Malaysia Beauty and Personal Care
According to Statista, Malaysia’s beauty and personal care market will reach $3.2 billion in revenue by 2024, with a yearly growth rate of 2.5 percent. This industry operates in a dynamic landscape shaped by evolving consumer preferences, technological advancements, and competitive pressures. Online sales are expected to account for 18 percent of total market revenue by 2024.
The beauty and personal care market is thriving, driven by rapid growth in cosmetics and skin care. This surge is largely attributed to a generational shift as young consumers enter the market. This shift is amplified by the influence of social media, international trends, and eCommerce. Social media platforms have become crucial channels through influencer collaborations, tutorials, and user-generated content.
In Malaysia, beauty products are used for hydration, sun protection, and anti-aging benefits. Consumers are also increasingly focused on self-care and prefer personalized skincare routines. Major international brands have established a strong presence in Malaysia. In 2023, the market value of high-end cosmetics and fragrances reached over $343 million, making Malaysia one of the top destinations for beauty imports from Singapore, the U.S., Japan, Europe, and increasingly, South Korea, due to the rising influence of K-pop and K-dramas. Some high-end local brands also have gained popularity.
Long-term growth is driven by the increasing financial independence of women, heightened interest in natural and organic products among younger consumers, and a growing emphasis on grooming for men. Anti-pollution skincare products and multifunctional items are also on the rise, reflecting a broader shift toward natural, sustainable, and multifunctional beauty solutions. Consumers are embracing beauty gadgets such as microcurrent devices, LED therapy masks, and ultrasonic skin scrubbers. There has been a significant rise in demand for halal-certified products, catering to the needs of Malaysia’s predominantly Muslim population.
Cosmetics and personal care products are regulated by the National Pharmaceutical Regulatory Agency (NPRA), part of the Ministry of Health. Foreign companies looking to enter this market must appoint a local agent (a company registered in Malaysia) to handle all matters related to product certification and notifications.
For U.S. companies interested in exploring opportunities in Malaysia’s beauty and personal care market, including devices, please contact Commercial Specialist Bethany Tien at office.kualalumpur@trade.gov.