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About Us

Founded in 2020, EFFEN International Sdn Bhd is a leading nutraceutical company on a mission to transform health and beauty through innovative, clinically-backed products. We focus on what works, blending science with market insight to create solutions people trust.

Today, our portfolio has grown to 14 health and beauty products, each supported by clinical studies and proven results. That’s why every product we launch goes on to lead its niche — and why our customers stay loyal to us.

As a digital-first company, we leverage e-commerce to reach and empower more people across the region. Our culture is fast, fun, and driven by a growth mindset. We believe in growing together, moving fast, and creating meaningful impact along the way.

Whether you’re just starting your career or ready to take it to the next level, you’ll find a place here to learn, make a difference, and thrive.

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Mission Statement

To empower people to reclaim their health and beauty through science-backed, clinically proven nutraceuticals that address the root cause — not just the symptoms.

Core Pillars of the Mission:
1️⃣ Science-Backed → We only deliver what is clinically proven and evidence-based.

2️⃣ Root-Cause Solutions → We don’t just mask problems — we solve them from the inside out.

3️⃣ Empowerment → We help people take back control of their health and confidence.

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Vision Statement

To become the most trusted name in nutraceutical innovation worldwide, improving lives and building confidence for generations to come.

Core Pillars of the Vision:
1️⃣ Trust & Credibility → Always uphold transparency, honesty, and proven results.

2️⃣ Regional Leadership → Build a brand that leads in Asia and expands with purpose.

3️⃣ Impact Across Generations → Not just quick fixes, but lasting, meaningful change that helps communities long term.

Founder Story

Founded in Malaysia by husband-and-wife duo Firdaus and Nurulhuda, EFFEN International began with a deeply personal mission: to help their parents overcome chronic health challenges linked to diabetes, hypertension, and heart disease. They were determined to find a better way — one that could address the root cause of these conditions, not just mask the symptoms like most big pharma treatments.

Through extensive clinical research, they discovered alternative, evidence-backed ingredients that delivered impressive results — making their parents among the first to benefit.

Word spread fast. Friends and relatives started experiencing the same positive changes. Their products earned trust for delivering real, measurable results, leading to loyal customers and new opportunities. All the positive feedback kept them going, inspiring them to solve even more health and beauty problems around them with science-backed, root-cause solutions where traditional options just couldn’t deliver.

They saw a bigger mission: to help even more people with products that truly work, supported by solid clinical studies.

As their range of solutions grew, so did their impact. Each new product solved real problems for their community, strengthening trust and building a reputation for delivering results.

Today, EFFEN International has expanded beyond Malaysia, powered by a passionate team of 30+ experts who share the same mission: to transform lives through evidence-based, effective nutraceuticals.