One-stop spa solution

ST ELLA New York is the latest label to enter the Malaysian beauty and wellness industry.
Developed and marketed exclusively by Melilea International Group of Companies, it seeks to offer a one-stop solution in terms of products and services.
Melilea executive president Datin Dr Stella K.Y. Chin revealed that the brand was derived from her name.

For inner and outer beauty: Wong (left) and Chin with some of the products from St Ella New York’s Skincare Treatment Series and Cosmetics Line.

“The brand has skincare treatment series, spa and wellness centres and a line of cosmetics,” said Melilea founder and group chairman Datuk Dr Alan Wong at a media gathering.
Wong added RM10mil was invested for the research and development of the products and RM30mil to set up St Ella New York Spa and Wellness Centres in Malaysia, the Philippines, Indonesia and Taiwan.
In terms of return on investment, Wong projected the company would take five years to break even.
“We spent five years planning and research before introducing the skincare range at the end of last year, and setting up the spa and wellness centres this year.
“Our products are manufactured in the United States, Italy, Japan and South Korea, and made using natural ingredients.

Beauty products: The ‘star products’ are the Age Out Regenerating Capsule, Total Solution Eye Contour Cream, Nano Science Hydrating Mist Toner, Nano Science Beauty Skin Essence and Miracle Masks.

“The brand is targeted at the middle-class market and priced at an affordable rate,” he said.
Chin said the skincare products, which are suited for the Asian skin, provide benefits like anti-ageing, hydration, anti-wrinkle, whitening and facelift.
“While our clientele spans across several Asian countries, their concerns are still the same — pigmentation, ageing, oily skin and whitening.
“We believe real beauty is derived from good health. Based on initial feedback, all our customers described feeling happy and pampered after trying out our services.
“What is important is that we offer value for money, that our products and services are safe and effective, and that they produce results,” she said.
Chin said brand ambassador Taiwan-based model and actress Sonia Sui Tang is a fan of natural products and had found St Ella New York’s products effective for her skincare needs.
She said an option for the brand’s expansion is St Ella Studio, a franchise business that presents a spa and wellness experience on a smaller scale.
She added the company is in the midst of preparation to kick off its venture next year in Shanghai, China.
The St Ella New York Skincare Treatment Series and Spa and Wellness Centre are catered for both women and men.
The series’ “star products” are the Age Out Regenerating Capsule to enhance the skin’s regenerative capacity, Total Solution Eye Contour Cream to reduce the appearance of fine lines and puffiness around the eyes, Nano Science Hydrating Mist Toner, Nano Science Beauty Skin Essence and Miracle Masks.
The St Ella New York Spa and Wellness Centres are located in Bangsar, Kota Damansara, Johor Baru, Kota Kinabalu and Kuching.
For details, please call 016-2184 085
IF you have a business-related event such as product launches, new appointments and store openings to highlight, e-mail us at stservice.centre@gmail.com