Competitive Landscape
Kao Strengthens Lead as Localisation and Asian Brands Drive Shifts
Sun care in Malaysia displayed moderate concentration in 2025, with the top four companies, Kao M Sdn Bhd, DKSH Holdings (M) Bhd, Shiseido Malaysia Sdn Bhd, and Goodai Global Inc, accounting for a combined 58% value share. There were notable share fluctuations over the review period, as Kao increased its share from 15% in 2020 to gain leadership in 2024 with 17% share, before rising to 18% in 2025, while DKSH Holdings, previously the leader, declined from 17% to 14%.
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Overview:
Understand the latest market trends and future growth opportunities for the Sun 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 Sun 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 Sun 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 Sun 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?
Sun Care in Malaysia - Category analysis
Key Data Insights
Sun Care Summary
Clean Formulations and Physical Sunscreen Drive Dynamic Growth in Sun Care
Hybrid Formulations Merge Sun Protection with Skin Care Benefits
Retailers Expand Asian Sun Care Brands to Meet Shifting Consumer Needs
Hybrid Sunscreen Launches Set to Redefine Value and Growth Expectations
Asian Brand Influence and Digital Channels to Accelerate Hybrid Innovation
Kao Strengthens Lead as Localisation and Asian Brands Drive Shifts
Watsons and Guardian Drive Gains for Health and Personal Care Stores
Tiktok Shop Fuels E-Commerce Growth as Local Brands Expand Reach
Evolving Consumer Demands Dictate Advanced Formulations
Players Introduce Climate-Adaptive and Barrier-Strengthening Solutions
Digital Discovery and Premiumisation Reshape Market Dynamics
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:
Sun Care
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- Premium Aftersun
- Mass Aftersun
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- Premium Self-Tanning
- Mass Self-Tanning
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- Premium Sun Protection
- Mass Sun Protection
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- Baby and Child-specific Sun Care
Sun Care
This is the aggregation of sun protection, aftersun, self-tanning products and baby and child-specific sun care.
See all of our definitionsWhy 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 Sun Care research and analysis database.
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