DESB plans up to RM120m investment
KUALA LUMPUR: Cosmetics and skincare manufacturer Dr Esence Sdn Bhd (DESB), formerly known as Ortus Expert White Sdn Bhd, has allocated RM55 million to RM120 million for the next two years to diversify its business locally.
The company aims to venture into the pharmaceutical, nutraceutical and biotechnology sectors, among others.
President and group chief executive officer Datuk Dr Nazily Mohd Noor said DESB planned to spend RM10 million to RM15 million on its business expansion this year.
DESB carries three brands, namely Royal Expert, Royal Essence and Royal Valens.
“We are one of the few local brands with clinically-proven products and we have 16 United States patents for a stem cell range of skincare products. We strive to provide premium quality products at affordable prices,” said Nazily.
On DESB’s market presence, he said the company’s brands had gain acceptance in Asian and North American markets.
“We will grow our export markets through strategic alliances and also will open flagship brickand-mortar stores in Malaysia.
“Our market share is growing and we continue to leverage the omni-channel approach. Soonm our online-to-offline business model will give the convenience to consumers to pay online at promotional prices.
“The benefit of picking up from the store is that customers will have a genuine product and can also receive free consultation from the in-house skin specialist,” he said.
Nazily said there were two big challenges in terms of consumers’ perspectives and the industry.
“Consumers lack of knowledge on skincare products, especially how to differentiate heavy chemical-based product and safe products.
“It is the responsibility of the brand to educate consumers but they themselves must do some research before making purchases.
“Secondly, the market entry has become very low in the past 10 years. Cosmetic manufacturers have reduced the minimum order quantity, which allows small players to come in and some of them do not practise good business ethics,” he said.