LUMI

What LUMI does

LUMI Beauty International is a Malaysian direct-to-consumer skincare brand founded in 2020 by Chryseis Tan and headquartered at Platinum Park, Naza Tower, Kuala Lumpur. The company develops and sells natural, botanical, cruelty-free skincare products organized into specialized series targeting anti-aging (Ageless PDRN Series, NMN Series, Bakuchiol-based formulas), brightening (Clear Radiance Series, Peony Series), hydration (Hydroglow Series), sun protection (SPF Gleam Series with mineral SPF50 PA++++ tinted sunscreen), lip care (Glow Kissed Series), and body care (Ethereal Gleam Series), alongside accessories such as hydrogel eye masks, gift cards, and a pillow/pouch/tote range. Product formulations combine commodity skincare ingredients — Salmon PDRN with NAD+, 7-Collagen Complex, Bakuchiol cloud molecules, Kakadu Plum Vitamin C, plant-based collagen, and zinc-oxide mineral filters — manufactured in Korea and sold under LUMI's brand.

The company operates a pure-play DTC e-commerce model with localized Shopify storefronts for international (mylumibeauty.com), Malaysia (mylumibeauty.my), Taiwan (mylumibeauty.com.tw), and Hong Kong (via Cosway e-shop partnership), shipping to 11+ countries across Southeast Asia, East Asia, and Oceania. Pricing spans $15-$290 USD across individual SKUs, bundles (15-30% discounts), and the premium NMN tier; gift cards are sold in $25-$200 denominations. Customer acquisition is driven by social media (Instagram, Facebook, TikTok, Xiao Hong Shu), influencer/PR coverage in Malaysian lifestyle media, lifestyle co-branded bundles with loungewear brands Wustler and Cheak, and the LUMI Circle loyalty program with Gleam Points and dual-sided referrals. The company is privately held, founder-owned with no disclosed external funding in the dataset, and operates with 11-50 employees.

Name

LUMI

Legal name

Lumi Health Sdn. Bhd.

Website

https://mylumibeauty.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

LUMI Beauty International is a Malaysian direct-to-consumer skincare brand founded in 2020 by Chryseis Tan, selling natural, cruelty-free botanical skincare across anti-aging, hydration, sun protection, and brightening categories via regional Shopify storefronts serving 11+ countries in Southeast Asia, Hong Kong, Taiwan, and Australia.

Ownership category

akta.pro rank

Product category

Natural and Botanical Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)

akta.pro secondary industries

Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Eye & Lip Skincare (CRABAAAC), Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning) (CRABAKAI)

Keywords

• Natural skincare products
• Botanical beauty tools
• Mineral sunscreen SPF
• Anti-aging serums
• Hydrogel eye masks

Headquarters

HQ city

Kuala Lumpur

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Infrastructure, Technology or R&D

Revenue model

1. Direct Product Sales: LUMI Beauty generates revenue primarily through direct-to-consumer sales of skincare products, including individual items, series/product bundles, and accessories. Products are sold at various price points from $15 to $290 USD. The company also offers bundled packages at discounted prices and runs promotional sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

LUMI Beauty International is a direct-to-consumer skincare and beauty brand that formulates, markets, and sells natural, cruelty-free, and often vegan botanical skincare products. Its portfolio spans across approximately 60 in-stock SKUs covering multiple categories: mineral sunscreen (SPF Gleam Series), anti-aging (Ageless PDRN Series, NMN Series, Bakuchiol products), hydration (Hydroglow Series), brightening (Clear Radiance, Peony Series), lip care (Glow Kissed Series), body care (Ethereal Gleam Series), hydrogel eye masks, bundles, and accessories.

Product overview

LUMI Beauty International is a Malaysian skincare company founded in 2020 by Chryseis Tan, specializing in natural, botanical, and cruelty-free skincare products. The company offers a diverse portfolio organized into product series/sub-brands including SPF Gleam Series (sunscreens), Ageless PDRN Series (anti-aging with Salmon PDRN), NMN Series (Nicotinamide Mononucleotide products), Hydroglow Series (hydration-focused), Peony Series (peony extract-based), Ethereal Gleam Series (body care), Glow Kissed Series (lip care), and Clear Radiance Series (brightening). Individual products span across multiple categories: skincare (serums, moisturizers, eye masks, moisturizing masks), body care (shower gels, body lotions), accessories (pillows, pouches, tote bags, claw clips), and bundles (collaboration products and value sets). The company also operates LUMI Circle, a loyalty program where customers earn Gleam Points for purchases and engagement. LUMI sells products internationally across Asia-Pacific including Malaysia, Hong Kong, Taiwan, Singapore, Australia, and others.

