Paragon Technology and Innovation wins FMCG Asia Awards 2024 for personal care innovation in Malaysia

Featuring innovative formulations, Kahf’s products are suited to an active male lifestyle.

Beauty company Paragon Technology and Innovation clinched the Product Launch of the Year - Malaysia title at the prestigious FMCG Asia Awards 2024 for the groundbreaking entry of its men’s personal care brand Kahf into the Malaysian male grooming market.

Kahf offers a Halal, nature-inspired, and high-quality product range that seamlessly blends modern science and dermatological expertise. Its innovative formulations, designed to suit an active male lifestyle, deliver functional, emotional, and spiritual benefits. It is inspired by utilising modern science and technology with in-depth research, backed by dermatologists so that its products are safe to use for all skin types.

At the same time, its lightweight formula, with HydroBalanceTM technology, is able to maintain the skin’s moisture balance.

The brand has also generated a campaign of #JalanYangKupilih, or #ThePathIChoose, to accompany men in every chosen path, aimed at becoming a better human being and to give positive impacts to the people around them. The campaign is powered with distinctive digital videos starring Malaysian singer and actor Alif Satar, delivering inspiring messages to others to strive for improvement with Kahf products.

It has also been doing massive marketing by partnering with various local communities from different passion points to continue spreading the spirit of goodness. Within two years of its launch, Kahf has been able to own some of the biggest male-populated events in the country.

This has resulted in an exceptional sales target for the brand, increasing by 189%, and seeing 28x faster growth than Malaysia’s total cleanser market. Currently, it is available offline at Guardian and Watsons nationwide, and online on Shopee and Tiktok Shop.

“Kahf will continue to innovate with more innovative product launches as it believes that the brand resonates very well with the Malaysia male market, spreading movements to inspire and accompany males in their self-betterment journey," the company said.

Organised by Retail Asia, the FMCG Asia Awards celebrates the most outstanding companies in Asia’s FMCG industry, recognising exceptional products, innovative initiatives, and remarkable projects.

The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2025 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].