In recent years, the skincare industry in Malaysia has experienced remarkable growth, driven by various factors such as changing consumer preferences, increasing awareness about skincare routines, and the influence of social media. This article delves into the dynamics of the Malaysia skincare market, examining its key drivers, trends, challenges, and future prospects.

Malaysia Skincare Market Overview

The Malaysia skincare products market size was valued at $804.5 million in 2019, and is expected to garner $1,288.7 million by 2027, registering a CAGR of 8.1% from 2021 to 2027. Skin care involves the practice of maintaining skin integrity, relieving skin condition, and enhancing one’s physical appearance with the use of herbal gels, sunscreens, and lotions. These products are easily accessible to end users in Malaysia through various sales channels such as supermarkets/hypermarket, online stores, pharmacies & drug stores, department stores specialty stores, and beauty salons. The overseas formulation of skin care products and domestic assembling & packaging is trending in Malaysia. 

According to Malaysia skin care products market analysis, the Malaysia skin care products market is studied on the basis of product type, demographics, age group, and sales channel. Depending on product type, the Malaysia skin care products market is classified into cream, lotion, and others. By demographic, it is bifurcated into male and female. As per age group, it is segregated into generation X, millennial, and generation Z. According to distribution channel, it is fragmented into supermarket/hypermarket, specialty stores, department stores, beauty salons, pharmacies & drug stores, and online sales channel.

Malaysia Skincare Consumer Trends

Malaysia is a vibrant country known for its rich cultural heritage and breath-taking landscapes. Its beauty scene is equally diverse and dynamic, with Malaysians embracing a wide range of beauty trends and techniques. What are the top skincare trends in Malaysia? Let’s take a look.

Interest in Natural, Organic & Sustainable Skincare

Malaysians are increasingly gravitating towards natural skincare products that harness the power of local botanical ingredients. From traditional remedies like turmeric and pandan leaves to modern breakthroughs in green beauty, natural skincare has become a significant trend in Malaysia. As environmental consciousness grows, sustainable beauty practices have gained traction in Malaysia. Consumers are increasingly drawn to eco-friendly and cruelty-free beauty products that minimize harm to the planet and its inhabitants. Examples of international brands are The Body Shop, Natura, etc whereas Malaysian brands are no stranger to sustainable and organic products. Examples are Tanamera, Claire Organics, Root Remedies, Wunderbath and many more!

Halal Cosmetics

Given Malaysia’s predominantly Muslim population, halal cosmetics have gained immense popularity. Halal-certified beauty products that comply with Islamic guidelines are now more widely available, allowing individuals to express their personal style while adhering to the laws of their faith. Hair dyes containing henna are all the rage, wudhu-friendly (breathable) nail polish such as Orly, Inglot, Kester brands are now catering to a wider Muslim market.

Dewy Complexions

A luminous, dewy complexion is all the rage in Malaysia. Rather than opting for a matte finish, Malaysians are embracing hydrating skincare routines and lightweight, glow-enhancing makeup products to achieve a radiant and youthful glow. Why? It showcases all attributes of health and vitality – plump and glass-like features which is clear, translucent and luminous.

Bold Brow Game

Defined and well-groomed eyebrows continue to be a prominent beauty trend in Malaysia. Whether it’s through microblading, threading, castor oil treatments or using brow products, Malaysians are pretty obsessed with achieving the perfect arch to frame their faces. Gone are the days of brow tats turning green, latest strong brow game comes in natural looks with the likes of Cara Delevigne, Lily Collins, Zendaya and others being the inspiration.

Gradient Lips

The gradient lip trend, known as “ombre lips” is a favorite among Malaysian beauty enthusiasts. This technique involves blending different shades of lipstick to create a soft, diffused effect, resulting in a naturally flushed pout. Mirroring the Korean makeup artistry, it’s been an explosion of vivid, fun colour styles on one end and minimalist hues for the other extreme.

Hijab-Friendly Makeup

With a significant number of Malaysian women wearing hijabs, there is a rising demand for hijab-friendly makeup. Cosmetics brands have responded by offering long-lasting, transfer-resistant formulas that cater to the unique needs of hijab-wearing individuals which are breathable, yet wudhu friendly. Brands such as Wardah, So.Lek, Sugarbelle are among popular brands in Malaysia, available online and certain retail outlets.

Multi-Step Skincare Routines

Inspired by eastern beauty practices, Malaysians have embraced multi-step skincare routines that prioritize hydration and nourishment. From double cleansing to layering serums and essences, this trend emphasizes self-care and achieving healthy, glowing skin. All brands worldwide now embrace skin regimes and it’s become a multi-billion industry.

Challenges and Opportunies

While the Malaysia skincare market presents numerous opportunities for growth and innovation, it also faces certain challenges. These include intense competition among brands, regulatory hurdles, and economic uncertainties. Moreover, the COVID-19 pandemic has disrupted supply chains, consumer spending patterns, and retail operations, impacting the skincare industry as a whole. However, amidst these challenges lie opportunities for brands to adapt, innovate, and capitalize on emerging trends such as e-commerce, personalized skincare solutions, and sustainability initiatives.

Expand Your Brand to Malaysia Skincare Market Now

The Malaysia market offers abundant opportunities for businesses looking to expand their operations in Southeast Asia. By understanding the market landscape, leveraging emerging trends, and adopting strategic approaches, businesses can capitalize on Malaysia’s growth potential and achieve long-term success. With its dynamic economy, supportive business environment, and diverse consumer base, Malaysia remains a compelling destination for international brand seeking growth and opportunities in the region.

If you are looking for a reliable partner to expand your brand to Malaysia, AsiaCommerce is a procurement company that provides several services such as comprehensive market research, arranging partnerships in local industry, and creating sales programs based on market research.

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