Differentiator

Problem solved

Functional benefit

Brands

• LUMI Circle: A loyalty program designed to thank and treat customers with gleaming rewards while on their skincare journey. Members earn Gleam points when shopping online, sharing about the brand online, or referring friends.

Products and services

• Vitamin Glow Tinted Mineral Sunscreen SPF50 PA++++ A weightless tinted mineral sunscreen with Zinc Oxide delivering broad-spectrum UVA/UVB protection (SPF50 PA++++), enriched with antioxidant-rich superfruit extracts (Peach, Cranberry, Orange) for nourishment and radiance. Available in Light Beige and Warm Beige shades (30ml). Designed for daily wear with natural cosmetic coverage.
• PDRN Ageless Barrier Cream A deeply hydrating barrier cream (50ml) powered by Salmon PDRN, Squalane, and NAD+ to strengthen the skin barrier, boost resilience, and restore a healthy, radiant-looking complexion. Part of the Ageless PDRN Series targeting anti-aging concerns.
• PDRN Multi-Collagen Super Serum An advanced anti-aging serum (30ml) combining Salmon PDRN, a proprietary 7-Collagen Complex, and NAD+ to improve elasticity, smooth wrinkles, and restore radiance for a youthful glow. Part of the Ageless PDRN Series.
• Avocado Nourishing Hydrogel Eye Mask A 360-degree vegan-friendly hydrogel eye mask (5 pieces, 7.4ml each) featuring plant-based collagen, Moringa Oil, Collagen Extract, and Avocado Extract to revitalize and plump the delicate eye area. Winner of Harper's Bazaar Malaysia Beauty Awards 2025 (Best Eye Mask) and Lifestyle Asia LSA Beauty Awards 2024 (Most Loved Eye Mask).
• Bakuchiol Skydew Cloud Moisturizer A cloud-like moisturizer (50ml) featuring Bakuchiol, hyaluronic acid, and amino acids that smooths, plumps, and restores skin. Positioned as a plant-based retinol alternative that is gentle for sensitive skin.
• Hydrogel Patch (Brighten + Revive) Heart-shaped hydrogel eye patch (5 pairs, 7ml each) infused with Kakadu Plum (Vitamin C), Bird's Nest, and Rice Extracts to brighten, protect, and deeply hydrate the eye area. Features the proprietary Kakadu Plum Vitamin C complex.
• Hydrogel Patch Duo A value bundle featuring both variants of LUMI hydrogel patches (Brighten + Revive and Soothe + Balance), containing 5 sheets of each variant for hydrating, revitalizing, and restoring the skin around the eyes.
• LUMI x Wustler Beauty Sleep Bundle (Buttercream) Collaboration bundle with loungewear brand Wustler featuring The Gleam Lounge Set in Buttercream, Brighten + Revive Hydrogel Patches, Soothe + Balance Hydrogel Patches, and FREE LUMI Creaseless Hair Clips worth $15. Marketed with approximately 20% savings versus separate pricing.
• LUMI x Wustler Beauty Sleep Bundle (Soft Blush) Collaboration bundle with Wustler featuring The Cherie Lounge Set in Soft Blush, Brighten + Revive Hydrogel Patches, Soothe + Balance Hydrogel Patches, and FREE LUMI Creaseless Hair Clips worth $15.
• Cozy Confidence Bundle Bundle pairing Vitamin Glow Tinted Mineral Sunscreen SPF50 PA++++ with the LUMI x Cheak Slouchy Crop Sweater in Dream color, plus a FREE Gleam Club Tote worth $47.
• Everyday Comfort Bundle Bundle featuring the LUMI x Cheak Everyday Cami in Velvet paired with Vitamin Glow Tinted Mineral Sunscreen SPF50 PA++++ for everyday comfort styling.
• Off-Duty Gleam Bundle Bundle pairing LUMI x Cheak Lounge Pants in Velvet with Vitamin Glow Tinted Mineral Sunscreen SPF50 PA++++ for an effortless off-duty glow.
• LUMI Gleam Pillow A puffy cloud-shaped decorative pillow made from 95% polyester and 5% polyurethane, stuffed with cotton fillings of 100% polyester. Dimensions: 30.5cm (H) x 50cm (W). Priced at $23 USD.
• LUMI Gift Card Digital gift cards delivered via email with instructions on how to redeem on the LUMI website. Valid for one year from purchase. Available in $25, $50, $100, $150, and $200 denominations. Powered by Go Gift Cards Shopify app.
• LUMI Gleam Terry Pouch A terry cloth pouch designed for storing beauty products and accessories. Priced at $24 USD.
• LUMI Gleam Tote A lifestyle tote bag accessory from LUMI's product line for carrying beauty products and personal items.
• LUMI Claw Clip Hair claw clips designed for crease-free styling as part of LUMI's beauty and lifestyle accessory range.

