This blog was updated on 27 May 2025, for more information connect with our team: https://www.easystore.co/contact 

Empowering Local Beauty Brands: EasyStore’s Commerce Tour 2024 Highlights Skincare Success and SME Growth

FOR IMMEDIATE RELEASE

KUALA LUMPUR, June 27, 2024 — EasyStore, Malaysia’s leading unified commerce solution, continues its commitment to empower local businesses through Commerce Tour 2024, bringing together founders, C-level executives, and SMEs for meaningful discussions on sustainable growth.

The tour’s recent stop in Shah Alam saw enthusiastic participation and impactful collaborations, made possible with the support of The Pastels Shop, Kamelia Cosmetics, SenangPay, SIDEC, and The Mom Tribe.

Commerce Tour 2024: Accelerating Business Growth

Commerce Tour 2024 is EasyStore’s signature initiative to support the Malaysian SME and brand ecosystem through hands-on seminars and expert knowledge-sharing sessions.

Since launching in 2022, the Commerce Tour has become a vital platform for post-pandemic business recovery, reaching 300 SMEs in its first year. 

In 2023, the initiative scaled up to engage over 500 businesses across key cities like Kuala Lumpur, Penang, Ipoh, Johor, Malacca, and Terengganu, helping brands embrace digital transformation.

In 2024, the tour takes a new direction—inviting C-level speakers from top-performing Malaysian brands to share firsthand strategies for sustainable scaling and operational efficiency.

Spotlight on Malaysia’s Rising Skincare and Beauty Brands

Malaysia’s skincare and cosmetics industry is booming, driven by consumers’ growing demand for homegrown, high-quality beauty products. 

The Shah Alam stop of Commerce Tour 2024 highlighted this momentum with insights from two pioneering founders:

From Chemical Expert to Skincare Brand Builder: The Pastels Shop

The Pastels Shop is a proudly Malaysian skincare brand known for integrating science and education into its product development.

Founder Sarini Zainal shared key principles behind the brand’s growth:

• Build customer relationships through educational content, social media engagement, and community involvement.

• Adopt a hybrid retail model, using part-time streamers to maintain a strong online presence while expanding retail outlets.

• Leverage unified commerce solutions like EasyStore to manage inventory, payments, logistics, and customer data efficiently.

From Law Student to Cosmetics Entrepreneur: Kamelia Cosmetics

Kamelia Cosmetics, a top choice among Gen Z consumers, focuses on clean beauty and skin-friendly innovation. Its presence across TikTok, Instagram, and through local resellers ensures high accessibility and relevance.

Founder Kamelia Nisha emphasized:

• Top-of-mind brand building through community events, product quality, and local partnerships.

• Optimizing the customer journey from awareness to loyalty to remain competitive in a saturated market.

• Scaling without compromising experience by streamlining operations and maintaining innovation and compliance.

Enabling Digital Success Through Industry Collaboration

Simplified Transactions with SenangPay

SenangPay provides an all-in-one payment solution that enhances the e-commerce journey for both customers and merchants.

Key benefits of SenangPay include:

• Automated transaction management to handle high volumes with 24/7 service.

• Advanced security features to protect against scams and fraud.

• Diverse payment options to suit various customer preferences with advanced tech integrations.

Driving the Digital Economy with SIDEC

SIDEC (Selangor Information Technology and E-Commerce Council) plays a pivotal role in Malaysia’s digital economy. 

Its programs—like the Top EC Merchant Award, Selangor 1000 Digital, and Ecommerce Xcelerator (ECX)—support local businesses in digitalization.

Notably, The Pastels Shop was one of the winners of ECX 2023, highlighting how EasyStore merchants benefit from such collaborative platforms.

Empowering Womenpreneurs with The Mom Tribe

A special thanks goes to The Mom Tribe for organizing a networking session where participants openly shared their business growth, challenges, and pitched their brands in a supportive environment.

Looking Ahead: Retail Summit Asia 2024

The “Let Business Help Business” initiative continues to travel across Malaysia, culminating in the Retail Summit Asia 2024.

This landmark event will unite industry leaders and innovators to explore emerging retail trends, transformative technologies, and proven strategies to elevate customer experiences and business operations.

Make Customers Love Buying From You

EasyStore empowers your brand to prioritize customers and enhance their experience, creating a unified customer experience (UCX) that makes customers love buying from you.

Over 50,000 brands have grown their businesses by embracing unified customer experiences (UCX) strategy through EasyStore across multiple sales channels - online store, retail outlets, marketplaces, and social media, ensuring consistency in product and service offerings for a seamless shopping journey.