Korean cosmetics brand Belif has opened its first store in Malaysia in Kuala Lumpur’s Sunway Pyramid Mall.
Belif Malaysia has been introduced by listed jewellery retailer Tomei which has the rights to other markets in the region but plans to focus on Malaysia for the time being to fully assess its potential.
Between three and five stores are planned initially.
Belif is marketed as a herbal lifestyle cosmetics brand based on recipes dating back to Britain in the 1860s and combined with modern day Korean skin science.
The brand distinguishes itself with packaging which is honest about its ingredients. Each of its products addresses diverse skin types and concerns with formulas that are free of mineral oil, synthetic fragrances, synthetic dyes, synthetic preservatives and animal origin ingredients.
The debut store in Kuala Lumpur is on Sunway’s ground floor near the Tomei jewellery store.