Sarini Zainal believes that true beauty is more than skin deep. In 2011, she left her job as a chemical engineer to establish Pastels Group, a distribution company for Korean beauty products. When she started noticing that many of these Korean brands were setting up their headquarters in Malaysia and were offering their products at more competitive prices, she decided to launch her own skincare brand. Thus, in 2019, The Pastels Shop was born.
Made for Malaysia
The Pastels Shop currently offers a diverse selection of skincare products, including cleansers, toners, serums, moisturizers and even masks. What sets the brand apart is that its formulations are designed specifically for Malaysian consumers.
“Competing for visibility in a market saturated with international brands is challenging. Rather than blending in, we choose to emphasize our local identity. We offer not only Muslim-friendly cosmetics but also skincare specifically designed for Malaysia’s hot and humid climate,” Sarini explained. Celebrating its Malaysian heritage, the brand makes use of a lot of local ingredients, such as sea cucumber extract, yam bean extract, lemongrass and tocotrienols derived from palm oil, and also incorporates local knowledge in the development of its products.
“Understanding local needs gives us a distinct advantage. For many years, we’ve been using skincare products designed for Korean or American markets, and these products often contain excessive fragrances and are either too oily or too drying since they’re formulated for different climates. As a local brand, we have a deeper understanding of how to address these specific issues effectively,” Sarini said.
A Scientific Approach
While Sarini is proud to be the founder of a Malaysian brand, she admits that pursuing this path has not always been easy, especially since some consumers still have the misconception that local skincare brands are unsafe or engage in unethical practices. To overcome these biases, Sarini, who holds a degree in chemical and biological engineering from Korea University, emphasizes The Pastels Shop’s high quality and safety standards, and she also highlights her team’s commitment to a science-driven approach to beauty that includes meticulous research and development carried out by professional chemists.
Aside from creating carefully formulated products that deliver tangible results without the use of harmful chemicals, Sarini is also committed to sharing the science behind her products, as she believes that knowledge is a key component to achieving long-lasting and effective beauty results.
Sarini Zainal showcases products to customers.
“Our commitments to our customers are education and transparency. We strive to educate our customers about the chemistry behind our skincare products, equipping them with the right knowledge to make informed decisions. Through detailed product descriptions, ingredient breakdowns and accessible customer support, we empower our customers to choose products that work best for their skin,” Sarini said.
The Beauty of a Supportive Community
Since embarking on her eCommerce journey, Sarini has received a lot of support from Lazada to help her grow as an entrepreneur. In 2023, she joined the Selangor E-Commerce Xccelerator 2023 (ECX23) program, which was organized by the Selangor Information Technology & Digital Economy Corporation in partnership with Lazada. The program featured case studies and practical tips to help small and medium-sized businesses reach the next level of success, culminating with a business model presentation where SMEs could win cash prizes and a once-in-a-lifetime opportunity to visit Alibaba’s campus in Hangzhou, China. Since The Pastels Shop was selected as one of the top five winners of the program, Sarini had the chance to travel to Hangzhou, where she learned more about running an eCommerce business.
“The trip was very insightful for me, and it changed my perspective on business,” Sarini recalled. Aside from inspiring her to merge The Pastels Shop with its current manufacturing company – a move that allowed Sarini to be closer to the manufacturing process, thereby enabling her to scale her production capabilities while reducing costs – the tour also introduced her to new opportunities for digital transformation and gave her the confidence to incorporate these approaches into her day-to-day operations.
On top of participating in the ECX23 program, Sarini has also acted as guest speakers at multiple community events. She has also created #pastelscommunity, a vibrant and supportive group for skincare enthusiasts. “The #pastelscommunity has played a significant role in the success of The Pastels Shop,” Sarini explained, adding that the community’s involvement and enthusiasm have helped her cultivate a strong and loyal customer base.
Looking ahead, Sarini hopes to continue growing her brand with the support of her customers, partners and the wider online community. “I hope that The Pastels Group can someday be the number-one skincare brand in Malaysia,” she said.
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