The Most Advanced HALAL Skincare R&D Facility in the World

The SERI (SAFI Excellence in Research & Innovations) Centre that is an integral part of the WIPRO Skin Research and Innovation Centre was established in June 2013 with an initial investment of RM10 Million. In the last 5 years, The SERI Centre R & D Investments in Malaysia have recorded over RM 30 Million as one of the Largest and Most Advanced HALAL Skincare Lab in the world.

SAFI: The HALAL Personal Care Brand with
World-Class Science & Technology


Over the recent years, there has been a growing demand for HALAL beauty products. Consumers are becoming more conscious of the quality of the products they use from the choice of ingredients, the process, testing, efficacy and safety aspects. There are a wide range of skincare brands available to the masses in malaysia, however, all products formulated and developed at SERI goes through a stringent quality process and is ensured halal, thus further assuring muslim consumers on the ingredients and quality of SAFI products.

The SERI Centre is equipped with cutting edge facilities managed by over 100 researchers and scientists across diverse disciplines including molecular biology, immunology, physical chemistry, organic chemistry, analytical chemistry, chemical engineering and biochemistry who make highly affordable, efficacious and sensorially delightful derma range of products possible.

The product innovation journey at the SERI Centre begins with the consumer for inspired innovation with focused understanding of Asian skin, the impact of the climatic conditions of the region, emerging trends and technological advancement that integrate the best in nature and science. This has enabled SAFI to maintain its leading position in mass market skincare. Apart from skincare, SAFI has a wide range of other popular personal products comprising of skin care, body wash, shampoo, hair treatment, lotion, talcum, deodorants and toothpaste.

The SERI Centre has pioneered the application of nano-technology in the Malaysia personal care industry with its ground-breaking invention that has been incorporated into the SAFI anti-aging skin care products. With the integration of nano encapsulation, bio active ingredients such as potent skin brightening and anti-aging compounds can be better stabilized and made more effective to penetrate at a faster rate into the deeper layers of the skin.

In order to gain a profound understanding of the target Asian consumer group and the specifics of Asian skin, skin biological age testing has been established through representative clinical study sample sizes which were conducted based on local Malay Muslim women. Additionally, a 3D skin model has been developed to study and simulate actual human skin at the molecular level thus ensuring the importance of product efficacy and safety can be conducted strictly without requiring any animal testing.

With the dedicated backing of the SERI Centre, SAFI will continue to raise the bar in the personal care industry with development and production of highly effective and cost efficient formulations that are of international standards.

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