Bad Lab is a Malaysian men’s personal-care and grooming brand that positions itself with an intentionally unconventional, masculine, and playful identity. The brand targets men who seek practical grooming solutions without the polished, traditional “beauty-counter” aesthetic often associated with personal care. Bad Lab describes its philosophy as “Man-Gineered”—a portmanteau of man and engineered—signifying products formulated specifically for male needs. Its official brand language characterizes its ideal consumer as a man who is “all walk and little talk.” 1

The brand was soft-launched in September 2014. Contemporary reports identified it as the first product developed by the Malaysian brand consultancy Merdeka LHS, in partnership with City Chemo. While the brand originated in Malaysia, it has expanded into international markets, including Singapore, Indonesia, Brunei, Myanmar, China, Maldives, Bangladesh, Philippines, Pakistan, Iran, and Russia. In Singapore, the brand maintains a presence through digital channels and retail availability, appealing to consumers interested in distinctive, lifestyle-oriented grooming products.

Bad Lab emerged during a period when the men’s grooming market in Malaysia was dominated by large international personal-care companies. These competitors typically employed similar visual identities and conservative communication strategies, creating an opportunity for a brand that could directly address the men’s category with a distinct voice. According to a WARC case study, this gap allowed Bad Lab to establish a unique position in the market. 2

The concept was developed by Merdeka LHS, founded by Tony Savarimuthu, Huang Ean Hwa, and Szu H. Lee following their careers at McCann Erickson. Unlike conventional advertising agencies, Merdeka LHS collaborated with City Chemo from the inception of the project on every aspect of the brand, including:

• Brand strategy
• Naming
• Logo design
• Packaging
• Product design
• Advertising
• Product formulation
• Distribution strategy

This holistic approach was described by Merdeka LHS as “brand invention.” 3 The name Bad Lab was deliberately chosen to reject the overly polished or “goody two shoes” image typical of many personal-care brands. 4

The Name

The name “Bad Lab” combines the idea of “bad” (rebellious, unconventional) with a laboratory (scientific, experimental). This duality creates three layers of brand identity:

1. BAD: Rebellious, unconventional, confident.
2. LAB: Experimentation, formulation, science.
3. MAN-GINEERED: Products designed specifically around male grooming.

The brand expands this concept into the phrase “Brave and Daring Laboratory.” Current branding utilizes language related to experimentation and engineering, presenting grooming as something engineered for men rather than conventional cosmetics.

Positioning

Bad Lab’s central proposition is straightforward: Men’s grooming without the fuss. The brand treats grooming as functional, energetic, and masculine, avoiding delicate or luxurious associations. Official messaging emphasizes that the day is “out there and not in the bathroom,” reinforcing the idea that grooming should be quick and efficient so men can focus on their lives.

The positioning can be summarized as Functional + Masculine + Irreverent + Accessible. Rather than selling the aspiration of becoming a sophisticated beauty consumer, Bad Lab communicates grooming as part of an active lifestyle.

Target Audience

Bad Lab was originally created for men, particularly younger and unconventional male consumers. The brand’s communication historically appeals to:

• Young adults
• Men interested in grooming but disliking conventional beauty branding
• Consumers seeking affordable everyday grooming
• Individuals attracted to humorous or provocative branding
• Consumers interested in hair styling and personal appearance

The brand describes its audience as “unconventional” men and emphasizes engagement with younger adults. Practically, Bad Lab sits between mass-market personal care and lifestyle-oriented men’s grooming.

Bad Lab offers a broad grooming portfolio across several categories, including hair, face, body, deodorant, fragrance, and styling.

Hair and Scalp Care

Products in this range include shampoos, conditioners, and treatments. Examples include:

• No Worries ScalpCare Shampoo: Positioned for scalp cleansing and cooling, utilizing ingredients like FluidiPure 8G and menthol.
• No Flakes Anti-Dandruff Shampoo
• No Drama Hair Fall Control Shampoo: Marketed for hair-fall control, incorporating red-clover extract and other scalp-care ingredients.
• 3-in-1 hair/face/body cleaners

Hair Styling

Hair styling is a prominent category for Bad Lab, with products listed by retailers such as Blibli in Indonesia and various e-commerce platforms globally. The naming convention is deliberately character-driven, giving products individual personalities rather than generic descriptors.

Current listings include:

• Jet Black Water-based Pomade
• Matte Max Water-based Pomade
• Like A Boss Hair Clay
• Lock & Load Hair Wax
• Colt 45 Hair Wax
• Dynamo Hair Cream
• Slick Rick Hair Gel
• Supersonik Water-based Pomade

Face Care

Bad Lab’s facial-care range includes cleansers, scrubs, and moisturizers. Retail listings feature products such as:

• Baby Faced Assassin
• Spotless
• Stone Cold
• Dirty Deeds
• Battle Repair

These names avoid conventional cosmetic terminology, reinforcing the brand’s humorous and masculine personality.

