From playful beauty products to hands-on family experiences, this homegrown Malaysian brand is giving children a new way to explore creativity and self-expression.
Remember watching Mum get ready and wanting to try her lipstick, dab on a little perfume or copy her skincare routine?
For many children, these little moments are simply part of growing up. There is something exciting about choosing a favourite colour, trying something new and feeling just like Mum.
But as beauty and skincare become increasingly popular among younger generations, parents have an important question to consider: are these products actually suitable for children?
Today’s Gen Alpha children are growing up surrounded by beauty content, trends and products. While their curiosity is natural, their skin and developmental needs are different from those of adults.
This is where ILY BY JEONG FAMILY, a homegrown Malaysian children’s beauty and personal care brand, is taking a different approach.
Recognised as the Best Non-Toxic Makeup & Skincare for Kids at the Parents’ Choice Awards 2026, ILY brings together thoughtfully developed products, playful designs and creative experiences that allow children to explore beauty in an age-appropriate way.
Made for Little Hands and Growing Curiosity
For children, beauty does not have to be about looking a certain way. Sometimes, it is simply the joy of choosing a lip balm, trying a colourful product or enjoying a little self-care time with Mum.
ILY builds on this curiosity by creating products specifically for children, rather than adapting adult beauty products for younger users.
Combining Korean beauty expertise with Malaysian development and manufacturing capabilities, the brand focuses on age-appropriate formulations, carefully selected ingredients and child-friendly designs.
Every detail, from product textures and sizes to packaging and application methods, is developed with younger users in mind.
Its growing collection includes the Kids Sun Cushion SPF50+ PA++++, Kids Facial Mask Collection, 3-in-1 Eye, Lip & Cheek Balm, Bubble Foam Cleanser and The Vibe League Hair & Body Eau De Parfum.
Each product offers children a way to explore simple personal care routines while giving parents greater confidence in choosing products designed for their age group.
The idea is not to encourage children to grow up faster, but to let them enjoy these little experiences while they are still children.
More Than Beauty, It’s About Making Memories
What makes ILY’s approach particularly interesting is that the experience does not stop at its products.
Through PLAYLAB by JEONG FAMILY, the brand brings beauty and self-care into an interactive setting where children can explore, experiment and discover alongside their families.
Think of it as another opportunity for parents and children to spend quality time together.
Just as families might enjoy baking, painting or dressing up together, exploring colours, textures and simple self-care routines can become a shared activity.
For children, these experiences encourage curiosity and creativity. For parents, they offer opportunities to connect, guide and better understand their child’s interests.
After all, sometimes the most meaningful part of a childhood experience is not what children take home, but the memories they make along the way.
Understanding What Kids Love and Parents Need
Beyond creating memorable experiences, PLAYLAB also allows JEONG FAMILY to better understand the families it serves.
Through direct interactions with children and parents, the brand gains insights into what younger users enjoy, which products are easier for them to use and what matters most to parents when choosing personal care products.
These observations help shape future product development, from formulations and application formats to playful packaging and original characters.
It is an approach that balances two important priorities: making products exciting for children while addressing parents’ expectations around suitability and safety.
And as children become exposed to beauty trends at increasingly younger ages, that balance matters more than ever.
Rather than encouraging children to follow adult beauty standards, ILY aims to make self-care a positive, creative experience that respects their age and individuality.
From a Malaysian Brand to a Growing Regional Presence
ILY’s vision is also part of a bigger journey for JEONG FAMILY.
Today, the company has established a presence in more than 250 retail locations across Malaysia and Singapore, supported by established retail partners.
Its growth has been accompanied by industry recognition, including Guardian’s Best Newcomer Award 2024 and Best Marketing Campaign Award 2025.
ILY’s recognition at the Parents’ Choice Awards 2026 further marks an important milestone for the brand as it continues to develop children’s beauty and personal care products with families in mind.
Looking ahead, JEONG FAMILY is also expanding into the next stage of childhood with MYBESTIE, a beauty range developed for tweens and teens.
Together, these brands reflect the company’s longer-term ambition to build a family beauty and wellness platform that grows alongside the next generation.
Let Kids Be Kids
At the heart of it all is a simple reminder: childhood should be a time for curiosity, imagination and discovery.
Beauty and self-care do not have to be about perfect skin, appearance or keeping up with trends. For children, they can simply be another way to express themselves, learn everyday habits and enjoy time with the people they love.
With its child-focused products and interactive PLAYLAB experiences, ILY BY JEONG FAMILY hopes to make those moments both enjoyable for children and reassuring for parents.
Because sometimes, a little lip balm, a colourful face mask or a shared skincare moment is not really about beauty.
It is about the joy of growing up, trying new things and making memories together.
Safe for Kids, Moms Love It Too!
Discover more about ILY BY JEONG FAMILY at www.ilybyjeongfamily.com, or follow @ilybyjeongfamily on Instagram and @jeong.family on TikTok.
