Wellness, self-care, and finding confidence in one’s own skin has never been more important. In fact, the beauty and personal care market in Malaysia alone is estimated to reach a market volume of US$3.24 billion in 2024. However, this isn’t new – consumers have always looked for premium beauty treatments and services that go beyond being merely skin-deep. In fact, BMF The Aesthetics People has been a trusted pioneer and partner in the Malaysian wellness space for over four decades with its uniquely integrated wellness approach, officially celebrating its 42nd anniversary this year.
BMF was founded through the merging of Bella Skin Care and Marie France Bodyline, officially rebranding as Bella Marie France in 2017 before its most recent revamp in 2022 as BMF The Aesthetics People. Through the combination of these two powerhouse brands and their collective 70 years of experience, BMF quickly started to lead the pack in the local aesthetic and wellness industry with a focus on enhancing natural beauty through innovative, cutting-edge technologies, all while providing exceptional, individualised customer experiences.
As part of their anniversary, BMF is also celebrating another milestone in welcoming award-winning actress Sisley Choi as their new brand ambassador. As a renowned actress hailing from Hong Kong, Sisley has always been lauded for her timeless beauty and elegance as well as her preference to embrace her natural features. Sisley has also won many accolades for her acting career and made history as 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.
Alongside these exciting developments, BMF’s theme – Be Mighty, Be Fearless – marks the brand’s continuous commitment to promote natural beauty and self-confidence. This theme resonates deeply with BMF’s ethos of empowering individuals to embrace their 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,” shared Sisley Choi after her signing ceremony at the event.
With this commitment to let everyone feel confident and beautiful with their unique features, BMF has introduced an array of cutting-edge aesthetic treatments. A perfect example is BMF’s coveted CFU Ultima Face & Body Aesthetics treatments which uses advanced ultrasound energy to stimulate collagen production – resulting in firmer skin and a more radiant complexion. Throughout its many years of operations, the brand has continuously looked to further innovate its services to provide excellence in every session. These include their Venus Freeze Face & Body Therapy, Instalift EMS Face Therapy, and many more.
Amy Quek, Chief Executive Officer of BMF, elaborates, “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.”
In line with the commemoration of their anniversary, BMF celebrates over four decades of innovation and shines a spotlight upon the brand’s achievements so far. At the same time, it marks a new start for many more milestones to fortify their dedication to provide excellence in the beauty and wellness industry. Currently, BMF has seven centres operating across Malaysia in Kuala Lumpur, Selangor, Penang, Perak, Sabah, and Sarawak.
