It was 2017 when Sarah Shahnor, the founder of Bangsar’s multilabel modest store, Modvier, decided to venture into a skincare business after she was diagnosed with postpartum eczema. This led to the creation of Cuura, a beauty brand that eventually evolved into a sustainable concept centered around the use of entirely natural ingredients. By using only powerful ingredients sourced from nature’s best, Sarah is encouraging Malaysians to embrace a more sustainable beauty routine with Cuura.

FirstClasse spoke to Sarah Shahnor to delve deeper into her expertise in educating women about safe beauty ingredients.

Hi Sarah, Congratulations on the launch of Cuura standalone at The Exchange TRX recently. How do you feel about this achievement? 

Thank you FirstClasse! I still somehow feel like it’s all a dream. We have never thought we would one day have a retail space let alone set up a conceptual store in a prestigious mall. Looking back at how much we have sacrificed over the years, this is definitely a proud moment for me and the whole team. 

You’re so passionate about advocating clean and organic based ingredients. Why is this important to you? 

Because my main highlight is to target people with sensitive skin, I always look for gentle but effective formulations. When we created CUURA, other skincare companies were not paying attention to this niche; they were all about quick fixes like “Whiten skin in 3 days.” As a consumer, I emphasized educating people on skincare routines and product usage. Perhaps, because of this we attracted a different kind of audience that may need some convincing to switch from international brands, but once they tried our products, they stayed loyal.

So how do you ensure that each ingredient used in your products is safe and environmentally friendly?

Two years ago, we had some extra money, so we made the choice to switch all our packaging to post consumer recycled materials and our courier bag to biodegradable ones made from corn. Being eco-conscious and sustainable isn’t simple or cheap, but we do our best.

As a brand that champions clean beauty, is it hard to stay up-to-date with the latest trends and advancements? Given that the majority of beauty brands are promoting toxic ingredients. 

Since 2020, many brands have been promoting ethical practices in the beauty industry. However, in Malaysia, it is taking some time for locals to embrace this change as they prefer instant results, which often involve stronger and potentially harmful ingredients. Nevertheless, we are proud to be pioneers in ethical beauty and are committed to educating our customers. Although it may be a slower process, it is definitely the right path for us.

How has your beauty routine changed ever since Cuura was created? 

I was never a skincare enthusiast. But once I realized how important it is, I made sure to follow a gentle skincare routine every day. Now, at 42, my skin looks better than it did in my 30s.

In your own words, how does Cuura differ from other beauty brands? 

It’s definitely because we are innovative. While others were busy with serums, we chose to create our own sunscreen. This decision led CUURA to become the first local brand in 2017 to introduce a hybrid sunscreen with SPF 50, fragrance-free, and Halal certified. Even now, our unique products continue to stand out among other local brands, with many customers still choosing our version over newer options.

What are the must-haves products from Cuura? 

Definitely our sunscreen, the Brightening Sunscreen and Glow Defense (Tone-Up Sunscreen), our Pure Beauty Oil and our edible skincare, the Glow Nectar. 

Are there any future plans to expand the reach of Cuura? 

We just relaunched our Superfood Hair Shampoo! This product was developed in partnership with Marriott, and our customers have been eagerly requesting a restock, which we have finally done after a year. Perhaps we should consider expanding our range to include more hair products and makeup infused with skincare ingredients. Who knows!

What do you hope for Cuura in the next 10 years? 

I do hope to expand our reach, to everyone in Malaysia via retail, not only online. We currently have official retailers in Brunei and Singapore, but we would love to host more events and connect with our customers in person. Right now, our main focus is on building a strong CUURA community!