08/12/2025

Editorial T: 03-7784 6688 F: 03-7785 2625 E: sunbiz@thesundaily.com Advertising T: 03-7784 8888 E: advertise@thesundaily.com

SCAN ME

MONDAY | DEC 8, 2025

Land reclamation for Maharani Freeport in progress

Ű BY HAYATUN RAZAK sunbiz@thesundaily.com

KUALA LUMPUR: Deciem, the Canadian beauty powerhouse behind cult-favourite skincare brand The Ordinary, has chosen Malaysia as the launchpad for its first standalone stores in Southeast Asia. In an exclusive interview with SunBiz , co-founder and CEO Nicola Kilner shared the strategic reasoning behind this move and how the brand is reshaping the global beauty landscape through innovation, transparency and purpose-driven retail. “Malaysia has an incredibly engaged beauty community that values education and transparency, which aligns perfectly with our brand,” Kilner said. “It’s also a strategic gateway into Southeast Asia, where we see growing demand for science-led, accessible skincare.” While The Ordinary is known for its direct-to-consumer (DTC) digital-first approach, Kilner emphasised that physical retail remains crucial. “E-commerce will always be core to us, but physical spaces allow people to connect with our products and philosophy in a deeper way. Retail is Ű BY DEEPALAKSHMI MANICKAM sunbiz@thesundaily.com KUALA LUMPUR: The reclamation of 500 acres for the development of Maharani Freeport, Malaysia’s first duty-exempt energy freeport, is expected to be completed in under two years, according to Maharani Energy Gateway Sdn Bhd CEO Muaazam Mahmud. “We have already reclaimed 50 acres. We can reclaim around 200 acres within 12 months, but completing 500 acres will take less than two years. The bigger task after that is allowing the land to settle before physical development begins,” he told SunBiz . The development timeline, he said, is investor-driven. Once in vestors firm up their plans, con struction work will commence. “Storage development is likely to begin very soon because demand is already strong.” Muaazam said it already has confirmed clients for bio-LNG production, liquefied natural gas (LNG) storage and oil storage so physical development can begin as these early commitments provide sufficient demand to move forward. “Most of the clients are foreign, although Malaysian companies are welcome to take part.” He said storage will be one of the largest components of the freeport, while refinery facilities are also incorporated. “One advantage for refinery operators is that locating the plant on the reclaimed island avoids the environmental and human-impact constraints typically faced on the mainland. “The refinery has already been pre-approved because the island has no surrounding population and it is designated for heavy industry.” While the port and storage

o Project timeline is investor-driven, completing 500 acres will take less than two years, says CEO of developer

serve as a bunkering point for container ships travelling from Singapore to Europe or the United States. “Chinese producers of green methanol can store or supply their fuel from Maharani’s location.” The project includes plans for a ship maintenance and repair (MRO) facility to allow vessels to store cargo, refuel and undergo repairs. “The region lacks large MRO facilities and Singapore’s waiting period is long. Some shipowners even send vessels to China for repairs, which is far unless the ship has cargo to deliver. Maharani offers a convenient stop along the main shipping route,” Muaazam said. A retail island will be developed next to the shipping area to save operators time and cost, he added. Prime Minister Datuk Seri Anwar Ibrahim said that through Maharani Freeport, Malaysia aims to expand maritime capacity, enhancing logi stics competitiveness and deepening Malaysia’s participation in global supply chains, as well as driving the nation closer to economic targets by creating high-value jobs, attracting billions of ringgit of foreign direct investment and encouraging the

facilities are still under development, ship-to-ship transfers will continue. Muaazam highlighted that most of the cargo passing through the area comes from the Middle East and is destined for North Asian markets such as China, Vietnam, Japan and South Korea. “But many Asean waters are too shallow for such large vessels, they need a deepwater transfer point before moving on to their final destinations.” He said one of Maharani’s key strengths is its naturally deep water, which means the port can handle large vessels without needing dredging. “Very large crude carriers (VLCC) often carry up to two million barrels of oil for multiple buyers in different countries. When a VLCC needs to split its cargo, it may come to Maharani’s waters, where smaller ships pick up their respective portions. This turns Maharani into a transhipment hub.” Furthermore, Muaazam said, China is rapidly advancing in green fuels such as green methanol. With the European Union requiring vessels entering Europe to use a certain share of green fuel, Maharani could

