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.