In my previous article, I explained why I chose to speak up about the discussion surrounding Pharma Checker, MAL registration and counterfeit health products. The issue was not the intention to protect consumers.
I support that intention completely.
The concern was the generalisation that a product without a MAL number or the relevant hologram sticker must automatically be counterfeit.
As I explained:
MAL registration and product authenticity are two different matters.
Some products fall under the MPI/NPRA registration framework.
Others, including TREND’s products, fall under the Food Act 1983 / Food Regulations 1985 framework and hold a formal KKM approval letter, reference FLS0425170-0.
So the absence of a MAL number does not automatically mean a product is fake.
But there is another part of this story that I believe people should understand.
TREND™ is not a company that suddenly became concerned about counterfeit products because of one viral video.
We have been dealing with counterfeit products for years.
And we have invested our own money, time and resources to fight them.
We Know What Counterfeit Looks Like
We decided to create our own hologram authentication system.
Not because it was cheap.
It wasn’t.
We have to carry minimum order quantities.
Every sticker costs money.
But we did it anyway.
We also developed our own verification mechanism so customers can check the authenticity of our products.
This was not done for publicity.
It was done because counterfeit products create real risks for consumers and legitimate businesses.
When someone sells a counterfeit product using our brand, the damage goes beyond lost sales.
Consumers may believe they are purchasing an authentic TREND™ product.
They may consume something that was not manufactured or controlled by us.
And when something goes wrong, the trust they placed in our brand is affected.
That is why authentication matters.
More Than 100 Suspected Counterfeit Listings
Then there are the marketplaces such as Lazada, Shopee, and other online channels which carries our brand products.
Over time, we have identified more than 100 suspected counterfeit listings.
Imagine….More than 100 counterfeit listings???!!!??
Think about that for a moment….Each and every one item requires someone to identify and document it, gather evidence, send correspondence, follow up and request removal. This process may require multiple following up again and definitely it is not a glamorous work that generates sales yet we still painstakingly do it because protecting customers is part of our responsibility as a brand owner.
Since 31 July 2025, We Have Been Documenting and Following Up
We have also been engaging with the police and relevant authorities since 31 July 2025, with repeated meetings, documentation and follow-ups relating to counterfeit cases. There have been letters, meetings, evidence submissions and follow-ups.
Sometimes, as entrepreneurs, we are so focused on the things that generate revenue that people forget about the invisible work required to protect the business.
But this is part of running a responsible company.
When you build a brand, you don’t only build the product.
You build the infrastructure around the product, systems, documentations, verification process and most importantly you build the trust. And TRUST has to be protected.
So When I Saw That Video…
What concerned me was not that someone was talking about counterfeit products. No doubt I do agree with that…BUT…What concerned me was the generalisation of information shared. What if a consumer watches the video and walks away thinking:
“Every supplement must have this sticker.”
and:
“If there is no sticker, it must be fake.”
then we have a problem.
It was mainly because that conclusion was too broad. Just imagine when this particular content reaches a very large audience, the impact becomes even greater. Not forgetting the fact that currently the video was reportedly to have reached around 1.3 million views, with more than 10,000 likes.
That means the misunderstanding, if there is one, does not remain within a small circle. It goes viral and once people starts to repeat it, correcting the misunderstanding becomes much more difficult.
This is why I believe people with influence have an enormous responsibility. The bigger the platform, the greater the responsibility to provide context.
Defending Your Brand Does Not Mean Attacking Someone Else
There is another message I want my team to understand. Defending your brand does not mean attacking someone else.
If you are part of TREND™, you need to know what we stand for.
You need to understand a few important areas such as our regulatory framework, how our products are authenticated and what the company has invested in.
It is important to know the difference between MAL registration and product authenticity because when someone asks you a question, I don’t want them to respond emotionally but respond with knowledge.
There are many ways to explain and create awareness professionally. A few best practices to educate our customers are to share the below information without offending anyone
“Let me explain how our product is regulated.”
“Let me show you how our authenticity verification works.”
“Here is our documentation.”
That is much more powerful than arguing.
Knowledge is our defence.
