馬來西亞的美容和個人護理

到2025年，馬來西亞美容及個人護理市場將實現4%的顯著銷售成長，超越眾多鄰國，零售額將達到166億馬來西亞馬幣。這一強勁表現得益於積極的創新、穩健的宏觀經濟環境，以及精通數位技術、注重性價比的消費者群體對新型銷售方式和趨勢的快速接受。不斷擴大的消費群體，尤其是年輕一代中日益成長的科技消費者，進一步凸顯了該市場的吸引力。

Euromonitor International發布的《馬來西亞美容及個人護理市場》報告全面分析了馬來西亞美容及個人護理市場的規模和結構。報告涵蓋了2021年至2025年的最新零售銷售資料，有助於識別成長驅動型產業。此外，報告也對2030年之前的市場發展趨勢進行了預測。

目標產品：嬰幼兒產品、淋浴設備產品、彩妝、除臭劑、除毛產品、皮膚護理產品、香水、護髮產品、大眾市場美容及個人保健產品、男士護理產品、口腔護理產品（不含電動牙刷）、高階美容及個人保健產品、精品美容及個人保健產品、護膚、防曬產品

資料範圍：市場規模（歷史資料和預測資料）、企業市場占有率、品牌佔有率、分銷資料

購買這份報告有什麼好處？

• 全面了解美容和個人護理市場。
• 辨識成長型產業，了解推動市場變化的因素。
• 分析競爭格局、主要市場參與企業和主要品牌。
• 根據五年預測，評估市場的未來成長潛力。

目錄

執行摘要

• 2025年的發展趨勢

關鍵資料分析

主要行業趨勢

產業表現

• 亞洲美容潮流和本土創新推動市場強勁成長。
• 「清潔美容」和以科學為基礎的產品促進銷售。
• 社交電商和網紅行銷推動馬來西亞美妝產品的銷售。

前景

• 專家認為，利用批量折扣可以維持價值成長。
• 「注重成分的護膚」和「混合型防曬油」推動銷售。
• TikTok 和食品配料的創新有望推動新的購買行為。

競爭格局

• 跨國公司透過規模經濟和專注創新來保持領先地位。
• Watsons和Guardian正利用自有品牌和折扣來吸引注重性價比的消費者。

通路

• 隨著百貨公司的規模縮小，美容專賣店為奢侈品牌贏得更多市場佔有率。
• 線上旗艦店和發薪日宣傳活動推動電子商務成長。

產品

• 消費者需求的變化影響新產品的開發。
• 混合配方和零售技術推動近期產品的上市。
• 策略定價和全通路整合將確保未來的成長。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞嬰幼兒用品

關鍵資料分析

• 2025年的發展趨勢
• 嬰幼兒產品概覽

主要行業趨勢

產業表現

• 父母轉向使用高階、親膚的產品，推動了產品價值的穩定成長。
• 隨著父母追求便利和安全，嬰兒擦拭巾的消費推動支出成長。
• 透過直播和互動零售吸引新一代父母。

前景

• 年輕父母預計將推動數位商品和高階商品的需求。
• 目標是透過從頭到腳的產品創新，在成本和便利性之間取得平衡。
• 電子商務和低過敏配方徹底改變商務策略。

競爭格局

• 隨著 Johnson & Johnson市場佔有率的下降，Summit縮小差距。

通路

• 超級市場憑藉其豐富的品牌選擇和便利性吸引家長。
• 隨著家長尋求更多選擇和支持，零售電子商務蓬勃發展。

產品

• 清潔配方和多功能形態推動發展。
• 具有創新質地和多功能清潔方案的產品已上市。
• 策略性產品重組和敏捷分銷改變市場動態。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞的沐浴和淋浴設備

關鍵資料分析

• 2025年的發展趨勢
• 沐浴和淋浴設備概述

主要行業趨勢

產業表現

• Bouquet Garni'帶來的感官體驗提升人們對整體健康的需求。
• 由於消費者偏好的改變，固態的銷量下降，而沐浴露則佔據了市場主導地位。
• 隨著溫和配方產品的興起，Lifeboy 將其業務轉向護膚解決方案。

前景

• 在持續的成本壓力下，Watsons和 Guardian 致力於推動以價值為導向的創新。
• 隨著沐浴露和以科學為基礎的產品系列的激增，預計固態市場將進一步萎縮。
• 推出以成分為主要賣點的新產品，並提供補充裝，重建消費者忠誠度。

