SAFI, A PROUDLY MALAYSIAN BRAND, brand, has dedicated 40 years to catering to the unique needs of local consumers. One of its significant challenges has been overcoming the perception that international brands automatically offer superior quality.

To address this, Safi focused on educating consumers about the science and innovation behind its products, which are developed by award-winning scientists at SAFI Research Institute – the largest Halal research facility in the country.

This focus on Halal integrity and local relevance demonstrates that SAFI not only meets global standards but also resonates with Malaysian consumers.

Inspired by the belief that premium personal care should be accessible to everyone, SAFI strives to create high-quality, Halal-certified products for middle and lower-income households without compromising performance. 

The brand has introduced groundbreaking solutions tailored for specific Asian skin issues, such as an anti-ageing serum formulated with powerful ingredients like Golden Peptide, 50X Vitamin C, and Pure Vitamin E. 

Looking to the future, SAFI aims to lead personal care innovation for Malaysian Muslim women by continuing to develop products like the SAFI Youth Gold and SAFI Perfect White ranges for anti-ageing and whitening skincare solutions. 

SAFI is also committed to empowering the community through initiatives such as scholarships for young women pursuing higher education, equipping them with the confidence and skills to achieve their dreams. SAFI: a trusted leader in the industry and a catalyst for positive change in Malaysia.

Visit www.safi.com.my or follow Safi on Facebook and Instagram.