Beauty and Personal Care in Malaysia

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	138 Pages	Euromonitor International	May, 2025	EP20050509

Best Price Guarantee
Price	from $2,925
Length	138 Pages
Publisher	Euromonitor International
Published Date	May, 2025
SKU	EP20050509

Beauty and personal care in Malaysia continued to see strong growth in retail volume and current value sales in 2024. While the rate of inflation remained significant for the market in 2024, and continued to influence demand and retail value sales development, it was slower than in 2022 and 2023. This helped retail volume sales to grow at a slightly higher rate in 2024, compared with 2023. While the growth in retail current sales remained significantly higher than that of retail volume sales, it...

Euromonitor International's Beauty and Personal Care in Malaysia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Beauty and Personal Care in Malaysia
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN MALAYSIA
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
MARKET DATA: Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024; Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024; Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024; Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024; Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024; Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029; Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mass beauty and personal care enjoys price and accessibility advantages
Unilever leads with a diversified range of products under key brands like Sunsilk, Dove and Lifebuoy
Botanification trend gains momentum through new products
PROSPECTS AND OPPORTUNITIES
Rising cost-of-living to continue to boost the appeal of mass beauty and personal care
Retail development to push Asian brands in mass beauty and personal care
More and more consumers to prefer hybrid, clean and “green” mass beauty and personal care products
CATEGORY DATA: Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024; Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024; Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024; Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029; Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
High-end retail space provides opportunities to growth for many premium beauty and personal care players
L’Oréal invests strongly across its brand portfolio to lead premium beauty and personal care
Enhanced customer experiences drive stronger interest in premium beauty and personal care
PROSPECTS AND OPPORTUNITIES
Growing consumer acceptance of internationally renowned premium beauty and personal care brands underlines strong growth forecast
Cross-category expansion and hybridity to serve as major strategies of premium beauty and personal care players
High-end retail space remains essential for premium beauty and personal care
CATEGORY DATA: Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024; Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024; Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024; Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029; Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Economy, quality and convenience choices help to shape demand trends
Johnson & Johnson leverages a strong brand portfolio to lead baby and child-specific products
Mother and baby specialist retailers boost the distribution of baby and child-specific products
PROSPECTS AND OPPORTUNITIES
Premiumisation in baby and child-specific products as parents prioritise quality and clean products for their offspring
Convenience to drive growth in baby and child-specific toiletries
Online marketing, research and sales to gain traction
CATEGORY DATA: Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024; Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024; Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024; Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024; Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024; Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024; Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024; Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024; Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029; Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029; Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premiumisation in bath and shower with the entrance of more imports with premium positioning
Growing popularity of private label as consumers look to value for money
Bath and shower gains distribution impetus through health and beauty specialists and e-commerce
PROSPECTS AND OPPORTUNITIES
New products and formats in body wash/shower gel to spur development and growth in bath and shower
Bar soap to continue to lose ground as Malaysians shift to body wash/shower gel and foam and body scrubs
Skinification benefits and indulgence variants to spur innovation and new product launches
CATEGORY DATA: Table 34 Sales of Bath and Shower by Category: Value 2019-2024; Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024; Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024; Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024; Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024; Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024; Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029; Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029; Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
New product development boosts mass and premium colour cosmetics
L’Oréal maintains clear leading position with distinguished offer in colour cosmetics
Growth in premium colour cosmetics boosts beauty specialists
PROSPECTS AND OPPORTUNITIES
Popularity of K-beauty brands and hybrid function products to add dynamism to colour cosmetics
Consumers move towards colour cosmetics virtual try-on services
Clean beauty and sustainability trends to continue to develop in colour cosmetics
CATEGORY DATA: Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024; Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024; Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024; Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024; Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024; Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024; Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024; Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024; Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024; Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029; Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Consumers show a stronger preference for deodorants with natural/organic ingredients amidst the emerging clean beauty trend
Beiersdorf outperforms rivals through constant launches of deodorants promoting enhanced efficacy
Price promotions and interesting selections draw consumers of deodorants to health and personal care stores
PROSPECTS AND OPPORTUNITIES
Deodorants players to emphasise higher quality and efficacy in their ranges
Increasing popularity of serum-based deodorants promotes skinification trend
Clean beauty positioning to drive new product development
CATEGORY DATA: Table 54 Sales of Deodorants by Category: Value 2019-2024; Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024; Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024; Table 57 NBO Company Shares of Deodorants: % Value 2020-2024; Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024; Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024; Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029; Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029; Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Faster retail volume and value growth in 2024 despite ongoing competition from hair wax salons
Procter & Gamble leads depilatories with a wide and dynamic product portfolio under Gillette
