#IYKYK Beauty Line-up at guardian Malaysia

guardian Malaysia proudly announces a significant expansion of its iconic #IYKYK Beauty category, welcoming 34 new trendsetting beauty and wellness brands into its stores, making a total of 76 brands on offer now.
This expansion reaffirms guardian's commitment to offering cutting-edge beauty products to its customers, providing them with an unparalleled selection of the latest and most coveted brands that have that taken the online world by storm, racking up explosive sales and becoming the talk of the industry.
Anna Hull, front row, 3rd from right at the launch of the extended guardian #IYKYK Beauty range

Anna Hull, Commercial Director at guardian Malaysia, expressed her enthusiasm about the expansion, stating, "With the #IYKYK Beauty category, we have positioned ourselves as a leader in showcasing emerging beauty trends in Malaysia. By collaborating with social media platforms and content creators, we have successfully curated a collection of sensational brands that have captured the attention of online beauty enthusiasts nationwide."

Since its inception in January 2024, the #IYKYK Beauty category has garnered tremendous success, reflecting the growing demand for innovative and trendsetting beauty products.
Anna remarked, "The overwhelming response to the #IYKYK Beauty category underscores our belief in the importance of making these sensational online brands accessible to our customers, both online and in-store."
The #IYKYK Beauty category is designed to spotlight brands that have captivated online audiences, generating buzz on platforms like Instagram and TikTok. By bringing these brands into all guardian stores nationwide, the company aims to provide customers with direct access to the products that have dominated online conversations.

The expansion encompasses six distinct areas within the #IYKYK Beauty category:

Trending Beauty
Clean Beauty
Gentle To Skin
MY Beauty
Glass Skin
Glowing Inside Out

In the Clean Beauty space, guardian now has 13 brands, while 14 brands will be available in the Gentle To Skin segment. Additionally, six new brands will be featured in the Trending Beauty category, along with six brands for Glass Skin and 14 brands for Glowing Inside Out. Furthermore, 12 new made-in-Malaysia brands will complement the existing 11 brands already available.

Anna emphasized guardian's commitment to staying at the forefront of global beauty trends and ensuring that customers have access to the latest innovations at competitive prices.

“guardian is now your go-to destination for everything that's making waves in the beauty care space. The #IYKYK Beauty category will be regularly updated with new brands introduced on a timely basis, ensuring customers stay informed about the latest online beauty trends. And this is what we have done,” Anna said.
Moreover, guardian’s House of Creators, which aims to engage, educate and empower Malaysian content creators on what’s trending and what’s new in addition to upskilling them has progressed tremendously with over 80 digital content creators now trained to create better and more impactful content. The latest House of Creators class has trained 40 Creators on how to create great stories with the help of #IYKYK Beauty brands Cuura and BBIA.

“Through this effort, we will also create a dynamic social media content ecosystem and build the next generation of Health and Beauty content creators,” Anna said.

"We are thrilled to introduce these new brands, which are poised to ignite excitement among beauty enthusiasts nationwide. Additionally, we aspire to serve as a platform for Malaysian beauty brands that have achieved significant success in the online sphere," she added.

Customers can explore the #IYKYK Beauty section both in physical stores and online through the Guardian webpage or app. The section will offer a wealth of resources, including Beauty Tips and Trends videos, brand features, product details, special offers, and more, all tailored to showcase the featured #IYKYK beauty brands.

guardian remains steadfast in its commitment to delivering top-tier health and beauty products to customers at the best value, ensuring that everyone can indulge in the latest beauty trends with confidence and convenience.

For more information, please visit guardian’s website or download the guardian app.

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