Karl Kelana and Dr Diyana, founders of established cosmetic brand, DOCTOx share with Top 10 of Asia about the products under this well-known brand and their plans to expand to the rest of Asia.
DOCTOx is a cosmetic brand consisting of a wide range of skin care and make-up products that are well known for its quality ingredients used. Founded by Karl Kelana and his wife Dr Diyana, the DOCTOx brand is well known by many people in Malaysia, especially after its initial opening of a few premises and kiosks in AEON.
“The collaboration with AEON is a stepping stone for us to go further in the industry. Having said that, we are committed to our online platform where the business model is much simpler, easy and fast. It is not difficult to stay with old and new customers as technology is just at your fingertips,” says Dr Karl, a graduate of RMIT University and The One Academy.
DOCTOx’s presence in the local and global market is expanding rapidly. This is reflected in the growing number of customers from various backgrounds within four years of its inception. In 2019, there are about 150,000 customers, hailing from as many as 30 countries, who have frequented their website.
While other cosmetic manufacturers prefer ‘beauty at an affordable price’ factor to attract their customers, DOCTOx leans toward ‘beauty, health and affordability’ with a 2-in-1 feature, which is ‘wear and care’. In fact, Dya is not one to shy away from offering beauty consultation to her customers.
The main ingredient of their products is imported overseas before they are specially designed and formulated. All DOCTOx products are safe to use as they are approved by the Ministry of Health (MOH), certified safe by the Health Science Authority (HSA) besides being halal.
Dya has high hopes for DOCTOx. “By God’s grace, we look forward to our brand being on par with Estee Lauder and other international cosmetic brands in 5 year’s time. Let DOCTOx be known as a Malaysian pride and we want our community to be the one to confirm the quality of our products and be most satisfied with them.”
“In order to target niche markets and the growing domestic as well as the regional demand for our products, we do have plans to set up branches in other Asian countries. As for now we have authorised resellers in Brunei, Indonesia and Singapore. We are also aiming to penetrate the United Arab Emirates (UAE) market as there is also demand for our products there,” says Karl.