Beauty and Personal Care in Malaysia

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• What next for beauty and personal care?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Mass beauty and personal care enjoys price and accessibility advantages
• Unilever leads with a diversified range of products under key brands like Sunsilk, Dove and Lifebuoy
• Botanification trend gains momentum through new products

PROSPECTS AND OPPORTUNITIES

• Rising cost-of-living to continue to boost the appeal of mass beauty and personal care
• Retail development to push Asian brands in mass beauty and personal care
• More and more consumers to prefer hybrid, clean and "green" mass beauty and personal care products

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029

PREMIUM BEAUTY AND PERSONAL CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• High-end retail space provides opportunities to growth for many premium beauty and personal care players
• L'Oreal invests strongly across its brand portfolio to lead premium beauty and personal care
• Enhanced customer experiences drive stronger interest in premium beauty and personal care

PROSPECTS AND OPPORTUNITIES

• Growing consumer acceptance of internationally renowned premium beauty and personal care brands underlines strong growth forecast
• Cross-category expansion and hybridity to serve as major strategies of premium beauty and personal care players
• High-end retail space remains essential for premium beauty and personal care

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029

BABY AND CHILD-SPECIFIC PRODUCTS IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Economy, quality and convenience choices help to shape demand trends
• Johnson & Johnson leverages a strong brand portfolio to lead baby and child-specific products
• Mother and baby specialist retailers boost the distribution of baby and child-specific products

PROSPECTS AND OPPORTUNITIES

• Premiumisation in baby and child-specific products as parents prioritise quality and clean products for their offspring
• Convenience to drive growth in baby and child-specific toiletries
• Online marketing, research and sales to gain traction

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029

BATH AND SHOWER IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Premiumisation in bath and shower with the entrance of more imports with premium positioning
• Growing popularity of private label as consumers look to value for money
• Bath and shower gains distribution impetus through health and beauty specialists and e-commerce

PROSPECTS AND OPPORTUNITIES

• New products and formats in body wash/shower gel to spur development and growth in bath and shower
• Bar soap to continue to lose ground as Malaysians shift to body wash/shower gel and foam and body scrubs
• Skinification benefits and indulgence variants to spur innovation and new product launches

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2019-2024
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
• Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029

COLOUR COSMETICS IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• New product development boosts mass and premium colour cosmetics
• L'Oreal maintains clear leading position with distinguished offer in colour cosmetics
• Growth in premium colour cosmetics boosts beauty specialists

PROSPECTS AND OPPORTUNITIES

• Popularity of K-beauty brands and hybrid function products to add dynamism to colour cosmetics
• Consumers move towards colour cosmetics virtual try-on services
• Clean beauty and sustainability trends to continue to develop in colour cosmetics

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
• Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
• Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029

DEODORANTS IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Consumers show a stronger preference for deodorants with natural/organic ingredients amidst the emerging clean beauty trend
• Beiersdorf outperforms rivals through constant launches of deodorants promoting enhanced efficacy
• Price promotions and interesting selections draw consumers of deodorants to health and personal care stores

PROSPECTS AND OPPORTUNITIES

• Deodorants players to emphasise higher quality and efficacy in their ranges
• Increasing popularity of serum-based deodorants promotes skinification trend
• Clean beauty positioning to drive new product development

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2019-2024
• Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
• Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
• Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
• Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029

DEPILATORIES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Faster retail volume and value growth in 2024 despite ongoing competition from hair wax salons
• Procter & Gamble leads depilatories with a wide and dynamic product portfolio under Gillette
• Health and beauty specialists lead distribution with strong assortments and high visibility

PROSPECTS AND OPPORTUNITIES

• Limited new product launches and competition from hair wax salons to restrain the development and growth of depilatories
• Niche or emerging brands could develop women's pre-shave
• Products for sensitive skin to gain momentum

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2019-2024
• Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
• Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
• Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
• Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029

FRAGRANCES IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The category sees the fast emergence of body mists and affordability initiatives
• L'Oreal leverages strong brands to maintain the leadership of a highly fragmented competitive landscape
• Newly opened high-end outlets help department stores to stay ahead of the field

PROSPECTS AND OPPORTUNITIES

• The development of premium retailing and emergence of body mists to provide key growth drivers
• Marketing and retail dynamics to boost fragrances in Malaysia
• Sustainable products and packaging to move to the fore

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2019-2024
• Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
• Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
• Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
• Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029

HAIR CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• The salon-at-home experience and premiumisation add dynamism to the category
• Unilever banks on clean beauty and skinification through hair care regimes
• Grocery retailers offer large selections to lead distribution

PROSPECTS AND OPPORTUNITIES

• Premiumisation to fuel retail value growth in the forecast period
• More unique positioning to meet increasingly sophisticated demand
• Players look to cater to the large Muslim population

