airda group

What airda group does

Airda Group Sdn. Bhd. is a Malaysian private consumer brand operator that creates and runs personal care and wellness brands under a fully remote operating model. Founded in October 2020 by five family members led by CEO Caleb Wong and co-founder Joshua Wong, the company is headquartered in Kuala Lumpur and describes itself as Malaysia's first fully remote personal care brand startup, with no central office and globally distributed recruitment (e.g., via Indeed).

The company's core product is Jolicare, an herbal repair cream formulated for dry, itchy, and sensitive skin. Jolicare is sold direct-to-consumer via the dedicated Jolicare.com e-commerce site, with no retail intermediary distribution disclosed. Airda states that more than 100,000 units of Jolicare have been sold worldwide and that the brand holds the #1 selling position in the repair cream category in Malaysia and Singapore. The product line is positioned within the herbal and sensitive-skin skincare sub-segment rather than mass-market cosmetics, and there is no disclosed proprietary technology platform, AI/ML capability, or patented formulation — the underlying asset is the brand itself.

Airda generates revenue by selling its branded consumer products online across more than ten countries, including Malaysia, Singapore, Australia, New Zealand, Hong Kong, the United States, Thailand, Japan, the Philippines, and markets in the Middle East. The go-to-market is pure D2C e-commerce with no disclosed pricing model, subscription mechanic, wholesale channel, or institutional investor backing. The company has indicated that additional personal care and wellness brands are in development under the Airda portfolio beyond Jolicare, signaling an intent to evolve from a single-SKU brand into a multi-brand operator, though no second brand has yet been disclosed as launched.

Name

airda group

Legal name

Airda Group Sdn. Bhd.

Website

https://airdagroup.com

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Airda Group is a Malaysian personal care and wellness brand operator that builds and sells consumer brands direct-to-consumer globally. Its flagship Jolicare herbal repair cream has sold 100,000+ units across 10+ countries under a fully remote operating model.

Ownership category

akta.pro rank

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

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

Revenue model

1. Product Sales - Personal Care Creams: Revenue generated from direct sales of personal care and wellness products, specifically their herbal cream brand Jolicare. Sales are made directly to consumers through brand websites and online platforms.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Airda Group creates and operates personal care and wellness brands sold directly to consumers through brand-owned e-commerce websites. Its flagship brand, Jolicare, sells a herbal cream formulated for lasting repair of dry, itchy, and sensitive skin, marketed as the #1 selling repair cream in Malaysia and Singapore with over 100,000 units sold worldwide.

Product overview

Airda Group operates as a portfolio of personal care and wellness brands, currently featuring Jolicare as its core product—a herbal repair cream for dry, itchy, and sensitive skin. The company is building multiple global brands with Jolicare as the leading offering in their current portfolio, and signals additional brands are in development.

Differentiator

Problem solved

Functional benefit

Brands

• Jolicare: The herbal cream for lasting repair. #1 selling repair cream for dry, itchy, and sensitive skin in Malaysia and Singapore. 100,000+ creams sold and trusted worldwide.

Products and services

• Jolicare Herbal cream for lasting repair of dry, itchy, and sensitive skin. Ranked #1 selling repair cream in Malaysia and Singapore with over 100,000 creams sold and distributed internationally across 10+ countries. Targeted at individual consumers seeking herbal-based, lasting repair skincare solutions.

Quantifiable outcome

• 100,000+ creams sold globally
• +1 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Cetaphil: Galderma-owned dermatological skincare brand specializing in cleansers and moisturizers for dry and sensitive skin — directly overlapping with Jolicare's positioning, but backed by a global incumbent.
• CeraVe: L'Oréal-owned skincare brand formulated with ceramides for dry, itchy, and sensitive skin; competes in the same category as Jolicare with massive global distribution and dermatologist endorsement.
• La Roche-Posay: L'Oréal-owned sensitive-skin dermatological brand with strong pharmacy and e-commerce presence across Asia — a direct competitor in Jolicare's dry/itchy/sensitive-skin niche.
• Eucerin: Beiersdorf-owned dermatological brand focused on dry and sensitive skin, including repair creams; competes head-to-head with Jolicare in the same category.
• Aveeno: Johnson & Johnson-owned skincare brand built around oat and natural ingredients for sensitive skin — a comparable positioning to Jolicare's herbal framing, with global scale.
• Kiehl's: L'Oréal-owned heritage skincare brand with established APAC presence and a focus on natural/herbal ingredients — comparable product positioning to Jolicare with much larger scale.

Emerging players

• The Ordinary: Estée Lauder-owned DTC skincare brand that disrupted the category through direct online sales — a relevant comparator for Airda's DTC e-commerce go-to-market motion.
• Drunk Elephant: Shiseido-owned premium DTC skincare brand with ingredient-led positioning — comparable to Airda in building a category-specific brand through online channels.

Regional players

• Hada Labo: Rohto Pharmaceutical-owned Japanese skincare brand popular across Asia for hyaluronic acid-based hydration — a regional incumbent with strong penetration in Jolicare's SEA and East Asian markets.
• Safi: Malaysian skincare brand with herbal and natural positioning across Southeast Asia — a direct regional competitor to Jolicare in the home market and adjacent geographies.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/airdagroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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 airda group