Partnership aims for nationwide rollout, ASEAN expansion by 2027, and UAE market entry by 2028 — positioning Malaysia as a leader in halal beauty innovation
Brozkey MD Muhammad Haziq Haime and Datin Syarifah Farah of Gumash, exchange documents after signing their collaboration agreement in Petaling Jaya.
By TENGKU NOOR SHAMSIAH TENGKU ABDULLAH
Petaling Jaya, Oct 8 — A landmark collaboration between Brozkey, Malaysia’s nationwide network uniting barbershops and grooming professionals, and Gumash, a pioneering Shariah-compliant hair colour brand, is set to reshape the halal beauty industry.
At an official signing ceremony at Studio Brozkey, Mutiara Damansara, both parties committed to a strategic pact that combines Gumash’s unique water-permeable, wuduk-compliant formulations with Brozkey’s community-driven distribution and marketing model.
“Some see hair as just a job—cut, finish, next. At Brozkey, we want the best for the customer,” said Brozkey managing director Muhammad Haziq Haime.
Muhammad Haziq Haime, Brozkey MD, and Datin Syarifah Farah Gumash, formalising a strategic collaboration to expand Shariah-compliant hair colour products across Malaysia, ASEAN, and the UAE
“We focus on identifying real problems and delivering real solutions. Gumash fits perfectly into this philosophy: it’s safe, local, and aligned with our values, he told TNS News at the signing ceremony on Tuesday.”
The collaboration addresses a long-standing gap in Malaysia’s grooming and beauty market: a locally developed, safe, Shariah-compliant hair colour option. Founded by Datin Syarifah Farah Gumash Syed Hussain Al-Medwahl, Gumash has spent nearly a decade developing water-permeable, ammonia-free, and paraben-free formulations enriched with Argan oil, cocoa butter, and keratin.
“We created Gumash to give Muslims peace of mind,” Datin Syarifah explained. “Our formula was reviewed by Shariah scholars, tested by independent labs for water permeability, and made with no animal-derived ingredients.”
A showcase of Gumash’s Shariah-compliant haircare range, including nourishing hair colour, expert shampoo, hair tonic, repairing mask, and serum enriched with argan oil and cocoa butter.
Key differentiators include local R&D and formulation developed under stringent testing, a gentler composition that is ammonia- and paraben-free, water-permeability verified by third-party testing, and professional-friendly formats such as an instant colour shampoo that offers quick grey coverage in just 15 minutes.
The roll out will proceed in three phases: 2025–2026 will focus on establishing a strong domestic base across Malaysia using Brozkey’s barber network and awareness campaigns; 2027–2028 will see expansion into ASEAN markets with large Muslim populations such as Indonesia, Brunei, and Southern Thailand.
By 2028, the brand plans to enter the UAE and wider Gulf markets, tapping into rising demand for Shariah-aligned beauty products.
“The UAE remains our long-term goal, achievable through consumer education and strategic distribution,” said Datin Syarifah.
This collaboration positions barbers—not influencers—as key educators and advocates. Brozkey will provide training and community engagement, turning grooming professionals into trusted messengers of safe, Shariah-compliant products.
“This is the first time Brozkey is collaborating with a product brand, and I’m very excited about it,” Haziq said. “It’s a movement where quality products meet trusted barbers to give customers real confidence.”
Brozkey, synonymous with the spirit of progressive youth, will lead Gumash’s distribution and marketing strategy. With its youthful network and fresh approach to grooming, lifestyle, and innovation, Brozkey was chosen for its ability to elevate a local brand onto a bigger stage.
According to Haziq, this partnership is not only an opportunity to market a high-quality product, but also proof that Malaysian youth can be drivers of the creative and halal economy at the global level.
Both leaders envision positioning Malaysia as a reference point in the global halal beauty industry. “One day, I want people to say: Gumash and Brozkey—that’s quality, that’s safe, that’s local,” Datin Syarifah said.
She further emphasised that this collaboration is the continuation of her vision to establish Gumash as the leading choice for Shariah-compliant hair colour globally, and she believes Brozkey is the right strategic partner to bring the brand closer to modern consumers without compromising its Shariah values.
“Our value isn’t just distribution; it’s media, education, and community. Together, we can bring a Malaysian brand to the world,” Haziq added.
He also noted that the partnership marks a milestone for youth-led entrepreneurship in Malaysia, proving that young innovators can play a leading role in expanding halal and Shariah-compliant industries worldwide.
- TNS NEWS