KUALA LUMPUR, Oct 26 — Despite the wave of skincare products and devices now available for home use, Malaysians still value professional facials for the expertise, trust and time out they offer, says EMAX Corporate chief executive officer Wilson Lee.

Lee, whose group owns homegrown beauty chain Beaute Library, said skincare was increasingly seen as a form of self-care rather than simply a fix for skin problems.

“People may have access to good products and tools at home, but a professional facial gives them the opportunity to step away from their daily routine and have their skin cared for by someone with the right knowledge and experience.

“It is also about the trust that comes with knowing you are in the hands of a professional,” he said in a media release. 

His comments come as Beaute Library introduces ION+GLOW Bio-Renewal. The company says it is Malaysia’s first facial treatment powered by PlasmaFX Cold Wave Technology. It was launched at a media and influencer event at Pavilion Bukit Jalil last month.

Beaute Library said PlasmaFX Cold Wave is a medical-grade device currently undergoing the relevant regulatory process with the Medical Device Authority (MDA) under the Ministry of Health.

The company claims the technology delivers 60 times greater absorption of active ingredients and a 40 per cent reduction in acne-causing bacteria, with no downtime.

The non-invasive facial pairs the device with a plant stem cell mask. It is aimed at concerns such as dullness, dehydration, uneven texture and early signs of ageing.

Lee said that with skincare trends and products multiplying, personal guidance from a trained professional had become more important.

“With so many trends and products available today, that personal understanding can make a real difference. Ultimately, good skincare should be about what works for the individual, not simply what everyone else is doing.”

Facials as self-care

Asked whether people were turning to facials for relaxation as much as for their skin, Lee said: “Absolutely. A facial can address the skin, but the experience can also give someone an opportunity to step away from a busy day and focus on themselves.

“I think that is why professional skincare has become increasingly connected to self-care. It is not necessarily about pursuing a particular outcome every time. Sometimes, giving yourself the time and attention to feel refreshed is valuable in itself.”

The idea underpins the brand’s launch campaign, “Beauty, Without the Chase”.

“As an industry, we have often focused on what people need to fix or improve. With ‘Beauty, Without the Chase,’ we want to shift that conversation towards understanding, personalisation and care, because there should not be one definition of what healthy, beautiful skin needs to look like,” he said.

Lee added that technology would continue to shape the industry.

“Technology will continue to shape beauty, health and self-care, but our purpose remains deeply human: to help people feel more confident, make informed choices and care for themselves in ways that feel right for them,” he said.

Founded in 2011, EMAX Corporate has grown into a Malaysian group spanning beauty, wellness, aesthetics, lifestyle, education and community. Its brands include Beaute Library, Curvena, B+ Clinic, NX4 and sports drink Upbound.

The ION+GLOW Bio-Renewal treatment is available exclusively at Beaute Library outlets.