SAFI relaunches Youth Gold Rania with Women-First Campaign

By: Women Entrepreneurs Review Team | Wednesday, 22 July 2026

Personal care brand SAFI has re-launched its skincare range for the youth, ‘Youth Gold Rania' with a new campaign creating an environment that empowers women to discover their self-confidence, strength and identity. The campaign, which was aptly named "Semarakkan Seri Keremajaan Bersama Safi Youth Gold Rania" (Enhance Your Glow with Safi Youth Gold Rania) isn't just about selling beauty products, it's about discussing issues of personal value, self-development, and emotional health.

MBCS, a creative agency within Omnicom Media Malaysia (MMC) has worked with media agency PHD to create the campaign. It is a part of SAFI's bigger picture on how skincare is an act of self-care and how it helps women at various stages in their lives and not just about beauty or youthful looks.

The campaign is based on the lived realities of many women, emphasizing the emotional aspects of life-changing events like marriage, motherhood, and career. These roles often cause women to lose sight of their confidence and identity, giving more importance to the needs of others, SAFI shared. The campaign will help to encourage women to get in touch with themselves and take charge of each and every stage of their lives.

Key Highlights:

• SAFI relaunches Youth Gold Rania with a campaign focused on women's confidence and self-care
• Fasha Sandha and 100 Malaysian women lead the campaign through real-life stories
• Campaign promotes resilience, empowerment, and emotional wellbeing beyond skincare

The veteran Malaysian actress and entrepreneur Fasha Sandha is taking the lead in the campaign as she has been appointed as the new face for the Youth Gold Rania range. Sandha was selected for her resilience, determination, overcoming her own and her family's personal and professional challenges and still continuing to path her way to success, and thus being a relatable role model for women, SAFI said.

An important part of the campaign is the involvement of 100 Malaysian women, and their real lives are the heart of the campaign. The struggles, journeys and experiences of their personal lives are presented through a series of reality-style episodes, which record their journey through regaining confidence, discovering their identities and their own "Gemilang" or glorious moments.

Jennifer Wee, Creative Director of MBCS, explained that the campaign wasn't intended to be the launch of a skin care product, it was meant to be a movement that would cause some impact.

We didn't just want to launch a product, we wanted to create a movement that would tackle the invisible problem that women have, that's why we were looking for a movement to get going with," she said.

We want to make people understand that beauty is not about youth. It's about overcoming life's pressures to recover their own 'Gemilang' or golden time, no matter what it is," Wee continued.

The campaign is about celebrating women's strength and resilience in a people-first approach, said Kazlina Mohd Kassim, SAFI Brand & Insights Specialist at Wipro Unza.

“Because the MBCS team has taken a bold, human-centric approach to shape conversations in celebration of a woman's resilience, it's important that women know that they are supported in their quest to rediscover their most glorious, ‘Gemilang' days, and Safi is here to help reignite that spark,” she said.

SAFI has also adapted the iconic song Gemilang with fresh lyrics that reflect the stories of the women taking part in the campaign, to reinforce the emotional message of the campaign. The song is performed by singer Yulia Kamelia, adding a powerful musical element to the initiative.

SAFI's relaunch of Youth Gold Rania sets the bar for a new understanding of skin care, a non-daily beauty routine. Rather, the company markets it as a worthwhile method of self-care that fosters self-confidence, self-assurance, and personal wellbeing, and that invites women to express their resiliency and acknowledge every phase of their lives.