The Mineraw: Less Chaos, Feel-Good Glow with Skin-Loving Products

With how fast-paced our lives are, we believe skincare shouldn’t feel like another chore that adds to the noise. Between 10-step routines, ingredient overload, and products that promise the world, it’s no wonder so many of us feel disconnected from our own skin. If you’ve ever looked at your shelf and thought, “Why is this so complicated?” — well, you’re not alone.

That’s exactly where The Mineraw comes in. This homegrown Malaysian brand is redefining what skincare should feel like. With a clean, minimal lineup rooted in intention, The Mineraw ditches the complexity and brings you back to the basics — gently, honestly, and effectively. Think: fewer steps, more ease, and formulas that care for your skin.

Recently, Brandon Porle and Samantha Yap, the owners of The Mineraw, sat down with us to share how their gentle, no-fuss formulas are helping people embrace the ‘less is more’ approach and give their skin the care it deserves.

Interview with Brandon Porle and Samantha Yap, the Owners of The Mineraw

You didn’t take the “typical” route into beauty — what first drew you to skincare?

I stepped in because I saw people disconnecting from themselves.
Not out of apathy, but exhaustion. Skincare had become overwhelming. Too many steps. Too much pressure. Too many promises. And when we’re overwhelmed, we retreat.

So, we built something quieter.
A brand that doesn’t shout for your attention, but earns your trust.
One that reminds you: you already have what you need.
Simple enough to use without thinking. Powerful enough to stay.
This was about creating peace in a world that forgot how to pause.

The Mineraw has gone through a rebirth. How did that chapter shape the brand we see today?

When we closed, we expected silence. But instead, over 5,000 people reached out, to say please don’t let this go. That kind of love is rare and it comes from meaning.

So, we listened.
We stripped the brand to its bones, and held onto the parts that felt like home.
Just two products. Toner. Serum. It was our commitment to simplicity, to sincerity, and to the people who reminded us why we started.

“Less is more” is part of your ethos — why do you think this mindset matters now more than ever?

Because modern beauty is built on burnout. People are tired of 10-step routines and impossible expectations. “Less is more” is our quiet rebellion. Every product we offer is a decision made for the customer, not another question they have to answer. In a culture of clutter, we offer clarity. Less confusion. Fewer steps. And more moments to just… be.

What does “clean beauty” truly mean to you, beyond the marketing buzz?

Clean is our code. It means we choose ingredients because they work. It means we pursue what lasts. It means trust. But most importantly, it means we never compromise on intention. Our customer shouldn’t need a science degree to protect their skin. Clean means: you’re safe here.

What sets The Mineraw apart from the rest of the skincare crowd?

We sell focus. Most brands start with what their product does. We begin with why you need it. Because when you understand the reason, the solution becomes obvious. The Mineraw is built on clarity. Every formula is rooted in rationale, every decision backed by intention. It’s designed to feel like something you can always trust without a second thought. And in a world constantly shouting for your attention, that kind of quiet confidence is rare and powerful.

We’re not here to change who you are. We’re here to remind you that you were never missing anything to begin with.

In what ways does The Mineraw nourish both the skin and soul through its intentional routines?

You can treat skincare like a checklist or like a ritual. We choose the latter. Each step is a pause. A breath. A soft return to yourself. Because real nourishment is emotional. The Mineraw is a conversation with your nervous system. One that says, you’re safe here.

How does The Mineraw blend wellness, community, and skincare to create unforgettable real-world experiences?

We believe skincare is personal, but healing can be communal. That’s why we take it offline. Through Mineraw After Dark and beyond, we create spaces that invite stillness, connection, and joy to gather, breathe, and remember they’re not alone. Places where people can come as they are, and leave a little lighter. Because while our products nourish the skin, our community nourishes the spirit. It may not come in a bottle, but it’s one of the most powerful things we offer.

How does the idea of Ubuntu influence the way you run The Mineraw?

As the soul of The Mineraw, ‘Ubuntu’ means ‘I am because we are.’ It’s something I first learned from my university football coach, who built our team on a shared purpose. He taught us that wins don’t belong to individuals, they belong to everyone who showed up, supported, and stayed the course. That stayed with me.

Since then, I’ve applied Ubuntu to everything I do in relationships, in business, in philanthropy.
We run this brand like a village. Our customers, our team, our partners, they’re not just part of the story. They are the story.
Growth here is mutual. Success is collective.
Because a product that disconnects you from others or from yourself simply isn’t worth making.

How is the brand helping lead Southeast Asia’s feel-good beauty movement and promote joy-driven self-care?

Feel-good beauty is about liberation. We remind people they don’t need fixing. We remind people they don’t need to change to be beautiful. They simply need a space to slow down, breathe deeply, and reconnect with themselves.

That’s what Mineraw creates, a reconnection to themselves instead of the usual transformation. That’s feel-good beauty. And it starts with how we make people feel before they even touch the product.

What are the biggest challenges and most rewarding moments of building a purpose-driven brand in today’s fast-paced beauty industry?

The challenge is restraint. Saying no to the rush. No to “fast beauty” just to stay relevant. But the reward? When someone says, “This brand made me feel like myself again.” That’s the moment that reminds us, we’re in restoration. And there’s no metric more powerful than that.

Are there any exciting product developments for The Mineraw, and how do you keep the brand accessible?

We’re working on what we believe is the final piece of the ritual, something that completes the experience. When we launch, it’s to fill a need. And no matter what we create, we promise this: It will be emotionally accessible. Financially reasonable. And spiritually grounding. Because self-care should never feel a luxury. It should feel like a birthright. 

Ready to treat your skin to the care it truly deserves? The Mineraw’s clean and minimal skincare line is all about ditching the fluff and keeping it real with gentle, no-fuss formulas that actually work. Whether you’re new to skincare or streamlining your routine, their products are packed with skin-loving ingredients that deliver that healthy, feel-good glow.

Shop now at The Mineraw’s website, and follow their Instagram for skincare tips, community moments, and a peek behind the scenes.

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