Sirehemas Marketing

What Sirehemas Marketing does

Sirehemas Marketing Sdn Bhd, operating as Sireh Emas Group, is a privately held Malaysian personal care and supplement manufacturer founded in 2002 and headquartered in Shah Alam, Selangor. The company operates a GMP, ISO 9001, and QE-compliant manufacturing facility with halal certification from SIRIM Berhad and JAKIM, producing 60+ products spanning feminine hygiene, shower gel, body scrub, body lotion, handwash, facial cleansers, toners, creams, serums, masks, and scrubs. Its technology foundation is proprietary herbal extraction and bioactive delivery, anchored by two registered inventions — PhytoNLC (ITEX 2010 Gold Award) and Skin Whitening Composition (ITEX 2005 Silver Medal) — developed in collaboration with SIRIM, FAMA, and MARDI.

The business operates a dual B2B/B2C model. The OEM division provides contract manufacturing services covering bulk manufacturing, filling, decorating, packing, shipping, and storage for external personal care and cosmetic brands, supported by an on-site laboratory for formulation and quality control. The own-brand division distributes five personal care sub-brands (SiiREH based on piper betel leaf, MIOSUKI floral and herbal skincare with a Japan cosmeceutical sub-line, Medissen body care and disinfectants, and XanzWhite skin lightening) plus four supplement brands (VitaSihat, SuperbMeal, SuperbFiber, Dmagia) through subsidiary Integrasi Global Sdn Bhd. A third subsidiary, Valuefy Solutions Sdn Bhd, extends into IT services through the Vauepay payment gateway. The company is led by a four-member executive team, targets Southeast Asian and halal-conscious consumer markets, and has stated a 2024 target of obtaining a full pharmaceutical manufacturing license.

Name

Sirehemas Marketing

Legal name

Sirehemas Marketing Sdn Bhd

Website

https://sirehemas.com.my

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Sirehemas Marketing is a privately held Malaysian manufacturer founded in 2002, operating GMP and halal-certified facilities for OEM contract manufacturing and proprietary personal care, skincare, disinfectant, and supplement brands serving B2B clients and Southeast Asian consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Shah Alam

HQ country

Malaysia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Contract Manufacturing (OEM): Original Equipment Manufacturing services providing bulk manufacturing, filling, decorating, packing, shipping and storage for external brand clients. Factory provides complete OEM manufacturing services with on-site laboratory for innovative formulations and quality control.
2. Own Brand Product Sales: Sales of proprietary brands including SiiREH (piper betel leaf products), MIOSUKI (floral & herbal skincare), MEDISSEN (body care and disinfectant), and XanzWhite (skin lightening). Products sold to consumers through distribution channels.
3. Supplement Products: Health and beauty supplement products through subsidiary Integrasi Global including VitaSihat, SuperbMeal, SuperbFiber and Dmagia brands.
4. IT Solutions: Technology-based problem solving services including payment gateway management through Valuefy Solutions subsidiary with Vauepay product.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Sirehemas Marketing manufactures halal-certified personal care products (skincare, body care, feminine hygiene, disinfectants) and health supplements at its GMP, ISO 9001 and QE compliant facility in Shah Alam, Malaysia, sold under proprietary sub-brands (SiiREH, MIOSUKI, Medissen, XanzWhite, VitaSihat, SuperbMeal, SuperbFiber, Dmagia). It also provides B2B Original Equipment Manufacturer (OEM) contract manufacturing services, including bulk manufacturing, filling, decorating, packing, shipping and storage, together with herbal R&D services covering extraction, standardisation, formulation and efficacy studies.

Product overview

Sirehemas Marketing is a personal care and supplement manufacturer operating as a group of companies with three divisions. The core OEM manufacturing division produces personal care products including feminine hygiene, shower gel, body scrub, body lotion, handwash, facial cleanser, facial toner, facial cream, facial serum, facial mask, and facial scrub. The product portfolio is organized into five sub-brands: SiiREH (piper betel leaf-based personal care), MIOSUKI (skincare with two lines—Floral & Herbal Treasure and DERMALINE with Japan cosmeceutical technology), Medissen (body care and disinfectants), and XanzWhite (skin lightening). The supplement division under Integrasi Global offers VitaSihat, SuperbMeal, SuperbFiber, and Dmagia products. The IT Solutions division under Valuefy provides payment gateway services through Vauepay. Services include OEM manufacturing, R&D with herbal extraction and formulation capabilities, and payment gateway integration.