Some of the Most Important Things We Do Don’t Make Money
This is probably the biggest lesson I have taken from this situation.
There are things we do because they generate revenue, and there are things we do simply because they are necessary. Counterfeit monitoring, marketplace enforcement, regulatory documentation, and following up with the relevant authorities are not necessarily profitable activities. Developing an authentication system is an investment that may not generate immediate returns. But we still do them…..
Why?
Because building a business is not only about asking:
“How much money will this generate?”
Sometimes you have to ask:
“What kind of company do we want to become?”
Because Wellness Is Not Just Another Product Category
This is something I feel very strongly about.
We are in the wellness industry.
Our products are ultimately consumed by people.
People TRUST US.
They trust the BRAND…
They trust the PEOPLE recommending the product…
They trust the INFORMATION that we provide…
That responsibility is bigger than a sales target.
And that is why I don’t want TREND™ to become a company that simply sells products.
I want us to build a company that stands for something.
A company that takes compliance seriously…
A company that PROTECTS its customers…
A company that FIGHTS counterfeit products….
A company that EDUCATES its people.
A company that is willing to STAND UP when something is not right.
The Product Is Not Just a Product
This is perhaps the most important thing I want our people to understand.
Don’t look at the product only as something that gives you sales OR commission….
Don’t look at it only as something that contributes to the company’s revenue.
Because if that is all we see, we have missed the bigger picture.
I want us to look at the product as a RESPONSIBILITY.
As a MISSION.
As a PHILOSOPHY.
When someone puts our product into their body, they are placing a certain amount of trust in us. We have to be worthy of that trust.
What I Hope Consumers Take Away From This
If you remember only one thing from this entire discussion, remember this:
No MAL number does not automatically mean counterfeit.
It simply means the product may not fall under the MPI registration framework.
And:
MAL registration and product authenticity are different matters.
If you are a consumer, ask questions.
Don’t be afraid to ask.
But ask the right questions.
What regulatory framework does the product fall under?
Who is the legitimate manufacturer or brand owner?
What documentation supports the product?
How can the product’s authenticity be verified?
Is the seller authorised?
What mechanisms does the brand have to protect consumers?
These questions will help you make better decisions than simply looking for one sticker.
What I Hope Businesses Take Away
For fellow entrepreneurs, my advice is even simpler.
Document everything.
When you receive regulatory approvals, keep them.
When you submit labels, keep records.
When you receive certification documents, keep them.
When counterfeit listings appear, document them.
When you communicate with authorities, keep the correspondence.
When you invest in authentication, document the system.
Because you never know when you will need to prove the work you have been doing quietly behind the scenes.
And when that day comes, your documentation speaks for you.
This Is Bigger Than TREND™
Ultimately, this isn’t just about TREND™.
It isn’t just about one product.
It isn’t even just about Pharma Checker or MAL registration.
It is about the kind of wellness industry we want to build. There are many questions as an entrepreneur which we have to decide on what do we want to achieve at the end of the day…
Do we want an industry driven by fear?
Or education?
Do we want consumers to blindly follow simplified messages?
Or understand the regulatory framework?
Do we want brands fighting one another?
Or legitimate companies working together to protect consumers?
I know which one I want.
I want an industry where trust is earned through compliance, transparency, education and responsibility.
My Final Thought
Entrepreneurship has taught me that some of the hardest battles are the ones nobody sees.
The hours spent checking documents…
The money spent fighting counterfeiters…
The meetings nobody knows about…
The letters nobody reads…
The decisions you make when there is no immediate financial return….
These things may never make the headlines but they are what build a company.
And sometimes, doing the right thing means doing something that doesn’t make money at all.
As I said during my sharing:
“This effort does not make money, but for the industry, it must be done.”
That is how I see leadership.
We build businesses to create value.
But we build brands to create trust.
And we build companies that last by standing for something bigger than ourselves.
So no, I don’t want our people to see our products simply as something that brings us sales.
It is a mission.
It is a philosophy.
And if we are serious about building a wellness movement—not just another wellness business—then protecting that mission is everyone’s responsibility.
Because at the end of the day, the real value of a brand isn’t measured only by how much it sells.
It is measured by how much people can trust it.