競爭格局

• Unilever擴大了旗下Lifebuoy和Vaseline品牌，鞏固了其在業界的領先地位。

通路

• 美容專家推動多品牌產品的擴張和分銷量的激增。
• Watsons利用獨家折扣來吸引線上需求。

產品

• 針對性配方和活性成分推動新的發展。
• 自有品牌和專業品牌提供先進的身體保養產品。
• 透過策略性地擴展產品線，鞏固市場領導地位並贏得客戶忠誠度。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞彩妝

關鍵資料分析

• 2025年的發展趨勢
• 彩妝概要

主要行業趨勢

產業表現

• 亞洲品牌日益擴大市場佔有率，實現經濟實惠的成長和價格優勢。
• 混合型產品增強了高階質感，更具吸引力。
• Wardah 利用人工智慧改變購物體驗。

前景

• 亞洲品牌推動永續價值成長。
• 混合美容領域的價值驅動創新
• 透過社群媒體加強消費者互動

競爭格局

• 隨著細分市場競爭加劇，大型跨國製造商正面臨市場佔有率波動。

通路

• 隨著美容專賣店開設獨立門市，百貨公司正失去市場佔有率。
• 借助虛擬試穿技術，人工智慧驅動的零售電子商務迅速擴大市場佔有率。

產品

• 向體驗式數位零售轉型
• 突破性的虛擬試穿工具和社交活動
• 策略差異化與價值創造

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞除臭劑

關鍵資料分析

• 2025年的發展趨勢
• 除臭劑概述

主要行業趨勢

產業表現

• 受經濟韌性和人口成長的支撐，零售額穩定成長。
• 馬來西亞天然環保除臭劑的興起
• 社交電商和人工智慧加速馬來西亞除臭劑市場的競爭。

前景

• 領先品牌透過價格促銷和提升消費者價值來推動成長。
• 由於其使用方便，預計除臭噴霧將繼續受到歡迎。
• 清潔和混合功能產品重新定義消費者的期望和創新。

競爭格局

• Beiersdorf和Unilever透過創新和行銷鞏固其市場主導地位。

通路

• 健康與個人護理專賣店推動銷售，現代食品銷售管道也為其提供了支援。
• 僅限線上銷售的促銷活動推動零售電子商務的加速成長。

產品

• 含有護膚成分的產品的興起
• 多功能應用領域的突破性進展
• 策略定位與市場領導地位

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞除毛沙龍

關鍵資料分析

• 2025年的發展趨勢
• 除毛產品概述

產業表現

• Glowcode 利用護膚成分進行創新，以成本績效。
• Veet宣布改進配方，以回應消費者對天然成分的需求。
• 自有品牌與美髮沙龍之間的競爭重塑品牌策略和消費者忠誠度。

前景

• 預計除毛沙龍將推動消費者對專業除毛的需求。
• 雖然除毛產品繼續佔據市場主導地位，但預計女性用刮鬍刀市場將迎來快速成長。

競爭格局

• Procter & Gamble和Reckitt Benckiser透過創新鞏固了其市場領導地位。

通路

• 健康美容專家在市場上佔據主導地位。
• TikTok Shop和電子商務加速除毛產品的銷售成長。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞香水

關鍵資料分析

• 2025年的發展趨勢
• 香水概要

主要行業趨勢

產業表現

• 本土品牌正利用食物香味來吸引消費者的興趣。
• 永續性推動馬來西亞年輕人購買香水。
• 數位優先品牌徹底改變消費者的行為。

前景

• 小眾香水製造商正試圖從高階品牌吸引對價格敏感的顧客。
• 受食物啟發而興起的獨特地方香氛。
• 持久留香的阿拉伯和琥珀香水的需求激增。

競爭格局

• L'Oreal透過推出可替換裝產品和品牌多元化進一步擴大其領先地位。

通路

• 化妝品專賣店的市場佔有率成長，而百貨公司的發展動力減弱。
• 電子商務超越了傳統銷售管道。

產品

• 消費者偏好的變化影響新產品的開發。
• 全球各大品牌都在積極應對，推出永續且高效的產品形式。
• 零售通路的演變改變傳統的市場佔有率。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞的護髮服務

關鍵資料分析

• 2025年的發展趨勢
• 護髮要點

主要行業趨勢

產業表現

• 優質化和消費者偏好變化推動了穩定成長。
• 為美髮沙龍提供的專業護髮解決方案，憑藉創新和針對性的解決方案，在價值方面處於領先地位。
• 亞洲植物來源品牌重塑產品市場。