Body Care

Body-care products emphasize convenience and multifunctionality, aligning with the brand’s philosophy of spending less time in the bathroom. Key items include:

• Caveman 3-in-1 Hair, Face & Body Cleaner: Reflects the emphasis on practicality.
• Body washes
• Deodorants
• Anti-bacterial products

Deodorant and Fragrance

Bad Lab operates in odor-control and fragrance, combining functional personal care with lifestyle branding. Current listings include:

• Hammered Roll-On Deodorant
• Razor Sharp Roll-On Deodorant
• Headbanger Cooling Roll-On
• Ex-Marina Cooling Roll-On
• Call to Arms
• Supercharger
• War Machine

These products are positioned around anti-bacterial and deodorising functionality as well as scent. 5

A key differentiator for Bad Lab is its packaging. Instead of resembling conventional shampoo or deodorant bottles, the brand developed a visual language inspired by industrial products, machinery, laboratories, and masculine environments. WARC describes the packaging as resembling motor-oil canisters, a concept extended to point-of-sale materials, promotional items, digital advertising, and brand films. 6

Typical design characteristics include:

• Strong black/dark color palettes
• Industrial graphics
• Bold typography
• Masculine illustrations
• Playful characters
• Mechanical/laboratory references
• Unusual product names
• Humorous copywriting
• Deliberately exaggerated masculinity

This results in a visual system that resembles a men’s lifestyle/product brand more than a traditional cosmetics label.

Bad Lab’s marketing strategy relies heavily on differentiation rather than competing on price or volume against multinational corporations. Key elements include:

1. Distinctive Packaging: The packaging itself serves as advertising.
2. Humour: Product names and ads exaggerate masculine stereotypes for effect.
3. Character-Based Branding: Illustrations and names give products individual personalities.
4. Digital Marketing: The brand adopted e-commerce and digital channels early in its development. 7
5. Youth Culture: Bad Lab has experimented with areas such as esports to engage younger male audiences.

In Singapore and other international markets, the brand leverages these strategies through social media campaigns and online retail presence. For instance, Bad Lab has engaged in promotions such as the “Triple Shots” campaign, highlighting new product launches and brand activations. 11

There is a distinction between brand creation and brand ownership. Bad Lab was created through a collaboration involving Merdeka LHS and City Chemo, with Merdeka LHS responsible for extensive brand development.

However, trademark records identify L&S Cosmetics and Toiletries (M) Sdn Bhd as the owner of the Bad Lab trademark. The U.S. trademark record lists Bad Lab as registered to L&S, covering categories including facial cleaners, shampoos, and non-medicated bath products. 2 L&S materials also identify Bad Lab as one of its personal-care brands. 9

Simplified structure:

• Brand Concept / Creative Development: Merdeka LHS + City Chemo
• Brand / Trademark and Commercial Operation: L&S Cosmetics and Toiletries (M) Sdn Bhd
• Manufacturing / Product Development Ecosystem: L&S / City Chemo-related operations

Bad Lab has received recognition within the advertising and design industries. Notably, the “100% Man-Gineered” packaging campaign won a Silver award for Packaging Design at the Kancil Awards, with Merdeka LHS credited as the agency and Citychemo Manufacturing Sdn Bhd as the client. 15

WARC’s case study reports that Bad Lab won multiple product and design awards during its growth period, contributing to its major retail distribution and international exports.

While headquartered in Malaysia, Bad Lab has established a significant international footprint. An L&S company profile states that its brands, including Bad Lab, have been distributed internationally. Specific mentions include exports to Singapore, among other countries.

In Singapore, consumers can access Bad Lab products through various retail channels and online platforms. The brand’s presence is supported by regional marketing efforts, such as those seen in Indonesia where dedicated operations and catalogues exist. 8 The brand continues to maintain a substantial retail presence, with products available in health-and-beauty stores and online marketplaces. 13

Bad Lab’s philosophy is distilled into several principles:

• Be Different: Created to challenge the sameness of existing men’s personal-care branding. 10
• Make Grooming Practical: Presents grooming as functional rather than a complicated ritual, reinforced by 3-in-1 products.
• Make Masculinity Playful: Exaggerates masculinity through names, imagery, and humor rather than treating it with complete seriousness.
• Entertainment Value: Products like Caveman, Baby Faced Assassin, Colt 45, War Machine, and Like A Boss are designed to be memorable before technical specifications are considered.

Bad Lab is a Malaysian men’s personal-care brand founded in 2014 that differentiates itself through “Man-Gineered” products, industrial-inspired packaging, humorous product naming, and an intentionally rebellious masculine personality. 14 It represents a home-grown brand competing through creative differentiation rather than copying the visual language of international personal-care companies. 12

1. BadLab – Welcome To The Jungle
2. BAD LAB Trademark of L&S COSMETICS AND TOILETRIES (M) SDN BHD – Registration Number 4933365 – Serial Number 86414143…
3. Bad Lab: Man-gineered
4. BADLAB @BadLabCo – Twitter Profile
5. Badlab Indonesia – Brave and Daring Laboratory
6. BAD LAB – L&S COSMETICS AND TOILETRIES (M) SDN BHD Trademark Registration
7. Bad Lab 🔥 Terbaik – Harga Terbaru Juni 2026
8. BAD LAB Flagship Store – ✅ 100% Original & Official Store Harga Terbaik 2026
9. Menang Honda Alpha & Hadiah Sehingga RM20K Dengan Peraduan Beli & Menang Produk Good Virtues Co. & Bad Lab! – Foodie
10. BAD LAB: MASKULINITAS DAN KETANGGUHAN DARI ALAM BEBAS
11. Bad Lab: BAD LAB TRIPLE SHOTS 🔥
12. For Men Only Personal Care from Bad Lab
13. ONE Championship Athletes launch Bad Lab’s brand page in Watsons Online Store! – Warriors.asia
14. If It’s Hip It’s Here | The latest in global design and creativity
15. 100% MAN-GINEERED