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The launch of the #IYKYK Beauty category by Guardian in Kuala Lumpur marks a significant step towards becoming a leader in emerging trending beauty brands in the market.

This game changing new category is set to ignite a fresh wave of excitement in the market and its customers.

Say hello to #IYKYK Beauty – If You Know, You Know! - a hashtag that Guardian is redefining and turning into something extraordinary.

#IYKYK is now Guardian's latest category, showcasing Beauty brands that have taken the online world by storm, racking up explosive sales and becoming the talk of the town.

These are the brands that have dominated conversations on IG and TikTok, and Guardian has brought them physically into all their stores nationwide.

Anna Ng, the Marketing Director of Guardian Malaysia, emphasized the company's commitment to staying abreast of the latest beauty trends globally and bringing them to customers at the best value.

“The #IYKYK Beauty category is designed to feature brands that have made a substantial impact online, creating a buzz on social media and we believe these sensational products deserve a wider stage, making it easier for YOU to get your hands on them, both online and in-store,” she said.

The term #IYKYK stands for 'If You Know You Know,' commonly used by social media content creators to signify that their posts may be understood by a select audience or those in the know.

The launch event, held at Guardian’s flagship store at Mid Valley Mega Mall, unveiled the dedicated #IYKYK Beauty sales section, gradually introducing more than 20 viral trending online beauty brands.

The brands featured in the #IYKYK Beauty category includebrands from Korea, Indonesia, China, Japan, France, Vietnam, the US, Canada and Taiwan. They include;

1. Skintific

2. Hanasui

3. 3W Clinic

4. True to Skin

5. The Raw

6. Cocoon

7. Garnier

8. Aiken

9. Nacific

10. Round Lab

11. Dododots

12. Perfect Diary

13. Makeover

14. BnB Cosmetics and Skin

15. CeraVe

16. Glad to Glow

17. Skinmade

18. Be Minimalist

Guardian customers can explore the #IYKYK Beauty section both in physical stores and online through the Guardian webpage or app.

The section will also offer Beauty Tips and Trends video links, brand features, product details, special offers, and more related to the featured #IYKYK beauty brands.

Anna Ng mentioned that the #IYKYK Beauty category will be regularly updated with new brands introduced on a timely basis, ensuring customers stay informed about the latest online beauty trends.

For all beauty trend enthusiasts out there, Guardian is now your go-to destination for everything that's making waves in the beauty care space.

To this end, Guardian has started Project House of Creator which aims to engage and educate leading Malaysian content creators on what’s trending and what’s new in addition to upskilling them to create better and more impactful content.

“Through this effort, we will also create a dynamic social media content ecosystem and build the next generation of Health and Beauty content creators,” Anna said.