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like AHA, BHA, and hyaluronic acid, perform well. Malaysia
Hybrid products that combine sun care benefits The competitive Beauty and Personal Care Market
with skincare are also gaining popularity, with Sun Care in Malaysia presents opportunities for brands, but it’s
showing impressive 16.9% growth over the year. crucial to note that only local companies with import
The target audience for this segment includes licenses can place cosmetic products in the market.
middle-income consumers and young adults In 2023, the market was valued at US$2.88 billion, with an
who seek exclusive products and are open expected annual growth rate of 3.10% (CAGR 2023-2027).
to trying new ones. Versatile solutions combining SPF,
hydration, and anti-aging care are popular, as are
products promoting radiant, fair, and blemish-free skin.
Post-pandemic, sales of Beauty and Personal Care products
have risen, with mass products in skincare, hair care,
and bath and shower categories contributing
to approximately 75% of retail value sales.
Mass men’s skincare experienced substantial
growth of 28% in 2022, making it a segment
that brands should pay attention to.
While price hikes, taxes, and inflation have affected
the market and consumer spending habits,
the emerging middle class and a reduced
gender pay gap have increased disposable
income and created a demand for imported, The leading segment in Malaysia is Personal Care, with a
high-quality products, especially among women. market volume of US$1.32 billion in 2023. Consumers seek
Brands should be attentive to these market products that expand their skincare routines to their
dynamics and changing consumer preferences. entire body and favour items fortified with vitamins,
often in serum format. Anti-ageing products and those
containing active ingredients like Niacinamide and
Glycolic Acid continue to attract consumers alongside
the growing popularity of skin nutrition products.
Sustainability is a significant trend among Malaysian
consumers, who prefer clean, sustainable, natural,
and halal ingredients. Plant-based and fruit-based
products, like botanical ranges from brands such as
Pantene and Moist Diane, have received positive responses.
The beauty sector remains competitive, with K-Beauty and
International brands, including Unilever Indonesia, J-Beauty trends influencing consumer demands. Retailers like
P&G, and L’Oréal, continue to dominate, offering Watsons and Guardian have introduced more products from
a wide range of products to cater to local consumer needs. Korea and Japan, meeting the desire to replicate celebrity looks.
Korean brands are also strong competitors, particularly
in the skincare sector, where they’re gaining market share.
E-commerce is rapidly growing in Indonesia
and is expected to contribute 18.9% of total
market revenue by 2023. Online platforms like Tokopedia,
Shopee, and Lazada offer free shipping and cashback
promotions, appealing to Indonesian consumers
who seek special offers and deals. However, prices on these
platforms may be higher compared to physical stores.
Despite fierce competition, brands looking to move
into the Indonesian market will find themselves
surrounded by many opportunities.
However, the fragmentation in some areas and Despite the presence of Korean brands, French beauty
tight regulations from Indonesian institutions products are considered glamorous and high-quality by
mean brands will benefit from partnering with someone Malaysian consumers, particularly in the luxury segment,
who is familiar with these matters in order to succeed. with brands like ySL, Dior, and Clarins leading the market.

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