前景

• 亞洲品牌和原料的創新將提升產品吸引力和促進成長。
• 為高階沙龍提供的專業產品，透過精準的功效提升價值。
• 清潔且符合道德規範的護髮產品的興起

競爭格局

• Unilever和L'Oreal正利用其廣泛的分銷網路和品牌優勢，進一步鞏固其市場主導地位。
• Deciem 的零售擴張和有針對性的新產品發布推動新的成長機會。

通路

• 食品零售商以其豐富的品牌選擇和便利的購物體驗引領潮流。
• 零售電子商務正透過限時促銷和數位化互動加速成長。

產品

• 極簡主義風格的趨勢
• 單品牌零售店的臨床療效
• 透過便利的配送方式贏得顧客忠誠度。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞男士理容

關鍵資料分析

• 2025年的發展趨勢
• 男士儀容護理概述

主要行業趨勢

產業表現

• 亞洲美容潮流推動男士護理市場的成長。
• 生活方式和氣候因素影響著男士盥洗用品市場。
• 在優質化趨勢下，男士香水市場呈現強勁成長動能。

前景

• 個人消費增加和人口成長預計將推動經濟持續擴張。
• 預計男士洗漱用品將推動市場規模和價值的成長，而香水預計將成為成長的驅動力。
• 優質化和創新有望為男士護理品牌開闢新的成長途徑。

競爭格局

• 即使在逐步走向集中化的趨勢下，大型製造商仍然保持著自己的地位。

通路

• 實體店仍然是男士護理產品銷售管道的主導力量。
• 零售電子商務的加速成長改變購買趨勢和競爭格局。

產品

• 消費者需求的轉變推動先進配方的發展。
• 先進的製劑和標靶療法市場上湧現。
• 策略差異化確保長期市場擴張。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞的口腔護理

關鍵資料分析

• 2025年的發展趨勢
• 口腔護理摘要

主要行業趨勢

產業表現

• Darlie憑藉其混合創新技術，滿足了人們對口腔護理習慣日益成長的需求。
• 新品牌正利用其清真認證吸引馬來西亞的年輕人。
• 永續性和清潔製造影響消費者的選擇。

前景

• 清真認證產品的推出可望吸引具有環保意識的消費者。
• 創新和全面的護理方案推動口腔清潔用品市場的成長
• 環保包裝將徹底改變產品策略。

競爭格局

• Colgate-Palmolive公司正透過創新來鞏固其領導地位。

通路

• 隨著消費者在購買口腔護理產品時追求便利性，超級市場日益擴大其銷售網路。
• Shopee透過線上口腔護理特賣來提升其電子商務銷售額。

產品

• 美學效果的提升和配方技術的進步推動新的發展。
• 具有環保意識的策略重新定義包裝和原料採購。
• 策略性投資組合多元化確保市場領先地位。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞護膚

關鍵資料分析

• 2025年的發展趨勢
• 護膚總結

主要行業趨勢

產業表現

• 「清潔美容」和「科學」推動馬來西亞護膚市場的成長。
• Kiehl's推出的「肌膚煥新」系列吸引了注重肌膚長壽的消費者，臉部保養推動市場成長。
• 隨著皮膚科醫生主導的解決方案越來越受歡迎，Guardian及其亞洲品牌日益擴大其業務範圍。

前景

• 亞洲美妝品牌將加速推出滿足特定需求的平價解決方案。
• 以成分為導向的臉部保養產品預計將在需求方面超越所有其他類型的產品。
• 馬來西亞護膚行銷策略的演變及其與生活方式的關係。

競爭格局

• 隨著員工敬業度和創新能力的提升，Procter & Gamble和L'Oreal繼續保持領先地位。

通路

• Guardian 利用其在亞洲的護膚業務，鞏固其在專業領域的領先地位。
• Watsons和TikTok Shop透過數位化互動推動電子商務快速成長。

產品

• 不斷變化的消費者優先事項和全通路體驗
• 針對高階和大眾市場推出新產品。
• 市場佔有率趨勢和分銷策略

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞的防曬措施

關鍵資料分析

• 2025年的發展趨勢
• 防曬措施概述

主要行業趨勢

產業表現

• 清潔配方和實體防曬油推動防曬產品市場的強勁成長。
• 這款混合配方兼具防曬油和護膚功效。
• 為了滿足不斷變化的消費者需求，零售商日益擴大亞洲防曬油品牌的選擇範圍。

