ODDLY Enough, This Malaysian Beauty Brand Might Just Change the Game

There's something magnetic about a brand that doesn’t try too hard, doesn’t overpromise, and certainly doesn’t fit neatly into the clean-girl, no-pores, filter-everything box the beauty world has trapped itself in. ODDLY, the Malaysian-born, founder-led beauty label, isn’t in the business of selling illusions. It’s here to make your skin feel good and your routine feel real.

Formerly known as Sang Bulu—a name cheeky enough to spark curiosity and intimate enough to instantly feel personal—the brand has now re-emerged as ODDLY. And with that rebrand comes a whole new era. But don’t be mistaken: this isn’t a superficial facelift. It’s a conscious evolution.

From Facebook Comments to Founders' Formulas

ODDLY’s origin story isn’t coated in investor buzzwords or marketing fluff. It started in a Facebook group.

That’s right. A digital thread where women were swapping stories, anxieties, and rants about grooming before childbirth sparked something in founder Naza Yusof. Instead of brushing off the conversation as a one-off, she sat with it. She paid attention. And in that moment—equal parts observation and rebellion—a small idea started forming.

Back then, it was Sang Bulu. A quirky nod to the folktale hero Sang Kancil, but flipped into something playfully feminine, a little mischievous, and unapologetically local. The first product? A fuss-free hair removal spray that was painless, convenient, and quietly radical.

Because when was the last time a beauty product didn't talk down to you?

ODDLY Beautiful, Boldly Different

Fast forward to 2025, and ODDLY’s comeback doesn’t just carry the same DNA—it wears it louder and prouder. “ODDLY” isn’t just a new name, it’s a declaration. A celebration of what makes us unique, textured, and sometimes gloriously unpolished.

It’s also a natural progression from where the brand began. According to Naza, “ODDLY’s story has always been shaped by women who use it. I didn’t set out to create products that dictate beauty. I wanted to create something that feels personal—something that grows from the lives, stories, and confidence of the women who inspire me every day.”

Let’s be clear: this isn’t about putting women on a pedestal with sweeping empowerment statements. Naza’s approach is subtler, more grounded. “I’m not here to empower women—I’m inspired by them,” she says, flipping the narrative that so many brands love to toss around during International Women’s Day press releases.

It’s this commitment to quiet authenticity that sets ODDLY apart. There’s no posturing here—just simple, effective products designed with real skin (and real life) in mind.

Clean, Caring, and Comfort-First

So, what’s actually on the shelves now?

ODDLY’s product lineup includes the nourishing Purity Shower Oil, the no-fuss Sang Bulu Hair Removal Spray that put them on the map, and the Ultimate Brightening Roll On Remedy—a product that says, “Yes, you can brighten up without burning your skin barrier to the ground.”

Every product is designed to be gentle, effective, and safe for all skin types, especially sensitive skin. They don’t scream luxury, but they don’t need to. What they do promise is comfort. Real comfort—the kind that fits into your post-shower haze or your five-minute self-care moment before crashing into bed.

And unlike the endless carousel of trendy actives and miracle claims saturating the market, ODDLY’s approach is refreshingly restrained. It’s skincare that doesn’t try to solve your life—it just works.

Malaysian-Made, Region-Ready

ODDLY’s evolution from a grassroots post-COVID project into a Top 10 Winner at the Selangor E-Commerce Xccelerator (ECX) 2024 isn’t just a feel-good story—it’s proof that local brands can go toe-to-toe with international names and win on their own terms.

The recognition didn’t come overnight, and it didn’t come from trend-chasing. It came from building something that resonated with people. Mothers. Students. Working professionals. Anyone who needed reliable, no-BS body care that didn’t require a five-step decoding process or a skincare degree to use.

Now, ODDLY’s got its eyes on Southeast Asia, with Indonesia next on the map. And here’s where it gets exciting. In an industry that still often centers Eurocentric standards and imported ideas, ODDLY is proving that Malaysian-born brands can lead with authenticity and still scale. No need to dilute the local identity. No need to play small.

What It Means to Build a Beauty Brand Today

ODDLY’s trajectory feels like a case study in how to build a brand for this generation of consumers—people who want to know the story behind the products, who made them, why they exist, and whether they’ll actually do what they claim to do.

It’s a stark contrast to legacy beauty brands still coasting on decades-old prestige. ODDLY, by comparison, is scrappy, transparent, and deeply human.

It’s not trying to chase the next viral moment. It’s not positioning itself as the holy grail of skincare. It’s just... real. And maybe that’s what makes it radical.

The Bigger Picture

It would be tempting to box ODDLY into the "clean beauty" or "inclusive skincare" lanes that dominate today’s marketing speak. But that would miss the point.

Yes, the products are formulated for all skin types. Yes, they’re gentle, safe, and comfort-first. But ODDLY isn’t trying to be the loudest voice in the room. It’s not shouting about being the best. Instead, it’s listening. It’s watching. It’s taking the ordinary and making it just a little easier, a little softer, and a little more thoughtful.

That’s the real innovation.

It’s not in a never-before-heard ingredient. It’s not in flashy packaging. It’s in a founder who paid attention to a conversation most people would scroll past, and decided to build something from it.

And now, with a rebrand that leans into everything that made the original brand compelling—quirk, honesty, and function—ODDLY isn’t just back. It’s levelled up.

In an industry overrun by sameness, ODDLY is carving out its own space—not with noise, but with nuance. And in doing so, it's reminding us that beauty doesn’t need to be complicated, filtered, or foreign.

Sometimes, the best solutions are the ones that come from the most honest places.

And ODDLY? It's not trying to be perfect.

Just perfectly, unapologetically itself.