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R E P O R T

Plant-based and fruit-based products are also proving Competition in the Market
particularly successful, with brands such as Pantene and Moist K-Trends and J-Trends
Diane all releasing botanical ranges in recent years to a positive Although the beauty sector remains buoyant in Malaysia, the
reception from consumers. landscape is incredibly competitive, with K-Beauty and J-Beauty
trends having a strong influence on the demands of consumers,
who are keen to replicate the looks of their idols. Many retailers
including Watsons and Guardian have therefore introduced
more beauty, hair care and skin care products from both Korea
and Japan into their stores, such as those from Glutanex, which
is a pioneering skin care brand known for its brightening and
whitening skin products.

As consumers become more conscious of the wider impact of
their purchasing decisions, retailers and brands will need to
show greater transparency for issues of sustainability and clean
ingredients in order to retain their custom.
Traditional remedies like turmeric and pandan leaves have
anchored its roots and led the way for many brands to harness
the botanical element within their formulations that are
desired by the Malaysian consumer. They seek sustainable, However, despite the strong presence of these Korean brands,
eco-friendly and cruelty-free products and brands such as The French beauty products continue to be seen as glamorous and of
Body Shop and Natura are gaining market share through their high quality by Malaysian consumers, who have high purchasing
consciousness in their formulations. power and are attracted to “Made in France” cosmetics. As a
result, brands such as YSL, Chanel, Dior and Clarins remain
Premiumisation market leaders in this area, particularly in the luxury segment.
Premiumisation in Malaysia is present across the market,
extending into both body care and hair care, with retail sales Current trends leading the path
set to grow at a current value CAGR of 17%. In the premium for brands to enter the market
sector, fragrances were the best performing category in 2022, There are some current trends which open up space for brands
boasting a 24% increase in retail value sales, though premium to penetrate this market and these include:
skin care also has done very well thanks to the entrance of more
international brands such as Herborist.
Premium brands like Dior Sauvage Perfume are also tapping into
the sustainability trend. For instance, Dior Sauvage Perfume
was made available in a perfume
refill option, with consumers able
to refill their bottle through one
of Dior’s refill stations that are
available in select stores. Home- Dewy Complexions
grown skin care brand R+B (stands A luminous, dewy complexion is very fashionable in Malaysia.
for Repurpose + Beauty) even Moving away from the well known matte finish, the Malaysian
launched a new range of skin care consumer is embracing good hydration and light-weight, glow
made using repurposed coffee enhancing skincare routines which they associate with good,
grounds as the core ingredient. healthy skin.
This new range claims to use only
vegan, plant-based ingredients Bold Brow Game
and promotes the concept of Well defined eyebrows continue to be popular as part of the
circular beauty. Malaysian consumers makeup and beauty routine. Treatments

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