Colour Cosmetics in Malaysia

PROSPECTS

Changes in make-up routines boost demand for BB/CC creams

BB/CC creams contributed significantly to the current value growth in colour cosmetics in 2017. Changing make-up routines amongst Malaysians stimulated demand.

Halal colour cosmetics

With a large Muslim population, Malaysia saw rising demand for halal-certified colour cosmetics, due to evolving demand from Muslim consumers. In 2017, halal-certified local colour cosmetics brands such as Simply Siti continued to gain stronger shares in colour cosmetics.

Forecast period trends

Consumers will continue to show stronger demand for BB/CC creams in the forecast period, due to the greater visibility of such products nationwide. The benefits of BB/CC creams are expected to convince more users to replace powder or foundation/concealer with BB/CC creams.

COMPETITIVE LANDSCAPE

Mass brands lead colour cosmetics

Mass colour cosmetics have strong demand amongst low- to middle-income consumers. The availability of a wide variety of mass colour cosmetics throughout many retail outlets in Malaysia has generated strong opportunities for growth.

Health and beauty specialist retailers

The repositioning of major health and beauty specialist outlets such as Watson’s and the opening of more beauty outlets, including Sephora, stimulated the distribution share of this channel in colour cosmetics in 2017. Health and beauty specialist retailers such as Watson’s and Guardian continued to import various well-known international colour cosmetics ranges into Malaysia.

Independent brand stores

Monobrand specialist retailers have become increasingly popular for both mass and premium colour cosmetics in Malaysia. Leading colour cosmetics brands such as Innisfree, NYX, Mac, Bobbi Brown, Nars and Shu Uemura have seen rises in the share of sales contributed by such stores.

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