Cetaphil Launches the Gentle Exfoliating Salicylic Acid Range and the Cetaphil Baby Soothing Moisturising Cream in Malaysia

Just yesterday, I was at Menara KEN TTDI for the launch of new products from Cetaphil®. As the No. 1 dermatological skincare brand in Malaysia*, Cetaphil has announced a transformative rebrand with a bold shift towards an advocacy-first strategy.

For everyone with sensitive skin: Understanding skin science with Cetaphil and its new innovative product

This new approach was unveiled at the inaugural Cetaphil SkinLABS launch and is built upon Cetaphil’s ongoing collaboration with dermatologists, while also forging new partnerships with the influencer community. This ensures expert-backed advice and education are accessible to all. In addition, Cetaphil is introducing a more innovative range with the launch of two groundbreaking products: the Gentle Exfoliating Salicylic Acid range and the Cetaphil Baby Soothing Moisturising Cream.

From left: Iman Troye, Singer-songwriter, Ms. Cindy Tiu, Country Manager, Galderma Malaysia, Mr. Danny Hoh, Chief Operating Officer, Watsons Malaysia and Mr. Richard Lee, General Manager, Southeast Asia Galderma Malaysia at the launch event

In response to the overwhelming volume of skincare advice on social media, which often leads to confusion and skin barrier damage, Cetaphil’s advocacy-first strategy prioritises empowering consumers with dermatological expertise. Recognising that a gap in dermatology knowledge can lead individuals to ill-informed sources and potentially harmful skincare practices, Cetaphil is fostering a collaborative relationship with both dermatologists and influencers to champion responsible education and advocate for gentle, yet effective skincare for all.

Ms. Cindy Tiu, Country Manager, Galderma Malaysia

“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,” says Ms Cindy Tiu, Country Manager of Galderma Malaysia.

Sensitive skin affects an estimated 50% Malaysian adults. Despite this staggering prevalence, a longstanding misconception has hindered the sensitive skin category’s growth: products designed for sensitive skin were often viewed as too gentle or lacking efficacy. Cetaphil has decisively debunked this notion, delivering effective skincare solutions that protect the skin barrier without compromising results.

“For over 75 years, Cetaphil has been relentlessly pushing boundaries and advancing skin science so that everyone can feel free to be their most authentic self. At Cetaphil, we are for everyone’s sensitive skin,” says Ms Cindy Tiu, Cetaphil Country Manager, Malaysia.

Designed for oily and acne-prone skin, Cetaphil's Gentle Exfoliating SA Cleanser and Lotion is a powerful duo. It harnesses three gentle acids—PHA (Gluconolactone) for moisture and hydration, AHA (Mandelic acid) for tone and cell turnover, and BHA (Salicylic acid) to remove oil and reduce redness—to gently exfoliate without irritation. This unique blend promotes cell renewal for softer, more radiant skin after just one use, clinically reducing blemishes by 28% and blackheads by 45% for acne prone skin. It also boosts all 15 essential ceramides to restore the skin's barrier, with the lotion providing 48-hour hydration.

•    Gentle Exfoliating SA Cleanser: This cleanser effectively removes impurities and gently exfoliates, leaving skin feeling softer and smoother after just one use. 90% of users agreed skin felt smoother and softer after a single use.

•    Gentle Exfoliating SA Lotion: Clinically proven to deliver fast, visible improvements in skin texture and tone, this lotion provides an immediate 83% increase in hydration and sustains it for up to 48 hours, while gently exfoliating for a more even skin tone.

Understanding the unique needs of a newborn's delicate skin, Cetaphil is also proud to introduce the NEW Cetaphil Baby Soothing Moisturising Cream, a clinically tested, fragrance-free and petroleum-jelly-free formula designed for a newborn's delicate skin delivering three key benefits:

•    Soothes: A triple blend of Glycerin, Sunflower Oil, and Sweet Almond Oil quickly calms irritation and dryness. It restores the skin barrier and boosts moisture.

•    Hydrates: Provides up to 48 hours of lasting hydration, keeping skin soft and supple.

•    Protects: Creates a protective barrier to defend against the 5 signs of skin sensitivity. Clinically proven to improve the skin barrier from the first application for up to 8 hours, shielding against external irritants.

Cetaphil SkinLABS is not just a product showcase; it is a learning journey designed to build deeper brand affinity among Gen Z and Millennial audiences to reinforce Cetaphil’s position is a lifetime skincare partner. The event brings the campaign’s ethos to life through an immersive and educational experience, reinforcing clinical trust through interactive, advocacy-first storytelling.

From left: Muna Bella, host and ERA FM radio DJ, Iman Troye, Singer-songwriter, Dr Benji Teoh, Dermatologist and Skincare Expert and Ms. Cheryl Lai, Pharmacist and Customer Advocate, Watsons

The event welcomed leading dermatologists, beauty and lifestyle KOLs, media, and other brand advocates, guiding them through a curated journey exploring Cetaphil’s science-backed approach. The experience featured engaging activities, dermatologist-led education talks, and demonstrations of the brand’s latest innovations. Highlights included:Insights from leading dermatologists, KOL, and pharmacist, who shared their personal experiences with Cetaphil while addressing the increasing prevalence of skin sensitivity and the need for gentle skin science.

A walkthrough of the various zones—Hydration, Exfoliate, Radiance, and Gentle Zone—allowed guests to experience firsthand how Cetaphil products cater to sensitive skin at every stage of life.

If you want to know more details on the NEW Gentle Exfoliating SA Cleanser and Lotion, the NEW Cetaphil Baby Soothing Moisturising Cream or Cetaphil SkinLABS, please visit www.cetaphil.com.my.

*Based on internal analysis by Galderma Malaysia Sdn. Bhd. using data from the following source: IQVIA Malaysia National Sales Audit (NSA), sell-in sales units and values, total markets of ATC2: D02 – EMOLLIENTS & PROTECTIVES in all channels, for the period MAT Q1 2025, reflecting estimates of real-world activity. Copyright IQVIA. All rights reserved.

.: Peace Out ✌🏻:.