About Us

Who Are We?


CLEF is a Malaysian beauty brand founded in 2019 on a simple belief: beauty should feel good and work.

Our name reflects the two things we believe every beauty product should deliver:

CLean - We create clean, thoughtful and elevated experiences that make everyday beauty feel better. From the textures you love, the scents you remember and the way our products look and feel, every detail is designed to turn a daily routine into a ritual you look forward to.

EFfective - We create purposeful solutions powered by effective ingredients, designed around real beauty needs and focused on results you can see and feel. Every product has a clear purpose, whether it is caring for your skin, strengthening your hair, nourishing your body or enhancing your everyday routine.

What started with skincare has grown into a complete beauty house, spanning skin, hair, body and personal care, bringing together an experience you enjoy and results you can trust.

CLEF
CLean Experience. EFfective Results.

Timeline

  • 2019

Where It All Began

CLEF launched its very first product, the Anti-Aging Copper Peptide Mask, starting our journey in results-driven skincare.

  • 2021

Elevating Treatment Care

We introduced the Anti-Aging Gold Essence Serum, deepening our focus on advanced, targeted formulations.

  • 2022

A Complete Routine

Our range grew to include wash-off masks, overnight masks and sunscreens.

  • 2023

Hydration & Our First Store

We launched the Ocean Series for hydration-focused skin and opened our first physical store at Publika Mall.

  • 2024

Beyond Skincare

CLEF debuted its first drink-inspired fragrance series and the Tea Core Series, marking our entry into personal care. We also opened our second outlet at Pavilion Bukit Bintang.



  • 2025

Growth & Innovation

Four new stores opened at Queensbay Mall, Pavilion Bukit Jalil, Sunway Carnival Mall and Sunway Pyramid. We also expanded Tea Core with Peach Tea & Rose and introduced our Better Skin Prep Sheet Masks.

  • 2026

Our 7th Anniversary

CLEF enters hair care with a five-product range for scalp to strand, launches an All-In-One Deodorant & Perfume Mist, and opens 3 more stores at IOI City Mall, Sunway Velocity Mall and Mid Valley Megamall.

2019
2021
2022
2023
2024
2025
2026