A homegrown organic skincare label obtains Ecocert certification.
CHEMICAL engineer Soo Kian Kheng was immensely delighted when his first child was born. But he became quite concerned when he couldn’t find suitable skincare products for his child’s sensitive skin.
Putting his penchant for innovation to work in his lab, he developed some fundamental skincare products – baby oil, lotion and bath wash – which eventually became known as Buds organic skincare for infants.
Buds was established in June 2004, and the three products were launched in Malaysia and later, overseas, under the company I-Green Sdn Bhd.
Esmeria Organic contains active ingredients like prickly pear and golden seaweed.
Malaysian parents found the products good value for money as they were organic and reasonably priced. There are 10 baby products available, ranging from moisture and nappy rash lotions, bath washes to insect repellents as well as soothing balms.
As Buds took off, I-Green Sdn Bhd founders Kian Kheng and his sister, Siew Peng, felt challenged to extend the range to adult skincare as well. He came up with Esmeria, which has been a success locally and internationally.
I-Green products have recently been certified by Ecocert (one of the world’s most established and recognised organic product certifiers). The certification requires that 95% of the ingredients used in any product are of natural origin and follows extremely strict restrictions.
“We attended Biofach in Europe in 2007 and came back inspired by the other brands that were organic-certified. (Held annually, Biofach is the world’s largest trade fair in organic products). With so much abuse in our local organic market – and so many brands that were not certified claiming otherwise – we felt compelled to get certified to add credibility to our products,” says managing director Siew Peng.
Since I-Green received the organic certification, Esmeria products are now labelled Esmeria Organics.
Siew Peng finds Ecocert’s published guidelines progressive and easier to implement, and more transparent in their certification processes.
“We want our customers to know that we have their trust and safety at heart,” she adds. “We hope that by working together with Ecocert, we can help raise the standard of local organic products to international standards. Countries like Japan has done just that.”
Today, there is a wide range of personal care products under Esmeria Organics, consisting of hair and scalp care, skincare and body care for different skin types.
The products’ active ingredients – prickly pear, alpine willow herb, glasswort and golden seaweed – are believed to be amongst the most active bio actives available.
Each ingredient is formulated into a range that specifically addresses combination, dry or oily skin types.
“For instance, research has shown that prickly pear is scientifically proven to hydrate, sooth and protect the skin while balancing sebum production. Alpine willow herb, a rare plant that grows amongst rocks and glaciers in the Alps, reduces oiliness and pore size,” Kian Kheng says.
Apparently, even mature skin types stand to benefit from these products.
“Esmeria Dry/Mature skin range contains glasswort, which is derived from a hardy coastal plant that grows in the Mediterranean and Atlantic coasts, to moisturise and revitalise skin,” he adds.
Interestingly, unlike most other facial skincare products in the market, Esmeria products do not contain artificial sunscreen.
According to Siew Peng, natural sun protection is found in the products’ active ingredients. “Our skin will reap the same benefits from these plant ingredients which are already found in the products.”
When customers ask just how safe I-Green products are, Siew Peng assures that their products are safe enough to eat, should the cream or lotion be ingested by accident. “Each of our products are tested on family and friends before market release,” she says, adding, “If they’re safe for us and our children, they are safe for consumers.”
I-Green is currently working on developing and extending their product range. In the near future, organic cosmetics, fragrances and even pet care products will be available.
Her life philosophy sums it up best: “It’s our charter in life to be kind to all beings and the environment in order to leave everything in good order for the next generation. To me, that’s ethical business dealing; something we are very proud of.”
For details, log on to http://www.esmeria.com/
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