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Leveraging on the crucial knowledge, ‘Appearance plays a significant role in the overall personality of a person’, Irene Chong founded Frontline Cosmeceutical (M) Sdn. Bhd. in 1999 to provide professional and quality skin care and wellness solutions to women of all ages.

After much pursuit and research for beauty products of excellence, Irene started her humble journey as a sole distributor of Casmara in Malaysia. Casmara is a range of premium skincare products from Spain, world renowned for its therapeutic facial algae peel-off cold masks. Through Frontline Cosmeceutical, Casmara has become the leading skin care range carried by many beauty salons, spas and aesthetic clinics in the region.

In the years which followed, Frontline Cosmeceutical was also awarded master distributorship for Selvert Thermal, Eve Taylor and Ten Science – all of which are distinguished skin care brands from Europe. Frontline Cosmeceutical has witnessed many successes with the treatment of skin problems and has productively met the demanding skincare and wellness needs of their savvy clients.


At present, its corporate headquarters office, Wisma Frontline in Penang, sales and training centre in Petaling Jaya and Singapore are designed and equipped with facilities providing excellent training ground in skills and product knowledge for aestheticians and beauty therapists.


The headquarters is a four-storey building in the heart of the city. It has a seminar hall specially designed for training and cater for various functions.


With roaring ambitions, Frontline Cosmeceutical has built itself to a prominent position to be one of the movers 'n' shakers of the beauty industry. In the course of its growth in the trade, Irene strongly believes that the importance of a quality professional and effective range of skincare products and services that the company offers is the basis of its excellent track record.


Today, Frontline Cosmeceutical boasts a unique portfolio of established beauty brands, leading in quality, innovation and value; thus, elevating the company to be South East Asia's most trusted and sought after beauty solution provider.

SME 100 Awards 2015
Brand Laurette
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