AS conversations around beauty shift from “anti-ageing” to ageing well on one’s own terms, Malaysian skincare brand Nutox is marking a new chapter with the launch of Nutox Lifté Youth, a sub-brand designed to deliver instant visible results while supporting long-term skin health.
Officially introduced on Jan 15, Lifté Youth arrives at a symbolic moment for Nutox, which is approaching its 20th anniversary this year.
The brand has built its reputation as Malaysia’s pioneer in bird’s nest skincare, and the new range reflects how its philosophy has evolved alongside its consumers.
Targeted at women aged 35 to 50, Lifté Youth is created for modern lifestyles where time, confidence and visible outcomes matter. Rather than promising to “turn back the clock”, the range embraces a well-ageing approachsupporting skin as it matures, adapts and changes.
“Today’s consumers want to age well,confidently and on their own terms.
“Nutox Lifté Youth is our answer to this shift, delivering skincare that provides immediate results while supporting long-term skin health," said Tohtonku Executive Director Jasper Lim.
What sets Lifté Youth apart is its performance-led formulation where according to Nutox, the products are designed to deliver visible lifting and firming effects in just three minutes, with results lasting up to eight hours and cumulative improvements seen with continued use.
The formulations are powered by a blend of high-performance ingredients, including AiyuLift ActiVance, Lacto-PDRN and Bakuchiol, chosen to address both instant skin response and long-term resilience.
Beyond surface-level results, Lifté Youth also places emphasis on skin comfort, recovery and restparticularly through its night care offerings.
The Lifté Youth range is Nutox’s first complete instant-lifting regimen, comprising a serum, essence, day cream and night cream. Each product plays a distinct role, from lifting and firming to hydration and overnight renewal, forming a routine designed to boost skin confidence throughout the day and night.
In line with Nutox’s mass-premium positioning, Lifté Youth will be available exclusively at Watsons Malaysia, across 612 stores nationwide. The move ensures wide accessibility for consumers looking to incorporate performance-driven skincare into their routines without turning to invasive procedures.
As Nutox steps into its third decade, the introduction of Lifté Youth signals more than just a new product line. It reflects the brand’s commitment to evolving with its audience, acknowledging changing attitudes towards beauty, ageing and self-confidence.
With Lifté Youth, Nutox is making a clear statement: ageing is not something to fight, but something to support — thoughtfully, visibly and on one’s own terms.