前景

• 「混合型防曬油」的推出可望重新定義其價值和成長預期。
• 亞洲品牌的影響力和數位管道加速混合創新。

競爭格局

• 本土化和亞洲品牌的崛起推動市場變革，花王日益擴大其領先優勢。

通路

• Watsons和Guardian推動健康和個人護理商店的銷售額成長。
• TikTok Shop促進電子商務成長，使本土品牌能夠擴大其影響力。

產品

• 不斷變化的消費者需求需要更精密的配方。
• 各公司已宣布目的是氣候調適和加強屏障的解決方案。
• 數位化發現和優質化重塑市場動態。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞高階美容及個人護理

關鍵資料分析

• 2025年的發展趨勢
• 高階美容及個人護理產品概述

主要行業趨勢

產業表現

• 儘管人們對經濟狀況日益擔憂，但馬來西亞的高階美容市場仍在持續成長。
• 成分創新和皮膚病學領域的進步推動高階護膚市場的發展。
• 高階美容市場中多功能混合產品的興起

前景

• 在創新和經濟穩定的推動下，馬來西亞高階美容市場預計將迎來強勁成長。
• 隨著混合化趨勢改變市場需求，高階護膚持續保持領先地位。
• 體驗式行銷和不斷擴大的零售網路推動彩妝和香水市場的成長。

競爭格局

• L'Oreal正利用多品牌策略來鞏固其市場領導地位。

產品

• 向目標有效性過渡
• 沉浸式零售體驗與專家配方
• 透過體驗式行銷實現保費的永續成長

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

馬來西亞大眾美容及個人護理市場

關鍵資料分析

• 2025年的發展趨勢
• 大眾美容和個人護理概述

主要行業趨勢

產業表現

• Thco正透過拓展其C-Beauty和K-Beauty業務來吸引年輕消費者。
• 護膚品是大眾市場美容產品銷售的主要驅動力，而價格親民的彩妝產品也為市場成長做出了貢獻。
• 大幅降價和注重實效的創新推動品牌忠誠度的轉變。

前景

• 成本意識和價值導向行為推動大眾美容市場的強勁成長。
• 在護膚領域，透過成分驅動的創新，維持產業領先地位。
• 在「降級消費」的持續趨勢下，推出以混合型產品和原料為重點的新產品將有助於保值。

競爭格局

• 儘管自有品牌日益擴大市場佔有率，但Unilever仍保持領先地位。

產品

• 注重成分配方和自有品牌擴張塑造產品開發的新方向。
• 大型零售商和全球公司開發有針對性的產品線。
• 積極的促銷策略和日益激烈的競爭重新定義品牌忠誠度的本質。

經濟情勢

消費者狀況

• 關於國家報告的免責聲明

Beauty and personal care in Malaysia delivered standout value growth of 4% in 2025, outpacing many regional peers, with retail sales reaching MYR16.6 billion. This performance was fuelled by an environment of robust innovation, a resilient macroeconomic backdrop, and rapid adoption of new formats and trends among digitally engaged, value-driven consumers. The attractiveness of this landscape is underscored by a broadening consumer base, particularly younger, tech-savvy shoppers, who are both hig...

Euromonitor International's Beauty and Personal Care in Malaysia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

• Get a detailed picture of the Beauty and Personal Care market;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market's major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

• 2025 Developments

Key Data Insights

Key Industry Trends

• CHART 1 Key Industry Trends for Beauty and Personal Care

Industry Performance

• Asian Beauty Trends and Localised Innovations Drive Robust Market Growth
• CHART 2 Guardian Unveils High Number of Asia-Made Skin Care Products at Skinqi Event
• Clean Beauty and Science-Led Products Boost Sales
• CHART 3 Dove Launches Zero Deodorant in Malaysia
• Social Commerce and Influencer Marketing Drive Beauty Sales in Malaysia
• CHART 4 Tiktok Beauty Fest Officially Launches Locally in 2025
• CHART 5 Value Sales 2020-2030
• CHART 6 Volume Sales 2020-2030
• CHART 7 Value Sales by Category 2025

What's Next?

