Asia’s leading Scientific Skincare brand, PROYA by PROYA Cosmetics Co Ltd officially announces its entry into the Malaysian market, introducing a new benchmark in science-led, clinically inspired skincare. The brand is distributed by Livingstone Healthcare Sdn Bhd in Malaysia, with nationwide retail presence through Guardian Health and Beauty Malaysia, spanning approximately 200 outlets across Malaysia.

PROYA is built on science and technology, driven by a young and fearless spirit of discovery. With strong R&D expertise and proven product efficacy, the brand is committed to providing consumers with skincare solutions that are scientific, safe, and effective—leading the aesthetics of skincare technology.

Since its establishment, PROYA has earned the trust and reputation of a wide range of consumers through its [Scientific Formulation] and [Spirit of Discovery], growing into a competitive, industry-leading Asian scientific skincare brand that sets trends in the market.

Clinically Inspired Formulations & Ingredient Science 

At the core of PROYA’s innovation is a commitment to skin barrier restoration, peptide science, and bio-active ingredient delivery systems, designed to optimise skin function at both surface and cellular levels.

Discover PROYA's Best Selling Skincare Ranges

#1 - Original Repair Range

The PROYA Original Repair Series is designed to address sensitive skin concerns and support daily skin maintenance across different scenarios. It offers a variety of product options while helping to strengthen the skin barrier and enhance overall resilience.

#2 - Double Effect Brightening Range

Featuring multi-pathway brightening actives, this formulation targets melanin regulation and oxidative stress, helping to refine skin tone uniformity while enhancing clarity and radiance.

#3 - Advanced Firming Nourishing Range

Infused with next-generation firming peptides and structural support complexes, this range is designed to enhance dermal density, improve elasticity, and visibly reduce the appearance of fine lines.

PROYA’s skincare philosophy is guided by “Circadian Skincare Intelligence”, aligning formulations with the skin’s natural biological rhythm, defending and brightening by day, repairing and regenerating by night.

Expert Validation

“Healthy skin is fundamentally dependent on the integrity of its barrier function,” said Dr. Lieve Declercq, Chief Scientific Advisor of PROYA Cosmetics and VP of the PROYA Europe Innovation Center. “Advanced formulations that combine peptides, barrier-repair lipids, and targeted actives are essential in supporting the skin’s natural repair mechanisms. PROYA’s approach, focusing on both protection and regeneration—reflects a more sophisticated, science-driven direction in modern skincare.”

A Sophisticated Market Entry Strategy

PROYA’s debut in Malaysia is supported by a comprehensive 360° brand ecosystem, integrating science, technology, and cultural relevance.

Official Launch & MOU Ceremony 

PROYA officially marked a significant milestone in its global expansion with the signing of a Memorandum of Understanding (MOU) alongside Guardian Health and Beauty Malaysia and Livingston e Healthcare Sdn Bhd. 

The signing ceremony, held at Sunway Pyramid Blue Atrium, was part of the Guardian SkinQi Asian Derma Concourse, bringing together key industry leaders,

media representatives, and influential KOLs.

“We are proud to introduce PROYA to Malaysia, a market that increasingly values both clinical efficacy and elevated skincare experiences,” said Ms. Cai Yuli, Head of PROYA's Overseas Business. “Together with Livingstone and Guardian, we aim to deliver a new standard of skincare, where scientific innovation, ingredient integrity, and refined sensorial experience converge.”

PROYA’s arrival marks a pivotal moment in Malaysia’s beauty landscape, setting a new benchmark for skincare effects, and advanced ingredient science.

Campaing Launch

A key highlight of the event was the unveiling of PROYA’s new campaign slogan in Malaysia :

"No Skin Drama Just PROYA"

This bold campaign underscores PROYA's commitment to: 

- Simplified skincare routine

- Scientific formulations

- Reliable, visible results

In a market often saturated with complex routines and overwhelming choices, PROYA positions itself as a brand that delivers clarity, confidence, and consistency. The campaign was officially launched through a symbolic launch activation — marking the beginning of a new chapter for the brand in Malaysia.