NFG Skincare Success Story: How a Malay Woman Founder Built a RM25 Million Halal Brand in Under Two Years

From an RM10,000 start in hijabs to more than RM25 million in TikTok Shop sales in under two years: the story, products, sales strategy and manufacturing behind NFG. Built from Utusan Malaysia’s founder profile, the NPRA cosmetic registry, JAKIM’s halal directory, FastMoss TikTok Shop data and the brand’s official Shopee store.

Brand research · Written by Aiman Zafran · Data captured 6–15 September 2026 · Last reviewed 15 September 2026

Quick answer

NFG (“Naturally Fearless Glow”) is a Malaysian halal skincare and make-up brand founded by Nadea Fauzi, the former nurse behind the Sebawang hijab label, and it is one of the fastest-growing Malay-owned beauty brands in the country. Its first product, the Cglow face mist, was notified to the NPRA in November 2024. Less than two years later, NFG’s official TikTok shop had passed RM25 million in lifetime sales, ranking #143 among all Malaysian beauty shops on TikTok — ahead of the official shops of The Body Shop, MAC, Lancôme and KOSÉ (FastMoss, 15 September 2026). In August 2026 alone it ranked #72 in the category. Its 32 active cosmetic notifications are made in Malaysia, 31 of them by Dr Orizi (M) Sdn Bhd, a JAKIM halal-certified OEM factory in Ipoh. Figures are third-party TikTok Shop estimates; NFG does not publish its revenue.

Key takeaways

• A record-speed rise. From one face mist (November 2024) to more than RM25 million in TikTok Shop sales, 32 notified products and a top-150 national ranking in under two years.
• Out-selling global names online. NFG’s lifetime TikTok Shop sales are already above the official Malaysian TikTok shops of The Body Shop, MAC, Lancôme, KOSÉ, Anua and Mamaearth.
• A founder forged by setbacks. Failed partnerships, a miscarriage and a business lost over someone else’s unapproved product came before success. Nadea Fauzi then turned RM10,000 of pawned jewellery into Sebawang, a hijab business ordering fabric by the container, and brought the same grit to beauty (Utusan Malaysia, 2021).
• One clear promise. “Jeragat tanpa pengelupasan” — pigmentation care without peeling — turned a single bundle into about RM10.7 million of sales.
• Halal and made in Malaysia. 97% of NFG’s notified products come from one JAKIM-certified Malaysian OEM factory, Dr Orizi, with one product from Ensu Lifesciences.

Who is behind NFG, and where did the brand come from?

NFG is the beauty brand of Nadea Fauzi, the public name of Nurul Nadiah Sazali, a former government nurse who became a well-known Malay woman entrepreneur through her Sebawang hijab label. Its cosmetic notifications are held by her business, Senilda Resources, in Seri Manjung, Perak (NPRA records, extract of 6 September 2026), and its official Instagram account, @nfgmalaysia, spells out the name on its logo: Naturally Fearless Glow.

A nurse who started selling to pay a RM555 car loan

Utusan Malaysia’s 2021 profile, “Jiwa kental Nadea bina empayar tudung Sebawang” (Nur Izzah Izzati Nadzi, 16 October 2021), traces the whole journey. Nadea was a National Service (PLKN) trainer at Kem Ayer Tawar, Perak, in 2007, then trained as a nurse. While studying on a RM600 allowance, she could not cover the RM555 monthly instalment on her car, so in 2010 she started selling second-hand “bundle” clothes online through a blog. She went on to nurse at Hospital Teluk Intan in Perak and a government health clinic in Sungai Rengit, Johor, between 2012 and 2015, while opening a clothing and hijab boutique on the side after moving to Johor in 2013.

The hard years that shaped her

Today Nadea runs one of the fastest-growing beauty brands in the country, but the Utusan profile shows how many times she had to start over first. In 2015 she went into cosmetics with a partner, largely to help him pay for medicine that cost tens of thousands of ringgit a month; the business ended after his family became involved in running it. She then built a cosmetics company on her own and reopened a boutique with another partner, even converting it into a Sdn Bhd, but the partnership broke down and the boutique closed in 2018. She told Utusan that the pressure of that period was so heavy that she suffered a miscarriage.

