Have you ever wondered why your skincare doesn’t work? Well, it may be because it isn’t crafted for our hot and humid climate. Many people assume that all skincare is suitable for everyone, not taking into account the environment they live in when buying products. That’s where they go wrong. Enter the founder behind ETHEORY, who decided to break the skincare mould and crack the code with products tailor-made for Southeast Asian skin.

ETHEORY proudly blends Malaysian and Korean innovations with a deep understanding of Southeast Asian skin. Offering effective and transformative solutions for radiant, healthier skin, its expertly formulated products help create a fuss-free beauty routine. Staying true to the “less is more” approach, there’s no 10-step regimen here at ETHEORY. It’s time to embrace the slow beauty philosophy!

Recently, Elise Tan, the founder of ETHEORY, sat down with us to discuss all things skincare, ‘slow beauty,’ and the humid Southeast Asian climate.

Interview with Elise Tan, the Founder of ETHEORY

Can you start by telling our readers a bit about yourself?

Sure! My name is Elise Tan, I am 25 years old, and I am the founder of ETHEORY — a skincare brand designed specifically for humid climates like those in Southeast Asia. Throughout my teenage years and into my early 20s, I struggled with severe acne. Being a school athlete in high school, I was constantly drenched in sweat, and with hormonal changes and academic stress, my skin condition only got worse.

It wasn’t until my final year in university that I decided to make a change. I realised there wasn’t a skincare brand in Malaysia that truly catered to Southeast Asian skin and climates. Most of the options out there were either incredibly expensive or simply didn’t work for me. So, I thought, “why not create something that actually works for people like me?” That’s how ETHEORY came to life — a brand dedicated to making effective, climate-appropriate skincare accessible to everyone.

What inspired you to start ETHEORY? Are there any eye-opening moments that made you go for it?

The idea for ETHEORY really stems from how my struggles with acne affected not just my skin but also how I saw myself. Dealing with severe acne throughout my teenage years and early 20s wasn’t just a physical challenge — it really took a toll on my confidence. I found myself avoiding social situations and overthinking how others might perceive me.

It even led to bouts of anxiety, which made it even harder to navigate that phase of my life. The turning point came during my final year of university when I decided I couldn’t keep letting my skin control how I felt about myself. I realised there wasn’t a skincare brand that understood the unique struggles of people living in humid climates like ours. Like I mentioned earlier, the products I tried were either too expensive or ineffective.

That experience really forced me to rethink how I approached self-care, and in many ways, it shaped the person I am today. It pushed me to become more intentional, and ultimately, it’s what inspired me to start my own skincare brand – it was born out of a desire to help others feel good in their own skin, no matter the climate or challenges they face.

With the help of my cousin, who has a background in biomedical science, we set out to bring this vision to life. Together, we collaborated with a team of Korean chemists based in Seoul to meticulously formulate products that address the challenges of SEA skin and climate.

How did you manage to balance a full-time job while building your brand?

Balancing a full-time job while building ETHEORY was definitely a challenge, but I managed by staying focused on my purpose and breaking things down into smaller and achievable tasks. I work for my family’s business in the airfreight industry, and while it may seem unrelated to my skincare brand, both roles have one thing in common: they’re about solving problems for others. The skills I have developed in problem-solving and logical thinking through my work in airfreight have really helped me approach challenges in my skincare business more effectively.

One of the things that keeps me going is knowing I am helping people improve their skin. Hearing positive feedback from customers about how my products have made a difference in their lives really uplifts my mood and keeps me motivated. I also have to give a huge thank you to my mom. She has been my biggest pillar of strength from the very beginning. She’s always been incredibly supportive and never questioned or doubted what I was doing, which has meant the world to me. Her encouragement has truly kept me going, especially during the toughest moments.

The name ETHEORY is intriguing. Could you share the story or meaning behind it?

The name ETHEORY has a very personal meaning to me. “ET” represents my initials, while “theory” reflects my desire to infuse my own beliefs, experiences, and personal “theories” about skincare into the brand. Having struggled with acne for years and trying countless products that didn’t work, I developed my own understanding of what truly matters when it comes to skincare — simplicity, effectiveness, and products that are designed for real people living in real conditions, like the humid climate we have in Southeast Asia.

Your focus is on “slow beauty.” Can you share why you embraced this philosophy in an industry where people are obsessed with instant, visible results?

