Singaporean beauty brand Fii Beauty launches viral curler scrunchies in Malaysia

May 28, 2023

KUALA LUMPUR, May 12 — Getting curly-flowing hair no longer requires extra heat and time in the morning.

Singaporean beauty brand Fii Beauty recently launched its Cloud Curler Scrunchie in Malaysia, a natural heatless curler for women to get their hair done effortlessly.

Made with Mulberry silk, the scrunchie helps to retain the hair's natural oils and results in smooth hair with shiny curls, suitable for those with dry and frizzy hair.

The scrunchie can be used to wrap the hair in a neat bun at night and also keep it neat and tidy during the day.

Since its launch last year, the hair accessory has gone viral on TikTok with over 6.8 million views, with one being sold every 12 minutes.

"Results with the Cloud Curler Scrunchie are evident from the first use, it's simple, easy and effective," said Fii Beauty founder Fion Foo.

"Making our way to Malaysia, we want to mirror the same effect here; simplify hair routines for busy women who want to bring out their individual style, without the hassle of using damaging tools."

"With this cloud curler, you can get your hair to look like you’ve spent hours styling it, but it's actually just a fraction of the time, without any of the hair damage."

Foo added that she understood the struggles of getting her hair ready with multiple clips, pins and brushes in the morning, which became the vision for her brand.

"Fii Beauty was born out of a personal desire to empower women to feel and look confident in a hassle-free way," Foo shared.

The scrunchies are available in Pearled Ivory, Roasted Almond, Botanical Garden, Chateau Pink, Moonlight Blue and Caviar Black.

To mark its Malaysian launch, the brand will have a storewide discount of 15 per cent until May 14 with the promo code MYBOLEH.

For more information, visit https://www.fiibeautysg.com/.