Mass beauty and personal care recorded higher growth rates in both volume and current value terms across a number of categories in 2021. While growth in volume terms was supported by consumers spending more time outdoors compared to the previous year, growth in value terms was driven by the clean beauty trend.
Much like in premium beauty and personal care, mass brands increasingly focus on sustainability, in line with rising consumer awareness about environmental issues. Other than in packaging, the focus on sustainability is increasingly apparent in new retail concepts.
The competitive landscape of mass beauty and personal care remained fairly fragmented in 2021 in Malaysia, and was led by major international players such as Unilever (M) Holdings Sdn Bhd (Dove, Lifebuoy and Brylcreem amongst many others) and L'Oréal (M) Sdn Bhd (Maybelline, L'Oréal Studio Line, Garnier) with the latter also present in the premium category. Japanese brands such as Shokubutsu from Southern Lion Sdn Bhd are also present in the mass category, with the latter continuing to record a strong performance within mass bath and shower due to the ongoing popularity of Japanese brands amongst Malaysians who perceive them to offer higher quality.
Mass beauty and personal care is predicted to record a stronger performance over the forecast period with value sales growth (at constant 2021 prices) set to rise from 2022, due to a further move away from the premium segment as a result of price sensitivity. Nonetheless, as Malaysians gradually regain their purchasing confidence in the second half of the forecast period, they may be more willing to invest in premium products which they perceive to offer further benefits.
Mass products are likely to further penetrate dermocosmetics over the forecast period, as they are given greater visibility by popular health and beauty specialist retailers. The likes of Watsons and Guardian (both in-store and online) will continue to expand their selection to offer a greater range in terms of choice and affordability.
While value growth (at constant 2021 prices) for mass beauty and personal care is predicted to outperform the review period, volume growth will be higher in comparison indicating that price competitiveness will continue to influence demand, especially in a context of high inflation; promotional events such as #HappyBeautifulYear from Watsons and Lazada’s Brands Day, 11.11 and 12.
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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 Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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