KUCHING: A shortage of cleaning chemicals during the COVID-19 pandemic has grown into an unexpected business success for Sarawak entrepreneur Addruce Mijim Abdullah, whose locally made FAEEZ Detergent is now sold in 14 supermarket outlets.
The brand was born out of necessity after his commercial cleaning company, J&J Services Trading, struggled to source cleaning supplies during the pandemic.
Rather than waiting for supply chains to recover, Addruce decided to manufacture his own detergents.
“Our core business is commercial cleaning services. When COVID-19 hit and cleaning materials became difficult to obtain, we decided to develop our own cleaning products instead of relying on outside suppliers,” he told Sarawak Tribune.
Operating from its factory in Demak Laut, Sejingkat, the company began manufacturing cleaning products in 2022 after Addruce invested heavily in research and development (R&D) and attended detergent and soapmaking courses to develop products suited to local market needs.
The move enabled the company to produce not only laundry and dishwashing detergents, but also commercial cleaning chemicals for its own operations, reducing dependence on supplies from Peninsular Malaysia while lowering operating costs.
The journey, however, was far from straightforward. One of the company’s biggest challenges was sourcing raw materials, many of which were only available from suppliers in Peninsular Malaysia.
To overcome this, Addruce reformulated his products using alternative ingredients that could be sourced more easily from wholesalers in Kuching.
Winning over consumers proved equally difficult.
Many initially questioned whether a Sarawak-made detergent could compete with well-established national and international brands.
To change that perception, the company invested heavily in product demonstrations, promotional campaigns and free samples to allow customers to experience the quality firsthand.
“There were times I felt like giving up, but I persevered.
“After about two years of struggling and attending various marketing courses, we finally broke into the supermarket market,” he said.
Persistence eventually paid off. Today, FAEEZ supplies all 14 Everwin supermarket outlets in Kuching and also manufactures cleaning products under original equipment manufacturer (OEM) arrangements for several clients.
Weekly production has climbed from about 6,000 litres in the company’s early days to around 20,000 litres, reflecting steadily growing demand for the brand.
The business has also gained industry recognition.
Addruce was named Best Participant in the INSKEN Bumiputera Business Coaching (IBBC) Supermarket Sales Programme after J&J Services Trading recorded a 361 per cent increase in detergent sales following mentorship under the initiative.
The company has also been shortlisted for the 2026 INSKEN Entrepreneur Award.
Addruce attributes the brand’s growing acceptance to its Sarawak roots and unwavering focus on product quality.
He said FAEEZ Detergent uses a semi-synthetic, environmentally friendly formula that is preservative-free, gentle on sensitive skin and designed to deliver consistent cleaning performance.
Its 4-in-1 formulation combines triple cleaning power, antibacterial properties, a natural fabric softener and encapsulated slow-release fragrance technology that releases fresh scent again when dried fabrics are rubbed.
“People often assume imported products are better, but that perception is changing.
“The encouraging response we have received shows Sarawak-made products can compete as long as they are managed systematically and maintain consistent quality,” he said.
He added that digital marketing has played a key role in expanding the brand’s reach, allowing the company to connect with customers more quickly and at a much lower cost than conventional advertising.
Looking ahead, FAEEZ plans to introduce at least three new stock keeping units (SKUs) over the next five years while gradually expanding its distribution network across Sarawak.
The company is also promoting refill-pack packaging to reduce plastic bottle usage as part of its commitment to more sustainable business practices.
Encouraging aspiring entrepreneurs, Addruce urged them to start small, seek guidance from experienced mentors and continuously invest in learning.
“There is no shortcut to success.
Work smart, not just hard, and build a team with a clear vision and shared goals,” he said.