Her toughest lesson came in 2019, and it is the one that shows most clearly in NFG today. Nadea began reselling another company’s product and, to her own surprise, reached six-figure sales within a year. Then the product came under heavy public criticism because it had no approval from the Ministry of Health. She had urged its founder to obtain the approval, she recalled, but was ignored. “Dua minggu saya tak keluar rumah,” she told Utusan — for two weeks she did not leave the house, convinced she had no chances left.

She did not stay down. Over those years she and her mother pawned jewellery worth about RM10,000 to raise capital, and a backer later lent her another RM10,000, which she repaid as RM16,000. “Modal digunakan fokus untuk perniagaan sahaja,” she told Utusan: every ringgit went into the business, even if it meant eating at roadside stalls. Looking back, she describes the falls, the betrayals and the criticism as the things that never managed to break her spirit. Within months of her lowest point, she started again — with hijabs.

Sebawang: the hijab brand that built the audience

Sebawang launched in April 2019. According to Utusan, the idea came from her husband, who noticed how often she wore instant “sarung” hijabs because they needed no ironing and suited busy mothers. Her co-founder and finance manager, Nurul Nabilah Hazwani Mohd. Saiful (“Bella”), suggested “Tudung Bawang” during a 3 a.m. brainstorm; Nadea added “Se” to make Sebawang. The business started with four rolls of fabric, grew to ten, and by late 2021 was ordering two containers of fabric at a time, worth about RM1 million, with 12 staff and customers across Malaysia, Brunei and the United States. It did it without billboards or television advertising, relying on her own content and creativity.

Nona (2 July 2021) reported that Sebawang’s sales rose fivefold during the first Movement Control Order with zero marketing spend, and that the Raja Permaisuri Agong, Tunku Hajah Azizah, had praised the hijabs as beautiful and neat. Her motto, quoted by Utusan, sums up the attitude she later brought to NFG: “Berjalan sampai ke batas, belayar sampai ke pulau” — walk to the very edge, sail all the way to the island.

Beauty was always part of the plan: Cakenut, then Cglow

Beauty was not a new idea. Utusan already described Nadea as the founder of both Sebawang and Cakenut, a foundation line she says used French ingredients and was designed not to crack on dry skin (founder’s Lemon8 post, company-stated). JAKIM’s halal directory still lists a Cakenut Tinted Sunscreen made for her business by Dr Orizi — the same factory that makes NFG today.

Her skincare breakthrough was Cglow Hydrance Face Mist, notified in November 2024 (NOT241101146K) and sold as “Cglow by Nadea Fauzi”. It combines niacinamide, vitamin C, Portulaca oleracea (purslane) extract and panthenol in a spray for busy women who want brightening and hydration in one step (founder’s Lemon8 post, January 2025). It became a hit: about 87,800 units on TikTok Shop, still the brand’s best-selling single product by units (FastMoss, 15 September 2026). Her TikTok account, @nadea.fauzi, now has 248,400 followers and 1.5 million likes, with a bio that turns her background into a brand promise: “EX-JURURAWAT yang MERAWAT Kulit Anda” — the ex-nurse who cares for your skin.

2025: NFG is born, and the “jeragat” set takes off

In January 2025 the first product under the new name appeared: nf.g Eraser with Niacinamide (NOT250103829K), a spot cream for jeragat, the Malay word for freckles, melasma and dark patches. A five-ceramide milky cleanser and a hybrid tinted sunscreen followed in May, and the Glowlock moisturiser in August. In February 2025 NFG listed the product that would define it: the “COMBO SET NFG | Jeragat” routine bundle. FastMoss estimates it has sold about 86,000 sets and RM10.7 million — more, on its own, than the entire official TikTok shop of Mamaearth Malaysia (RM10.5 million).

2026: from skincare line to full beauty brand

2026 is the year NFG became a complete beauty house. The registry shows 27 new active notifications in the first eight months (NPRA extract, 6 September 2026):

• January — three Crystal Sphere Boosters (hydrating, radiance, acne), a Triple Glow Exfoliator, a Hybrid Sunscreen, and four shades of Skinfilter Cushion, NFG’s first base make-up, later co-branded as “NFG x Deq Yan”.
• March to May — Lip Comfort Serums, four Moisturize Matte Lipsticks, an Acne Dry Dot, a Real Barrier Calming Soothing Gel, a makeup removal cream, and the Melaspot Day Balm SPF45.
• July — four Eau de Parfum scents: Luna Lace, Velvet Bloom, Secret Teddy and Celebrity.
• June to August — the original cleanser, tinted sunscreen, Cglow and Eraser were re-notified under the single “NFG” name, unifying the brand.

