What We Do

"Optimizing your skin with Clean and Effective Solutions"

  • 2017

    The Spark

    Various skin concerns plague those closest to us, and the lack of accessibility to skincare products without harsh or downtime-inducing ingredients pushed us to develop our own products that are free from the stress of damaging their delicate skin further. The challenge began as we set out to look for a lab willing to realise our vision. After meeting 24 potential investors and 12 manufacturers, one finally agreed to work with us, as we began developing our first product— the Copper Peptide Mask.
    2019

    Black & Gold

    After 1.5 years, our Copper Peptide Mask was finally ready— a leakproof sheet mask soaked in a soothing serum that repairs early signs of aging to nurture a youthful complexion, and is suitable even for sensitive skin, eczema and angioedema. The mask became a hit locally, which paved the way for us to develop our next Anti-Aging product: the Anti-Aging Cleansing Gel.
    2020

    Take-Off

    Going abroad to the US, UK, Canada and Europe, we brought along the new and gentle Anti-Aging Cleansing Gel, garnering fans overseas. Back home, major beauty retailer Sa Sa welcomed CLEF onto its shelves, making way for us to provide solutions offline across Malaysia.
    2021

    Growth

    Blessed with media attention i.e. The Sun Daily and Vulcan Post, we expanded into body care with the Relaxing Body Lotion, and marched our Anti-Aging Series forward with the Radiant Gold Essence. With an ensemble of solutions, we made our Shopee Mall debut and began collaborating with various creators, local brands and media outlets including Astro Go.
    2022

    Acceleration

    Kicking off the year with the Pomegranate Instant Calming Mask which immediately became a crowd favourite, we then completed the long-awaited Anti-Aging Series, created makeup assist products Potato Instant Hydrating Mask and Skin Perfecting Sunscreen, and released the now sold-out Nourishing Body Lotion. We concluded the year with a fully-expanded team in the Kuala Lumpur office, and an established presence amongst online skincare enthusiasts. As CLEF products are also made available in major stores Aeon Wellness and Watsons, we slowly found our footing in becoming a household brand for locally-produced clean skincare products.
    2023+

    Facing Forward

    As we’re on the way to launching our very own physical store, our mission to bring forward solutions for all skin types is far from over. Look forward to brand-new product lines for specific skin types and exciting offline events in the near future!