certified boutique manufacturing facility.

According to Thair, having these credentials have helped it to stand out among the sea of natural beauty brands in the market.

“Consumers are now looking at brands and products more closely. They are demanding greater transparency and don’t just think about what they are using on their skin or hair, but also about who made the products and where they come from,” ​he explained.

Future plans

Today, IndoChine Natural can primarily be found online on its official website as well as hotel amenities in resorts in Malaysia and overseas.

The brand was also available through a chain of organic stores in Malaysia, but the company pulled its products from the shelves due to concentrate its efforts digitally.

“The common practice of selling mass-market skin and hair care did not fit well with our indie brand character. After numerous of efforts, we decided to withdraw from the chain and direct sell to consumers,” ​said Thair.

However, Thair said the company does eventually plan to make its products available through brick-and-mortar stores.

“We are planning to expand online sales volume and countries plus acquire suitable partners in retail outlets, plus form partnerships with other like-minded indie brands retailing in lifestyle outlets.”

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