• Specialists to Leverage Mass Discounts to Sustain Value Growth
• Ingredient-Led Skin Care and Hybrid Sun Care to Drive Sales
• CHART 8 Analyst Insight for Beauty and Personal Care
• Tiktok and Ingredient Innovation Set to Drive New Purchasing Behaviours
• CHART 9 Forecast Value Sales 2020-2030
• CHART 10 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Multinationals Maintain Lead through Scale and Targeted Innovation
• Watsons and Guardian Leverage Private Label and Discounts to Capture Value-Driven Shoppers
• CHART 11 Company Shares 2025
• CHART 12 Brand Shares 2025

Channels

• Beauty Specialists Capture Premium Brand Share as Department Stores Retreat
• Online Flagship Stores and Payday Campaigns Fuel E-Commerce Gains
• CHART 13 Retail Channels 2020-2025

Products

• Evolving Consumer Demands Shape New Product Development
• Hybrid Formulations and Retail Technology Lead Recent Launches
• Strategic Pricing and Omnichannel Integration Secure Future Growth

Economic Context

• CHART 14 Economic Context for Beauty and Personal Care
• CHART 15 Real Gdp Growth 2020-2030
• CHART 16 Inflation 2020-2030

Consumer Context

• CHART 17 Consumer Context for Beauty and Personal Care
• CHART 18 Population 2020-2030
• CHART 19 Consumer Expenditure 2020-2030
• CHART 20 Population by Generation 2025
• Country Reports Disclaimer

BABY AND CHILD-SPECIFIC PRODUCTS IN MALAYSIA

Key Data Insights

• 2025 Developments
• Baby and Child-Specific Products Summary

Key Industry Trends

• CHART 21 Key Industry Trends for Baby and Child-Specific Products

Industry Performance

• Parents Shift to Premium Gentle Solutions Drives Steady Value Gains
• Baby Wipes Leads Spending as Parents Seek Convenience and Safety
• Engaging a New Generation of Parents through Livestreaming and Interactive Retail
• CHART 22 Value Sales 2020-2030
• CHART 23 Volume Sales 2020-2030
• CHART 24 Value Sales by Category 2025
• CHART 25 Goongbe Korean Premium Derma Skin Care Line Enters Malaysia
• CHART 26 Ily by Jeong Family Launched Locally through Wow Beauty

What's Next?

• Younger Parents Set to Drive Digital Sales and Premium Product Demand
• Balancing Cost and Convenience through Head-To-Toe Product Innovation
• CHART 27 What's Next? for Baby and Child-Specific Products
• E-Commerce and Gentle Formulations to Reshape Business Strategies
• CHART 28 Forecast Value Sales 2020-2030
• CHART 29 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Summit Narrows Gap as Johnson & Johnson'S Share Slides
• CHART 30 Company Shares 2025
• CHART 31 Brand Shares 2025

Channels

• Supermarkets Attracts Parents with Broad Brand Selection and Convenience
• Retail E-Commerce Gains Traction as Parents Seek Choice and Support
• CHART 32 Retail Channels 2020-2025

Products

• Clean Formulations and Multifunctional Formats Drive Development
• Textural Innovations and Versatile Cleansing Solutions Enter the Market
• Strategic Reformulations and Agile Distribution Alter Market Dynamics

Economic Context

• CHART 33 Economic Context for Baby and Child-Specific Products
• CHART 34 Real Gdp Growth 2020-2030
• CHART 35 Inflation 2020-2030

Consumer Context

• CHART 36 Consumer Context for Baby and Child-Specific Products
• CHART 37 Population 2020-2030
• CHART 38 Consumer Expenditure 2020-2030
• CHART 39 Population by Generation 2025
• Country Reports Disclaimer

BATH AND SHOWER IN MALAYSIA

Key Data Insights

• 2025 Developments
• Bath and Shower Summary

Key Industry Trends

• CHART 40 Key Industry Trends for Bath and Shower

Industry Performance

• Bouquet Garni'S Sensory Launches Boost Holistic Wellbeing Demand
• Body Wash Dominates as Bar Soap Declines Due to Changing Consumer Preferences
• Lifebuoy Pivots to Skin Solutions as Gentle Formulations Surge
• CHART 41 Value Sales 2020-2030
• CHART 42 Volume Sales 2020-2030
• CHART 43 Value Sales by Category 2025
• CHART 44 Bath and Shower Sees High Number of Launches Featuring Holistic Wellbeing Ingredients
• CHART 45 Surge in Gentle Formulations Prioritising Skin Health

What's Next?

