Beauty and Personal Care in Malaysia

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2023: The big picture
• 2023 key trends
• Competitive landscape
• Retailing developments
• What next for beauty and personal care?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Mass skin care busy with new brands and launches in 2023
• Private label expands as players respond to evolving demand
• Plant-based ingredients rise, while K-beauty and J-beauty trends continue to shape growth

PROSPECTS AND OPPORTUNITIES

• Halal-positioned products to become more visible along with clean and green variants
• E-commerce will remain highly competitive distribution channel in mass beauty and personal care
• Lifestyle and variety stores support further growth and new brand launches

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

PREMIUM BEAUTY AND PERSONAL CARE IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Premium segment benefits from influx of international players
• New luxury brands enter the country via high-end shopping destinations
• Local consumers show greater interest in premium hair and body care

PROSPECTS AND OPPORTUNITIES

• Premium hair skin care to continue rising rapidly
• Forecast period set to see yet more luxury shopping districts and malls open in Malaysia
• Digital trends will boost brands as they invest in personalisation

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

BABY AND CHILD-SPECIFIC PRODUCTS IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Parents shift to natural, multifunctional variants as they seek chemical-free convenience
• Cost-conscious consumers prompt private label innovations
• Parallel imports present competitive threat, while organic and botanical offerings remain in high demand

PROSPECTS AND OPPORTUNITIES

• Convenience trend to continue to drive development, while facial care for children will rise
• Clean and natural positioning grows in importance
• Both online and offline stores to maintain strong distribution of category products

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2018-2023
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

BATH AND SHOWER IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Hand sanitisers slows while body wash/shower gel leads growth
• Bath and shower subject to broader trends found throughout beauty and personal care
• Economic stress supports growth of private label

PROSPECTS AND OPPORTUNITIES

• Bar soap will keep on falling, multifunctional options will keep on rising
• Increased demand for perfumed variants as Malaysians skew towards indulgent scents
• Stiff competition between online and offline players

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2018-2023
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2018-2023
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
• Table 37 NBO Company Shares of Bath and Shower: % Value 2019-2023
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2020-2023
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2023-2028
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

COLOUR COSMETICS IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Influx of new brands and products supports growth in nail polish
• Mass colour cosmetics sees premiumisation
• K-beauty brands still firm favourites, boosted by retailers Watsons and Guardian

PROSPECTS AND OPPORTUNITIES

• Glowing skin as future focus for innovation in make-up
• Sustainability and thematic trends will impact progress
• Hybrid products on the rise as consumers seek out cosmetics that benefit the skin

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2018-2023
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2019-2023
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2020-2023
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2020-2023
• Table 49 LBN Brand Shares of Lip Products: % Value 2020-2023
• Table 50 LBN Brand Shares of Nail Products: % Value 2020-2023
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

DEODORANTS IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Spray format leads growth, followed by roll-ons in 2023
• Serums gain ground as players focus on skin-brightening
• Natural trend informs innovation, and perfumed variants expand

PROSPECTS AND OPPORTUNITIES

• Roll-ons and sprays will see greatest activity, while pack sizes continue to shrink
• Discounts and promotions anticipated to remain crucial sales-drivers
• Hybrid products will become more prevalent, offering skin care benefits

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2018-2023
• Table 55 Sales of Deodorants by Category: % Value Growth 2018-2023
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2018-2023
• Table 57 NBO Company Shares of Deodorants: % Value 2019-2023
• Table 58 LBN Brand Shares of Deodorants: % Value 2020-2023
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2020-2023
• Table 60 Forecast Sales of Deodorants by Category: Value 2023-2028
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

DEPILATORIES IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Women's razors and blades drives overall growth for depilatories
• Private label benefits from price sensitivity
• Salon services hinder growth, and convenience and value-added features drive development

PROSPECTS AND OPPORTUNITIES

• Growth will be curbed by rise of alternatives and lack of brands
• Women's razors and blades to benefit further from cost-consciousness
• Online retailers up their game and force store-based players to invest more in e-commerce

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2018-2023
• Table 64 Sales of Depilatories by Category: % Value Growth 2018-2023
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023
• Table 66 NBO Company Shares of Depilatories: % Value 2019-2023
• Table 67 LBN Brand Shares of Depilatories: % Value 2020-2023
• Table 68 Forecast Sales of Depilatories by Category: Value 2023-2028
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

FRAGRANCES IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Growth surges for fragrances in 2023
• Consumers seek easy entrance to fragrances through trial-size formats
• Fragrance sets/kits lead growth in mass segment, and new stick format appears

PROSPECTS AND OPPORTUNITIES

• Sustainability concerns will become more pressing in products and packaging, while pocket-sized options will grow
• Category holds substantial growth potential
• E-commerce channel likely to keep on expanding

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2018-2023
• Table 71 Sales of Fragrances by Category: % Value Growth 2018-2023
• Table 72 NBO Company Shares of Fragrances: % Value 2019-2023
• Table 73 LBN Brand Shares of Fragrances: % Value 2020-2023
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023
• Table 76 Forecast Sales of Fragrances by Category: Value 2023-2028
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

HAIR CARE IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Hair care sees rush of new launches boasting improved features
• Natural trend drives consumers to demand more plant-based options
• Premiumisation and perfumed hair care gain traction

