About Us

Who Are We?

CLEF is a Malaysian beauty brand founded in 2019 on a simple belief: beauty should feel good and work.

Our name says it all:
CLean — clean, enjoyable, elevated experiences. From how our products feel, smell, and look, to how effortlessly they fit into your daily routine.
EFfective — purposeful ingredients that deliver real, visible results, for real beauty needs.

What started in skincare has grown into a complete beauty house — covering skin, hair, body, and personal care, all designed to make effective beauty feel like a ritual you actually enjoy.

2019

It started in 2019 with one product: the Anti-Aging Copper Peptide Mask. A simple goal, results-driven skincare done right.

2022

Introduced the Anti-Aging Cleanser Gel and Anti-Aging Gold Essence Serum, plus an expansion into wash-off masks, overnight masks, and sunscreens for complete anti-aging care.

2023

Introduced our Ocean Series for hydration, and our very first store at Publika.

2024

Marked a big leap — our first fragrance, the Tea Core personal care line, and rapid retail growth across Malaysia.

2025

Cemented CLEF as a nationwide name — new stores across Malaysia and the launch of Peach Tea & Rose Bath Gel & Lotion. We also pushed our sheet mask journey further with Better Skin Prep Masks, including the Plump & Firm Milky Collagen Mask and Soothe & Hydrate Hydrogel Cooling Mask, for targeted skin-prep results.