Wah!

What Wah! does

Wah! (operating as Wah.sg) is a Malaysia-based direct-to-consumer e-commerce platform that curates and distributes regional skincare, cosmetics, bath, and lifestyle beauty brands to Malaysian consumers. The company is registered as Wah.sg CREATIVE (M) SDN BHD, a private limited company headquartered at Tropicana Gardens Office Tower in Kuala Lumpur, and was founded around 2020. Its core offering is the wah.sg storefront, supplemented by an Android mobile application distributed as an APK, with Google OAuth used for account authentication.

The platform's product catalog centers on a curated set of brands including ANILLO (skincare, haircare, fragrance), Pleuvoir (skincare marketed as "Our Inner Time"), ILSO (Korean skincare), Banobagi (jelly masks), KEYTH (colored cosmetics), and SENNOK (bath and lifestyle). Product prices range from RM 18 to RM 253 in Malaysian Ringgit, with free shipping offered on orders above RM 100 and first-purchase coupons up to 20%. Marketing is executed through the website itself, featuring seasonal sales (Early Summer, Fall Winter, Spring Summer, Summer Essential Sun Care) and monthly "hot brand" promotions. Co-branded HERMO messaging appears alongside Wah.sg on the site, though the nature of the relationship between the two brands is not formally disclosed in available data.

Wah! generates revenue through one-time retail sales of beauty and personal care products via its owned e-commerce channel. Its go-to-market is purely direct-to-consumer and single-geography (Malaysia), with no disclosed B2B, wholesale, or marketplace fees. The only external capital signal is a January 2022 participation in the Plug and Play accelerator with no disclosed equity raise. The business is operational but small, with 11-50 employees and no disclosed management team, revenue figures, or institutional investors.

Name

Wah!

Legal name

Wah.sg CREATIVE (M) SDN BHD

Website

https://wah.sg

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

Wah! (Wah.sg) is a Malaysia-based direct-to-consumer e-commerce platform that curates and sells Korean and regional skincare, haircare, fragrance, bath, and lifestyle beauty brands to Malaysian consumers through its website and Android app.

Ownership category

akta.pro rank

Product category

Online Beauty and Personal Care Retail

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Retail-Misc General Merchandise Stores (5399)

akta.pro primary industry

Beauty & Personal Care Online Retailers (CRAFADAC)

akta.pro secondary industries

K-Beauty/J-Beauty & Imported Beauty Distribution (CRAOAEAN), K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)

Keywords

• Beauty e-commerce
• Skincare retail
• Korean beauty
• Personal care products
• Online beauty store

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. E-commerce Product Sales: Direct retail sales of beauty and personal care products including skincare, haircare, fragrance, and body care through the wah.sg e-commerce platform. Products are sold at fixed retail prices in Malaysian Ringgit.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels1 record

Core offering

Wah! operates Wah.sg, a direct-to-consumer e-commerce beauty storefront in Malaysia that retails curated skincare, haircare, fragrance, and personal care products from Korean and regional brands such as ANILLO, Pleuvoir, ILSO, Banobagi, KEYTH, and SENNOK. The platform serves Malaysian beauty consumers through its own website and Android mobile app, offering free shipping for orders above RM 100 and first-purchase discounts up to 20%.

Product overview

Wah.sg is a beauty and skincare e-commerce marketplace operating in Malaysia under Creative (M) Sdn Bhd. The platform aggregates multiple sub-brands and product lines including ANILLO (skincare and haircare with Shower Time, Rosy Night Repair, and Patchouli Garden lines), Pleuvoir (skincare described as 'Our Inner Time'), ILSO (skincare including sebum softeners, serums, and ampoules), BANOBAGI (jelly face masks), KEYTH (colored cosmetics), and SENNOK (bath and lifestyle products). The core offering is the Wah.sg e-commerce platform itself, which enables browsing, purchasing, and delivery of these branded beauty products. First purchase discounts up to 20% are offered, and seasonal promotions (Early Summer, Fall Winter, Spring Summer, Summer Essential Sun Care) are featured.

