from skin to soul
A purpose-led vegan body-care brand — care that gives back
Founded in 2013 under YTL — one of Malaysia’s largest conglomerates — Mangosteen began as a supplier of hotel amenities to YTL Hotels and some other well-known resorts in Malaysia. Subsequently the brand started looking into the B2C market as a way to expand their reach and social impact with its range of vegan, additive-free body-care products whose purpose is not only personal care but a channel for giving back, mainly to support Malaysian NGOs working for women and children. Brandient was asked to create the B2C brand.
The audience was a young, socially conscious South-East Asian generation that increasingly chooses brands on their values as much as on the product — consumers who want what they buy to mean something. The strategic task was to make the brand’s dual nature legible: a genuine body-care product that performs, and a genuine act of social good, without either half undercutting the other. Over-claim on the cause and it reads as marketing; hide it and the point is lost.
The answer was in the name and the restraint of the design. From Skin to Soul states the idea directly — care that begins with the body and reaches toward something larger — while a deliberately minimal visual system signals purity and integrity, letting the ingredients and the intent speak for themselves without embellishment. The brand aligned a simple consumer choice with a social one, giving Mangosteen a purpose-led range that a values-driven generation could believe in.
Client:
YTL Corporation
Industry:
Non food and CPG
Project type:
New brand creation
Date:
2018
Services:
Brand Positioning; Brand Name, Narratives and Voice; Packaging Design; Digital Design
By aligning consumer choices with broader social goals, Brandient invites everyone to be part of From Skin to Soul’s journey that beautifies the individual and empowers the community.
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