• Watsons and Guardian Set to Drive Value-Led Innovation as Cost Pressures Persist
• Bar Soap to See Further Decline as Body Wash and Science-Led Ranges Surge
• CHART 46 What's Next? for Bath and Shower
• Ingredient-Led Launches and Refill Solutions Reshape Consumer Loyalty
• CHART 47 Forecast Value Sales 2020-2030
• CHART 48 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Unilever Expands Lifebuoy and Vaseline to Reinforce Leadership
• CHART 49 Company Shares 2025
• CHART 50 Brand Shares 2025

Channels

• Beauty Specialists Drive Multi-Brand Expansion and Spike in Distribution
• Watsons Leverages Exclusive Discounts to Capture Online Demand
• CHART 51 Retail Channels 2020-2025

Products

• Targeted Formulations and Active Ingredients Shape New Development
• Private Label and Specialist Brands Introduce Advanced Body Care
• Strategic Portfolio Expansion Secures Market Leadership and Loyalty

Economic Context

• CHART 52 Economic Context for Bath and Shower
• CHART 53 Real Gdp Growth 2020-2030
• CHART 54 Inflation 2020-2030

Consumer Context

• CHART 55 Consumer Context for Bath and Shower
• CHART 56 Population 2020-2030
• CHART 57 Consumer Expenditure 2020-2030
• CHART 58 Population by Generation 2025
• Country Reports Disclaimer

COLOUR COSMETICS IN MALAYSIA

Key Data Insights

• 2025 Developments
• Colour Cosmetics Summary

Key Industry Trends

• CHART 59 Key Industry Trends for Colour Cosmetics

Industry Performance

• Asian Brands Expand Presence, Driving Accessible Growth and Affordability
• Hybrid Products Drive Premium Appeal
• Wardah Leverages Ai to Reshape Shopping Experience
• CHART 60 Value Sales 2020-2030
• CHART 61 Volume Sales 2020-2030
• CHART 62 Value Sales by Category 2025
• CHART 63 Retailers Boost Presence of C-Beauty and K-Beauty Colour Cosmetics
• CHART 64 Hybrid Colour Cosmetics Launched by Brands Like Haus Labs and Charlotte Tilburry
• CHART 65 Wardah Introduces Personal Colour Expert Ai?Shopping Assistance Tool

What's Next?

• Asian Brands to Drive Sustained Value Growth
• Value-Driven Innovation in Hybrid Beauty
• CHART 66 What's Next? for Colour Cosmetics
• Social Media to Amplify Consumer Engagement
• CHART 67 Forecast Value Sales 2020-2030
• CHART 68 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Leading Multinational Manufacturers Face Shifting Market Shares Amid Rising Niche Competition
• CHART 69 Company Shares 2025
• CHART 70 Brand Shares 2025

Channels

• Department Stores Lose Ground as Beauty Specialists Expand Standalone Presence
• Ai-Driven Retail E-Commerce Rapidly Gains Share with Virtual Try-On Technologies
• CHART 71 Retail Channels 2020-2025

Products

• The Shift Towards Experiential Digital Retail
• Pioneering Virtual Try-On Tools and Social Activations
• Strategic Differentiation and Value Creation

Economic Context

• CHART 72 Economic Context for Colour Cosmetics
• CHART 73 Real Gdp Growth 2020-2030
• CHART 74 Inflation 2020-2030

Consumer Context

• CHART 75 Consumer Context for Colour Cosmetics
• CHART 76 Population 2020-2030
• CHART 77 Consumer Expenditure 2020-2030
• CHART 78 Population by Generation 2025
• Country Reports Disclaimer

DEODORANTS IN MALAYSIA

Key Data Insights

• 2025 Developments
• Deodorants Summary

Key Industry Trends

• CHART 79 Key Industry Trends for Deodorants

Industry Performance

• Steady Growth in Retail Value Driven by Economic Resilience and Population Expansion
• The Rise of Natural and Eco-Friendly Deodorants in the Malaysia
• Social Commerce and Ai Accelerate Competition in Malaysian Deodorants
• CHART 80 Value Sales 2020-2030
• CHART 81 Volume Sales 2020-2030
• CHART 82 Value Sales by Category 2025
• CHART 83 Deodorant Brands Support Clean Reimagined with Natural Ingredients

What's Next?

