Launched on April 10 this year, the brand has introduced a range of products made with natural ingredients, which are aimed at providing comfort and brightening effects, and promoting a healthy and radiant complexion.
“The brand philosophy is rooted in understanding the unique challenges posed by the South East Asia climate and skin types. Through extensive surveys and focus groups, we have gathered invaluable insights into the specific challenges faced by the local community, ensuring that its formulations are optimised for the Malaysian climate and skin,” FaceAnne said.
According to the brand, the diverse skin care needs and concerns of Malaysian consumers include hot weather, hijab-friendliness, harsh fragrances, and sensitive skin.
One of FaceAnne’s key products is the Instant Cooling Brightening Serum, formulated with a patented 5% impurity-free niacinamide.
“Preferred by major aesthetic clinics for mild brightening, 5% impurity-free niacinamide visibly improves skin tone and texture while delivering a refreshing aqua-based cooling sensation and a non-sticky texture, ideal for Malaysia’s warm climate. The light, natural fragrance enhances the application experience.”
The dual-action serum also contains a blend of Resurrection Plant and centella extract, as well as vitamin C and lychee, which work together to lock in moisture and soothe the skin.
In particular, the Resurrection Plant’s ability to retain up to 460 times its weight in water contributes to the serum’s efficient hydrating power.
Another product that has been spotlighted is the Brightening Night Cream, whose formula comprises a unique complex called “10-in-1 Golden Particles” that combines ceramide, squalane, sodium hyaluronate and other active ingredients.
This potent complex is designed to penetrate deep into the skin, and facilitate intensive barrier repair and rejuvenation.
It also contains 5% impurity-free niacinamide, Resurrection Plant, centella extract, vitamins C and E, which work synergistically to strengthen the skin’s natural barrier, and bring about a brighter, more hydrated complexion, and more even skin tone.
In addition, FaceAnne’s full range of products also include Brightening Day Cream, Cleanser, Acne Serum, and Face Mask, targeted at complementing and supporting skin rejuvenation.
Exclusively available for purchase via TikTok Shop at the moment, the brand is looking to build a “vibrant online community” where skin care enthusiasts can connect, discover the latest trends, and learn valuable tips.
This strategy falls in line with recent data indicating that social media platforms are increasingly replacing search engines for product discovery, and that TikTok trends and the growth of social commerce have become pivotal in driving beauty product sales.
