Cosway has launched its Cosway Reimagined, a three-day festival to introduce a refreshed brand identity aimed at reviving its brand to reignite its people and rebuild future business, marking a key milestone in its 46-year journey.
Held at the main atrium, LaLaport BBCC, Kuala Lumpur from Sept 26-28, 2025, the event unveiled Cosway’s bold new lifestyle brand Cosyoung, designed for today’s generation of beauty and wellness shoppers.
The Cosyoung brand provides a range of science-backed skincare, supplements and lifestyle essentials that fit seamlessly into modern living.
The launch event was officiated by Berjaya Corp Bhd (BCorp) non-independent non-executive chairman Tunku Tun Aminah Sultan Ibrahim Ismail and Cosway chief executive officer Chryseis Tan, together with BCorp founder and adviser Tan Sri Vincent Tan and BCorp joint chief executive officer Nerine Tan.
Tunku Tun Aminah said the launch of Cosway Reimagined was a milestone to reflect both the strength of the industry and Cosway’s commitment to transformation.
“Today, Cosway is taking bold steps forward. With Cosway Reimagined, the company is not only refreshing its brand but also positioning itself ahead of the curve – connecting with younger, digital-first consumers while staying true to the values that have earned it trust for over four decades.
Chryseis Tan, the chief executive officer at Cosway (M) Sdn Bhd called for Cosway to embrace not just product innovation, but boldness in culture and purpose.
“Leading a company with such a proud legacy is both a privilege and a responsibility I embrace fully.
“Cosway Reimagined is our commitment to what comes next – fresher, bolder, built to thrive for generations ahead,” she said.
The event offered an immersive showcase of wellness, lifestyle and innovation for the public through live demonstrations, product showcases, new product sampling, fitness sessions and health talks on wellness and healthy living, giving visitors a front-row seat to Cosway’s new direction.
The event also featured the MPOS Elite Recognition Ceremony for top-performing entrepreneurs and store operators; and signing of five Memorandums of Understanding (MOU) with partners LocknLock, Zerocipe, Kolmar BNH, Ildong Bioscience and Davos Life.
These partnerships will play a pivotal role in shaping Cosway’s future product pipeline, strengthening its capabilities across categories from skincare and health supplements to lifestyle innovations.
By working with these industry leaders, Cosway is ensuring that its next- generation products are science-backed, globally competitive and relevant to modern consumer needs.
“Today is all about showing our community what the future of Cosway looks like,” said the company’s spokesperson. “From recognition ceremonies to interactive experiences, the energy from our members, leaders and partners was incredible. And this is just the beginning.”
Cosway (M) Sdn Bhd, a wholly owned subsidiary of Berjaya Corporation Berhad, has been a trusted name in direct selling in Malaysia since 1979, offering a diverse range of health, personal care and lifestyle products via over 500 distribution centres across Malaysia and East Asia.
The rebranding initiative under the theme “Empowering Together for Our Future” reflects its commitment to innovation, digital transformation and sustainability. Through curated product innovation, mobile-first experiences and collaborations with independent brands and influencers, Cosway is evolving into a modern lifestyle ecosystem that prioritises cultural relevance, environmental responsibility and meaningful customer engagement.
For more information, visit www.cosway.com.my or its official social media channels on Facebook: CoswayMalaysia, Instagram: @coswaymy and TikTok: @coswaymy
