Cetaphil’s big glow-up: From skincare brand to skincare advocate

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Cetaphil®, Malaysia’s No. 1 dermatological skincare brand, just pulled off a major rebrand. They’re shifting to an advocacy-first strategy, meaning they’re doubling down on expert-led education and partnerships to help Malaysians cut through the noise of skincare misinformation online.

The official launch gambit at the Cetaphil Exfoliating SA Range at Cetaphil’s SkinLABS event in Kuala Lumpur.

The move was unveiled at the first-ever Cetaphil SkinLABS launch, where the brand also introduced two new products: the Gentle Exfoliating Salicylic Acid range and the Cetaphil Baby Soothing Moisturising Cream.

Cetaphil is using experts and influencers to push for smarter skincare

Social media is packed with skincare tips but not all of them are good for your skin. Cetaphil’s new strategy aims to fix that by bringing dermatologists, pharmacists, and KOLs together to provide advice that’s not just trendy, but science-backed.

“Cetaphil’s commitment is to deliver science-driven solutions that cater to diverse skin needs, ensuring that everyone—regardless of skin type or concern—has access to effective, clinically proven skincare,” – Ms Cindy Tiu, Country Manager of Galderma Malaysia.

From left to right, Muna Bella (host and ERA FM radio DJ), Iman Troye (singer-songwriter), Dr Benji Teoh (dermatologist and skincare expert), Ms. Cheryl Lai (pharmacist and customer advocate, Watsons), Ms. Poh Wei Thian (Medical Affairs, Galderma Southeast Asia)

With about 50% of Malaysian adults having sensitive skin, Cetaphil also wants to debunk the myth that sensitive-skin products are “too gentle” to work. Their formulas aim to protect the skin barrier without sacrificing results.

Cetaphil is introducing two new innovations for sensitive skin

The official photo of the Cetaphil Exfoliating SA Range at Cetaphil’s SkinLABS event in Kuala Lumpur

1. Gentle Exfoliating SA Range – Designed for oily and acne-prone skin, this duo blends PHA, AHA, and BHA to gently exfoliate, clear blemishes, and boost hydration without irritation.

SA Cleanser: Removes impurities and leaves skin softer after just one use (90% of users agree).
SA Lotion: Improves skin texture and tone, delivers 48-hour hydration, and promotes a more even complexion.

2. Cetaphil Baby Soothing Moisturising Cream – A fragrance-free, petroleum-jelly-free formula that calms, hydrates, and protects newborn skin.

Soothes: With glycerin, sunflower oil, and sweet almond oil.
Hydrates: Up to 48 hours.
Protects: Strengthens the skin barrier from the first application for up to 8 hours.

You can get the full lowdown on all things skincare through the SkinLABS experience

Bringing together experts and storytellers to inspire healthier skin and confidence during SkinLABS’ sharing session, SkinTalks: Stories That Heals

Apart from being a product event, the launch was also an immersive skincare journey aimed at winning over Gen Z and Millennials. Guests explored zones like Hydration, Exfoliate, Radiance, and Gentle, each showing how Cetaphil’s products support sensitive skin through every stage of life.

Highlights included:

Dermatologist-led talks on skin sensitivity and gentle skincare science.
Hands-on demos of Cetaphil’s latest innovations.
Personal experiences shared by beauty KOLs and pharmacists.

With this rebrand, Cetaphil is hoping to build a skincare movement grounded in science, trust, and inclusivity.

For further details on the new products or the SkinLABS experience, you can head over to their website or find them on TikTok, Instagram and Facebook.