• Leading Brands to Drive Growth through Price Promotions and Consumer Value
• Deodorant Sprays to Maintain Popularity Due to Convenience
• CHART 84 What's Next? for Deodorants
• Clean and Hybrid Function Products to Reshape Consumer Expectations and Innovation
• CHART 85 Forecast Value Sales 2020-2030
• CHART 86 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Beiersdorf and Unilever Consolidate Dominance through Innovation and Marketing
• CHART 87 Company Shares 2025
• CHART 88 Brand Shares 2025

Channels

• Health and Personal Care Stores Lead Distribution, Supported by Modern Grocery Channels
• Retail E-Commerce Accelerates Growth Driven by Exclusive Online Promotions
• CHART 89 Retail Channels 2020-2025

Products

• The Rise of Skin Care-Infused Formulations
• Breakthroughs in Multifunctional Applications
• Strategic Positioning and Market Leadership

Economic Context

• CHART 90 Economic Context for Deodorants
• CHART 91 Real Gdp Growth 2020-2030
• CHART 92 Inflation 2020-2030

Consumer Context

• CHART 93 Consumer Context for Deodorants
• CHART 94 Population 2020-2030
• CHART 95 Consumer Expenditure 2020-2030
• CHART 96 Population by Generation 2025
• Country Reports Disclaimer

DEPILATORIES IN MALAYSIA

Key Data Insights

• 2025 Developments
• Depilatories Summary

Industry Performance

• Glowcode Leverages Skin Care Infusion to Drive Value-For-Money Innovation
• Veet Responds to Natural Ingredient Demand with Upgraded Formula
• Private Label and Salon Competition Reshape Brand Strategies and Consumer Loyalty
• CHART 97 Value Sales 2020-2030
• CHART 98 Volume Sales 2020-2030
• CHART 99 Value Sales by Category 2025
• CHART 100 Glowcode 4 in 1 Hair Removal Cream with Skin-Care Infusion Launches Locally

What's Next?

• Waxing Salons Set to Drive Consumers to Professional Hair Removal
• Women's Razors Set for Rapid Growth as Hair Removers Maintain Market Lead
• CHART 101 Forecast Value Sales 2020-2030
• CHART 102 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Procter & Gamble and Reckitt Benckiser Extend Leadership with Innovation
• CHART 103 Company Shares 2025
• CHART 104 Brand Shares 2025

Channels

• Health and Beauty Specialists Dominate Distribution
• Tiktok Shop and E-Commerce Accelerate Sales Growth of Depilatories
• CHART 105 Retail Channels 2020-2025

Economic Context

• CHART 106 Economic Context for Depilatories
• CHART 107 Real Gdp Growth 2020-2030
• CHART 108 Inflation 2020-2030

Consumer Context

• CHART 109 Consumer Context for Depilatories
• CHART 110 Population 2020-2030
• CHART 111 Consumer Expenditure 2020-2030
• CHART 112 Population by Generation 2025
• Country Reports Disclaimer

FRAGRANCES IN MALAYSIA

Key Data Insights

• 2025 Developments
• Fragrances Summary

Key Industry Trends

• CHART 113 Key Industry Trends for Fragrances

Industry Performance

• Local Brands Leverage Food-Inspired Scents to Drive Consumer Engagement
• CHART 114 Food-Inspired Fragrances Unveiled in the Fragrance of Asia Event
• Sustainability Drives Fragrance Purchases among Younger Malaysians
• CHART 115 The Apothecary Offers Artisanal Solid Cologne Sticks
• Digital-First Brands Reshape Buying Behaviour
• CHART 116 Fragrance Festival Malaysia 2025 Provides Interactive Space for Niche Fragrance Players
• CHART 117 Value Sales 2020-2030
• CHART 118 Volume Sales 2020-2030

What's Next?

• Niche Perfume Makers Set to Draw Price-Conscious Shoppers From Premium Lines
• The Rise of Unique, Food-Inspired Local Scents
• CHART 119 Analyst Insight for Fragrances
• Surging Demand for Long-Lasting Arabic and Amber-Based Fragrances
• CHART 120 Forecast Value Sales 2020-2030

Competitive Landscape

• L'Oreal Boosts Its Lead with Refillable Launches and Diversified Brands
• CHART 121 Company Shares 2025
• CHART 122 Brand Shares 2025

Channels

• Department Stores Lose Ground as Beauty Specialists Gain Share
• E-Commerce Outpace Traditional Channels
• CHART 123 Retail Channels 2020-2025

Products

• Shifting Consumer Preferences Shape New Product Development
• Global Brands Respond with Sustainable and Potent Formats
• Evolving Retail Channels Disrupt Traditional Market Shares

Economic Context

• CHART 124 Economic Context for Fragrances
• CHART 125 Real Gdp Growth 2020-2030
• CHART 126 Inflation 2020-2030

Consumer Context

• CHART 127 Consumer Context for Fragrances
• CHART 128 Population 2020-2030
• CHART 129 Consumer Expenditure 2020-2030
• CHART 130 Population by Generation 2025
• Country Reports Disclaimer

