What We Do

"Optimizing your skin with Clean and Effective Solutions"

About Us

Optimising skin with CLean and EFfective solutions.

At CLEF, we don’t want to treat skin issues— we want to introduce forward solutions that can improve all skin types in the most optimal way. We want results that are not only notable, but also safe and long-lasting. We want to provide solutions beyond addressing your skin’s true concerns. When developing each solution, we ask ourselves: (1) is it made CLean & EFfective and (2) is it a Face Forward solution?

Our Practice

CLean & EFfective is what CLEF is all about. We source only high-quality, cruelty-free ingredients that are indiscriminately friendly to the relevant skin types, excluding any harmful, unsafe ingredients in our formulations. Moreover, all our products are accommodative to our high-humidity weather for maximum local suitability. By combining totally safe ingredients with cutting-edge formulations, we strive to optimise your skin in the most harmless yet innovative way.

Our Philosophy

Everyone has a skin goal, but current skincare trends may not be able to meet that yet. As a futurist skincare brand, we keep tabs on the newest scientific breakthroughs to research and develop forward solutions that the market has yet to see. We also instill creative thought into bettering each product’s texture, scent, and packaging for an optimised user experience. With these solutions, we aim to advance you towards your skin goal, empowering you to Face Forward with confidence.
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Our Products

Anti-Aging Series
Ocean Elixir Series
Facial Masks
Sun & Body Care
  • 2017
    Various skin concerns plague those closest to us, and the lack of accessibility to skincare products without harsh or downtime-inducing ingredients pushed us to develop our own products that are free from the stress of damaging their delicate skin further. The challenge began as we set out to look for a lab willing to realise our vision. After meeting 24 potential investors and 12 manufacturers, one finally agreed to work with us, as we began developing our first product— the Copper Peptide Mask.
    2019
    Motivated by the lack of safe, gentle skincare in the market, CLEF launched its first product following 1.5 years of R&D. The Anti-Aging Copper Peptide Mask was an instant hit and remains a perennial bestseller.
    2020
    CLEF expanded distribution to the US, UK, Canada, and Europe, and entered SaSa stores across Malaysia.
    2021
    Building out its range, CLEF ventured into bodycare with Relaxing Body Lotion. It also launched on ShopeeMall, appeared in publications like The Sun Daily and Vulcan Post, and partnered with creators, local brands, and media outlets including Astro Go.
    2022
    The fan-favorite Pomegranate Instant Calming mask arrived, followed by more facial masks and the Skin Perfecting Tinted Physical Sunscreen. CLEF became available in Aeon Wellness and Watsons while opening its first fully-staffed office in Kuala Lumpur.
    2023
    A year of many firsts, CLEF opened its first flagship store in Publika Kuala Lumpur and debuted in the My Beauty & Cosmetics Expo.
    2024-2025+
    CLEF made waves with unique beverage-themed fragrances and the ultra-popular Tea Core bodycare series. Its retail footprint grows to include Pavilion Bukit Bintang and the first Penang outlet in Queensbay Mall.
    A word from

    Our CEO

    What began as a business challenge has blossomed into a deep passion for redefining self care through bold, culturally inspired innovation. CLEF is building a lifestyle brand that blends heritage with modern indulgence in everyday rituals, starting with a playful twist on tea-based bodycare and beverage-inspired fragrances. The goal? To inspire individuals across Southeast Asia to own their pampering journeys with creativity and pride. This is more than just beauty; it’s a movement. Welcome to CLEF Beauty. Jeffrey Cheong CEO, CLEF