PROSPECTS AND OPPORTUNITIES

• K-beauty brands and other imports will take up more space in competitive landscape
• Future focus on scalp health and hair loss
• Salon professional segment will flourish, while halal-certified hair care expands

CATEGORY DATA

• Table 78 Sales of Hair Care by Category: Value 2018-2023
• Table 79 Sales of Hair Care by Category: % Value Growth 2018-2023
• Table 80 Sales of Hair Care by Premium vs Mass: % Value 2018-2023
• Table 81 NBO Company Shares of Hair Care: % Value 2019-2023
• Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023
• Table 83 LBN Brand Shares of Hair Care: % Value 2020-2023
• Table 84 LBN Brand Shares of Colourants: % Value 2020-2023
• Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023
• Table 86 LBN Brand Shares of Styling Agents: % Value 2020-2023
• Table 87 LBN Brand Shares of Premium Hair Care: % Value 2020-2023
• Table 88 Forecast Sales of Hair Care by Category: Value 2023-2028
• Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028
• Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

MEN'S GROOMING IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Malaysian men show increased interest in their keeping up appearances
• Men's skin care sees innovation targeting acne-related issues
• Pomade-style hair care becomes more widespread

PROSPECTS AND OPPORTUNITIES

• New brands will boost awareness through disruptive development
• Premiumisation trend to inform innovation in men's skin care
• Anti-agers benefit from greater player investment, while men's razors and blades focus on efficacy

CATEGORY DATA

• Table 91 Sales of Men's Grooming by Category: Value 2018-2023
• Table 92 Sales of Men's Grooming by Category: % Value Growth 2018-2023
• Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023
• Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023
• Table 95 NBO Company Shares of Men's Grooming: % Value 2019-2023
• Table 96 LBN Brand Shares of Men's Grooming: % Value 2020-2023
• Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023
• Table 98 Forecast Sales of Men's Grooming by Category: Value 2023-2028
• Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2023-2028

ORAL CARE IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Prevention and premiumisation shape progress in oral care in 2023
• Consumers shift towards natural ingredients and whitening functionality
• Child-specific products become more prevalent, while gum care rises in importance

PROSPECTS AND OPPORTUNITIES

• New and innovative ingredients to keep on coming
• Promotions, prevention and premiumisation will all drive growth for the forecast period
• Halal-certified offerings to see more investment, and electric toothbrushes will continue to grow

CATEGORY DATA

• Table 100 Sales of Oral Care by Category: Value 2018-2023
• Table 101 Sales of Oral Care by Category: % Value Growth 2018-2023
• Table 102 Sales of Toothbrushes by Category: Value 2018-2023
• Table 103 Sales of Toothbrushes by Category: % Value Growth 2018-2023
• Table 104 Sales of Toothpaste by Type: % Value Breakdown 2019-2023
• Table 105 NBO Company Shares of Oral Care: % Value 2019-2023
• Table 106 LBN Brand Shares of Oral Care: % Value 2020-2023
• Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023
• Table 108 LBN Brand Shares of Toothpaste: % Value 2020-2023
• Table 109 Forecast Sales of Oral Care by Category: Value 2023-2028
• Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028
• Table 111 Forecast Sales of Toothbrushes by Category: Value 2023-2028
• Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

SKIN CARE IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Anti-agers drives overall growth for skin care
• New brands jump on glow-boosting bandwagon
• Body care offers growth opportunities, and dermocosmetic options see increased demand

PROSPECTS AND OPPORTUNITIES

• K-beauty and J-beauty will remain major influence on category development
• Demand for brighteners and whiteners to rise, as premium segments benefit from further store openings
• International players will strengthen their foothold, while new tech accelerates personalisation trend

CATEGORY DATA

• Table 113 Sales of Skin Care by Category: Value 2018-2023
• Table 114 Sales of Skin Care by Category: % Value Growth 2018-2023
• Table 115 NBO Company Shares of Skin Care: % Value 2019-2023
• Table 116 LBN Brand Shares of Skin Care: % Value 2020-2023
• Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023
• Table 118 LBN Brand Shares of Anti-agers: % Value 2020-2023
• Table 119 LBN Brand Shares of Firming Body Care: % Value 2020-2023
• Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023
• Table 121 LBN Brand Shares of Premium Skin Care: % Value 2020-2023
• Table 122 Forecast Sales of Skin Care by Category: Value 2023-2028
• Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

SUN CARE IN MALAYSIA

KEY DATA FINDINGS

2023 DEVELOPMENTS

• Sun care sees healthy growth in Malaysia in 2023
• Derma-brands and blue-light protection attract attention
• Stronger SPF in demand, with hybrid products benefiting from convenience trend

PROSPECTS AND OPPORTUNITIES

• Hybrid trend will accelerate as consumers want sun care with added functionality
• Private label will benefit from value-driven consumption, and sustainability will be centred on packaging
• Self-tanning and aftersun to see only slow growth and limited development during forecast period

CATEGORY DATA

• Table 124 Sales of Sun Care by Category: Value 2018-2023
• Table 125 Sales of Sun Care by Category: % Value Growth 2018-2023
• Table 126 NBO Company Shares of Sun Care: % Value 2019-2023
• Table 127 LBN Brand Shares of Sun Care: % Value 2020-2023
• Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023
• Table 129 Forecast Sales of Sun Care by Category: Value 2023-2028
• Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028