Safi: Spearheading Skin Care with Science-backed Solutions

Krishnamurthy Sriram

Chief Executive Director

Krishnamurthy Sriram

Chief Executive Director

Science-backed skincare brands are at the forefront of cutting-edge formulation, stringent testing, and consumer care. By leveraging dermatological research, clinical standards, and ground-breaking ingredient science, they offer effective, safe, and steadfast solutions. In an era where consumers look for both transparency and performance, science-grounded brands create credibility and trust through effective results, product integrity, and extreme quality.

An excellent representation of how a science-based skin care brand can do wonders is SAFI. SAFI has created its own identity within the personal care category by integrating science-based formulas with a culturally based ethos. Wipro Unza Malaysia Sdn Bhd, part of the Wipro Enterprises Group, owns this brand and focuses on creating skin care, hair care, body care, and oral care products to cater to the specific demands and preferences of today's modern consumers.

SAFI produces products using natural ingredients that meet Islamic law (syarak) and is certified halal by the Department of Islamic Development Malaysia (JAKIM). Thus, all of SAFI's products are alcohol- and gelatin-free, compliant with Islamic law, and acceptable by the Muslim community.

Value Drivers

The core values of SAFI are quality assurance and manufacturing integrity. It has production facilities throughout Malaysia that are accredited under ISO and GMP Certification, allowing it to monitor the quality, consistency, and product supply. In addition to meeting all local legal requirements, all of SAFI’s product formulations adhere to international regulatory standards, including Federal

Drug Authority, EEC/COLIPA, British Pharmacopoeia, and CTFA, positioning the brand as both regionally authentic and internationally benchmarked.

Another major strength of SAFI is the breadth of its product offerings; there are many sub-ranges tailored to meet the demands of consumer segments, from sensitive-skin and acne treatments to youth-focused retinol products and scalp care products designed specifically for Hijab users. Their portfolio strategy allows for the ongoing development

and utilization of different product categories, like daily use products, including cleansers, toners, moisturizers, sun-care, shampoos, and body care, while enabling targeted technologies such as microbiome-focused scalp treatments and skin-biotic formulations that provide solutions to address evolving consumer science and lifestyle needs.

Broader Reach and Deeper Dedication

SAFI’s market reach is extensive and practical. Its products are available nationwide across major pharmacies, hypermarkets, and supermarkets, with well-trained beauty advisors at key outlets and digital distribution through leading e-commerce platforms. “Our well-trained beauty advisors are also available at specific outlets to assist you”, asserts Krishnamurthy Sriram, Chief Executive Director, Wipro Unza Malaysia, Safi’s parent company.

Our well-trained beauty advisors are also available at specific outlets to assist you” - Krishnamurthy Sriram, Chief Executive Director, Wipro Unza Malaysia, Safi’s parent company
Krishnamurthy Sriram, Chief Executive Director

This ensures SAFI’s product accessibility for a broad customer base. SAFI’s tagline, “Selamat dan Suci” - Safe and Pure, captures its unwavering commitment to consumer safety and product quality. Adhering to halal certification, stringent manufacturing standards, and a targeted range of products, SAFI promises to cater to consumers looking for personal care that respects cultural norms without compromising the quality and modern efficiency.

Krishnamurthy Sriram, Chief Executive Director, Safi

Bringing over 30 years of international experience across engineering, marketing, and business leadership roles, Krishnamurthy Sriram shines with a strong background in both consumer-goods innovation and operational excellence. He has driven growth in multicultural and multi-channel markets. Under his stewardship, SAFA emphasizes high standards of formulation, halal certification, and global compliance to deliver trusted skincare and hair-care brands.

Sriram is known for bridging science, quality, and culture in product development and brand strategy. He is passionate about developing teams, building sustainable industry practices, and leading business transformation in fast-changing markets.