Wellness, self-care, and confidence have never been more crucial. In Malaysia, the beauty and personal care market is projected to reach US$3.24 billion by 2024. Recognising this growing demand, BMF The Aesthetics People has been a trailblazer in the Malaysian wellness industry for over four decades, officially celebrating its 42nd anniversary this year.
BMF was established through the merger of Bella Skin Care and Marie France Bodyline, rebranding as Bella Marie France in 2017 and evolving to BMF The Aesthetics People in 2022. This union brought together 70 years of collective experience, positioning BMF as a leader in the aesthetic and wellness sector. The company focuses on enhancing natural beauty through innovative technologies while delivering personalised customer experiences.
As part of their anniversary celebrations, BMF proudly introduces award-winning actress Sisley Choi as their new brand ambassador. Known for her timeless beauty and elegance, Sisley has garnered acclaim for her natural features and acting prowess. She made history by becoming the first post-90s TVB actress to win the Best Actress award at the 2020 TVB Anniversary Awards for her role in “Legal Mavericks 2020.”
BMF’s anniversary theme, “Be Mighty, Be Fearless,” underscores the brand’s dedication to promoting natural beauty and self-confidence. This theme aligns with BMF’s mission to empower individuals to embrace their unique allure, fostering a world where everyone can feel mighty and fearless.
“It is such a wonderful privilege to have been given the honour of representing BMF as their new ambassador. I’m beyond grateful and excited for this new chapter in my life. In fact, I’ve been BMF’s client for as long as I can remember – their CFU Ultima treatments in particular are my all-time favourite. I am extremely committed to upholding the brand’s values and vision, and to help more women feel beautiful and confident in their own skin,” Sisley Choi shared after her signing ceremony.
BMF has introduced a range of advanced aesthetic treatments aimed at helping individuals feel confident and beautiful. Among these is the CFU Ultima Face & Body Aesthetics treatment, which uses ultrasound energy to stimulate collagen production, resulting in firmer skin and a radiant complexion. BMF continually innovates its services to ensure excellence, offering treatments such as Venus Freeze Face & Body Therapy and Instalift EMS Face Therapy.
Amy Quek, CEO of BMF, commented, “Over the past 42 years, BMF has embarked on an incredible journey, marked by innovation and excellence. Today, as we celebrate this momentous achievement, we are thrilled to welcome a new member to our family: Sisley. We believe that Sisley is the irreplaceable key to unlocking new opportunities and inspiring women everywhere to embrace their natural beauty through the powerful theme of ‘Embrace Your Allure.’ At BMF, we remain dedicated to pushing boundaries and delivering exceptional experiences that help our clients achieve not only beauty but also profound confidence.”
As BMF commemorates over four decades of innovation, it highlights the brand’s achievements and sets the stage for future milestones. With seven centres across Malaysia, including locations in Kuala Lumpur, Selangor, Penang, Perak, Sabah, and Sarawak, BMF continues to fortify its dedication to excellence in the beauty and wellness industry.
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