Beauty and Personal Care

Sun care turned in a positive performance in Malaysia in 2023, with strong sales seen in volume and current value terms, driving mainly by growth in sun protection which was boosted by the boom in inbound tourism. Mass sun protection products from…

Anti-agers continued to thrive in Malaysia in 2023, driving overall growth and development for skin care and leading growth within the category in both volume and current value terms. Anti-agers benefits from regular and frequent new and innovative…

Premium beauty and personal care continued to flourish in Malaysia in 2023, with the fuller return to in-person and the increase in inbound tourism helping to fuel growth. Premium skin care was one of the top performers as sales rose rapidly, thanks…

Oral care in Malaysia continued to see growth and development in 2023. Value growth was in part driven by the preventive health trend and in part by premiumisation. Malaysians continued to maintain basic personal hygiene routines, supporting further…

Men’s grooming in Malaysia registered strong growth in current value terms in 2023, with volume sales also on the up. This was driven in large part the greater attention men are paying to their appearance and overall wellbeing, particularly in the…

Mass skin care in Malaysia posted strong growth in 2023, with current value sales rising at a robust rate. Development and innovation were often centred around breakthrough ingredients claimed to provide superior efficacy, such as glutathione,…

The Malaysian hair care market continued to benefit from the post-pandemic return to previous patterns and habits in 2023. The COVID-19 pandemic and the resulting lockdowns and home seclusion promoted a change in the hair care routines of many…

Fragrances in Malaysia saw rapid and robust volume and current value growth in 2023. During the pandemic years many players within premium fragrances focused on their existing product lines, with the lack of demand discouraging investment in new…

Depilatories remained a highly consolidated category in Malaysia in 2023. Reckitt Benckiser continued to dominate hair removers/bleaches with its brand Veet, with the brand still gaining value share, while Procter & Gamble maintained its dominant…

Deodorant sprays posted the most dynamic growth within deodorants in Malaysia in 2023, rising fastest in both volume and current value terms as the format gained greater appeal among local consumers. Many brands of deodorant sprays have been…

Colour cosmetics turned in a positive performance in Malaysia in 2023, with volume and current value sales rising robustly. Premium colour cosmetics enjoyed strong growth thanks to the fuller return of shoppers to store-based outlets, which has…

Beauty and personal care in Malaysia continued to rise in 2023, still benefiting from 2022’s lifted restrictions reopened borders. The continued return of tourism and resumption of in-person work and study, as well as increased socialising, had a…

Post-pandemic, hand sanitisers continued to see slowed growth within bath and shower in Malaysia in 2023, with a particularly sharp drop in demand from commercial players. Many consumers have turned to liquid soap as its products are generally more…

Baby and child-specific products in Malaysia saw growth in 2023 propelled by the accelerating trend towards natural and clean products, as parents sought to avoid ingredients perceived to be potentially harmful to children’s health. Examples of…

The report will explore the key themes transforming consumer behaviour in Asia Pacific in the world beyond the pandemic, namely Digital Living, Rethink Wellness, Sustainable Living, Make My Life Easier and Search for Experiences, and the strategies…