Fuelled by Passion, a Sabahan Entrepreneur Builds Her Own Sunscreen Brand

11 June 2025

KOTA KINABALU: Jennifer Tugung Michael, a former media practitioner, has successfully carved out a new path as a Sabahan entrepreneur with the creation of Ferherneo, a homegrown sunscreen brand inspired by her love for the outdoors.

Jennifer, who is from Penampang and of Kadazan descent, holds a degree in Communications from Universiti Sains Malaysia. Her early career began with an internship at Bernama’s Sabah Bureau, but she soon discovered a stronger interest in entrepreneurship and decided to pursue that path instead.

“I wanted to break away from the idea that young graduates should only pursue stable government or corporate jobs. I wanted to prove that entrepreneurship can be a viable path to success and financial independence,” she said.

That entrepreneurial spark was ignited by her many outdoor adventures across Sabah’s islands. Since her teenage years, Jennifer, now 31, has been an avid explorer, often visiting Tunku Abdul Rahman Park and the waters of Semporna. It was during these trips that she realised something was missing.

“Most of the sunscreens available were from international brands. There wasn’t one that truly represented our climate, our lifestyle, or our people,” Jennifer said in an interview with Nabalu News.

Motivated by that gap in the market, Jennifer set out to develop a sunscreen tailored for tropical living and active island lifestyles. In 2021, she founded Ferherneo Enterprise. The brand name holds personal meaning: “Fer” from her nickname Fefer, “her” representing female entrepreneurship, and “neo” as a tribute to Borneo.

It took nearly two years of research and development to bring her vision to life. Finding a reliable local manufacturer that could match international quality standards was a major challenge, compounded by high production costs. But Jennifer stayed committed to her goal.

“It wasn’t easy finding the right manufacturer who understood my vision and could deliver the quality I was looking for. I didn’t want to compromise. If I was going to put something out there with Sabah’s name on it, it had to be something we could all be proud of,” she shared.

The result was Ferherneo’s flagship product: a water-resistant SPF50 sunscreen with a lightweight, liquid-cream texture that not only protects the skin but also hydrates and brightens it.

“One of the key strengths of my product is its waterproof durability, which lasts over 40 minutes. It’s specifically designed for outdoor activities in island areas, especially in Sabah and across Borneo,” she said.

Jennifer added that her formula goes beyond basic sun protection.

“Unlike traditional sunscreens that only shield the skin from UV rays, mine also moisturises and brightens both the face and body, making it ideal for everyday use,” she explained.

However, building trust in a local skincare brand was no easy task.

“Convincing people that a locally made sunscreen could be just as good as the big brands was tough. But it’s happening. More people are starting to trust and support local products,” she shared.

Since launching in 2023, Ferherneo has sold over 600 units, with most sales coming from tourists through consignment at island resorts and shops. Jennifer also actively participates in expos and local events, not only to boost sales but also to raise awareness about her brand.

“I’ve been really encouraged by the number of returning customers who genuinely love the product. It means a lot to see people coming back and choosing to support a local brand they trust,” she said.

Recognising the importance of digital presence, Jennifer promotes Ferherneo through Facebook (ferherneo_official) and TikTok Shop (ferherneohq). She is also part of the Tekun Nasional x TikTok entrepreneur mentorship programme, which has helped her sharpen her digital marketing strategies.

“I’m really thankful for the support I’ve received from TikTok. It has given me the tools to grow my brand and reach a much wider audience than I ever imagined,” Jennifer said.

To boost visibility and connect with customers, Jennifer actively engages in live sessions and shares interactive content on social media.

With funding support from Tekun Nasional, Jennifer recently introduced her second product, the Bambangan SPF15 Lip Balm, made from wild mango native to Borneo. By incorporating locally sourced ingredients, she not only highlights Sabah’s rich biodiversity but also contributes to empowering local communities and small-scale suppliers.

“For me, it’s not just about growing my business. It’s about creating opportunities, celebrating what’s ours, and uplifting the people who are part of this journey. That’s the kind of impact I want Ferherneo to have,” she explained.

Jennifer hopes her brand will continue to gain recognition and support from both local consumers and government agencies. She is currently working with Sabah tourism bodies to promote her products as part of uniquely Sabahan offerings for visitors.

At the same time, she envisions expanding the Ferherneo product line to include a wider range of locally made sunscreen and skincare products. Her focus is on incorporating native ingredients such as cocoa and bambangan, celebrating Sabah’s natural richness while supporting sustainable, community-based sourcing.

“My goal is to build a proudly Sabahan brand that not only delivers quality skincare but also tells our story through the ingredients we use.

“I want people to see that we in Sabah are capable of creating exceptional products that reflect our heritage, our environment, and our entrepreneurial spirit,” she added.