Good Virtues Co. is a Malaysian personal-care and beauty brand best known for its Halal-certified, non-animal-derived products and its use of Organic Habbatus Sauda Oil (Organic Black Seed Oil) as a signature ingredient. The brand positions itself around the concept that beauty extends beyond physical appearance to include inner goodness, confidence, kindness, and personal values. Its central tagline is “Celebrate Your Noor.”

The brand is operated by Citychemo Manufacturing Sdn. Bhd., a Malaysian company. Representatives from Citychemo, including Commercial Director Lum Chong Heng, have represented Good Virtues Co. in major collaborations and brand initiatives.

Watsons currently lists dozens of Good Virtues Co. products across categories including Anti-Bacterial, Beauty, Face Care, Hair Care, Body Lotion, Feminine Wash, Nourishing Cleanser & Makeup, Perfumed, Deodorant, and EDT ranges.

Good Virtues Co.’s identity combines several distinct elements: Halal certification, natural/plant-oriented ingredients, modest/Muslim consumer culture, and positive moral values. Rather than presenting itself solely as a cosmetics company, the brand connects physical self-care with a broader concept of inner beauty.

Its official manifesto highlights values such as purity, sincerity, kindness, trustworthiness, and humanity, stating that its purpose is to bring peace, love, and joy into everyday life through personal care.1

This philosophy is condensed into its tagline:

“Celebrate Your Noor.”

Here, noor refers to “light,” providing a conceptual framework where a person’s inner goodness and confidence are seen as qualities that can “shine” outward.

The brand name itself is part of its strategy. “Good Virtues” refers to positive moral qualities—kindness, sincerity, goodness, humanity, and integrity. The company explicitly plays on this meaning in its manifesto:

“We believe in good. (It is in our name after all).”

Consequently, the brand is not positioned purely around conventional beauty ideals. Its communication frequently emphasizes being good, feeling good, and looking good as interconnected ideas.1 This approach resonates particularly with consumers seeking personal-care products compatible with their religious, ethical, or lifestyle values.

Good Virtues Co. is a Malaysian-origin brand. Evidence of this identity dates back to its early retail presence, with contemporary consumer coverage from the mid-2010s describing it as a local Malaysian product sold through platforms like FashionValet.

FashionValet’s brand catalogue continues to list Good Virtues Co., indicating its early integration into the Malaysian fashion and e-commerce ecosystem.2

Note regarding history: The exact founding year is not clearly stated on the brand’s current official website. While some secondary sources describe it as having been founded in 2014, this is not independently verified by official corporate documentation.

The company behind the brand is Citychemo Manufacturing Sdn. Bhd. This relationship is confirmed by official promotional terms from major retailers, which identify Citychemo Manufacturing Sdn. Bhd. as the organizer. Good Virtues Co.’s commercial representatives have also publicly spoken on behalf of Citychemo, suggesting the entity functions as the manufacturing and corporate organization behind the brand rather than Good Virtues Co. being a standalone publicly listed company.

The most distinctive element of Good Virtues Co.’s formulation philosophy is Habbatus Sauda, also known as Black Seed, Black Cumin, or Nigella sativa. The company describes Organic Black Seed Oil as its key ingredient, utilizing it throughout its personal-care range for face, hair, and body.1

The brand describes Habbatus Sauda as being rich in natural nutrients, minerals, and antioxidants.1 From a branding perspective, this ingredient is significant because Habbatus Sauda has a strong cultural and historical association with Muslim consumers. It allows Good Virtues Co. to distinguish itself from mainstream brands that might build their identity around ingredients like hyaluronic acid, niacinamide, aloe vera, or retinol.

Importantly, the presence of an ingredient in a cosmetic product does not automatically imply medical treatment or cure capabilities. Good Virtues Co.’s positioning remains primarily within personal care and beauty.

Halal is a core pillar of the Good Virtues Co. brand. The company states its commitment to producing Halal products using ingredients that meet standards for safety and environmental respect. It further states that its products use 100% non-animal-derived ingredients.1

This positioning gives the brand a significant place in markets where Halal certification and Muslim-friendly consumer products are important parts of the beauty and FMCG landscape. The Halal proposition explains why Good Virtues Co. communicates strongly with Muslim women while still presenting itself as a personal-care brand for a wider audience.

According to official company information, Good Virtues Co. focuses on:

• Halal-certified formulations
• Non-animal-derived ingredients
• Organic Habbatus Sauda Oil
• Avoiding mineral oil
• Avoiding SLES (Sodium Laureth Sulfate)
• Avoiding ALES (Ammonium Laureth Sulfate)
• Avoiding parabens
• Avoiding synthetic colourants
• Not testing products on animals

These are the brand’s own formulation claims. Retail descriptions similarly state that individual Good Virtues Co. products are free from mineral oil, SLES, ALES, parabens, and synthetic colourants, and are not tested on animals.

Good Virtues Co. has evolved from a straightforward hair/body/skin-care proposition into a broader personal-care portfolio.

