The prioritisation of halal variants in terms of new product development accelerated in 2023, with brands offering these items gaining attention in Malaysia by targeting younger generations of Muslim consumers and others who are showing greater interest in clean and green beauty claims.
E-commerce maintained strong momentum within mass beauty and personal care in 2023, with the offer of a massive range of products through dedicated and third party websites such as Watsons, Guardian, Shopee, and Lazada, Competitive pricing is one of the big attractions of the e-commerce channel – for example, consumers can by the Colgate Optic White toothpaste from the official store via Shopee website at a considerably cheaper price than is available on shelves in store-based retail outlets. The channel will continue to lure consumers looking for attractive deals and good value throughout the forecast period.
Mass beauty and personal care is expected to see a further influx of K-Beauty and J-Beauty brands throughout the forecast period. Retailers like Watsons are also embracing the trend more fully – towards the end of the review period Watsons launched the Korean Beauty Fiesta I Got Seoul campaign in collaboration with Korea Tourism Organisation Malaysia office.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in Malaysia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in Malaysia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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