ADANIA & Co is a Malaysian brand that produces natural and organic skin products, with a goal to make skin healthy using clean ingredients. Its main focus, the company says, is to come up with products that are effective on human skin, produced with the environment's welfare in mind.
Founder and chief executive Ain Nadia Yusoff says she wants the brand to play an active role in the global environment issue.
"Organic and natural skincare care about the environment. Issues such as carbon footprint, animal testing, safe and ethical practices from farming to the end product are some of the issues we emphasise on and would want to share with everyone, especially the local community," she says.
The company runs a long-term "Beleaf in yourself, Grow with us" campaign. With every purchase a consumer makes, he or she will directly contribute towards tree planting.
Ain says this campaign is a collaboration between Adania & Co and APE Malaysia and Malaysian Nature Society . "We decided to collaborate with the two organisations as we share the same vision and mission."
A GOOD DEED, UNNOTICED
Ain understands that a tree planting campaign is nothing new, "and yet, it is something that goes almost unnoticed.
"This is exactly the reason why we feel the need to push this initiative back to the public. We want the community to be part of this movement."
She says the campaign is also in line with the 12th Malaysia Plan's 100 Million Tree Planting Campaign.
"Our customer demographic starts with the 20s. Many of them really care about the environment, but do not know how or where to support, or even how to be an active participant in such a movement.
"By leveraging the power of social media, we try our best to portray nature campaign as something fun and exciting, which everyone can participate in, irrespective of age."
Adania & Co's plant-a-tree campaign provides the coordinates of the location where individual tree saplings are planted. A photo of the saplings with the customer's name and an e-certificate will be provided.
"Our customers can then share these on social media, with friends and family, in the hope that the positive effect will snowball and more people would want to be a part of the campaign," says Ain.
She says that from her observation during the Covid-19 pandemic and stay home period, a lot of people are interested in creating a mini garden at home.
"There's also heightened awareness on their own health and wellness, which include eating healthy and using clean formulation in skincare. There is definitely a sign of growing concern for the environment.
"We also feel that consumers are more receptive towards these issues and through social media, and there is collective awareness in the community."
Social media definitely plays a very significant role during these times, she says, since everyone has been spending more time scrolling through their feed for the latest updates on the pandemic and other issues.
EDUCATING THE PUBLIC
Ain says natural, plant-based, organic and clean are all different terms given to a particular ingredient.
"Natural does not necessarily mean organic. And organic does not necessarily mean plant-based."
She says while consumers should be aware of these misconceptions, the responsibility should be on the brands to educate consumers. This in turn will allow the consumers to make more informed decisions on their purchases.
"We highly recommend checking out official websites and pages that provide correct information on these issues. Do your research. The more you read and understand, the more informed you will be on the subject. The same thing applies to product labels. Always read them."
The concept of natural equilibrium is close to Ain. The brand believes in a balance of animals, plants, people and the environment, she says.
"And we make this is the core of our business. Since day one, we have always been a passionate believer in the power of plants.
"Plants have been known to give many benefits to humans, animals, and the surrounding ecosystem. Sadly, as technology advances and rapid development becomes more pervasive, rich forests are cleared, trees are cut and many animals' natural habitats are destroyed. These led to the reduction of certain types of plants and animals, even forcing some into extinction.
"And we want to change all that, one tree at a time," she says.
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