We’ve all seen those strips people wear across their noses while sleeping or mid-workout—and probably wondered what they actually do, and how they work. If you’re still in the dark, wonder no more. We sat down with the founder of PeakFlow, a trailblazing Malaysian brand reimagining what a nose strip can be.
At just 24, Kooi is both a civil engineering student and the brand’s CMO, running the entire marketing engine while building a business from the ground up. With high-profile names like politician Syed Saddiq and actor Aedy Ashraf already on board as fans, we were curious to hear what drives the man behind PeakFlow—and how he’s balancing student life with CEO hustle.
Inside PeakFlow: A Candid Chat with the Founder
1. What was the personal itch or restlessness that first sparked the idea for PeakFlow? Was there a moment when you just knew you had to build this?
I’m not going to pretend that money wasn’t a big motivator. I’ve always wanted to build something big, something with impact, and I knew a regular job wasn’t going to get me there. But deep down, I also knew that if I was going to sell something, it had to genuinely help people. Otherwise, it wouldn’t last, and it wouldn’t grow into something meaningful.
That drive partly comes from my upbringing. I wouldn’t say we were poor, but we didn’t grow up with abundance either. I’ve always had this hunger to succeed so I could live life on my own terms and give back to my family.
The idea for PeakFlow came when I was watching MMA. I saw athletes wearing a similar nose strip from another brand, so I ordered it out of curiosity. I tried it, and immediately felt like I could do a better job. That was the spark. I dove in, tested every nose strip I could find, and started designing what would eventually become PeakFlow.
This wasn’t just about starting a business. It was about building something better—something I could proudly stand behind.
2. For someone who’s never used PeakFlow before, how would you explain what it is and why it’s different from other tapes out there?
PeakFlow is a high-performance tape with a built-in spring mechanism designed to gently lift your nasal passages from the outside, making it easier to breathe through your nose.
What makes PeakFlow different from the traditional nose strips you find in pharmacies is how we’ve reimagined the entire experience. Most existing strips are flimsy, lose grip when you sweat, and honestly look like a band-aid stuck to your face. PeakFlow, on the other hand, is built for movement. It holds up even during the most intense workouts, looks clean and intentional, and has been tested and loved by real athletes across Hyrox, cycling, running, football, and more.
We didn’t just copy what’s already out there. We tested every version on the market before launching. From the adhesive to the shape to the look, everything was refined to give you the best possible breathability boost in a way that feels good and actually stays on.
3. As a young founder building a brand in your early twenties, what’s one mindset or habit you’ve had to unlearn to grow, both as a person and as a founder of PeakFlow?
One mindset I had to unlearn was the belief that success at a young age isn’t possible, especially in Malaysia. At 24, I didn’t have many local role models who had built something big, so I often felt like I was walking this path alone. Most people around me didn’t quite understand what I was doing or why I worked so much. They thought it was strange. But over time, I learned to stop looking for external validation and started trusting my own vision. Just because no one around me had done it yet didn’t mean it couldn’t be done.
4. When you’re deep in build mode with PeakFlow, which side of your personality tends to take the lead?
When I’m deep in build mode, the side of me that takes over is definitely the intense, fast-paced perfectionist. I get frustrated easily—not because I’m angry, but because I care deeply and want everything done my way and donefast. I don’t procrastinate. Once I have an idea or task, I execute immediately. That same urgency and drive spill over to my team, too. I expect the same speed and focus from everyone around me. If I had to describe it, I’d say I become like a shepherd constantly chasing after the sheep.
5. Can you remember the last time you truly doubted yourself as a founder? What helped you push through that moment?
For me, it’s as simple as putting in more work. Doubt comes from a lack of proof. You doubt yourself because you haven’t shown yourself that you can actually do it. So the only way out is to do the work. Every task you complete is like laying another brick in your wall of willpower. When you say you’re going to do something and actually do it, you build trust with yourself. Over time, those small wins stack up. That’s how you silence doubt—not by overthinking, but by taking action.
6. What’s been the most rewarding or surprising piece of feedback you’ve received from someone using PeakFlow?
Honestly, every single piece of feedback means the world to me. We get good reviews almost every day, and each one pushes me to work harder. Seeing people repost themselves trying it, sharing their reactions, and telling us how it helped them—it’s incredibly rewarding. It motivates me to keep going and keep building something that makes a difference.
7. How do you personally balance ambition and pressure? Do they sometimes blur together for you as the brand grows?
I think ambition and pressure go hand in hand. The bigger the ambition, the heavier the pressure. And I do have big ambitions. But I’ve learned not to see them as some huge monster I have to slay all at once. I don’t want to live in fear of the goal. Instead, I focus on what I can do today. I only care about the actions I can take right now. That’s how I deal with pressure—by staying present and not worrying too much about the future.
8. What’s something fun or unexpected about building your own brand in your early twenties that people might not realise?
I think people already know what’s fun about building a brand in your early twenties—it’s exactly what you’d imagine: a ton of work, but on your own terms. You might have flexible hours, but in reality, you end up working 24/7.
One of the most enjoyable parts, though, is doing it with your friends. That’s where the real fun comes in. Making money together, cracking jokes, sharing the highs and lows. But it’s important to choose your partners wisely. Money alone can feel empty, but building something meaningful with people you enjoy being around? That makes the grind worth it.
9. If you could give one piece of advice to another young founder who’s thinking of starting their own brand, what would it be?
If I could give just one piece of advice, it would be this: learn the skills. Whatever you want to build, you need to understand the fundamentals—how a business runs, marketing, product, sales, operations, everything.
In the beginning, I pitched an idea to an investor and got them excited enough to fund the project. That was my first business. It taught me that you don’t always need money to start. You just need a solid idea, the ability to sell it, and the willingness to put in the work. The worst that can happen is you lose some time and effort. But if you’re serious and not just messing around, it can be the best learning experience of your life.
Click here to learn more about the brand and start breathing right.
Make sure to follow Glitz on Facebook and Instagram for the latest updates.
