Commodité carries gender-neutral scented sanitisers as well as home fragrance, pillow mist, hand and body lotion, and hand and body wash (All photos: Commodité)
Kho Yit Wee, founder of personal care brand Commodité, was introduced to fragrance by his sister when he was 13. “She gave me a bottle of lavender essential oil and I vividly remember the smell of it. It made me feel calm and I instantly fell in love with it.”
He developed an interest in fragrance after that, but often had to settle for product samples or mini bottles given by his family due to budget constraints as a teenager. “As someone who is conscious about body odour and personal hygiene, I treasured them so much. I tend to associate precious memories with a certain scent, so some were only used for special occasions.”
Decades later, he still relies on good scent to set his mood for the day. “Whether it is fragrance, diffuser, candle or mist, the pleasant aroma helps me relax and get ready to start the day. That, and coffee,” he smiles.
While studying in Australia, he had many opportunities to explore unique scents as there were lots of independent and niche perfumeries in the country. “I began to collect perfumes and it helped me deepen my interest in fragrance. As I discovered more products, I wanted to create my own.”
Hand sanitisers were already essential items in many countries pre-pandemic, observes Kho. While visiting perfume stalls at a flea market in 2019, he came across a seller who was generous enough to share her knowledge in formulation. “As I am particular about hygiene, I thought why not start by making sanitisers? I looked at the ingredients required to make the product and they were relatively simple. I began researching and asking around to acquire the know-how.”
yw_profile2.jpeg
He decided to start with lavender-scented hand sanitisers and managed to complete the formulation in November that year. “It took me about 3½ months to work on that. A big part of it was experimenting with different types of alcohol.” He was especially careful as he needed to ensure that the item would be suitable for his sensitive skin.
Kho had intended the sanitiser for self use, but his friends and family began asking about the product whenever they hung out. “They would always ask about the smell — ‘Is that perfume or essential oil?’”
He then made a small batch for friends who also bought for their friends. As a result, more people started enquiring about the product. Coincidentally, not long after he began producing the sanitiser, Covid-19 struck and demand for sanitisers exploded. “It did not matter what brand. People just wanted to get their hands on sanitisers. That gave me the opportunity to kick-start the brand.
“I looked into the requirements by KKM (Ministry of Health) and NPRA (National Pharmaceutical Regulatory Agency) to make sure my product is safe and could be commercialised. Then I started selling online, including doing corporate gifts. Looking at the response and feedback, it inspired me to get serious about this business instead of treating it as just a hobby.”
Although artsy and creative — Kho has a master’s degree in architecture — he barely had any knowledge of social media marketing. Thus, the brand relied on word of mouth and feedback to build trust among potential customers online.
“I sold the item on Shopee and Lazada. Reviews by buyers had a lot of impact on the product’s sales performance. They were kind enough to leave comments, thus assuring others who were interested to know about the quality of our sanitisers.
“Some commented that they could never use any other sanitisers because they have sensitive skin and rash problems. But they had no problem using Commodité sanitisers multiple times a day. It’s nice to be able to help people with the same skin condition as me.”
bodycare1.jpeg
Some customers were asking if they could use the sanitiser to spray the interior of their cars, as well as their pillows. Since the product contains alcohol, it may cause damage to delicate surfaces such as leather and silk. Following the feedback and demand, the brand birthed its second product, Room & Linen Spray, for cushions, toilets, washrooms and even cars.
One of Kho’s goals for the business is to create functional personal care products that will not break the bank, which is also the reason he chose the name Commodité, inspired by the word commodity. He maintains the affordability of his products by working closely with local suppliers and manufacturers.
“Not all imported ingredients are good. We have to understand that a lot of ingredients or formulations developed overseas may not be suitable to use in our climate. And we have qualified biochemists in Malaysia who meet the guidelines of good manufacturing practices as well. Some may be even better than those overseas,” he remarks.
Collaborating with homegrown manufacturers also means he can inspect the quality of the products more closely as they are being made. “I can easily give them a call or pop by their premises to check on the process. It is especially important as I’m using my own formulation. I get to pick and choose the ingredients I want in my products.”
His experience as an architect has taught him that there needs to be checks and balances between business owners and manufacturers to produce the best outcome. “If an architect does not understand his own design, he cannot possibly explain his rationale to the engineer, whose job is to make sure the design can work. That’s why I chose to deal with local facilities for my products.”
The same fragrance can smell differently on different people, Kho notes. “After trying out a product on myself, I would make small batches for family and friends with different lifestyles to see if it would be suitable for a wide demographic.” Lab testing and production of the item are carried out next if he deems it fit to be sold to the public.
To date, Commodité has produced a range of gender-neutral scented sanitisers using lavender, patchouli, eucalyptus and geranium leaf. Its offerings include home fragrance, pillow mist, hand and body lotion, as well as hand and body wash. The brand plans to release body fragrance some time this year.
This article first appeared on May 15, 2023 in The Edge Malaysia.