Hair Care

The current range includes:

• Healthy Hair & Scalp Shampoo and Conditioner
• Clarifying Hair & Scalp Shampoo and Conditioner
• Anti-Dandruff Care Shampoo and Conditioner
• Hair Fall Control Shampoo, Tonic, and Serum
• Advanced Treatment Shampoo and Conditioner
• Multiple Repair Hair Serum

Body Care

Body care remains a major part of the brand, featuring:

• Shower creams
• Body lotions
• Body scrubs and salt scrubs
• Anti-bacterial body washes
• Moisturising, brightening, and anti-aging products
• Perfumed shower products

Newer shower-care portfolios include formulations featuring ingredients such as Vitamin E, Vitamin C, Hyaluronic Acid, Cica, Ceramide, and Niacinamide alongside the brand’s broader positioning.

Feminine Care

The brand offers feminine hygiene washes, including newer products formulated around lacto-prebiotic positioning.

Deodorants

Deodorant options include roll-on products in scents such as:

• Aloe Vera
• Calendula
• Cherry Blossom
• Spearmint & Peppermint

Facial Care

Historically, the brand has offered facial products including cleansers, toners, scrubs, makeup removers, and CC creams.2

Distinctive packaging was one of Good Virtues Co.’s early advantages. Consumer reviews from the brand’s early years frequently highlighted the packaging as a primary attraction. This strategic design allowed the brand to occupy a middle ground between affordable mass-market personal care and premium-looking aesthetics, helping it differentiate from both conventional drugstore products and expensive prestige brands.

A key retail relationship for Good Virtues Co. is with Watsons. Watsons carries a large assortment of Good Virtues Co. products across hair, body, feminine care, and deodorant categories. This partnership provides the brand access to a mainstream health-and-beauty retail network rather than restricting it to specialist stores.

In 2023, during a collaboration announcement, the brand described Watsons as a long-standing sales partner.3

Although Malaysian in origin, Good Virtues Co.’s positioning extends beyond Malaysia. The official website has historically presented market sections for:

• Malaysia
• Indonesia
• Singapore
• Thailand
• Bangladesh
• Philippines
• United States1

The brand’s appeal is linked to the global relevance of Halal beauty and personal care, particularly in markets with significant Muslim populations. For example, Good Virtues Co. has been distributed in Bangladesh, where local distributors explicitly highlighted its Halal positioning.4

Good Virtues Co. has a particularly strong connection with Muslim women, though its products are not restricted to this demographic. The messaging revolves around the progression from inner beauty → confidence → values → self-care → outward beauty.

Marketing efforts can be understood through three layers:

1. Functional Beauty: Promises familiar benefits like cleansing, hydration, hair conditioning, scalp care, and fragrance.
2. Ingredient Story: Differentiation through Organic Habbatus Sauda / Black Seed Oil and a specific formulation philosophy.
3. Emotional/Values-Based Branding: The slogan “Celebrate Your Noor” reinforces ideas of self-worth, inner goodness, and spiritual/cultural identity, positioning the brand as values-driven rather than purely functional.

Good Virtues Co. has used collaborations to extend its identity beyond conventional personal care.

Rico Rinaldi × Good Virtues Co. × Watsons

In 2023, the brand collaborated with Malaysian fashion designer Rico Rinaldi and Watsons. The campaign focused on diversity, confidence, and the idea that women possess beauty regardless of body size or skin colour, aligning with the “Celebrate Your Noor” philosophy.3

UiTM Collaboration

Good Virtues Co. collaborated with Universiti Teknologi MARA (UiTM) through a “Do Good Challenge,” incorporating the initiative into the university’s educational framework to connect with younger consumers.5

Richiamo Coffee × Watsons

In 2025, Good Virtues Co. expanded its Habbatus Sauda concept into beverages by partnering with Richiamo Coffee and Watsons. This move extended the brand’s “beauty from within” philosophy, transforming Habbatus Sauda from a cosmetic ingredient into a broader brand platform.6

The evolution of Good Virtues Co. can be summarized in four stages:

1. Local Halal Beauty Brand: Early focus on hair, face, and body care with Habbatus Sauda as a differentiator.
2. Mass Retail Expansion: Growth through retailers like Watsons moved the brand into mainstream personal care.
3. Lifestyle and Values Brand: Increased emphasis on “Celebrate Your Noor,” inner beauty, and Muslim women’s identity.
4. Broader Wellness Ecosystem: Recent collaborations, such as the 2025 beverage launch, indicate an attempt to expand into food/beverage and wellness.6

As of recent updates, the brand’s retail portfolio shows a move beyond simple product architecture. Watsons listings include modern ingredients like Hyaluronic Acid, Cica, Ceramide, Niacinamide, and Vitamin C in shower creams, alongside established hair and body products. This suggests a strategy of retaining the Halal/Habbatus Sauda identity while incorporating mainstream modern beauty trends to appeal to consumers seeking both cultural compatibility and contemporary functionality.

1. About Us – Good Virtues Co.
2. Brands – Good Virtues Co.
3. GOOD VIRTUES CO. JENAMA PERTAMA JALIN KOLABORASI BERSAMA RICO RINALDI DALAM USAHA SAMA DENGAN WATSONS MALAYSIA
4. PPT – Good Virtues Co Brand in Bangladesh PowerPoint Presentation, free download – ID:10284333
5. Good Virtues Co. Menjadi JENAMA PERTAMA Bekerjasama Dengan UiTM
6. Good Virtues Co. proudly becomes the FIRST BRAND to introduce the Habbatus Sauda wellness experience in Beverages…