Care vs. Enhancement: What We Often Get Wrong
Yet enhancement dominates. Foundations promise glow, lip tints offer plumpness, and even some skincare products today are packed with short-term visual benefits but may neglect long-term health. We’ve become a market obsessed with results we can see, not those that protect or preserve.
“You can’t blame a foundation for not caring for your skin,” said Amirul Sanusi, Founder of Amirul Sanusi Ventures and creator of Ray-diant Sunscreen SPF50+. “That’s not its core job. Enhancement is enhancement. But skincare? That should be about care. That’s what we might be missing right now.” And it’s exactly what he set out to build.
From Acne to Advocacy, a Personal Story
A business idea didn’t drive Amirul’s skincare journey—it was born from experience. As a teenager, he struggled with acne-prone skin, bouncing between products without fully understanding what his skin truly needed. “I tried everything—cheap cleansers, expensive toners, but nothing worked long-term,” he recalled.
“It wasn’t until a dermatologist told me, ‘You’re not protecting your skin,’ that something clicked. That’s when I learned the importance of SPF.” A growing fascination with ingredients, routines, and genuine care followed. But it would be years before that knowledge became a business.
A Decade in PR—and a Moment of Truth
Before launching Ray-diant, Amirul spent a decade in public relations and corporate communications and, in many cases, working with and on consumer healthcare products. While building brand stories and managing stakeholder relations, he also diligently absorbed how the system worked—from product development to regulatory approvals. “Even in PR, I wasn’t just writing press releases,” he said.
“I was watching how the business model operated. How did products make it to retailers? What were the regulatory requirements? That corporate experience gave me the blueprint.” When his company was restructured, Amirul took it as a sign. Backed by insight, exposure, and a long-standing curiosity for skincare, he took the leap into entrepreneurship. Ray-diant wasn’t a gamble—it was a long-time conviction finally coming to life.
Formulation, Function, and Focus
In early 2025, Amirul launched Ray-diant – a single product: a lightweight, tinted sunscreen formulated with ingredients that, in addition to blocking UV rays, also soothed, protected, and supported skin health. His formula includes vitamin C (Ascorbic Acid) for brightening, Panthenol for hydration, and Bisabolol for after-sun recovery. It’s been designed to suit Asian skin tones, avoid the common white cast, and deliver a universal shade that works with many complexions.
“I knew what I wanted from a sunscreen because I’d been a consumer for years. I didn’t want to offer just SPF. I wanted something with real benefits after exposure, especially in our hot and humid climate,” he said. Research & Development took a year. Amirul tested the formulation across various skin tones in real-life events and community booths. What emerged was a product that people used—and came back for.
No Gimmicks, Just Honesty
Amirul has deliberately chosen not to play that game in a space often saturated by overpromising and trend-chasing. “I don’t believe in making claims just to sell,” he said. “That’s not how real skin works. And people deserve honesty.” He also doesn’t treat sunscreen as a luxury or occasional-use item. To him, it’s a daily essential—a step in a basic skincare routine that too many still skip or misunderstand. “Cleanse, moisturise, protect—that’s the foundation. Everything else is enhancement. If your base isn’t cared for, there is little point for anything else.”
Proving Care in a Challenging Market
Despite the clear vision, launching as a local skincare brand has its uphill battles. “There’s a stigma,” Amirul acknowledged. “Local brands in the past may now have adhered to proper regulations, so people have trust issues.” Ray-diant has taken the opposite approach. Every claim is KKM-compliant. Every ingredient is tested. There are no shortcuts—only transparency.
Still, building that trust is a process. Amirul attends events, conducts product demos, and holds TikTok live sessions where he educates, not just sells. “People need to hear from you. They need to see that you care, so I go down to the ground, booth by booth. It’s not just about sales. It’s about connection.”
Building for the Long Haul
Running Amirul Sanusi Ventures is currently a two-person show. Amirul and his elder brother handle everything—from product development to logistics, social media, content creation, customer service, and education. “It’s exhausting but also empowering,” Amirul admitted. “I know every inch of the brand. I’ve built it with my own hands.” Three months in, Amirul is already seeing customers come back for more.
Amirul’s next steps include expanding his team, improving digital marketing, and exploring retail partnerships. He’s open to agents and dropship models but equally focuses on building a solid distribution structure. “My goal is accessibility. I want Ray-diant to be within reach—because good skincare shouldn’t be exclusive.”
Production capability isn’t the problem. Amirul has built reliable relationships with facilities from his healthcare days. What he needs now is structure, strategy, and scale.
What It Takes to Stay True
If there’s one thing Amirul is clear on, this business is bigger than him—and more significant than sunscreen. Ray-diant is an extension of his values. And while other brands may pivot for profit, Amirul stays grounded in the reason he started – to offer quality skincare that truly cares.
“Persistence and patience are key,” he said. “There are days when it’s tough. But then I remind myself why I began—what I’ve learned, who I’ve become. If I said I wanted to create something real, I must live by that.”
The company may have started with sun care, but with Amirul at the helm, the brand hopes to go beyond protecting skin; to set a new standard—one rooted in knowledge, trust, and care.
