The Italian brand was introduced in the European country last year. Malaysia is the first Asian country to carry the brand. Its flagship store is located in Sunway Pyramid, Petaling Jaya.

Brought in by husband-and-wife team Stanley Wong and Josephine Mook, Definite’s concept is education-based.

“The true art of cosmetics does not end with purchasing 10 or 100 items. Women need to have a thorough understanding of make-up and the skill to use cosmetics to enhance their beauty.

“We give free makeovers and make-up tips to all customers to educate them about the right technique and colour. There is no obligation to purchase our products,” claims Wong, 27.

How do they plan to compete against existing brands in the market? Wong says the company does not intend to pit itself against established brands.