Balancing body and soul.
That’s the tagline of Libra Wellness. For them, personal care isn’t just about looking good; it’s about feeling good too. And honestly, who doesn’t want a bit of both?
However, with the market being saturated with personal care brands, co-founders Jeremy Andrus and Carmen Khor believe in making skincare and self-care accessible and enjoyable for everyone.
The birth of Libra Wellness
Jeremy Andrus, hailing from Louisiana, and Carmen Khor, a Malaysian from Selangor, met in college in Chicago. Fast forward to now, they’re married, have quit their corporate life, and founded Libra Wellness.
Jeremy, with his B2B advertising background working with big names like Johnsonville and Quaker Oats, and Carmen, a public relations guru from a corporate law firm, make quite the power duo.
Stuck at home during the peak of COVID-19 in Chicago, they had a revelation.
“Why not take a leap of faith and make a drastic change?” And so, they did.
In March 2021, the duo found themselves in Malaysia, where Jeremy’s search for personal care products suitable for his sensitive skin led to the realisation that the local market lacked such offerings.
And since Carmen was born and raised in Selangor, Malaysia, relocating here and starting their business just made perfect sense.
Their goal was to offer easier access to ethically-produced, sustainable, sensitive skin-friendly body care products.
This inspired the creation of Libra Wellness later that year. Initially, Libra Wellness began as an importer and distributor of foreign brands. But after a year, customer feedback showed demand for locally-made, sensitive skin-safe, and eco-conscious products.
By August 2023, Li’bra by Libra Wellness was born, featuring plant-based ingredients suitable for all skin types and genders.
Sustainability at the forefront
From the start, Jeremy and Carmen insisted on minimising plastic in their packaging, a decision that led them on a challenging quest for sustainable alternatives.
They learned that non-plastic materials, though more eco-friendly, often lacked the durability needed for commercial use.
According to a National Geographic article, recycled plastics are mixed with virgin material to make them usable, but even then, they can only usually be recycled two or three times before their quality becomes too poor for use.
Despite the challenges of cost and durability in sustainable packaging, they remain committed to finding practical solutions that protect their products and the planet.
Their research led them to choose aluminium and kraft paper for their packaging due to their recyclability.
The products are also locally manufactured, vegan, cruelty-free, and halal-certified. They also focus on local sourcing to reduce environmental impact.
“At Libra Wellness, we believe that our customers should not need to compromise when it comes to their self-care regimen,” said the co-founders.
“This is why at Libra Wellness, we take a no-nonsense approach to bridging the gap between indulgence and sustainability because we believe you don’t have to sacrifice one for the other.”
The array of products
Libra Wellness offers a range of hair and body care products that are sulfate-free, paraben-free, and free from artificial dyes.
The collection includes the Moisture Restore Shampoo, Revitalise + Repair Conditioner, Skin Balancing Body Wash, and the Moisturising Hand & Body Lotion.
Their hair care products are infused with avocado oil, broccoli extract, and coconut, and have a botanical scent of violet leaf, white jasmine, and musk wood. These shampoos and conditioners are priced at RM55 each.
The RM53 body wash boasts a citrus botanical scent from ripe grapefruit, red berries, and musk wood. Meanwhile, the RM35 hand and body lotion has avocado oil, coconut oil, and cocoa butter to lock in moisture.
They also offer a Foaming Hand Wash (starts from RM28). It has ingredients like avocado, coconut and jojoba oils to remove grease and impurities without excessive stripping of moisture from the skin. You can even purchase refill packs for this.
Customer feedback drives their product development, with plans to expand their hair care line, introduce more refill options, and develop new scents.
Navigating challenges and gaining visibility
Starting a business during the COVID-19 pandemic is never easy. They faced mass suspensions in supply chains and indefinite delays.
“The tumultuous start to our journey taught us an invaluable lesson on resilience and agility,” they recalled.
By leveraging ecommerce platforms, they jumpstarted their business-to-consumer sales and pivoted to local manufacturing with more manageable lead times.
Today, Li’bra by Libra Wellness products are available on Shopee, Lazada, and Watson’s online app, with plans to expand into more retailers and physical stores.
“We believe in strength in numbers and the power of growing alongside other homegrown brands,” said Jeremy and Carmen.
In the next five years, Libra Wellness aims to build meaningful partnerships with local businesses, offer exciting collaborations, and host community events.
They also plan to expand their product range and distribution network to make their products more accessible.
“Ultimately, as our name suggests, we view ourselves as being in the business of wellness,” they reflected.
“We want to encourage people to take better care of themselves in mind, body, and spirit, and to bring greater balance into their lives.”
Jeremy and Carmen hope to explore areas like mindfulness and mental health, championing tools that promote overall well-being.
As they continue their journey, their dedication to providing indulgent yet sustainable self-care products remains unwavering.
- You can learn more about Libra Wellness here.
- Read other articles we’ve written about Malaysian startups here.
Featured Image Credit: Libra Wellness
