The #BebaskanDiri Wave: How PIXY Made Weightless Skincare-Makeup Trendy in KL
LocalBeauty
4 Nov 2026 • 10:01 AM MYT
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Kuala Lumpur got a little lighter. Diverging from the usual beauty sampling, PIXY Malaysia took itsAiry Series out of the event hall and onto the streets, turning the heritage stretch from Pasar Seni to Bangunan Sultan Abdul Samad into a moving celebration of beauty, music and movement.
Dressed in PIXY’s signature airy outfits, a lively street group moved through the city alongside a mobile DJ and a team of rollerbladers, bringing unexpected energy to the morning commute. What began as an ordinary day in KL quickly became a surprise street spectacle, stopping Malaysians to watch, interact, and capture the moment.
The activation, appropriately named The Airy Takeover, brings the philosophy of the new Airy Series to life: beauty that feels light, looks effortless and lets you move freely.
Rather than asking people to step into PIXY’s world, PIXY stepped into theirs.
“We wanted to take beauty out of its usual setting and put it right where real life happens,” saidAbby Tai, Creative Managing Partner from HYP Globalbehind the campaign. “Bebaskan Diri, PIXY Airy is all about feeling light, free and effortless, both in the products as well as philosophically. So we wanted the launch to feel exactly that way. The music, the rollerbladers, the movement through the streets – everything was designed to invite people into this world of Airy.”
The street takeover reflects the spirit ofBebaskan Diri, the creative platform behind the Airy Series. Instead of covering up or overcomplicating beauty, PIXY celebrates a more effortless approach: lightweight makeup that works with the skin and keeps up with real life.
Skincare Meets Lightweight Makeup
Combining makeup performance with skincare-inspired formulas, the range features ingredients such as Hyaluronic Acid, Niacinamide and Aloe Vera, with lightweight textures designed to feel comfortable on skin in Asian climates.
From priming and tinting to setting and complexion coverage, the Airy Series is created around three key principles:Airy Light. Skin First. Oil Control.
“Consumers today are looking for makeup that does more than provide coverage,” saidZue Shariff, Marketing Lead for PIXY at Mandom Malaysia. “They want products that feel comfortable, work with their skin and fit effortlessly into their everyday lives. The Airy Series brings together skincare-inspired ingredients and lightweight makeup technology to deliver exactly that. The Airy Takeover is an extension of that idea, modern beauty that feels accessible, energetic and real.”
“PIXY has always been about making beauty approachable and relevant to the way people live,” saidKyohei Yoshioka, General Manager of Mandom Malaysia. “With the Airy Series, we are taking that philosophy further by responding to a new generation of consumers who value both performance and comfort. This launch represents not only a new product series, but also how PIXY continues to evolve with the changing beauty landscape while staying true to its roots.”
Meet the PIXY Airy Series
The new collection brings together complexion essentials designed for a breathable, lightweight finish:
- Airy Hydra Blur Primer
Helps smooth the appearance of texture and pores while creating an even base for makeup. - Airy Serum Skin Tint
A lightweight complexion tint infused with Hyaluronic Acid and Niacinamide for comfortable, natural-looking coverage. - Airy Blur Fit Loose Powder
Helps control excess oil while setting makeup with a lightweight, blurred finish. - Airy Serum Cushion Glow
A buildable cushion formula combining complexion coverage with skincare-inspired hydration. - Airy Stay Two Way Cake
Long-wearing, lightweight coverage designed to stay comfortable through heat and humidity.
Together, the range is made for those who want their makeup to keep up without weighing them down.
From the Streets to Your Everyday
Following The Airy Takeover, PIXY Malaysia will bring the Airy Series to consumers nationwide through promotional offers across major retail outlets and official e-commerce platforms, just in time for the year-end shopping season.
Discover the fullPIXY Airy Seriesatpixy.com.my.
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