Active notifications for products named NFG (any spelling) plus the original Cglow mist. Lapsed notifications are not visible in the extract.

What does NFG sell, and to whom?

NFG sells a compact, problem-led routine — pigmentation care, gentle cleansing, hydration and sun protection — plus, since 2026, cushion foundation, lipstick and perfume. Its TikTok shop had 21 products on sale and 121 listed over its history when we checked (FastMoss, 15 September 2026).

Source: FastMoss TikTok Shop analytics, Malaysia, captured 15 September 2026 (data updated 14 September 2026); third-party estimates. “From” prices are the lowest SKU FastMoss shows, usually a promotion or mini size. *Average value per unit = lifetime sales ÷ units sold, our calculation; values above list price mean the item mostly sells in multi-packs or bundles.

A range built around one skin problem

Many new brands launch a “complete routine” and hope one product breaks out. NFG did the opposite: it picked the concern its audience talks about most, jeragat, and built the Eraser, the Melaspot balm, the tinted sunscreen and the combo set around it. Acne care (Clear booster, Acne Dry Dot) and barrier care (Ceramide cleanser, Real Barrier gel) extend the same logic to the next two problems.

The price ladder

NFG prices in the mass-premium band. Single products list at roughly RM35–70, the core bundle at RM116–164, and RM5.90–6.90 minis or promotional SKUs let a new buyer try the brand. FastMoss’s price analysis shows 46.7% of the shop’s units sell in the RM30–45 band (15 September 2026). The lipsticks and cushion carry the same RM45–50 price point into make-up.

Who the customer is

Judging by its channels and product names, NFG speaks to Malaysian women, most likely Malay-Muslim, who shop on TikTok Live and trust a familiar face. The Malay-language promise, the halal-certified manufacturing and a founder who looks and talks like her customers make NFG feel like a brand made by the community rather than marketed to it. The brand also ships to Singapore and Brunei (company-stated).

What customers actually buy

The bundle leads on money and the Cglow mist on units. In the seven days to 14 September 2026, the fastest movers were the new Matte Lipstick (about 3,000 units, RM101,000), the Melaspot balm (about 1,300 units across two shades) and the cushion (754 units) — proof that the 2026 make-up launches are landing as well as the original skincare. The TikTok shop is rated 4.7 out of 5 with 86% positive reviews, and NFG’s official Shopee store scores 5.0 from 830 ratings, with 821 positive and none negative (15 September 2026).

Why is NFG growing so fast?

NFG is growing fast because it combines a founder who is already a trusted media channel, one sharp customer promise, a huge affiliate sales force and a factory partner able to keep pace with its launches. The results put it among the most successful Malay-owned halal beauty brands of its generation.

How NFG compares with established beauty brands on TikTok Shop

FastMoss ranks every Malaysian TikTok shop by lifetime sales. In the Beauty & Personal Care category, NFG BEAUTYCARE sits at #143 — a remarkable position for a brand whose first product was notified less than two years ago.

Source: FastMoss shop ranking, Malaysia, Beauty & Personal Care, sorted by total GMV, captured 15 September 2026. Lifetime sales since each shop joined TikTok Shop; international brands also sell heavily in stores, so this compares the TikTok channel only. NFG’s shop-detail page shows RM27.6m; the ranking list shows RM25.8m.

In other words, a founder-led Malaysian halal brand, launched in late 2024, has out-sold the official TikTok shops of four global beauty houses and reached about half of L’Oréal Paris’s lifetime total on the platform.

Where NFG sells

• TikTok Shop — the NFG BEAUTYCARE shop is the main engine: 9,000 shoppable live streams and 14,000 shoppable videos logged by FastMoss.
• Shopee — the official NFG BEAUTYCARE HQ store, run from the founder’s own seller account since 2019, with 19 products and a 5.0 rating (15 September 2026). Both official stores are linked from the brand’s Instagram.
• Lazada and agents — a network of stockists in Melaka, Kuala Lumpur and elsewhere carries the range, including combo sets and travel kits.
• Singapore and Brunei — served by shipping from Malaysia (company-stated).

