Overall skin care recorded a positive performance in 2021, with many of the products deemed to be an essential part of consumers’ beauty routines, particularly moisturisers and treatments. COVID-19 related restrictions remained in place in the first months of 2021 in Malaysia and consumers stayed at home and continued to work from home.
Both premium and mass skin care brands actively focus on anti-agers, geared at consumers who generally maintain a more complete and sophisticated skin care routine at home. In addition, a growing number of Malaysians start using anti-agers at a much younger age.
The competitive landscape of beauty and personal care remained fairly fragmented in 2021, with only multinationals Procter & Gamble (the premium-positioned SK-II, and the mass-positioned Olay) and L'Oréal (Maybelline, L'Oréal Studio Line, Garnier) with the latter also present in the premium segment, holding double-digit value share overall. The latter’s brand L'Oréal Dermo-Expertise is interesting in that it is a mass skin care product within dermocosmetics and therefore offers greater affordability to mid-income consumers who are still interested in innovation.
Skin care in Malaysia is set to experience an upturn in demand from 2022 onwards to record stronger volume growth compared to the review period. However, this performance is likely to be driven mainly by the dominant mass segment due to lingering price sensitivity amongst many consumers and rising inflation, and its impact on consumer purchasing power, at least for the short term; therefore, premium skin care is predicted to lose further value share to the mass segment although it is still expected to record positive growth rates overall.
The further potential growth of skin care in Malaysia has also created space for greater innovation in terms of formats. Facial cleansing wipes was a negligible category within skin care in the country at the end of the review period but has potential to attract urban more affluent consumers who value time-saving and convenient solutions as part of their skin care regimes.
Dermocosmetics is likely to see further development within skin care over the forecast period, as consumers continue to review their skin care regimes and the damage from outside influences such as pollution that can have an impact on their skin’s health. Retailers such as Watsons, Guardian and AEON Wellness are therefore likely to expand their skin care ranges with a dermocosmetics positioning by importing more products to address this demand.
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Understand the latest market trends and future growth opportunities for the Skin 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 Skin 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.
This is the aggregation of facial care, body care, hand care and skin care sets/kits.See All of Our Definitions
This report originates from Passport, our Skin Care research and analysis database.
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