Every Fox Fairies formulation is created with intention — combining modern skincare science with emotional self-care experience.
We believe skincare should not feel complicated. It should feel empowering, calming, and personal.
FOX
FAIRIES
Skincare with Happiness — a modern beauty house built on emotion, confidence, and care.
CHAPTER I — IDENTITY
A House of Modern Skincare
Fox Fairies is a modern skincare house built on the belief that beauty is not only visual, but emotional. We exist to help individuals feel confident in their own skin through meaningful self-care.
CHAPTER II — HERITAGE
Dare To Be Foxy
From humble beginnings in beauty care to a modern skincare house, Fox Fairies evolved through passion, innovation, and emotional storytelling.
CHAPTER III — PHILOSOPHY
Skincare With Purpose
CHAPTER IV — EVOLUTION
The Journey
BEGINNING (1991–2002)
Beauty Passion & Foundation
Fox Fairies began with a deep passion for skincare and a commitment to helping people regain confidence through beauty and care.
In 2002, we officially launched our inaugural Baby Night Cream, marking a pivotal transition from beauty services into a dedicated professional skincare brand.
DIGITAL (2013)
Online Expansion
As the digital era emerged, Fox Fairies made a bold move into online sales in 2013. This shift broke geographical boundaries, allowing us to reach more customers and make professional skincare more accessible across Malaysia and beyond.
GROWTH (2015)
Brand with Purpose
In 2015, Fox Fairies expanded its mission beyond skincare by supporting community initiatives such as Run & Ride with Stars and the Han Chiang College Graduation Exhibition.
We believe beauty is more than appearance — it is empowerment, confidence, and self-expression.
INNOVATION (2018–2020)
Science-Driven Skincare Expansion
From 2018 to 2020, Fox Fairies entered a major phase of innovation, focusing on advanced skincare solutions designed to meet diverse skin needs. This period marked a significant evolution in our product direction and strengthened our position as a professional skincare innovator.
REINVENTION (2020–2022)
Reformulation & Recognition
After two years of dedicated research and development, we relaunched our iconic Baby Night Cream with an improved formula powered by advanced ingredients and modern skincare technology.
In 2022, Fox Fairies further elevated its brand presence by sponsoring the Malaysia Supermodel Search, celebrating authenticity, confidence, and self-expression as the essence of modern beauty.
EVOLUTION (2024–PRESENT)
A New Identity Unfolds
In 2024, Fox Fairies entered a new era of transformation with a full rebranding, unveiling an iconic new marketing direction and a refreshed visual identity. This evolution marks a bold step forward in strengthening our brand presence and shaping our future growth.
EXPANSION (2026–BEYOND)
Nationwide Pharmacy Growth
In 2026, Fox Fairies began a strategic expansion into pharmacy outlets across Malaysia, growing state by state to bring our skincare closer to everyday consumers.
This marks a key step in our long-term mission — to make Fox Fairies widely accessible nationwide, so that our brand and products can be discovered in more places, by more people, every day.
CHAPTER V — FOUNDERS
The Visionaries
Seok Ling Koo | Founder
“Every challenge we face becomes a light that guides us forward. At Fox Fairies, success is not about standing above others, but about reflecting on how many lives we’ve touched and uplifted along the journey.”
Lliss Wong | Founder
“You cannot control every season of life, but you can choose how you move through it. While the world may not always unfold as planned, it is your mindset and direction that define where you will go.”
Wei Sheng Lau | Co-Founder
“Growth begins with courage and discipline. Progress does not belong to those who never fail, but to those who continue moving forward with determination, no matter the setbacks.”
Yu Heng Lau | Co-Founder
“The future is not something we wait for — it is something we create. Every decision, every action, every step forward is an opportunity to shape what comes next.”