DKSH Malaysia has entered into a strategic partnership with TW Kafen Sdn. Bhd. to bring KA'FEN’s high-quality hair care products to Malaysian consumers, marking a significant expansion for the brand into the modern trade retail space.
Petaling Jaya, Malaysia, November 13, 2025 – DKSH Business Unit Consumer Goods, a leading partner for companies seeking to grow their consumer goods business in Asia and beyond, enters a strategic partnership with TW Kafen Sdn. Bhd., the company behind popular Taiwanese hair care brand KA'FEN, to expand the brand’s footprint across Malaysia. This collaboration marks a significant milestone in DKSH’s commitment to delivering high-quality hair care products and enhancing the beauty and personal care landscape in the region.
Under this full-service agreement, DKSH will provide comprehensive market expansion services, covering sales, field marketing, distribution and logistics, credit and collection for KA'FEN’s range of shampoos, conditioners, and hair color products. Leveraging DKSH’s extensive retail network and deep market expertise, the collaboration will focus on Malaysia’s modern trade channels, including hypermarkets, supermarkets, and independent pharmacies.
KA’FEN has been delighting Malaysian consumers for over 11 years with its authentic, high-quality products. With a remarkable repurchase rate, the brand continues to enjoy strong loyalty and confidence from its customers, reflecting the excellence and consistency of its offerings.
Founded on the philosophy of “the beauty of plant extracts,” KA'FEN is known for its pure, natural, and effective formulations designed to nourish both hair and scalp. Each product is crafted with carefully selected ingredients and produced under strict quality control, delivering soft, shiny, and moisturized hair through its high-performing hair care solutions.
Through a strategic partnership with DKSH, KA’FEN seeks to leverage DKSH’s market expertise to enhance reach and availability, delivering even better experiences to customers. This collaboration highlights the combined strengths of both brands — KA’FEN’s trusted heritage and DKSH’s proven distribution capabilities — to bring quality confectionery closer to more Malaysians.
“This partnership with DKSH opens a wider market for our products, making them more accessible and closer to the consumers we wish to reach. DKSH’s proven track record and understanding of the Malaysian market is instrumental in making our botanical formulations accessible to more families across the market. With DKSH’s support, we can improve our distribution, visibility, and availability” said Chen Hung Yu (Owen), General Manager TW Kafen Sdn. Bhd.
Daniel Schwalb, Vice President, Fast Moving Consumer Goods at DKSH Malaysia, added: “We are excited to partner with TW Kafen and introduce KA'FEN’s high quality natural hair care range to Malaysian consumers. Our expertise in sales and marketing, combined with our robust distribution capabilities, will help KA'FEN reach new heights in this market.”
This collaboration reinforces DKSH’s strong position as a trusted growth partner for international brands seeking to grow in Malaysia’s competitive consumer goods landscape. As Malaysian consumers increasingly seek natural, effective hair care solutions, DKSH's market expertise and robust distribution infrastructure will help KA'FEN meet this growing demand while building meaningful connections with shoppers nationwide.
About Kafen
KA'FEN was founded with a mission to create pure and natural hair care products that rejuvenate hair and scalp health. Through years of research and development, KA'FEN has built a trusted reputation for delivering gentle yet effective hair care solutions made with plant-based ingredients. The brand continues to champion the beauty of nature through its commitment to quality, purity, and innovation. www.kafen.my
About DKSH
For 160 years, DKSH has been delivering growth for companies in Asia and beyond its Business Units Healthcare, Consumer Goods, Performance Materials, and Technology. As a leading Market Expansion Services provider, DKSH offers sourcing, market insights, marketing and sales, eCommerce, distribution and logistics as well as after-sales services, following its purpose of enriching people’s lives. DKSH is a participant of the United Nations Global Compact and adheres to its principles-based approach to responsible business. Listed on the SIX Swiss Exchange, DKSH operates in 36 markets with 28,060 specialists, generating net sales of CHF 11.1 billion in 2024. DKSH Business Unit Consumer Goods focuses on fast moving consumer goods, food services, luxury and lifestyle products as well as hair and skin cosmetics. With 14,250 specialists, the Business Unit generated net sales of CHF 3.4 billion in 2024. www.dksh.com/cg
For further information, please contact:
DKSH Holdings (Malaysia) Berhad
Christy Chow
Senior Manager, Marketing & Communications
christy.hm.chow@dksh.com
Kaylynn Yap
Specialist, Marketing & Communications
kaylynn.yap@dksh.com
DKSH Business Unit Consumer Goods
Patcharapan Poolpechr
Senior Manager, Group Marketing
+66 (0)64 182 7142
patcharapan.p@dksh.com