About Us

Who We Are


CLEF is a Malaysian beauty brand founded in 2019 on a simple belief: beauty should feel good and work.

Our name reflects the two things we believe every beauty product should deliver:

CLean - We create clean, thoughtful and elevated experiences that make everyday beauty feel better. From the textures you love, the scents you remember and the way our products look and feel, every detail is designed to turn a daily routine into a ritual you look forward to.

EFfective - We create purposeful solutions powered by effective ingredients, designed around real beauty needs and focused on results you can see and feel. Every product has a clear purpose, whether it is caring for your skin, strengthening your hair, nourishing your body or enhancing your everyday routine.

What started with skincare has grown into a complete beauty house, spanning skin, hair, body and personal care, bringing together an experience you enjoy and results you can trust.

CLEF
CLean Experience. EFfective Results.

Our Story

2019

The Beginning

CLEF launched its very first product, the Anti-Aging Copper Peptide Mask, marking the brand's entry into results-driven skincare.

2020

Building the Foundation

Launch of the Anti-Aging Cleanser Gel, completing the first core skincare routine.

2021

Elevating Treatment Care

Launch of the Anti-Aging Gold Essence Serum, deepening CLEF's commitment to advanced skin rejuvenation.

2023

Hydration and Retail

Launch of the Ocean Series, alongside CLEF's first physical retail store at Publika Mall.

2024

Growth and Innovation

Debut of CLEF's first fragrance line, the Tea Core Series, and a second retail outlet.

2025

Expanding Horizons

Rapid retail expansion and launch of Peach Tea and Rose Bath Gel and Lotion.