Company Profile

3.0 Company Profile

3.1 History & Background

Leesa Formula Sdn Bhd was incorporated in March 2003 to develop, distribute and market all-natural health care and beauty products using indigenous herbal extracts, natural minerals and allopathic formulations and processed food items targeted primarily in Malaysia and South East Asia region.

Its aim is to focus on breakthrough products, which are completely safe, have no side effects and affordable to all levels of consumers and approved by Ministry of Health Malaysia.

All Leesa Formula Sdn Bhd’s products are distributed through its network of exclusive independent saloons and herba outlets which currently stand at more than 1000 (and still counting) all over Malaysia, Brunei and Singapore.

Product ranges cover slimming and weight management products, skincare, confinement period’s products, breast care and female hormone products, sinus-related products, hair care, skin supplements, bone and joint supplements, men’s and women’s vitality and stamina products.

Along with deep and extensive market research done with its Good Manufacturing Practice’s certified partners conducted prior to its inception to ascertain the viability and potential of the future of the company and its products, Leesa Formula Sdn Bhd within 4 years has positioned themselves as one of the leading brands, especially in the Malay market and being recognized as one of the most successful bumiputera company in Malaysia.

All Leesa Formula products are distributed through its network of exclusive dealers which currently stand at approximately 300 (and still counting) all over Malaysia, Brunei, and Singapore. Product ranges cover slimming and weight management products, skincare, new-mom's confinement products, breasts care and female hormone products, health supplements, men's and women's vitality and stamina products.

Leesa Formula Sdn Bhd also owned Serenity Spa, the most successful Malay Spa chain operators in Malaysia with 7 outlets. The group is 100% owned and controlled by its two Bumiputera directors, Zulkefli Bin Muhamad Ali and Che Muna Binti Din.

3.2 Stakeholders Characteristics

Internal Stakeholder :

Both Directors in Leesa Formula Sendirian Berhad are holds majority shares in the group.

External Stakeholders:

There are 19 companies that are substantial shareholders in the Leesa Formula Sdn Bhd and most of them hold their own share.

3.3 Awards

Leesa Formula has won many prestigious awards throughout their 7 years experience in this nature of business. Their expertise in using herbal ingredients has put them into one establish company that provide special formula for health and beauty purposes.

Year	Award
2006	Best Day Spa
2007	Entrepreneur of The Year
2007	Platinum Award (HAPA)
2008	Anugerah Wanita Waja
2009	Spa Personality of The Year Award
2009	Best Spa Design for Hotel/Resort

3.4 Quality & Concept

To ensure that the products marketed are of the highest quality and fulfill established standards set by Ministry of Health. The Company believes that quality is the basic tenet to consumers' confidence and loyalty to our products.

The Company believes in positioning itself to be different from other players in all areas by venturing into better approaches in all aspects of its operations, from selecting the appropriate image to product branding.

3.5 Strategy

Strategy is the key aspect to the success of the Company. It believes that strong strategy, particularly in marketing, will give the competitive edge for its success in this highly competitive market

3.6 Ethnic & Fairness

The Group always conducts its business in a fair and ethical manner. The Management believes in excellent customer service and satisfied customers, and thus, treats others the way they would expect to be treated themselves.