Discover the Elegance: Royals Launch Three Must-Have Muslim-Friendly Lifestyle Brands in a Global Premiere

KUALA LUMPUR, Malaysia — On October 3, 2025, a significant moment in the world of modest fashion took place at EQ Kuala Lumpur. Three unique Muslim-friendly brands—NARA, CAMELLIA, and MZH—were launched in a ceremony themed ‘A New Era of Modest Elegance.’ This event highlighted Malaysia’s role as a key player in the global modest brand landscape.

Celebrating Local Talent
Daniel Choong, CEO of MZH Commerce Sdn Bhd, emphasized how these brands celebrate creativity and cultural pride. He aims to elevate Malaysia as a leader in modest fashion. “This is not just business; it’s a movement,” he stated.

Brand Highlights
Each brand carries its founder’s unique vision:

• NARA: Founded by Tengku Khairul Adena, this brand stands for luxury and sophistication. Known for its handbags and cosmetics, NARA merges traditional and modern styles. It aims to empower women through graceful expression.

• CAMELLIA: Launched by Raja Haniza, CAMELLIA focuses on skincare and cosmetics, inspired by her family’s history in beauty. The brand aims to offer refined products that enhance natural beauty and confidence.

• MZH: Sophia, a Hui ethnic Chinese Muslim, founded MZH. Known for its aesthetic approach, MZH draws from heritage, offering lifestyle products that balance beauty and functionality.

Sophia shared her inspiration from meeting princesses, noting, “Their grace and kindness deeply moved me. I want to infuse faith into every aspect of my brand.”

A Growing Trend
The market for modest fashion is expanding. According to a recent report by Statista, the global modest fashion market was valued at around $270 billion in 2021. This growth shows a rising interest in inclusive fashion for audiences seeking elegance that aligns with their values.

User Engagement
Social media is buzzing about these launches. TikTok has seen a surge in related posts, driving conversations around modest fashion. Users are eager to showcase how these brands allow them to express their identity confidently.

Products from NARA, CAMELLIA, and MZH will be available on TikTok Shop in Malaysia, with future plans for international availability.

For more information about the brands, check out their TikTok profiles, CAMELLIA, and MZH.

This launch marks a pivotal move, blending tradition with modernity in the fashion world, reflecting a growing recognition of modest lifestyles.

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MZH Commerce Sdn Bhd.