In 2021, demand for premium beauty and personal care swiftly recovered. In the previous year, the closure of non-essential stores as part of strict lockdown measures included department stores such as Isetan, Parkson and AEON (where many fragrance counters tend to be situated) and standalone beauty specialist retailers, also influenced the declining trend for the premium segment.
In response to rising consumer awareness about environmental issues, premium beauty and personal care brands increasingly go green to enhance their brand image. For example, L’Occitane’s new boutique at Pavilion Bukit Jalil has a refill fountain where consumers can refill selected products in Forever bottles made from long-lasting, lightweight and 100% recyclable aluminium, available in 250ml and 500ml format.
Major international players retained their leading positions within premium beauty and personal care in Malaysia in 2021, although Estée Lauder, Procter & Gamble and L'Oréal experienced mixed results in terms of gaining or losing value share as smaller players under “others” gained notable ground, driven in part by the move online by consumers. Nevertheless, traditionally, these players enjoy long-standing global brand reputations which are appreciated by more affluent Malaysians and their continued efforts to launch interesting and innovative products over the review period.
Premium beauty and personal care is set to experience double-digit growth (in value sales terms at constant 2021 prices) from 2022 onwards due to social conditions returning to normal, and many consumers returning to specialist stores such as department stores. This growth will be most evident in premium colour cosmetics, skin care, fragrances and bath and shower products.
Following a greater shift online by both consumers and brands during the pandemic to expand their consumer reach and support sales, premium brands of beauty and personal care in Malaysia are likely to further forge relationships with customers through various social media platforms; for instance, Kiehl’s Facebook Room Kommunity is an interactive product sharing session which was launched in February 2021, and Clinique’s Live event on Facebook “Let’s Not Wait. Transform in 7 Days!” which also ran in early 2021 featured several local representatives from the brand discussing how its products can address various issues such as pigmentation or dark circles.
The forecast period is also likely to see a further blurring of boundaries in terms of hybrid or dual-purpose premium beauty and personal care products, a trend also witnessed in the mass segment. For instance, Japanese brand Sulwhasoo from AmorePacific combined colour cosmetics with skin care through its Sulwhasoo Perfecting Foundation which markets the product’s various properties including brightening, anti-ageing and sun protection.
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Understand the latest market trends and future growth opportunities for the Premium 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 Premium 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.
Premium Beauty and Personal Care
This is the aggregation of premium 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 Premium Beauty and Personal Care research and analysis database.
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