The journey of building a luxury brand often begins with a vision, but turning that vision into reality requires patience, discipline and an unwavering commitment to quality. For Mohd Khairul Fadhil Ondoy, better known as Fammy Faye Fadhil, Founder of Ffaey Sdn Bhd, the company behind Maison FFÆY and its flagship brand FÁMMY FÆY, the ambition is to establish a homegrown Malaysian brand that can stand alongside the world’s renowned luxury houses. In an exclusive interview with Top 10 of Malaysia, he shares the inspiration behind the brand, its approach to craftsmanship and his aspirations for its international future.
Established in September 2024, Maison FFÆY began as a home-based online business run by Fammy and his co-founders.
Inspired by the prestige associated with internationally recognised luxury brands, Fammy sought to create a label that would give customers the same sense of pride in owning and wearing its products. With no background in fashion, he found his entry point through fragrance, drawing inspiration from his frequent travels to the United Kingdom, where he purchased perfumes for himself, family and friends.
“That showed me how much people value a well-made fragrance, and it became the foundation for building a brand,” he explains, highlighting the collaboration with a UK perfumer that helped bring his vision to life.
Following his personal investment in the company’s first office in September 2024, Ffaey began building a dedicated team across brand management, sales, marketing, design and administration in June 2025. Today, its portfolio includes fragrances, cosmetics and scented candles, distributed through retail partners, e-commerce platforms, its own website and exhibitions.
For Fammy, product quality remains central to the brand’s identity. Its fragrance oils are sourced from a UK master perfumer with 40 years of experience, whose work also includes creating oils for internationally recognised brands.
“Our customers notice the performance. Our scents are long-lasting and have real presence,” he says.
He also emphasises the importance of transparency, noting that the fragrance source holds Halal certification, while the products are supported by relevant regulatory and industry compliance measures. FÁMMY FÆY’s cosmetics, including perfumes, are notified to Malaysia’s National Pharmaceutical Regulatory Agency (NPRA) and carry valid notification numbers.
Beyond the fragrances themselves, the brand distinguishes itself through its visual identity and presentation. Its crowned fairy logo, monogram pattern, signature colours and tagline, “Admired:Enchanted”, contribute to a recognisable identity, while registered trademarks and copyright protection help safeguard its creations.
Fammy believes that luxury extends beyond appearance. “I think customers trust a brand more when it’s precise than when it overclaims,” he remarks, proving the importance of honest communication and responsible business practices.
Rather than pursuing rapid expansion, Fammy has prioritised gradual growth, reinvestment and continuous improvement. The company reaches customers through multiple channels, including retail partnerships, livestream selling, online platforms and events, helping diversify its market presence.
“I’d rather improve one product until it’s right than launch ten that are merely acceptable,” he says, reflecting his commitment to maintaining high standards across fragrance, design, packaging and customer service.
His leadership philosophy follows the same principle of leading by example. Holding an MBA and currently pursuing a PhD in Business, Fammy combines structured thinking with a strong personal commitment to the company’s ambitions.
Looking ahead, Maison FFÆY aims to strengthen its premium positioning through four fragrance collections: Signature, Exclusive Signature, Limited Signature and Luxury Signature. Plans include expanding into department stores and premium retail outlets, strengthening partnerships, and exploring neighbouring markets such as Singapore, Brunei and Indonesia.
For the next five years, Fammy hopes to establish a larger organisation, expand its product lines and position FÁMMY FÆY as a recognised Malaysian brand with global reach. Longer term, he envisions Maison FFÆY becoming a house of brands, with FÁMMY FÆY remaining its flagship.
All in all, his ambition extends beyond commercial success.
“The legacy I want to leave is proof that a homegrown Malaysian brand can stand among the world’s best, premium, inclusive and trusted, and that it can start from a spare room and still be made for the world.”
For Fammy, the journey is a testament to the value of building patiently, protecting a brand’s integrity and daring to pursue a vision beyond geographical boundaries.