Differentiator

Problem solved

Functional benefit

Brands

• Siireh: Product line inspired by the medicinal properties in piper betel leaves, developed and carefully formulated SiiREH range of products for personal care.
• Miosuki
• Medissen
• XanzWhite

Products and services

• SiiREH Personal Care Range Personal care product line inspired by the medicinal properties of piper betel leaves, featuring skincare and body care formulations for health-conscious consumers.
• MIOSUKI Floral & Herbal Treasure Skincare Skincare and body care product line using floral and herbal ingredients for natural beauty benefits, targeted at consumers seeking herbal personal care.
• MIOSUKI DERMALINE Natural Skincare Natural skincare range developed with Japan active herbal ingredients and Japan cosmeceutical technology for advanced skincare solutions.
• Medissen Body Care and Disinfectant Body care and disinfectant product line developed from natural resources with healthcare applications, including innovative chlorine dioxide-based disinfectant solutions.
• XanzWhite Skin Lightening Skincare Skin lightening skincare range that inhibits tyrosinase enzyme activity to reduce melanin production and brighten skin for men and women.
• VitaSihat Health Supplement Health supplement product line offered by subsidiary Integrasi Global Sdn Bhd focused on wellness and nutritional support.
• SuperbMeal Nutrition Supplement Health and nutrition meal supplement product offered by subsidiary Integrasi Global Sdn Bhd.
• SuperbFiber Fiber Supplement Fiber supplement product offered by subsidiary Integrasi Global Sdn Bhd for digestive and nutritional support.
• Dmagia Health and Beauty Product Health and beauty product line offered by subsidiary Integrasi Global Sdn Bhd, featured in hybrid training programs and product launches.
• Vauepay Payment Gateway Payment gateway solution developed by subsidiary Valuefy Solutions Sdn Bhd, offering security technology integrations for merchants needing transaction processing.
• OEM Contract Manufacturing Services Original Equipment Manufacturer services for external personal care, cosmetic and supplement brand clients, including bulk manufacturing, filling, decorating, packing, shipping, storage, and on-site laboratory formulation and quality control.
• Research & Development Services Herbal product research and development services covering extraction, standardisation, profiling, identification of actives, biological activities studies, in-vitro and in-vivo product efficacy studies, product formulation, and active ingredient delivery technology.

Quantifiable outcome

• 60+ products developed and manufactured for own brand and contract manufacturing basis
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core.

• SIRIM BerhadcoreStrategic or Co-development PartnerStrategic R&D partnership with SIRIM Berhad for research and development of herbal products. SIRIM provides technology audit, SME Technology Penetration and Upgrading Programme, and halal certification services. Multiple joint awards received including Technology Audit 2015 and Best Research Group award.
• FAMA (Federal Agricultural Marketing Authority)coreStrategic or Co-development PartnerPartnership with FAMA for researching and developing herbal products taking advantage of natural biological processes, focusing on bodycare and skincare product development.
• MARDI (Malaysian Agricultural Research and Development Institute)coreStrategic or Co-development PartnerR&D cooperation with MARDI for researching and developing herbal products utilizing natural biological processes for bodycare and skincare range.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Regional players

• PT Mustika Ratu: Indonesian halal personal care and wellness manufacturer with a heritage herbal positioning similar to Sirehemas's native-plant bioactive angle. Comparable OEM + brand portfolio in the regional halal market.
• Paragon Corp (Wardah): Indonesian halal cosmetics manufacturer and brand owner (Wardah, Emina, Make Over). Closest regional comp combining halal positioning, OEM capabilities, and proprietary consumer brands, though based in Indonesia rather than Malaysia.

Broad incumbents

• Cosmax: Global Korean cosmetics OEM providing contract manufacturing services to personal care brands worldwide. Directly comparable OEM business model but at much larger scale, useful as a benchmark for OEM economics and global expansion potential.
• Beiersdorf: German global personal care MNC (NIVEA, Eucerin) with deep R&D in skin science. Provides a benchmark for scaling halal-friendly personal care brands from niche regional player to global category leader.
• Amorepacific: Korean skincare giant with strong natural/herbal R&D positioning (Sulwhasoo, Innisfree). Comparable botanical-extract technology focus and global halal-friendly brand portfolio, providing a benchmark for premium natural skincare scaling.
• L'Oréal: World's largest personal care company with extensive halal-certified manufacturing footprint in Indonesia and Malaysia. Relevant as the dominant incumbent that Sirehemas's OEM clients (and competitors) often engage with.
• Intercos: Italian global leader in cosmetics contract manufacturing serving prestige and masstige brands. Operates a similar OEM business model focused on formulation and production, providing an international benchmark for halal cosmetics manufacturing economics.
• Kolmar Korea: Korea's largest cosmetics and health functional food OEM with global manufacturing footprint. Provides a scaled reference for OEM-to-brand vertical integration in personal care, with comparable halal and natural product offerings.
• LG H&H: Korean household and personal care conglomerate spanning cosmetics, FMCG, and oral care. Comparable diversified OEM + brand portfolio across hygiene and personal care categories, though at vastly larger scale.

Direct peers

• Wipro Unza Holdings: Malaysia-based personal care OEM and brand owner (Safi, Nivea distribution) operating a similar OEM + proprietary brand model targeting the halal and Southeast Asian consumer market, making it the closest scaled comp for Sirehemas.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/sirehemas
• YouTubeyoutu.be/iQX-Nzykdbc
• Facebookfacebook.com/sirehemasmarketing
• Instagraminstagram.com/sirehemas_official/?hl=en
• LinkedInlinkedin.com/company/sireh-emas-marketing

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries2 records

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 Sirehemas Marketing