An artist impression of Maharani Freeport Islands.

science-backed formulae is part of who we are, not just a marketing strategy.” Looking ahead, Deciem’s growth strategy for Asia is focused on conso lidation and community building. “In the short term, we’re deepening our presence in Southeast Asia and strengthening our community. When considering a new market, one of the key factors we look for is consumer appetite for The Ordinary. Social media requests often help us identify where there’s a clear desire for the brand,” Kilner explained. Balancing affordability with quality amid global inflation is another challenge Deciem addresses through operational efficiency. “We’ve built our business model around efficiency: streamlined packaging, in-house innovation, and production, which helps to keep costs down. For example, as demand for our Niacinamide 10% + Zinc 1% grew, we were able to source raw materials more efficiently and pass those savings directly on to our customers,” Kilner said. She highlighted how Deciem’s “no fluff” philosophy extends beyond products to its corporate culture. Anwar said the country’s first duty-exempted energy freeport designed to be the nation’s energy and maritime services hub will support greater supply chain resilience, encourage cross-border collaboration and make Malaysia an essential part of the new economic architecture taking shape across the Asia-Pacific. growth of industries that thrive on connectivity and innovation. “The Maharani Freeport will serve as a critical node in this network, a logistics and investment gateway that connects East and West through the Strait of Malacca while improving supply reliability and reducing logistics costs,” he said at the launch on Nov 29.

“There isn’t a corporate culture at Deciem. Instead, we have a collaborative team passionate about our vision for The Ordinary. Our applied research team focuses on identifying ingredients we can democratise and delivering true innovation at honest prices,” she said. As the beauty industry continues to evolve, Kilner anticipates significant changes in the next five years. “Consumers will demand even greater transparency, personalisation and sustainability. The Ordinary is preparing by investing in education, responsible innovation, and ensuring we remain accessible to everyone,” she said. By strategically combining science backed innovation with community engagement and transparent pricing, The Ordinary is not just entering the Southeast Asian market, but is also setting a new benchmark for beauty brands aiming to disrupt the industry with purpose. Kilner remains optimistic about The Ordinary’s future in the region. “Our goal is to make science-backed skincare accessible to everyone, and Malaysia is a key part of that journey,” she said. “Recognising Maharani Freeport’s potential as a catalytic force for local economic develop ment, the Government has approved a suite of tax incentives to spur significant investments in the district of Muar.” Through the Ministry of Finance, the prime minister said, incentives are extended to the master developer and to companies undertaking integrated energy hub activities, deep-sea port operations and trade related services. “In addition, tailored tax incentive packages are provided for supporting sectors, including data centres, infrastructure and utilities, green technology, medical tourism and hospitality.” the

Deciem uses M’sia as launchpad to set up The Ordinary stores in SE Asia

Kilner says Malaysian consumers exhibit a distinct curiosity and eagerness to experiment. not just about sales, it’s about education, trust and creating local traditions. There’s a strong appetite for ingredient knowledge in Southeast Asia,” she noted.

community experiences that online alone can’t replicate,” she explained. This customer-centric philosophy appears to resonate strongly with Malaysian consumers. According to Kilner, the Malaysian market exhibits a distinct curiosity and eagerness to experiment. “Malaysian consumers are highly informed and eager to explore routines that blend global science with

The Ordinary disrupted the beauty industry by combining ingredient transparency with affordable pricing, challenging larger players to follow suit. When asked how Deciem stays ahead despite competitors copying its approach, Kilner said, “Being imitated shows we’re doing something right. What matters is staying consistent, our focus on transparency, fair pricing and