CEO Insights Magazine

In an era where consumer behaviors constantly shift, staying ahead in retail and e-Commerce demands more than just strategy, it requires vision, action in agility, and strategic leadership. From revolutionizing last-mile delivery to creating immersive customer experience and delivering quality products, these CEOs have to be a step ahead to lead in one of the world’s most competitive industries. Among such leaders, Fadz Subari, CEO of Eartheories, takes the spotlight with his purpose-driven, peopleoriented, customer-focused entrepreneurship.

With two decades of experience in the industry, Fadz began his career working with prominent international brands that offered deep insight into global retail. His experiences revealed the lack of strong, homegrown brands. This market gap fueled his ambition to create a brand that could confidently stand alongside global counterparts.

After several years of working in Europe, Fadz returned to Malaysia and established FastyleAsia, a creative talent management agency. But it was during the COVID-19 pandemic he founded Eartheories, a Malaysian wellness brand specializing in handcrafted aromatherapy and essential oil-based solutions. As the demand for natural, holistic products surged during the pandemic, the brand found its footing and grew organically. Under Fadz's leadership, Eartheories has evolved into a respected name in the wellness space, grounded in authenticity, education, and local pride.

CEO Insights Asia engages in an exclusive interview with Fadz. Read on to delve into his journey, leadership strategies, future plans, and more.

How do you define quality control in your business? Share some of the sustainable practices your brand follows. Quality is at the heart of everything we do. We are committed to delivering products of the highest standard, and we consistently strive to exceed industry expectations. Over the past year, we’ve been humbled to receive several recognitions, including Best Aromatherapy Brand of the Year, Best Essential Oil of the Year, and even New Brand of the Year at the global level. These acknowledgements motivate us to maintain and further improve our standards.

To ensure product quality, we take a hands-on approach. Some of our ingredients are grown on our own local farm, and we actively collaborate with local farmers to ensure freshness, authenticity, and transparency. We also work closely with universities and research centers to continuously innovate and refine our formulations, ensuring they meet global standards and safety requirements.

In terms of sustainability, one of our key goals is to create new value from local ingredients and empower the communities we work with. For instance, we grow certain ingredients ourselves and also engage with local farmers, including individuals from the Deaf community, as part of our inclusive employment efforts. Through these practices, we aim to not only produce high-quality products but also contribute meaningfully to the environment and society.

What guiding principles or values define your approach to leadership?​ For me, leadership begins with a commitment to continuous learning and resilience. I firmly believe in never giving up. But when you are tired it's okay to rest, not quit. Lifelong learning is something I value deeply. I actively seek out new knowledge, mentorship, and opportunities to learn from others. This mindset has helped me grow both personally and professionally. I also believe in finding the right path and making it your own. What works for one person might not work for another, so it’s essential to adapt and lead in a way that reflects your values and strengths.

Equally important is the idea of paying it forward. Just as I have learned from those before me, I feel a responsibility to share what I’ve learned with the next generation. Leadership, to me, is not just about guiding others today but about empowering future leaders for tomorrow. Nurturing new talent is essential, not only for individual growth but also for the long-term success of the organization.

What is the future roadmap you’ve envisioned for your journey? Our long-term vision is to establish ourselves as a globally recognized brand. One of the key milestones we’re currently working toward is our collaboration with airlines, which we believe will open new doors for us to expand our presence in international markets.

We are actively exploring opportunities in regions such as the Middle East, Japan, and the United States. These markets hold great potential for us, and we see them as important next steps in taking the brand to a global stage.

How do you plan to execute this expansion? Our strategy revolves around forming smart, strategic collaborations with like-minded partners in other countries. We’re looking at meaningful partnerships, whether with established brands, distribution platforms, or industry-specific channels that align with our goals, creating mutual value. For example, we see strong synergy in partnering with players in the hospitality industry, including hotels, airlines, and wellness-focused venues. These platforms provide a natural extension for our products and allow us to reach a wider audience while maintaining brand integrity.It’s about building purposeful collaborations that support our global aspirations while staying true to our core mission. 

What advice would you offer to current and future leaders? From my perspective, the industry is constantly evolving, and to remain relevant, leaders must be committed to continuous learning and innovation. While being trend-focused can bring short-term visibility, it’s the deep-rooted authenticity and heritage of a brand that builds lasting impact. My advice would be to strike a balance as a hybrid leader who can innovate with the times while also preserving the essence and values that define your identity.  

Fadz Subari, CEO, Earththeories Fadz holds a Master’s in International Events Management from Leeds Beckett University. With experience in event management, talent development, and tourism research, he brings a unique blend of creativity and purpose to entrepreneurship. His mission is to elevate local aromatic ingredients into premium, nature-inspired self-care experiences.