We fuel more than just your skin, we fuel who you are!
After launching their key product in July of this year, the main objective of Skinfuel Beauty is to provide a solution that would help ease the skincare routine of individuals as well as inspire the community through their wellness content.
The Squeaky Clean and Squeaks double-cleansing pad (starter kit), is the only product launched as their debut in the beauty industry. Promoting all-natural and halal-friendly ingredients, the cleansing pad is suitable for anyone.
As Malaysia’s first 3-in-1 travel-friendly double-cleansing pad, the Skinfuel Beauty ladies decided to create a hack that was quick, easy and effective — something that was not yet available on the market.
Squeaky Clean is the first local product to contain marula oil, almond oil, olive oil, vitamin E and geranium essential oil and works more than just a make-up remover. It also gently exfoliates and emulsifies into a cleanser.
The brand symbolises self-love and self-worth with the desire to make people feel like they belong and to celebrate who they are as a person.
Creating the product from scratch and having the idea of Skinfuel Beauty becoming a reality is an absolute dream for these power-duo ladies. It took about a year to operate R&D throughout the country before it was introduced to the public. It may seem like a short time, but the ladies have gone through at least eight formula tests before confirming the right one as it is important to have their formulation tailored to all skin types and skin conditions.
“It took at least 6 months for everything to come together for the first batch because we had imported goods and raw materials that were being halted from coming into Malaysia because of Covid, so our wait time was mainly because of that,” said Fyra.
While they do have a few ideas for new products in mind, first they would like to reach their year-end target, and then they’d be able to work on another range of products that are yet to be introduced to people.
Our personality and our product! We are unfiltered and fun. We incorporate our own values of inclusivity, diversity and community in our brand. Our brand is reflective of who we are and what we want to see in the world.
Walk into the world of all-natural and positivity with us as we get to know the founders of Skinfuel Beauty.
Get to know Fyra & Sarah
How did your parents influence you to be the person that you are today and what lessons and values can you share with us?
FYRA: We are what we see and that is true. My sisters and I weren’t brought up with a silver spoon, but our parents shower us with a lot of family values mainly in embracing and honouring our strengths, weaknesses, vulnerabilities and imperfections. My parents practice sociability since we were kids to always listen to each other with love and respect, they’ve set boundaries in positive ways without shaming or blaming. My mother and father led with empathy, gratitude and kindness and respect. My whole life I’ve learnt to live and love these morals and values.
SARAH: My parents and the Kajani family virtues of service, faith, life-long learning, respect and meditation have been invaluable in shaping who I am. My dad at the age of 64 still signs up for online courses and takes notes while watching the news to upgrade his vocabulary. I admire my parents’ resilience in moving across the world to establish a new life where they didn’t know the language and they had no family. I did that when I moved to Malaysia and have incorporated those family values that have been instilled in me since I was small.
What do you think about the local beauty brands and why is it important for us to support their businesses?
FYRA: I guess business owners nowadays are brave to take risks and be bold of their brands. I see a lot of good local brands that produce great products with great packaging and of great ingredients. For obvious reasons, supporting local means that you care about the community you live in. by buying local goods, You’ll be able to put money back into your community and it will give your local economy a chance to thrive too!
SARAH: I admire the local beauty brands that exist and the risks that each of them have had to take. It’s not easy to make your ideas come to life. Supporting local brands is supporting each of these people’s dreams. When you support them, you give them hope and allow their business to live another day, week or year. When you support them, you support a family and a community. When you support them, you support your own country!
What is it like to work together as partners?
FYRA: Sarah & I knew each other for about 3 years before we started partnering. I feel like both of us complement each other and I feel Sarah fills up the gaps on the things I am not good at.
SARAH: It’s fun, we are so in sync that most times Fyra is practically finishing my sentences. We balance each other out in so many ways and when one of us may be feeling down, the other is quick to pick up the slack. Fyra is incredibly talented and creative and it’s been a joy to see her grow into her talents. At times, I feel like the crazy one who is always trying to do 15 things at once. One of the best things we did to protect our friendship and partnership was to make an agreement that we only move forward if both of us say yes.
Do you think both of you complement each other in terms of skills?
FYRA: yes we do. I am more of an operation type of gal while Sarah is more hands-on on Marketing. I think with these two skills combined, we make such a great team!
SARAH: Yes, definitely! Fyra is our operations guru and our creative master. I handle the marketing side of things. We both wear multiple hats and try to enjoy the entire process, learning as we go.
What kind of marketing and advertising initiatives has worked for you? What haven’t?
We are self-funded so the budget is quite low to really push some of the ideas that we have had in mind. We are looking for more partners who’d be willing to help us get our name out, so let us know if you’re one of them! It’s too early for us to tell you what works and what hasn’t but we did notice that people are more open to using our product once they try it out. What I can tell you is that we have loved the campaigns we have gotten to launch like our Colors of Malaysia initiative which highlights the diversity of Malaysia and touches upon our belief in inclusivity.
Have both of you always been in love with skincare? Do you use your own products on a daily basis?
FYRA: My love for skincare developed in my early 20s, I use Squeaky Clean when I feel my skin is very dirty when I have makeup on when I travel, or when I am back from the gym. Essentially, every day. Hahaha
SARAH: I didn’t really get into skincare until I was in my mid-20s. Now, I can’t live without it. I have so many different oils, masks, exfoliators, it may be ridiculous. But it’s also helped us in determining which ingredients would be great to use. Hell yes, I use Squeaky Clean on a daily basis, I needed this skincare hack. I get so lazy to remove makeup or even the daily grime that accumulates on my face since I’m not a huge makeup junkie. It’s so easy and takes less than 5 minutes. It’s a staple in my routine and one I build upon every night!
Where can potential customers find your products? Where is Skinfuel Beauty located?
What advice would you give to those who have a passion in the same industry as you?
FYRA: I always feel that it’s too late to be starting something at 30. But I was wrong, I was totally wrong. It is never too late to start anything. Do your research well, be passionate about it, fall in love with it and find the motivation and inspiration everyday.
SARAH: There is nothing stopping you from creating what you want. I shouldn’t say that sometimes money or finding resources can be an issue but if you really want it, things will manifest in a way you never expected. Do your best and don’t be afraid to fail because the learnings are invaluable and you can always look at yourself in the mirror and say you gave your best and you tried.
It’s no doubt that this stay at home period has been challenging especially with the second CMCO, how are you and your family coping so far with things? How’s the business going?
SARAH: It’s hard because Fyra and I live in different places and I get so much energy off of hers when I see her in person. We try our best to do the same things virtually, working through Google Drive, etc. My family lives across the world so I try to worry about things I can control rather than on the uncertainty that exists in the world today. We are still pushing forward with the business but it is quite difficult. We are hoping to reach our goals and to get more people’s attention.
Lastly, how do you stay true to yourself and what’s your definition of success?
FYRA: Staying true to myself is staying faithful and honest to myself. I listen to the advice of others but at the same time make up my own mind. Success is to feel fulfilled, healthy and being able to live debt-free, give my parents, my husband and the people around me the best life could offer.
SARAH: I stay true to myself but having people keep me accountable and by doing the inner work I need to do every day. I read and meditate daily. My definition of success is fulfilling your purpose and living your life on the foundation of love. It’s recognizing your own progress and helping others along the way.