Six reasons NFG is winning (our view)

1. The founder is the channel. 248,000 TikTok followers and years of live selling with Sebawang meant NFG launched to a warm, loyal audience instead of buying one. On TikTok Shop, Nadea is still one of the brand’s top two sellers, with about RM270,000 in the last 28 days.
2. Credibility that cannot be copied. An ex-nurse talking about skin carries a trust that paid advertising cannot buy — and her built-from-nothing story makes customers want her to succeed.
3. A promise customers can repeat. “Jeragat tanpa pengelupasan” is specific, emotional and easy to pass on. The RM10.7 million combo set shows how powerful one clear promise can be.
4. An affiliate army. About 2,700 creators have promoted the shop at 9–15% commission, led by accounts such as Ladycglow (106,000 followers) and the brand’s own @nfgmalaysia. Well-known Malaysian personalities feature on its Instagram, and the cushion is co-branded with Deq Yan.
5. Launch speed with discipline. Cushion, lipstick and perfume all arrived within about 22 months of the first product, each properly notified to the NPRA, and the older products were re-notified to unify the brand name. It is the lesson of 2019 put into practice: the founder who once lost a thriving business over an unapproved product now makes sure every NFG product is registered before it sells.
6. Halal, Malaysian-made, and owned by the brand. NFG holds its own NPRA notifications and manufactures in a JAKIM-certified Malaysian factory — the foundation a brand needs to scale at home and export.

Why NFG represents the new Malay halal beauty brand

NFG captures a shift in Malaysian beauty. A generation ago, the leading halal brands were built through agent networks and print advertising. NFG is built on live commerce, a Malay-language promise, a founder customers feel they know, and regulated, halal-certified Malaysian manufacturing. It shows how quickly a Malay woman entrepreneur can now build a national beauty brand — and why global names increasingly compete with local founders for the same shoppers. For another founder-led halal beauty brand, built through medispas rather than live commerce, see our NARQES brand research. For another Malay founder-led beauty success, from one Kota Bharu clinic to more than 100 outlets, see our Hannan Medispa brand research.

Lessons for your own brand

• Build the audience before the product. NFG’s growth rests on years of content and trust from Sebawang. Our guide to building a viral-ready product for TikTok Shop covers the product side.
• Lead with one hero, then bundle. A routine set lifts order value far above a single item.
• Make your founder story part of the brand. A real story, told consistently, is a moat competitors cannot copy.
• Hold your notifications in your own company name. It keeps control of your registrations as you grow. Our NPRA notification guide for brand owners explains how.

Who manufactures NFG?

NFG is made almost entirely by Dr Orizi (M) Sdn Bhd, a JAKIM halal-certified OEM factory in Ipoh, Perak, which is the manufacturer on 31 of NFG’s 32 active cosmetic notifications. The remaining product, the Melaspot Day Balm SPF45, is made by Ensu Lifesciences Sdn Bhd in Batu Arang, Selangor (NPRA extract of active notifications, 6 September 2026). Anyone can check a notification number on NPRA’s Quest3+ product search.

JAKIM references and expiry dates from the public JAKIM halal directory, checked 15 September 2026.

What the registry reveals

• A long-standing factory partnership. Dr Orizi made Nadea’s Cakenut tinted sunscreen before NFG existed, and now makes skincare, sun care, make-up and fragrance for NFG — one development team and one quality system behind almost the whole range.
• Halal at product level. JAKIM’s directory lists NFG products, including the Eraser, the 5X Ceramide cleanser, the Hybrid Tinted Sunscreen and the Cglow mist, under Dr Orizi’s halal certificate, valid to 31 May 2028.
• The brand holds its notifications. The Dr Orizi-made products are notified in the name of Senilda Resources, NFG’s owner. By comparison, every notification for Watsons’ Alia house brand is held by its factories.
• A specialist for one format. The Melaspot balm, filed in May 2026 and made by Ensu, shows NFG choosing a second halal-certified factory for a specific product type.

Beyond Malaysia

NFG already ships to Singapore and Brunei (company-stated) — the natural first export markets for a Malaysian halal beauty brand, and the same path Sebawang took to Brunei and the United States. Brands planning the same route can check a halal-certified cosmetics manufacturer in Malaysia with the same registry steps we used here.

Frequently asked questions

Who owns the NFG skincare brand?

