Truly bold
Create an impeccable complexion with Face & Co, writes
INTAN Ilyani Ghazali wants to empower women to be bold, get out of their comfort zone and be courageous through her skincare line. The poised and soft-spoken entrepreneur feels that beauty, via the staple skincare products we use daily, resonates with us like a personal mantra.
Like motivational quotes we chant in our mind, the more we use a particular product, the deeper that brand will grow on us.
Being a newcomer in this industry - she founded Face & Co in 2017 — she says her products are designed both to beautify and deliver a strong message of being a confident, go-getter modern woman.
“My team is not aiming to compete with other established local or international brands,” she says.
A single mother of a teenage daughter, Intan, 40, says this is the strength and difference of her brand.
“We will focus on perfecting our brand and projecting our tagline,” she says.
Reminiscing on her entrepreneurial journey, Intan says she took the plunge and followed her heart by quitting her job as a personal assistant in the banking industry
Face & Co founder, Intan Ilyani Ghazali. in 2016 to start this brand.
When it comes to skincare, Intan urges women to start young in caring for their skin.
The commitment to following a proper skincare regime is often placed at the bottom of the list when women have to juggle multiple priorities.
“For example, some think that one day of sun exposure without sunscreen will not hurt them in the long run. But this will later turn into an undesirable habit, where they don’t follow through with a routine or completely disregard it, or only practise it when they feel the need to do so.
“The damage to the skin will not be visible when you are young but pigmentation will quickly pop up when you hit your 40s. That’s why we need to be diligent and disciplined in having a proper skincare routine or choosing the right product.”
When she started the company, the first product Intan came up with was the True Foundation, an efficient and multi-purpose foundation cum sunscreen.
The latest in her range of products is the True Bold series which she hopes will inspire women to be authentic, radiating beauty with inner pureness.
“It’s like a combination between welldone make-up and smooth, supple skin" she says of the new range.
The launch of the new series was held at co-working space WeWork and hosted by image consultant and beauty queen Bkay Nair.
It was made more fun with a nail bar, food served from a charity partner, The Picha Project and tunes from the Agal Musik live band.
The highlight of the event saw dashing male models unveiling the new range and getting guests to try the products themselves.
The True Bold series features True Remover, True Cleanser, True Serum — Breakout & Oil Control, True SerumBrightening and True Serum- Firming & Rejuvenescence, True Eye and True BB Screen. Mother-daughter team, Intan Ilyani Ghazali with her daughter Indah Khadeeja.
The products use a mixture of botanical and fruity ingredients that are gentle yet effective on all skin types.
With the launch of this series, Face & Co hopes to tap into the mid to high-end market, with items priced between RM79 and RM129.
Living in a tropical country, Intan is also aware of the importance of using a protective yet light sunscreen.
“Nobody likes the thick and sticky feeling of a conventional sunscreen, she says.
The True BB Screen glides smoothly onto skin and comes with SPF50/PA+++.
It is also packed with nourishing actives to hydrate skin while soothing irritation at the same time.
The True Serum-Brightening has probrightening ingredients to tackle pigmentation as the molecules work below the skin layers to focus on the affected area besides giving glowing and dewy skin.
Meanwhile, the firming serum reduces fine lines by up to 70 per cent, by tightening and lifting skin with consistent application for one month.
Besides that, those prone to breakouts can try the True Serum-Breakout & Oil control. All serums can be applied either during the day or night.
The range also features the goodness of citrus peel extract to cleanse the face without stripping off moisture.
To get rid of make-up, the True Remover can be used before the cleanser and it is also gentle enough to be used on the eye area.
Lastly, to complete your routine before bedtime, apply the True Eye serum to reduce puffiness, as well as prevent wrinkles and crow’s feet. All products are lightly scented.
Intan is positive that the True Bold range will help women achieve their goal of a flawless complexion so they can embrace their natural beauty, with or without make-up.
Currently, the brand can only be purchased online for now and there are plans to venture into Brunei and Tianjin, China, by the third quarter of this year.
Intan says they also aim to open an outlet at a shopping complex to further establish True Bold’s standing by the fourth quarter of this year.
As part of the brand's Be Bold campaign, Face & Co will also collaborate with SME Corporation Malaysia as the delivery partner to coach soon-to-be entrepreneurs.