Major international makeup brands have also invested in the Malaysian market. The market value of high-end cosmetics and fragrances in the country reached more than 316 million U.S. dollars in 2022, one of the highest in Southeast Asia. Malaysia is a leading import destination for beauty products from Singapore, the United States, and due to the increased influence of K-pop and K-drama, South Korea.
Emerging local brands and halal products
Despite the domination of international brands in the beauty and personal care industry in Malaysia, local brands have started to gain more popularity. Malaysian-born brand Safi was the second leading health and beauty brand based on household penetration in 2021, among other brands owned by global corporations like Colgate-Palmolive and Unilever.Safi was also popular because of its guaranteed halal certification. More than 63 percent of the Malaysian population are Muslim, making the halal industry an integral part of the country’s economy. Muslim consumers in Malaysia spent an estimated 3.6 billion U.S. dollars on cosmetics in 2021. Furthermore, leading local cosmetic brands like SimplySiti, founded by Malaysian celebrity Dato’ Siti Nurhaliza, touted Sharia compliance and halal certification issued by the Department of Islamic Development Malaysia (JAKIM).
Social media’s influence on the Malaysian beauty industry
Around 78.5 percent of the population in Malaysia are active social media users. In recent years, social media has become one of the leading ways for beauty and personal care brands to reach consumers. Instagram and TikTok were the top two platforms in Malaysia for influencer marketing campaigns of fashion and beauty brands in 2022.In addition, many Malaysian consumers have also started to purchase products through social media. Based on a 2023 consumer survey, 45 percent of the respondents stated that cosmetics and beauty products are some of the most common items they purchased from social media. With the accessibility and ease of purchase through different online platforms, Malaysia will likely continue to be one of the largest markets for the beauty and personal care industry for both local and international brands.