NFG was founded by Nadea Fauzi (Nurul Nadiah Sazali), a former nurse and the entrepreneur behind the Sebawang hijab brand. Its cosmetic notifications are held by her business, Senilda Resources, in Seri Manjung, Perak, according to the NPRA registry. NFG is an independent, founder-led Malaysian brand.

What does NFG stand for?

NFG stands for “Naturally Fearless Glow”, as printed on the brand’s logo on its official Instagram account, @nfgmalaysia. Early product registrations used the spellings “nf.g” and “n.fg” before the brand unified its name as “NFG” in 2025–2026.

How big is NFG?

NFG’s official TikTok shop has recorded more than RM25 million in lifetime sales, ranking #143 among Malaysian beauty shops on TikTok and #72 in the category for August 2026 (FastMoss, September 2026). That places it ahead of the official TikTok shops of The Body Shop, MAC, Lancôme and KOSÉ. These are third-party estimates for TikTok Shop only; NFG also sells on Shopee and through stockists.

Is NFG halal?

Yes. NFG’s main manufacturer, Dr Orizi (M) Sdn Bhd, holds a current JAKIM halal certificate (reference 089-05/2013, valid to 31 May 2028), and NFG products are listed under it in JAKIM’s directory. The Melaspot balm’s maker, Ensu Lifesciences, is also JAKIM-certified. Our guide to halal-certified cosmetics manufacturers in Malaysia explains the certificate schemes.

Who manufactures NFG products?

The NPRA registry lists Dr Orizi (M) Sdn Bhd in Ipoh as manufacturer for 31 of NFG’s 32 active cosmetic notifications, and Ensu Lifesciences Sdn Bhd for the Melaspot Day Balm SPF45. You can verify any product by searching its NOT number on NPRA’s Quest3+ system.

Is Cglow the same brand as NFG?

Yes. Cglow Hydrance Face Mist was Nadea Fauzi’s first skincare product, notified in November 2024 before the NFG name existed. It is now sold as “NFG Cglow”, was re-notified under the NFG name in August 2026, and remains the brand’s best-selling single product by units on TikTok Shop.

Where can I buy NFG products?

NFG’s official stores are the NFG BEAUTYCARE shop on TikTok Shop and the NFG BEAUTYCARE HQ store on Shopee, both linked from the brand’s Instagram account, @nfgmalaysia. The range is also available through stockists on Lazada and Shopee. You can check any pack’s NOT number on NPRA’s Quest3+.

Can I get my products made by the same factories as NFG?

Yes. Both Dr Orizi and Ensu Lifesciences are OEM manufacturers that accept outside brands, though minimum orders and services differ. Our list of Malaysian OEM cosmetics factories that accept small orders compares published MOQs, and our overview of the manufacturers behind Malaysia’s viral beauty brands covers the wider market.

Sources and method

• Utusan Malaysia, “Jiwa kental Nadea bina empayar tudung Sebawang”, Nur Izzah Izzati Nadzi, 16 October 2021; Nona, 2 July 2021.
• NPRA (National Pharmaceutical Regulatory Agency) cosmetic notification data — extract of active notifications dated 6 September 2026; filter: product names containing “NFG” in any spelling (nf.g, n.fg), plus the original Cglow mist held by the same owner. Verify via Quest3+.
• JAKIM halal directory (halal.gov.my), 15 September 2026. The same JAKIM records are also indexed at kilanghalal.com’s halal factory directory, which is easier to sort and filter by state, product category and size, and lets you download the filtered list as a CSV file.
• FastMoss TikTok Shop analytics, Malaysia: product search “NFG”, the NFG BEAUTYCARE shop page and the Beauty & Personal Care shop ranking by total GMV, 15 September 2026 (third-party estimates).
• Shopee official NFG BEAUTYCARE HQ store data, 15 September 2026.
• @nfgmalaysia on Instagram, @nadea.fauzi on TikTok and the founder’s Lemon8 posts, 15 September 2026.
• CTOS company record for Ensu Lifesciences Sdn Bhd.

About this analysis

This article is built only from the public, official and platform sources listed above; figures we could not find are not quoted. Registry counts reflect active notifications only, and TikTok and Shopee figures are platform or third-party estimates, not NFG’s own accounts. NFG does not publish its supplier list, so the manufacturer map reflects the registry. The assessment of NFG’s strengths is our editorial view.

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