JEONG FAMILY partners with Nice One to introduce ILY Brand in Saudi Arabia
The brand is distinguished by its dermatologically tested, EWG green-graded, Halal-ready formulations designed specifically for young skin.
SAUDI ARABIA – JEONG FAMILY has sealed an exclusive strategic partnership with Nice One, Saudi Arabia’s fastest-growing beauty retail and digital commerce platforms, to launch the ILY brand in the Saudi market, marking the brand’s first official entry into the Middle East.
This partnership positions Nice One as the sole distributor of ILY across both online and offline retail channels throughout Saudi Arabia, leveraging Nice One’s extensive reach and digital retail expertise.
ILY by JEONG FAMILY is a Malaysian-born kids’ beauty brand that represents a new era for Halal beauty, focused on clean, safe, and joyful self-care for children.
Cherry Koay, Founder and CEO of JEONG FAMILY, stated, “This partnership bridges two worlds. ILY is more than a brand—it’s a movement empowering the next generation through safe, joyful self‑care, and redefining what Halal beauty means globally.”
“With Nice One’s scale and reach, we’re proud to bring Malaysia’s proudest Halal beauty innovation to the GCC region.”
ILY is championed as more than just a beauty brand; it is depicted as a movement empowering the next generation with products that embody safety, integrity, and intergenerational care.
This partnership brings a pan-Asian Halal beauty movement built on innovation and ethical values into the GCC region.
JEONG FAMILY, founded in Kuala Lumpur in 2021, is Southeast Asia’s premier multigenerational clean beauty and wellness platform, with several sub-brands including ILY (for kids), NUEGRAY (Gen Z colour cosmetics), and BESTIE (tween skincare and fragrance).
The company emphasizes experiential retail through its PLAYLAB™ flagship stores in Malaysia and innovative retail concepts, such as the Mini PLAYLAB™ shop-in-shop within WOW Beauty by Miniso Group.
Currently, ILY is available in over 200 physical retail locations in Malaysia and Singapore, with plans to expand to 1,500 points of sale across the Asia Pacific by 2026.
This strategic partnership significantly advances Malaysia’s role in the global Halal beauty sector by bringing a clean, values-driven, and experiential beauty experience that resonates with modern families in Saudi Arabia and beyond.
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