# Home Skincare Boom Still Values Professional Facials, EMAX CEO Says

> EMAX CEO Wilson Lee says Malaysia's home skincare boom hasn't killed professional facials, as Beaute Library launches its first cold wave treatment.
- Title: Home Skincare Boom Still Values Professional Facials, EMAX…
- Summary: EMAX CEO Wilson Lee says Malaysia's home skincare boom hasn't killed professional facials, as Beaute Library launches its first cold wave treatment. EMAX CEO…
- Keywords: emax, beaute library, plasmafx cold wave, malaysia-first, facial, home skincare, wilson lee, ion glow bio renewal, news, world, Home, Skincare
- Source: Malay Mail — https://malaymail.com/news/life/2026/10/26/home-skincare-boom-neverkilledfacial-says-emax-ceo-as-beaute-library-rolls-out-malaysia-first-cold-wave-treatment/240709
- Author: Malay Mail
- Published: 2026-10-26T20:53:17+00:00
- Read time: 1 min
- Topics: emax, beaute library, plasmafx cold wave, malaysia-first, facial, home skincare, wilson lee, ion glow bio renewal, news, world
## Home Skincare Growth
Despite home skincare products and devices multiplying, Malaysians still value professional facials for expertise and time out.

> People may have access to good products and tools at home, but a professional facial gives them the opportunity to step away from their daily routine and have their skin cared for by someone with the right knowledge and experience
## Beaute Library Launch
Beaute Library introduces ION+GLOW Bio-Renewal, Malaysia's first facial treatment powered by PlasmaFX Cold Wave Technology.

> The company says it is malaysia’s first facial treatment powered by plasmafx cold wave technology
## PlasmaFX Cold Wave
PlasmaFX Cold Wave delivers 60 times greater absorption of active ingredients and 40 per cent reduction in acne-causing bacteria with no downtime.

> The company claims the technology delivers 60 times greater absorption of active ingredients and a 40 per cent reduction in acne-causing bacteria, with no downtime
## Facial as Self-Care
Professional facials are increasingly seen as self-care, offering time away from daily routines and mental refreshment.

> Absolutely. A facial can address the skin, but the experience can also give someone an opportunity to step away from a busy day and focus on themselves
## Beauty Without the Chase
Beaute Library's campaign 'Beauty, Without the Chase' focuses on personalisation and care over quick fixes.

> As an industry, we have often focused on what people need to fix or improve. With 'Beauty, Without the Chase,' we want to shift that conversation towards understanding, personalisation and care
## EMAX Corporate
EMAX Corporate, founded in 2011, spans beauty, wellness, aesthetics, lifestyle, education and community.

> Founded in 2011, emax corporate has grown into a malaysian group spanning beauty, wellness, aesthetics, lifestyle, education and community
## Treatment Availability
ION+GLOW Bio-Renewal is available exclusively at Beaute Library outlets.

> The ion glow bio renewal treatment is available exclusively at beaute library outlets
## Key takeaway

EMAX CEO Wilson Lee states that despite home skincare growth, Malaysians still value professional facials for expertise and self-care, as Beaute Library introduces Malaysia's first PlasmaFX Cold Wave treatment.