Differentiator

Problem solved

Functional benefit

Products and services

• Wah.sg E-Commerce Platform

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• ANILLOcoreOthersANILLO is a fragrance and personal care brand featured on wah.sg, offering products such as Shower Time Scented Hand & Body Wash (RM 117), Rosy Night Repair Hair Essence (RM 78), and Patchouli Garden Damage Repair Hair Treatment (RM 101).
• PleuvoircoreOthersPleuvoir is a skincare brand featured as monthly hot brand on wah.sg, promoted with tagline 'Our Inner Time - Skincare that works, backed by the experts.' Products include Morning Soil Diffuser (RM 153) and Floral Musk Eau De Parfum (RM 198).
• ILSOcoreOthersILSO is a Korean beauty brand featured on wah.sg with products including Super Melting Sebum Softener (RM 137.50), Moringa Tightening Pore Serum (RM 111), Heartleaf Tendersome Double Calming Ampoule (RM 102), and Daily Moisture Pudding Cream (RM 143).
• BanobagiminorOthersBanobagi is a skincare brand featured in the Shop section of wah.sg, offering Vita Genic Jelly Mask products in variants including Whitening, Vitalizing, Relaxing, and Pore Tightening.
• KEYTHminorOthersKEYTH is a colored beauty brand featured as a monthly hot brand on wah.sg.
• SENNOKminorOthersSENNOK is a bath and lifestyle brand featured as a monthly hot brand on wah.sg with tagline 'Bath And Life'.

Recent moves5 records

Expansion highlights4 records

Direct peers

• Althea: Althea is a Korean beauty specialist that built a regional e-commerce presence across Southeast Asia, curating K-Beauty brands and shipping directly to consumers in Malaysia, Singapore, and Indonesia. Comparable to Wah.sg in target customer, curated K-Beauty assortment, and DTC delivery model.
• Hermo: Hermo is a Malaysian-born beauty e-commerce platform specializing in Korean, Japanese, and Taiwanese brands — directly comparable to Wah.sg's assortment, target consumer, and DTC motion. The HERMO branding co-appears with Wah.sg on the company's own site, suggesting either shared ownership or the closest direct competitor in the same niche.
• Sociolla: Sociolla is Indonesia's largest beauty specialty retailer combining online and offline stores with a curated assortment of local and international brands. Comparable to Wah.sg as a regional beauty specialist targeting younger consumers with multi-brand curation and similar pricing/discount mechanics.

Broad incumbents

• Guardian Malaysia: Guardian is a major Malaysian health and beauty drugstore chain with both physical stores and an online storefront. Comparable as a multi-category beauty and personal care retailer with overlapping SKUs (skincare, haircare, body care) but a much broader convenience-drugstore assortment.
• Sephora (SEA): Sephora is the global multi-brand beauty authority with a Malaysian e-commerce site and offline footprint. Comparable to Wah.sg as a multi-brand beauty retailer but operates at vastly larger scale with a broader assortment spanning luxury, masstige, and K-Beauty.
• Watsons Malaysia: Watsons is Asia's largest health and beauty chain with extensive offline stores in Malaysia and a parallel e-commerce site. Comparable to Wah.sg as a multi-brand beauty retailer serving Malaysian consumers but with much larger scale, private-label brands, and offline touchpoints.
• Zalora (Beauty): Zalora is a leading Southeast Asian fashion and lifestyle marketplace that has expanded into beauty and skincare. Comparable to Wah.sg in being a Malaysian-facing online beauty destination but with a marketplace model and broader lifestyle assortment.
• Shopee (Beauty Category): Shopee is the dominant Southeast Asian marketplace with a heavily merchandised beauty and personal care category that lists many of the same Korean brands as Wah.sg. Comparable as a Malaysian beauty shopping destination but with much broader assortment and platform-funded discounts.
• Lazada (Beauty Category): Lazada is a major Southeast Asian marketplace with a dedicated beauty storefront carrying Korean and international brands. Comparable to Wah.sg as a Malaysian beauty purchase channel but with a marketplace model, larger assortment, and platform-driven promotional pricing.

Emerging players

• Beautyhaul: Beautyhaul is a Southeast Asian beauty e-commerce platform curating K-Beauty and Asian brands with regional shipping. Comparable to Wah.sg in niche positioning and K-Beauty focus, but operates across multiple SEA markets, making it both a peer and a potential expansion benchmark.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/wahsg

Revenue estimate

Valuation estimate

Number of profiles

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 Wah!