Page 58 - EM - EXPORT MAGAZINE PERFUMERY EDITION

R E P O R T

mAlAySIA’S bEAUTy

SUrGE: STrATEGIC

mArkET EnTry

InSIGhTS

VALÉRIE KAMINOV – BIOGRAPHY With over 63% of the Malaysian population being muslin and the rapidly growing
Trailblazer, entrepreneur, advisor and business halal-certified beauty market, coupled with Malaysia having one of the highest
strategist are just some of the ways to describe consumption rates for cosmetics in the world, this is not a market that should be
Valérie Kaminov, Founder & Managing Director overlooked by brands exploring new territories for their products.
of International Luxury Brand Consultancy. Fast paced competition within the online beauty market and consumers’ readiness
Valérie’s enviable reputation in the world to purchase online has meant that new trends are emerging and opening up
of international beauty, stems from her highly opportunities for brands, especially those with a strong online presence and strategy,
effective approach to developing brands. to penetrate this market.
Her forward-thinking acumen and smart strategies
are based on an innate insight into global markets, In this article, we will look at all the factors that determine the Malaysian consumers
an ability that has led her to take brands to up-and- purchasing decision and how this market is expected to grow over the coming years,
coming beauty destinations before others. highlighting potential paths to market for brands, especially those who have strong
This deep understanding of the industry, how to footings in eco-friendly and sustainability products.
position products, where to go, who to speak to and
how to get results has made IL Brand Consultancy
the go-to company for beauty brands looking
to grow their business around the world.
Since establishing her influential consultancy,
Valérie has successfully steered emerging talents to
global recognition, re-established well-known names,
advised on growth plans and introduced a host
of beauty brands to new distribution channels.
She has been instrumental in the transformation
of many businesses around the world and always
on the belief that profitable market entry
and sustained growth require the right partners.
It is why she is regarded as one of the most
well-connected people in the industry.
Having been at the forefront of the global
cosmetics industry for over 25 years,
Valerie’s thought leadership and knowledge have led
her to be a regular contributor to Export Magazine,
creator of Connect Beauty, host An Overview of the Market and Its Consumers
at the IMF Convention, developer of the Cannes
Duty Free programme as well as author of the In 2024, the market amounts to US$3.24bn and is expected to grow annually by 2.53%
informative market-focused Inside Cosmetics (CAGR 2024-2028). In terms of per capita revenue, Malaysia generates US$93.43 per
Collection that have become required reading person and online sales contribute to 17.8% of all sales across beauty and personal
for brands looking at global expansion. care which means that there’s room for growth, especially for those brands who
From launching brands on the international have a strong online strategy and presence.
stage to being a business intelligence resource,
Valérie’s rare combination of skills make her
an exceptional consultant and advisor.