Quantifiable outcome

• RM88,000 raised for mental health awareness through Green Ribbon partnership
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Six partnerships are on record, tiered core, minor and supporting.

• Green RibboncoreStrategic or Co-development PartnerLUMI Beauty has partnered with Green Ribbon for mental health awareness. For each Rose Brightening Moisture Mask sold, 20% of proceeds are donated to Green Ribbon to raise mental health awareness. The company has successfully raised RM88,000 to help end the stigma on mental health.
• WustlerminorStrategic or Co-development PartnerLUMI collaborated with Wustler to create the LUMI x Wustler Beauty Sleep Bundle product line, featuring loungewear sets (The Gleam Lounge Set and The Cherie Lounge Set) combined with hydrogel patches and accessories. Products include Buttercream and Soft Blush color variants.
• CheakminorStrategic or Co-development PartnerLUMI partnered with Cheak for loungewear collaboration products including LUMI x Cheak Slouchy Crop Sweater (Dream color) in the Cozy Confidence Bundle, LUMI x Cheak Everyday Cami (Velvet) in the Everyday Comfort Bundle, and LUMI x Cheak Lounge Pants (Velvet) in the Off-Duty Gleam Bundle.
• PayPalsupportingTechnology or IntegrationPayment gateway partner for processing customer transactions on the e-commerce platform. All payment data is stored via PayPal.
• FedExsupportingChannel Partner/ Reseller/ DistributorDelivery partner for order fulfillment and shipping services.
• NinjavansupportingChannel Partner/ Reseller/ DistributorDelivery partner for order fulfillment and shipping services, particularly in Southeast Asian markets.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Cosrx: Korean skincare brand built on minimalist formulations with hero actives (snail mucin, AHA/BHA). Comparable to LUMI on treatment-skincare focus, active-ingredient storytelling, and broad Asian-Pacific e-commerce reach. Significantly larger scale and longer track record.
• Glow Recipe: US-based indie DTC skincare brand focused on natural, fruit-based actives (watermelon, plum, strawberry). Closely comparable to LUMI on positioning — natural/cruelty-free, ingredient-led storytelling, hero SKUs in serums and moisturizers — but with significantly larger scale and US/global distribution.
• Klairs: Korean indie skincare brand positioned around gentle, sensitive-skin-friendly formulations. Directly comparable to LUMI on cruelty-free, sensitive-skin positioning and treatment serums/creams hero SKUs; competitive in the same APAC online channels.
• Saturday Skin: Korean heritage skincare brand sold via Sephora and DTC, focused on anti-aging and hydration hero SKUs. Comparable to LUMI on PDRN-adjacent anti-aging positioning and APAC-rooted formulation narrative, with established US/global retail.
• Dear, Klairs: K-beauty indie brand focused on minimal, fragrance-free formulations for sensitive skin. Closely comparable to LUMI's Bakuchiol/sensitive-skin positioning and cruelty-free ethos; direct competitor in APAC indie channels.

Broad incumbents

• Laneige: Amorepacific-owned K-beauty brand famous for hydration-led hero SKUs (Water Bank, Lip Sleeping Mask). Comparable to LUMI on Hydroglow Series logic and Glow Kissed lip-care positioning, with much larger scale, retail, and marketing budget.
• Tatcha: Japanese-inspired luxury skincare brand owned by Unilever, sold DTC and through Sephora/Nordstrom. Comparable to LUMI's premium positioning, ingredient-led narrative (Hadasei-3, collagen), and Asian beauty heritage, but with far deeper capital, retail penetration, and global brand recognition.
• Drunk Elephant: Clean-beauty premium skincare brand (owned by Shiseido) sold DTC and via Sephora. Comparable to LUMI on treatment-serum depth (Vitamin C, retinol alternatives, peptides) and ingredient-led branding, but operates at materially larger scale with established retail.
• Innisfree: Amorepacific-owned K-beauty brand with broad skincare portfolio spanning serums, sunscreens, and naturals. Comparable to LUMI on natural-ingredient positioning, hero sunscreen line, and broad APAC retail footprint. Substantially larger scale and offline distribution.

Regional players

• Human Nature: Filipino natural beauty and home brand, Philippines-led but with growing SEA presence. Comparable to LUMI as a regional indie natural-beauty peer with strong purpose/values positioning (social enterprise, locally sourced naturals), competing in overlapping APAC indie channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/mylumibeauty
• Instagraminstagram.com/mylumibeauty
• TikToktiktok.com/@mylumibeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LUMI