guardian Malaysia reaps three accolades at Retail Asia Awards 2025, including Health & Beauty Retailer of the Year - Malaysia

The company took home awards for its shopper-first approach, “Get.Set.Glow!” campaign, and supply chain innovations.

guardian Malaysia emerged as the recipient of three categories at the Retail Asia Awards 2025, strengthening its position as a trusted name in health and beauty retail.

It was recognised in the Health & Beauty Retailer of the Year - Malaysia, Health & Wellness Initiative of the Year - Malaysia, and Supply Chain Innovation of the Year - Malaysia categories.

Shopper-first approach

guardian Malaysia stands out in today’s fast-moving and connected world as it puts shoppers at the heart of everything it does. With bold innovation, strong partnerships, and an omni-channel strategy, the health and beauty retailer has delivered memorable experiences whilst reinforcing its brand promise: “Own Your Beautiful: Take control of your wellbeing.”

This Malaysian-born retailer worked closely with suppliers, influencers, content creators, and mall owners in 2024, rolling out campaigns such as #IYKYK Beauty and #LoveForLocal that connected with modern consumers.

The #IYKYK initiative grew from 20 to 86 brands throughout the year and put a spotlight on trending products previously available only online. #LoveForLocal, on the other hand, supported Malaysian-made brands, helping them to grow and thrive.

These efforts were further celebrated in the revamped guardian Awards: Beauty & Wellness 2024, which introduced the new categories Best Sellers and Expert Picks alongside the popular Fan Favourites.

From experiential pop-ups to wellness festivals, the three-month Get.Set.Glow! programme took wellness beyond the shelves by holding a retreat for influencers, collaborations with 100 brands, and a large-scale public festival in September.

This omni-channel strategy was powered by strong digital and offline integration. guardian’s marketing campaigns built excitement and trust by combining out-of-home (OOH) ads, in-store activations, online content, social media, and influencer partnerships. 

Moreover, guardian has supported its rapid growth by investing in next-generation supply chain technology. Among these are automation, AI, and Autonomous Mobile Robots (AMRs) in its distribution centre, which boosted picking accuracy to over 99.8%.

In November, guardian also unveiled its new brand  campaign—“Own Your Beautiful: Take control of your wellbeing”—with a bold, high-energy launch at Pavilion KL, complete with a flash mob, LED screen takeover, and live social media broadcast. This 360° campaign was rolled out in stores, media platforms, and online channels, with a refreshed look and identity.

Furthermore, guardian continued to support vulnerable communities through various CSR efforts. These included 40,000 bottles of body wash donated to B40 schoolchildren; 10,000 Pink Glove kits for breast self-examination provided to underprivileged women; and hygiene relief packs sent to flood-hit areas in the East Coast and East Malaysia. These efforts totalled over MYR 550,000 in the value of donations.

‘Get.Set.Glow!’ Campaign

guardian Malaysia responded to Malaysia’s growing healthcare concerns—including a rise in noncommunicable diseases (NCDs), mental health challenges, and soaring medical costs—by launching the Get.Set.Glow! campaign that promotes proactive wellness and holistic healthcare. The campaign encouraged Malaysians to take charge of their health through education, expert advice, and accessible wellness experiences.

The campaign rolled out in three phases. Phase 1 included a wellness retreat with industry experts and influencers held on 19 to 20 July 2024. This exclusive wellness retreat  brought together 100 leading wellness brands, 100 social media influencers, and 11 health and wellness experts. During the event, influencers shared insights and personal takeaways from the retreat across social media, kicking off a 90-day well-being challenge to encourage healthier living.

The second phase was then marked by the MidValley Wellness Fair and brand showcase. In August, 120 healthcare brands participated in a three-day event at the MidValley Exhibition Centre. This offered great deals on health products whilst creating an opportunity for influencers to assess their wellness progress. 

Finally, the third phase rolled out in September with a nationwide engagement and public festival. The campaign marked its public activation across Malaysia, with retail and pharmacy stores hosting special promotions, online deals, and wellness contests. At the same time, guardian launched the #MYWellbeingMatters content series on YouTube and podcast platforms, featuring conversations with health professionals—ranging from internal medicine doctors to paediatricians—sharing practical tips on everyday wellness.

The campaign culminated in the Get.Set.Glow! Wellbeing Festival at 1Utama Shopping Centre from 10 to 16 September. The festival featured over 28 interactive workshops, from yoga and mindfulness to nutrition and core training, as well as a 3-km “Glow Walk” with sensory experiences designed to awaken participants' five senses. 

Get.Set.Glow!’s resulted in MYR6.35m earned PR value, 26.6 million in organic media reach, and a solid mid-single digit sales growth in health and wellness categories.

Smart supply chain innovations
Over the past year, guardian Malaysia has implemented automation, AI, and advanced connectivity to ensure faster, more accurate, and more reliable deliveries. These enhancements are part of the retailer’s commitment to efficiency and an improved shopping experience, especially as e-commerce and store networks continue to grow.

One of the key breakthroughs is the introduction of AMRs in guardian’s Distribution Centre (DC). These robots have achieved over 99.8% picking accuracy and have sped up order fulfilment.

To support these high-tech systems, guardian has adopted Starlink Satellite Internet, which has ensured reliable, high-speed connectivity even in remote areas. This powers real-time tracking and ensures uninterrupted operation of systems like AMRs and advanced inventory scanners.

guardian has also rolled out AI-powered forecasting tools that remove the guesswork from inventory planning. These systems predict demand more accurately, leading to a 25% reduction in stockouts and ensuring that the right products are always available where they’re needed. 

Other innovations include 3D machine vision for smart scanning and better use of storage space. These tools have helped the retailer cut costly returns and errors to less than 1%.

These advancements are now being used as a blueprint across the wider DFI Retail Group, guardian’s parent company, setting a new benchmark for supply chain excellence across multiple markets.

By combining innovation with smart planning, guardian Malaysia continues to push boundaries in retail logistics.
The Retail Asia Awards honours the achievements and innovations of the key players in the retail industry in Asia. The annual event also serves as a showcase of the diverse range of categories in various aspects of the sector.

The Retail Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2026 awards programme and be acclaimed for your company's exceptional products or initiatives in the Retail industry, please contact Jane Patiag at [email protected].