Health and beauty specialists lead distribution with strong assortments and high visibility
PROSPECTS AND OPPORTUNITIES
Limited new product launches and competition from hair wax salons to restrain the development and growth of depilatories
Niche or emerging brands could develop women’s pre-shave
Products for sensitive skin to gain momentum
CATEGORY DATA: Table 63 Sales of Depilatories by Category: Value 2019-2024; Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024; Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024; Table 66 NBO Company Shares of Depilatories: % Value 2020-2024; Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024; Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029; Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
The category sees the fast emergence of body mists and affordability initiatives
L’Oréal leverages strong brands to maintain the leadership of a highly fragmented competitive landscape
Newly opened high-end outlets help department stores to stay ahead of the field
PROSPECTS AND OPPORTUNITIES
The development of premium retailing and emergence of body mists to provide key growth drivers
Marketing and retail dynamics to boost fragrances in Malaysia
Sustainable products and packaging to move to the fore
CATEGORY DATA: Table 70 Sales of Fragrances by Category: Value 2019-2024; Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024; Table 72 NBO Company Shares of Fragrances: % Value 2020-2024; Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024; Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024; Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024; Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029; Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
The salon-at-home experience and premiumisation add dynamism to the category
Unilever banks on clean beauty and skinification through hair care regimes
Grocery retailers offer large selections to lead distribution
PROSPECTS AND OPPORTUNITIES
Premiumisation to fuel retail value growth in the forecast period
More unique positioning to meet increasingly sophisticated demand
Players look to cater to the large Muslim population
CATEGORY DATA: Table 118 Sales of Hair Care by Category: Value 2019-2024; Table 119 Sales of Hair Care by Category: % Value Growth 2019-2024; Table 120 Sales of Hair Care by Premium vs Mass: % Value 2019-2024; Table 121 NBO Company Shares of Hair Care: % Value 2020-2024; Table 122 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024; Table 123 LBN Brand Shares of Hair Care: % Value 2021-2024; Table 124 LBN Brand Shares of Colourants: % Value 2021-2024; Table 125 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024; Table 126 LBN Brand Shares of Styling Agents: % Value 2021-2024; Table 127 LBN Brand Shares of Premium Hair Care: % Value 2021-2024; Table 128 Forecast Sales of Hair Care by Category: Value 2024-2029; Table 129 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029; Table 130 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Increasing focus on men’s grooming amidst a rising number of appearance- and fashion-conscious male consumers
Procter & Gamble leads a highly competitive landscape
Health and personal care stores offer large shelf space for men’s grooming products
PROSPECTS AND OPPORTUNITIES
Premium men’s skin care to enjoy strong range expansion and growth opportunities
Novelties to expand the reach and use of men’s grooming products
Innovation to continue apace in men’s hair care
CATEGORY DATA: Table 78 Sales of Men’s Grooming by Category: Value 2019-2024; Table 79 Sales of Men’s Grooming by Category: % Value Growth 2019-2024; Table 80 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024; Table 81 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024; Table 82 NBO Company Shares of Men’s Grooming: % Value 2020-2024; Table 83 LBN Brand Shares of Men’s Grooming: % Value 2021-2024; Table 84 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024; Table 85 Forecast Sales of Men’s Grooming by Category: Value 2024-2029; Table 86 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Improving product knowledge and greater affordability see consumers switch to power toothbrushes and more sophisticated oral care routines
Colgate-Palmolive tops oral care with the largest product coverage from toothbrushes to toothpaste to mouthwashes
Grocery retailers remain popular as oral care consumers value convenience
PROSPECTS AND OPPORTUNITIES
Stronger oral hygiene awareness to sustain growth trajectory in oral care
Parental focus on oral hygiene and diversifying ranges of products and ingredients to add dynamism to oral care
Convenience packaging and halal products to gain prominence
CATEGORY DATA: Table 87 Sales of Oral Care by Category: Value 2019-2024; Table 88 Sales of Oral Care by Category: % Value Growth 2019-2024; Table 89 Sales of Toothbrushes by Category: Value 2019-2024; Table 90 Sales of Toothbrushes by Category: % Value Growth 2019-2024; Table 91 Sales of Toothpaste by Type: % Value Breakdown 2020-2024; Table 92 NBO Company Shares of Oral Care: % Value 2020-2024; Table 93 LBN Brand Shares of Oral Care: % Value 2021-2024; Table 94 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024; Table 95 LBN Brand Shares of Toothpaste: % Value 2021-2024; Table 96 Forecast Sales of Oral Care by Category: Value 2024-2029; Table 97 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029; Table 98 Forecast Sales of Toothbrushes by Category: Value 2024-2029; Table 99 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Strong demand growth amidst the rapid engagement of proactive skin care routines
The highly fragmented competitive landscape features dynamic existing and new competitors
Strong development in the distribution of skin care featuring concept stores, wider assortments and omnichannel initiatives
PROSPECTS AND OPPORTUNITIES
Stiff competition between premium and mass skin care in conjunction with soaring numbers of brand launches
Dermatological skin care to gain traction with a strong emphasis on ingredients-based research
Sustainability to play a vital role in the presentation of skin care
CATEGORY DATA: Table 100 Sales of Skin Care by Category: Value 2019-2024; Table 101 Sales of Skin Care by Category: % Value Growth 2019-2024; Table 102 NBO Company Shares of Skin Care: % Value 2020-2024; Table 103 LBN Brand Shares of Skin Care: % Value 2021-2024; Table 104 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024; Table 105 LBN Brand Shares of Anti-agers: % Value 2021-2024; Table 106 LBN Brand Shares of Firming Body Care: % Value 2021-2024; Table 107 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024; Table 108 LBN Brand Shares of Premium Skin Care: % Value 2021-2024; Table 109 Forecast Sales of Skin Care by Category: Value 2024-2029; Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN MALAYSIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growing consumer health awareness increases offer and use of sun care products
Bioré UV and Curél by Kao enjoy strong visibility on retail shelves
Large shelf space for sun care in health and beauty specialists
PROSPECTS AND OPPORTUNITIES
Premium sun protection to lead development and growth in the forecast period
Hybrid function sun care products to grow in popularity among Malaysians
Evolution in formats to gain momentum
CATEGORY DATA: Table 111 Sales of Sun Care by Category: Value 2019-2024; Table 112 Sales of Sun Care by Category: % Value Growth 2019-2024; Table 113 NBO Company Shares of Sun Care: % Value 2020-2024; Table 114 LBN Brand Shares of Sun Care: % Value 2021-2024; Table 115 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024; Table 116 Forecast Sales of Sun Care by Category: Value 2024-2029; Table 117 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029