Competitive Landscape
Unilever and L'oréal Reinforce Dominance through Extensive Distribution and Brand Strength
The hair care landscape in Malaysia remained moderately concentrated in 2025, with a few key players holding high shares. Unilever (M) Holdings Sdn Bhd maintained the largest value share at 25%, followed by L'Oréal (M) Sdn Bhd at 18% and Procter & Gamble (M) Sdn Bhd at 17%.
Deciem’S Retail Expansion and Targeted Launches Drive Emerging Growth Opportunities
Innovative product launches and the expansion of specialised retail formats are reshaping the competitive dynamics in Malaysia’s hair care space. Deciem Asia Pacific Co Ltd, as the exclusive distributor of The Ordinary, is capitalising on growing consumer interest in ingredient transparency and clean beauty.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair 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 Hair 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.
The Hair Care in Malaysia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hair Care in Malaysia?
- Which are the leading brands in Malaysia?
- How are products distributed in Malaysia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Hair Care in Malaysia - Category analysis
Key Data Insights
Hair Care Summary
Steady Growth Driven by Premiumisation and Evolving Consumer Preferences
Salon Professional Hair Care Leads Value with Innovation and Targeted Solutions
Asian Botanical Brands Reshape Product Landscape
Asian Brands and Ingredient Innovation to Boost Product Appeal and Growth
Premium Salon Professional Offerings to Lead Value Growth through Targeted Efficacy
The Rise of Clean and Ethical Hair Care Solutions
Unilever and L'oréal Reinforce Dominance through Extensive Distribution and Brand Strength
Deciem’S Retail Expansion and Targeted Launches Drive Emerging Growth Opportunities
Grocery Retailers Lead with Broad Brand Availability and Consumer Convenience
Retail E-Commerce Accelerates Growth through Exclusive Promotions and Digital Engagement
The Shift Towards Minimalist Formulations
Clinical Efficacy in Single-Brand Retail
Securing Loyalty through Accessible Distribution
Beauty and Personal Care in Malaysia - Industry Overview
2025 Developments
Key Data Insights
Asian Beauty Trends and Localised Innovations Drive Robust Market Growth
Clean Beauty and Science-Led Products Boost Sales
Social Commerce and Influencer Marketing Drive Beauty Sales in Malaysia
Specialists to Leverage Mass Discounts to Sustain Value Growth
Ingredient-Led Skin Care and Hybrid Sun Care to Drive Sales
Tiktok and Ingredient Innovation Set to Drive New Purchasing Behaviours
Multinationals Maintain Lead through Scale and Targeted Innovation
Watsons and Guardian Leverage Private Label and Discounts to Capture Value-Driven Shoppers
Beauty Specialists Capture Premium Brand Share as Department Stores Retreat
Online Flagship Stores and Payday Campaigns Fuel E-Commerce Gains
Evolving Consumer Demands Shape New Product Development
Hybrid Formulations and Retail Technology Lead Recent Launches
Strategic Pricing and Omnichannel Integration Secure Future Growth
Country Reports Disclaimer
The following categories and subcategories are included:
Hair Care
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Hair Care research and analysis database.
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