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KUALA LUMPUR, Pharmacy, health and beauty retail outlet, guardian Malaysia announces a significant expansion of its iconic #IYKYK Beauty category, welcoming 34 new trendsetting beauty and wellness brands into its stores, making a total of 76 brands on offer now. The company said the expansion encompasses six distinct areas within the #IYKYK Beauty category which includes Trending Beauty, Clean Beauty, Gentle To Skin, MY Beauty, Glass Skin and Glowing Inside Out. 'In the Clean Beauty space, Guardian now has 13 brands, while 14 brands will be available in the Gentle To Skin segment. Additionally, six new brands will be featured in the Trending Beauty category, along with six brands for Glass Skin and 14 brands for Glowing Inside Out. 'Furthermore, 12 new made-in-Malaysia brands will complement the existing 11 brands already available,' it said in a statement today. It said the #IYKYK Beauty category is designed to spotlight brands that have captivated online audiences, generating buzz on platforms like Ins tagram and TikTok. By bringing these brands into all guardian stores nationwide, the company aims to provide customers with direct access to the products that have dominated online conversations, according to the statement. On another note, it said the guardian's House of Creators, which aims to engage, educate and empower Malaysian content creators on what is trending and what is new in addition to upskilling them has progressed tremendously with over 80 digital content creators now trained to create more impactful content. 'The latest House of Creators class has trained 40 creators on how to create great stories with the help of #IYKYK Beauty brands CUURA and BBIA. 'This expansion also reaffirms guardian's commitment to offering cutting-edge beauty products to its customers, providing them with an unparalleled selection of the latest and most coveted brands that have taken the online world by storm, racking up explosive sales and becoming the talk of the industry,' it added. Meanwhile, commercial direc tor at guardian Malaysia, Anna Hull in the same statement said the overwhelming response to the #IYKYK Beauty category underscores its belief in the importance of making these sensational online brands accessible to customers, both online and in-store. "With the #IYKYK Beauty category, we have positioned ourselves as a leader in showcasing emerging beauty trends in Malaysia. By collaborating with social media platforms and content creators, we have successfully curated a collection of sensational brands that have captured the attention of online beauty enthusiasts nationwide,' she said. She also emphasised guardian's commitment to staying at the forefront of global beauty trends and ensuring that customers have access to the latest innovations at competitive prices 'guardian is now your go-to destination for everything that's making waves in the beauty care space. The #IYKYK Beauty category will be regularly updated with new brands introduced on a timely basis, ensuring customers stay informed about the la test online beauty trends and this is what we have done,' she said. Source: BERNAMA News Agency