Nina Jobst
Research expert covering South Korea
Beauty and personal care industry in Malaysia - statistics & facts
The beauty and personal care industry in Malaysia proved that beauty is not only skin deep, but it is also good for the economy. From keeping up with the latest beauty trends or trying to reset the clock with anti-aging creams to simply protecting themselves from the glaring tropical sun, Malaysian consumers use beauty and personal care products for various reasons. They are one of the biggest markets for the skincare industry in the Asia Pacific.
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 343 million U.S. dollars in 2023, 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.
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 halal cosmetics in 2022. 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).
In addition, many Malaysian consumers have also started to purchase products through social media. In a 2023 consumer survey, 45 percent of respondents stated that cosmetics and beauty products were some of the most common items they purchased via social media. With increasing 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.
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 343 million U.S. dollars in 2023, 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 consumer reach points in 2023, just behind another brand owned by global corporation 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 halal cosmetics in 2022. 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 strong influence on the Malaysian beauty industry
Around 83 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. In a 2023 consumer survey, 45 percent of respondents stated that cosmetics and beauty products were some of the most common items they purchased via social media. With increasing 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.