At ETHEORY, we’ve embraced the philosophy of ‘slow beauty’ because we believe that skincare should be simple, effective, and sustainable — not overwhelming. We encourage a 3- 4 step skincare routine rather than a 20-step one. It’s about adopting the mindset of ‘less is more.’ Skincare doesn’t have to be complicated to work; in fact, simplicity is often better for the skin and for our mental well being.

Even as we expand our product line in the near future, this philosophy will remain at the heart of what we do. For example — if ETHEORY were to offer 10 different moisturisers, our approach wouldn’t be to push all 10 to customers. Instead, we’d help them identify one moisturiser that’s most suitable for their skin type and needs. It’s about helping people focus on what’s truly essential for their skin, rather than overwhelming them with options or encouraging unnecessary layering. Skincare isn’t about quick fixes or chasing trends — it’s about building a consistent, healthy routine that works for you in the long run. That’s the essence of the slow beauty philosophy we stand by.

Many brands offer overwhelming 10-step routines, but you prioritise simplicity. How do you decide which ingredients and products are truly essential for Southeast Asian skin?

We focus on simplicity while ensuring our products meet the unique needs of SEA skin, especially in humid climates. The constant exposure to heat, humidity, and pollutants can damage the skin barrier, causing issues like clogged pores, excess oil, and dehydration. That’s why we carefully select ingredients that are not only effective but also well-suited to our environment.

For our 2-in-1 cleanser, we focus on gentle yet powerful plant-based ingredients. It includes centella asiatica extract, known for its calming and healing properties, and licorice root extract, which helps to brighten the skin and soothe inflammation. We also incorporate antioxidant-rich ingredients like camellia sinensis (green tea) leaf extract and polygonum cuspidatum root extract to protect the skin from environmental stressors. Additionally, rice bran oil nourishes the skin while maintaining a lightweight, non-greasy feel.

Our moisturiser is designed to hydrate and repair without feeling heavy, which is essential in humid conditions. Key ingredients include sodium hyaluronate for deep hydration, centella asiatica extract to calm and restore the skin barrier, and papain, a gentle enzyme that promotes skin renewal. We also include collagen and tocopherol (Vitamin E) to improve the skin’s elasticity and protect against free radical damage, and licorice extract to help out skin tone.

Every ingredient we choose serves a purpose — to strengthen, protect and nurture the skin challenging environmental conditions. By focusing on essential, multi-functional ingredients, we create products that are perfectly tailored to the needs of SEA skin.

Do you see any misconceptions about skincare, especially in Malaysia, that you aim to break with ETHEORY?

In Malaysia, one of the biggest misconceptions is that skincare doesn’t need to account for our environment. Many products are formulated for colder, drier climates and simply don’t work well in our hot and humid conditions. This can lead to issues like clogged pores, excess oil production or even dehydration. Skincare isn’t one size fits all, and understanding what works for your environment is key to achieving healthy skin.

Another misconception we see fuelled by social media, is the expectation of immediate results. People often believe their skin will transform overnight in a matter of days, but that’s rarely the case. True skincare requires time – time for your skin to heal, repair, and adjust to new routines. With ETHEORY, we emphasise patience and consistency because healthy skin isn’t about quick fixes; it’s about building habits that work in the long run.

For someone completely new to ETHEORY, which product would you recommend they start with and why?

I’d highly recommend starting with our Petite Fleur Voyage Set — it’s a super versatile and travel friendly introduction to our brand, featuring our core products in smaller sizes, including our star product — the Acai Berry Calming Serum (ABC Serum).

This set is ideal for discovering how our products work together to create a simple, effective routine. Whether you’re new to skincare or just want to try out ETHEORY, the Petite Fleur Voyage Set is a great way to experience our philosophy of slow beauty in action.

Any exciting innovations or products in the works that you can share with us?

At the moment we don’t have any new products or innovations to share, as our focus remains on perfecting our current lineup and staying true to our philosophy of simplicity and effectiveness. However, we’re still excited about our latest launch — the 2-in-1 Crystal Clear Cleanser and the Mystifying Bloom Moisturizer, which we introduced back in September.

These products were designed with versatility and convenience in mind, making them perfect for busy individuals or those who want to keep their routine minimal. It has been incredibly well-received, and we’re thrilled to see how it’s helping our community simplify their skincare. While we don’t have anything new on the horizon just yet, we’re always listening to feedback and exploring ways to continue improving and evolving ETHEORY, so stay tuned!

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