Beauty and Personal Care

The lifting of the remaining COVID-19-related international border control measures towards end of 2022 made it easier for more people to move and travel around for leisure purposes. This provided a boost to inbound tourism into Malaysia which in…

Skin care continued to see dynamic growth in current value terms in 2022 with it being one of the top performing areas of beauty and personal care in Malaysia. Sales of these products proved highly resilient to inflation with demand remaining steady…

Premium beauty and personal care flourished in 2022 with the reopening of the economy, the return to in-person shopping and the return of inbound tourism all fuelling growth. Premium skin care was one of the top performers, being resilient to the…

Oral care in Malaysia continued to see growth and development in 2022 with accelerated growth rates compared to 2021. Value growth was in part driven by the preventive health trend and in part by premiumisation. Malaysians continued to maintain basic…

Men’s grooming registered strong growth in current value terms in 2022. This was driven not only by a further relaxation of COVID-19 related restrictions, which saw more men returning to the workplace and socialising, but also by the increasing…

Mass beauty and personal care witnessed double-digit growth in current value terms in 2022. This dynamism was in part due to consumers returning to more active lives outside the home and thus being willing to spend more on their appearance, but it…

The COVID-19 pandemic and the resulting lockdowns and home seclusion promoted a change in the hair care routines of many consumers. Unable or unwilling to visit hair salons there was a surge in use of products such as colourants and conditioners and…

Sales of fragrances plummeted in 2020 as Malaysia went into lockdown and the country introduced a wide range of restrictions. The situation improved in 2021 as restrictions were eased with sales of fragrances thus seeing a partial recovery in value…

With Malaysia reopening from lockdown in 2022 some consumers began returning to beauty salons for hair removal services. As such, some people moved away from DIY hair removal kits which were used a lot during the lockdown period. Categories like hair…

Deodorant sprays was the most dynamic category in deodorants in current value terms in 2022 with this format increasingly becoming the preferred option of a growing number of Malaysians. Many brands of deodorant sprays have been repositioning their…

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…

The lifting of the requirement to wear face masks in public places in Malaysia at the end of 2022 helped support a partial recovery of demand for colour cosmetics, especially in categories like lip products. With COVID-19 fears subsiding and…

Malaysia announced the removal of mandatory mask-wearing rules for both outdoor and indoor areas in 2022 – except for healthcare facilities like hospitals and clinics – as well as on public transport. Furthermore, the country also reopened its…

Malaysia lifted the requirement to wear face masks in both outdoor and indoor areas in 2022, leading to consumers pursuing more active lives outside of the home for both work and leisure. Furthermore, hand sanitisers were no longer required to be…

Inflation had a limited impact on demand for baby and child-specific products in Malaysia in 2022 with many families now seeing these products as regular necessities. Baby and child-specific toiletries was one of the most dynamic categories in 2022,…