Emina, a leading skincare and cosmetics brand for teenagers, has entered the Malaysian market with a selected range of its products now available exclusively on Shopee.
Designed to be a girls' beauty bestie, Emina's skincare and cosmetics products are specifically designed and formulated to suit the needs of teenage skin and the wants of teenage life.
Speaking about the brand's entry into Malaysia, Clarissa A. Gunawan, Group Head of Emina Cosmetics said, "Emina has positioned itself as one of the leading skincare and cosmetics brands for teenage girls. This is simply because we understand them - their skin and their beauty goals. We are excited to be bringing our expertise in teenage skin to the Malaysian market to become every girls' beauty bestie, through our stellar line up of products. We look forward to instilling Emina's playful spirit across the country. "
Chief among its collection is the Emina Bright Stuff series of skincare products as well as a variety of cosmetic products.
Emina Skincare Series
One of the hero skincare products that Emina is bringing to Malaysia is the Emina Bright Stuff series which the main benefit is to take care of dull skin and brighten up the skin. The Series includes a cleanser, toner, serum, moisturizer, mask and even micellar water.
All the products in this Bright Stuff series are enriched with summer plum extract and double brightening agent that has been clinically tested and proven to be safe and gentle on skin. Not only does it take care of dull skin, Emina Bright Stuff Series also moisturizes the skin and protects against pollution. It’s also made with safe ingredients and fit for teenage skin.
Beside the Bright Stuff series, Emina is also bringing other skincare series to Malaysia to specifically cater for the skin concerns that teenagers might have. The Emina Bright Stuff for Acne Prone series is designed to brighten up the skin, but still fit for those who have an acne prone skin type. The Emina Ms. Pimple Series is designed as an acne solution for teens. The Emina Skin Buddy Series, is designed as a daily hydrating skincare for teens with hyaluronic acid and calendula extract as the main ingredients.
“When it comes to skincare, we believe that teenage girls have it the toughest. Puberty hits and brings with it a vast array of skin troubles. Whether it is acne, dull skin, dry skin and so on due to hormonal changes. Many girls become uncomfortable as these changes affect their looks and consequently their self-esteem. At Emina, we understand this and wanted to make products that would help teenage girls through this struggle. This is why we developed our Emina skincare range with a gentle and effective formula that is scientifically developed to be just right for teens,” added Clarissa.
Teen skin friendly cosmetics by Emina
Together with its range of skincare products, Emina is also introducing their range of makeup products into the Malaysian market to complement the teenagers' desire to look and feel good.
As girls are excited to become a “grown-up”, many of them start to wear makeup to express themselves, have fun, and sometimes also to increase their confidence. However, it is still hard to find makeup products that are suitable for their skins. “We created our makeup formula to be lightweight, fit for teenage skin, but at the same time also with lots of color to play around with,” added Bella Indah, Senior Executive Emina Cosmetics.
Emina is bringing its cosmetics products to Malaysia, ranging from lip makeup, eye makeup, face makeup, and beauty tools. Emina’s cosmetic products are focused on lightweight formula, easy to apply, affordable and good quality products to keep teens looking fresh, feeling confident and in-touch with their playful side.
One of the product heroes of Emina's makeup range is the Emina Magic Potion, a long-lasting lip tint that lasts all day long. The Emina Magic Potion comes in a variety of colours allowing teens to explore different looks. The colours currently available for Magic Potion are Summer, Sienna, Scarlet, Sunglow and Smitten.
A truly novel creation, Emina's Magic Potion even bagged the Top Breakthrough Innovation in Southeast Asia in 2020 conferred by NielsenIQ BASES. What sets it apart is that it’s a water lip tint with a semi-matte finish, lightweight, transferproof, moisturizing as it’s enriched with vitamin C, long-lasting and suitable for any active teen on-the-go.
Commenting on the unique qualities of the Magic Potion line, Bella Indah, Senior Executive of Emina Cosmetics, said, "Teenage girls are bold and active. So naturally, we wanted to ensure our products embodied those same qualities. Emina pushed conventional boundaries to create a truly magical product line. One that allows our customers to discover new looks and adapt on the fly whilst remaining sturdy enough to stick with them throughout the day, whatever they get up to."
Carrying the tagline, “Born to be Loved”, Emina invites every woman to live by the love, joy and dream principles, encouraging them to dare to be their unique selves and flaunt their own beauty.
"Beauty is not pain, instead we at Emina believe that beauty is fun. We believe that beauty can be simple and fun and everyday is a brand new day to play, share laughter and happiness, with all beauty that comes from within. We always believe that everyone has their own beauty and uniqueness that makes us lovable and we want to remind girls of that. With that, Emina understands the unique needs of every girl. That is why Emina presents a complete range of skincare products and cosmetics, safe for use for teenagers and easy to apply. We want every teen to be able to explore and express themselves in a fun and playful manner, because ‘Beauty is fun’," Bella continued.
Established in 2015, Emina Cosmetics has been a long-standing go-to skincare and cosmetics brand for teens. Emina is now available in Malaysia to become every girls’ beauty bestie. Just like best friends that help solve everyday problems that teenagers face, Emina can help their skin issues. Emina Cosmetics is exclusively available on Shopee to cater to the needs of tech-savvy teenagers.
All of Emina’s products are also Halal-certified, and recognised by the Department of Islamic Development Malaysia (JAKIM).
Emina’s products are now available in Malaysia exclusively on Shopee, with prices ranging from RM 6 to RM 35.20.
