About Frontline

Founded by Irene Chong in 1998 to provide professional skin care and wellness solutions to women of all ages. Over the years we have had many successes with the treatment of skin problems and have met the demanding skin care needs of our savvy clients.The importance of a quality professional and effective skin care products are the basis of our sterling track record. From our experience in the use of various product ranges from many countries and through our extensive research and quest for products of excellence, we discovered Casmara, a range of premium skin care products from Spain, world renowned for its therapeutic facial and body masks. Frontline is the sole distributor of Casmara since 1998 in Malaysia and focuses on providing product knowledge and skin care training syllables to beauty therapists and aestheticians.

Through Frontline, Casmara has become a leading skin care range carried by many beauty salons and spas in the region. In the following years, Frontline was also awarded master distributorship for Eve Taylor, TeN and Selvert Thermal, distinguished skin care brands from Europe.

Our corporate beauty and spa centre, Wisma Frontline in Penang, is designed and equipped with world-class facilities providing excellent training ground in skills and product knowledge for aestheticians and beauty therapists. The extensively renovated and refurbished four-storey building in the heart of the city comprises a beauty centre, lounge & bar and a luxurious rooftop spa offering professional skin care treatments, body massages and health spa services. The centre also has a seminar room specially designed for yoga, belly dancing, pilates and various functions.

We are passionate about elevating the standards of beauty, skin care and therapy services in the region and will continue our efforts in sourcing for products of excellence to meet the needs and demands of our customers.

Our Vision

To bethe skin care and wellness leader in Asia Pacific, with a unique portfolio of beauty and related brands, leading in quality, innovation, and value, and elevating the Frontline brand to be Asia Pacific’s most trusted and sought-for beauty solution provider.

Our Mission

We create beauty, we embrace wellness.
We appreciate genuine, meaningful values.
We cultivate healthy relationships with people.

Our Focus

Toward Consumers
Toward Business Partners
Toward Employees
Toward Society and the Earth