Ahh, the youth—the good ole’ days. I remember I was exactly 16 years old when I was first introduced to the makeup community. Of course, back then, the beauty guru or shall I say, makeup mentor was super duper limited. We had to rely on Tanya Burr, Blair Fowler, and Bethany Mota just to name a few. I know the Gen Z’s are scratching their heads reading these names. Hello, they are the OG’s of beauty YouTubers okay? Look it up. 

Anyhow, years ago, the exposure to beauty brands and their products were not as extreme as today. They don’t even have an Instagram account for God sake, so I had to wait for one week to find out the latest releases of certain products and sit still for 30 minutes straight listening to these YouTuber rambling about their PR packages. And when it comes to ‘’choosing’’ the right products, it’s the worst case scenario. With no social media accounts to be found, nobody in Malaysia knew what Sephora was at that time, and hell, how do you expect a 16 years old Malaysian girl to purchase a product that was based in the UK? You youngsters nowadays are lucky as heck, honestly. 

Fast forward to ten years later—yes, I said ten, don’t ask how old I am—technologies have made everything easier, including the beauty industry. It becomes easy for everyone to purchase any skincare products, finding the suitable makeup according to their skin concern, and most importantly within their age range. That’s why when Beauty Insider first found out that Indonesia’s spectacular teenage beauty line, Emina, has finally entered Malaysia’s zone, we couldn’t contain our excitement because it is about time. Find out all about it below. 

Emina Now Available In Malaysia

Emina, a leading skincare and cosmetics brand  for teenagers, has entered the Malaysian market with a selected range of its products available via Asia’s fastest e-commerce market, 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 skin care 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. Enriched with summer plum extract and double brightening agent that has been clinically tested and proven to be safe and gentle on skin. Made with safe ingredients and fit for teenage skin.

They also brought the famous Bright Stuff for Acne Prone series, 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. 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 

Together with its range of skincare products, Emina also introduces 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.

Ranging from lip makeup, eye makeup, face makeup, and beauty tools. Emina’s cosmetic products are focused on lightweight formulas, 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, 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 On Shopee

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. For more information, please visit Emina official Malaysian store page on Shopee.

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