CATEGORY DATA

• Table 118 Sales of Hair Care by Category: Value 2019-2024
• Table 119 Sales of Hair Care by Category: % Value Growth 2019-2024
• Table 120 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
• Table 121 NBO Company Shares of Hair Care: % Value 2020-2024
• Table 122 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
• Table 123 LBN Brand Shares of Hair Care: % Value 2021-2024
• Table 124 LBN Brand Shares of Colourants: % Value 2021-2024
• Table 125 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
• Table 126 LBN Brand Shares of Styling Agents: % Value 2021-2024
• Table 127 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
• Table 128 Forecast Sales of Hair Care by Category: Value 2024-2029
• Table 129 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
• Table 130 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029

MEN'S GROOMING IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Increasing focus on men's grooming amidst a rising number of appearance- and fashion-conscious male consumers
• Procter & Gamble leads a highly competitive landscape
• Health and personal care stores offer large shelf space for men's grooming products

PROSPECTS AND OPPORTUNITIES

• Premium men's skin care to enjoy strong range expansion and growth opportunities
• Novelties to expand the reach and use of men's grooming products
• Innovation to continue apace in men's hair care

CATEGORY DATA

• Table 78 Sales of Men's Grooming by Category: Value 2019-2024
• Table 79 Sales of Men's Grooming by Category: % Value Growth 2019-2024
• Table 80 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
• Table 81 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
• Table 82 NBO Company Shares of Men's Grooming: % Value 2020-2024
• Table 83 LBN Brand Shares of Men's Grooming: % Value 2021-2024
• Table 84 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
• Table 85 Forecast Sales of Men's Grooming by Category: Value 2024-2029
• Table 86 Forecast Sales of Men's Grooming by Category: % Value Growth 2024-2029

ORAL CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Improving product knowledge and greater affordability see consumers switch to power toothbrushes and more sophisticated oral care routines
• Colgate-Palmolive tops oral care with the largest product coverage from toothbrushes to toothpaste to mouthwashes
• Grocery retailers remain popular as oral care consumers value convenience

PROSPECTS AND OPPORTUNITIES

• Stronger oral hygiene awareness to sustain growth trajectory in oral care
• Parental focus on oral hygiene and diversifying ranges of products and ingredients to add dynamism to oral care
• Convenience packaging and halal products to gain prominence

CATEGORY DATA

• Table 87 Sales of Oral Care by Category: Value 2019-2024
• Table 88 Sales of Oral Care by Category: % Value Growth 2019-2024
• Table 89 Sales of Toothbrushes by Category: Value 2019-2024
• Table 90 Sales of Toothbrushes by Category: % Value Growth 2019-2024
• Table 91 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
• Table 92 NBO Company Shares of Oral Care: % Value 2020-2024
• Table 93 LBN Brand Shares of Oral Care: % Value 2021-2024
• Table 94 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
• Table 95 LBN Brand Shares of Toothpaste: % Value 2021-2024
• Table 96 Forecast Sales of Oral Care by Category: Value 2024-2029
• Table 97 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
• Table 98 Forecast Sales of Toothbrushes by Category: Value 2024-2029
• Table 99 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029

SKIN CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Strong demand growth amidst the rapid engagement of proactive skin care routines
• The highly fragmented competitive landscape features dynamic existing and new competitors
• Strong development in the distribution of skin care featuring concept stores, wider assortments and omnichannel initiatives

PROSPECTS AND OPPORTUNITIES

• Stiff competition between premium and mass skin care in conjunction with soaring numbers of brand launches
• Dermatological skin care to gain traction with a strong emphasis on ingredients-based research
• Sustainability to play a vital role in the presentation of skin care

CATEGORY DATA

• Table 100 Sales of Skin Care by Category: Value 2019-2024
• Table 101 Sales of Skin Care by Category: % Value Growth 2019-2024
• Table 102 NBO Company Shares of Skin Care: % Value 2020-2024
• Table 103 LBN Brand Shares of Skin Care: % Value 2021-2024
• Table 104 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
• Table 105 LBN Brand Shares of Anti-agers: % Value 2021-2024
• Table 106 LBN Brand Shares of Firming Body Care: % Value 2021-2024
• Table 107 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
• Table 108 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
• Table 109 Forecast Sales of Skin Care by Category: Value 2024-2029
• Table 110 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029

SUN CARE IN MALAYSIA

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growing consumer health awareness increases offer and use of sun care products
• Biore UV and Curel by Kao enjoy strong visibility on retail shelves
• Large shelf space for sun care in health and beauty specialists

PROSPECTS AND OPPORTUNITIES

• Premium sun protection to lead development and growth in the forecast period
• Hybrid function sun care products to grow in popularity among Malaysians
• Evolution in formats to gain momentum

CATEGORY DATA

• Table 111 Sales of Sun Care by Category: Value 2019-2024
• Table 112 Sales of Sun Care by Category: % Value Growth 2019-2024
• Table 113 NBO Company Shares of Sun Care: % Value 2020-2024
• Table 114 LBN Brand Shares of Sun Care: % Value 2021-2024
• Table 115 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
• Table 116 Forecast Sales of Sun Care by Category: Value 2024-2029
• Table 117 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029