Page 59 - EM - EXPORT MAGAZINE PERFUMERY EDITION

R R E E P P O O R R T T

Although there has been a shift and consumers are becoming
more aware of what they put on their skin and are willing to pay
The demand for halal-certified beauty and personal care more for premium ingredients, mass products still dominate
products is growing rapidly in Malaysia, which comes as no the market.
surprise given Malaysia’s predominantly Muslim population.
The halal cosmetics market is expected to grow annually Personal Care Comes Out on Top
by around +12.9% by 2025. Malaysia’s government have Like in most other countries of the MEA, the best performing
undertaken important initiatives across regulation, trade, and segment in Malaysia is Personal Care, which equates to a market
industry in order to position themselves in the growing halal volume of US$1.47bn in 2024. There are many opportunities
cosmetics products market, which has had a positive effect on to be found in this segment, with many consumers looking to
growth for beauty and personal care, especially in areas such expand their skin care routines to their whole body and seeking
as halal-based products and sustainability (organic, eco and products which are fortified with vitamins and ideally come in
no-nasty products). a serum format.
Consumers are focusing on products with enhanced features
that contain powerful and effective ingredients. This has led
to a rapid surge in demand for skin care products containing
Hyaluronic Acid, Niacinamide, Glycolic Acid, Ceramide, Cica
with these ingredients managing to capture the interest of
consumers thanks to successful dermatological tests.

Online sales remain low compared to other markets which
as mentioned above, means that brands with a strong online The market is therefore likely to see the launch of more so-
marketing strategy and the correct product positioning could called skinutrition products – like the debut of Nivea and Nivea
be hugely successful within this market. With the in-store Men Extra Bright C & Hya skin care range, Nivea Bright White
experience still very much a purchasing preference in Malaysia, C&A Vitamin Lotion, Nivea Extra Bright 10 Super Vitamins &
the success of beauty salons such as Sothys, Clarins, Caudalie, Skin Food Lotion. This range uses the nutrients and vitamins
Décleor, and Dermalogica are multiplying, as are international contained in natural superfoods to provide skin care benefits.
brands. Institutes and spas have a strong presence in hotels However, this is still a very untapped market in Malaysia and
and shopping centres, and it’s not uncommon for these to have presents a great opportunity for brands to penetrate, especially
a dedicated floor where consumers can find everything they with the correct guidance.
need under one roof.
The Importance of Sustainability
Sustainability is a focus that is common across the world,
especially when it comes to beauty. Consumers not only in
Malaysia, but also across the globe, are becoming increasingly
aware of the effects of certain ingredients on their skin and
are educating themselves on how products can benefit their
skin as well as how they impact the environment. With this in
mind, brands who enter the market with clean, sustainable and
natural claims to their brand and products will do well.

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