HAIR CARE IN MALAYSIA

Key Data Insights

• 2025 Developments
• Hair Care Summary

Key Industry Trends

• CHART 131 Key Industry Trends for Hair Care

Industry Performance

• Steady Growth Driven by Premiumisation and Evolving Consumer Preferences
• Salon Professional Hair Care Leads Value with Innovation and Targeted Solutions
• Asian Botanical Brands Reshape Product Landscape
• CHART 132 Value Sales 2020-2030
• CHART 133 Volume Sales 2020-2030
• CHART 134 Value Sales by Category 2025
• CHART 135 Naturelab Tokyo Debuts in Malaysia with Natural and Clean Saisei and Kiseki Range
• CHART 136 Major Brands Launch Longevity Hair Care Ranges in Malaysia
• CHART 137 See Young Brings Chinese Botanical Hair Care to Malaysia via Partnership with Guardian

What's Next?

• Asian Brands and Ingredient Innovation to Boost Product Appeal and Growth
• Premium Salon Professional Offerings to Lead Value Growth through Targeted Efficacy
• CHART 138 What's Next? for Hair Care
• The Rise of Clean and Ethical Hair Care Solutions
• CHART 139 Forecast Value Sales 2020-2030
• CHART 140 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Unilever and L'oreal Reinforce Dominance through Extensive Distribution and Brand Strength
• Deciem'S Retail Expansion and Targeted Launches Drive Emerging Growth Opportunities
• CHART 141 Company Shares 2025
• CHART 142 Brand Shares 2025

Channels

• Grocery Retailers Lead with Broad Brand Availability and Consumer Convenience
• Retail E-Commerce Accelerates Growth through Exclusive Promotions and Digital Engagement
• CHART 143 Retail Channels 2020-2025

Products

• The Shift Towards Minimalist Formulations
• Clinical Efficacy in Single-Brand Retail
• Securing Loyalty through Accessible Distribution

Economic Context

• CHART 144 Economic Context for Hair Care
• CHART 145 Real Gdp Growth 2020-2030
• CHART 146 Inflation 2020-2030

Consumer Context

• CHART 147 Consumer Context for Hair Care
• CHART 148 Population 2020-2030
• CHART 149 Consumer Expenditure 2020-2030
• CHART 150 Population by Generation 2025
• Country Reports Disclaimer

MEN'S GROOMING IN MALAYSIA

Key Data Insights

• 2025 Developments
• Men's Grooming Summary

Key Industry Trends

• CHART 151 Key Industry Trends for Men's Grooming

Industry Performance

• Asian Beauty Trends Drive Growth in Men's Grooming
• CHART 152 K-Beauty Grafen Sea Salt Water Spray Promotes Lightweight Styling Formula
• Lifestyle and Climate Factors Shape Men's Toiletries
• CHART 153 Gatsby Aesthetic Range Unveiled in Malaysia
• Men's Fragrances Exhibit Dynamic Growth Amid Premiumisation Trends
• CHART 154 Value Sales 2020-2030
• CHART 155 Volume Sales 2020-2030

What's Next?

• Rising Consumer Spending and Population Growth to Drive Sustained Expansion
• Men'S Toiletries to Dominate and Value, While Fragrances Will Lead Growth Momentum
• CHART 156 Analyst Insight for Men's Grooming
• Premiumisation and Innovation Set to Foster New Growth Avenues for Grooming Brands
• CHART 157 Forecast Value Sales 2020-2030

Competitive Landscape

• Leading Manufacturers Maintain Positions Amid Moderate Concentration Shifts
• CHART 158 Company Shares 2025
• CHART 159 Brand Shares 2025

Channels

• Offline Retail Channels Maintain Dominance in Men'S Grooming Distribution
• Retail E-Commerce Accelerates Growth, Reshaping Shopping Preferences and Competition
• CHART 160 Retail Channels 2020-2025

Products

• Evolving Consumer Priorities Fuel Sophisticated Formulations
• Advanced Formats and Targeted Treatments Enter the Market
• Strategic Differentiation Secures Long-Term Market Expansion

Economic Context

• CHART 161 Economic Context for Men's Grooming
• CHART 162 Real Gdp Growth 2020-2030
• CHART 163 Inflation 2020-2030

Consumer Context

• CHART 164 Consumer Context for Men's Grooming
• CHART 165 Population 2020-2030
• CHART 166 Consumer Expenditure 2020-2030
• CHART 167 Population by Generation 2025
• Country Reports Disclaimer

ORAL CARE IN MALAYSIA

Key Data Insights

• 2025 Developments
• Oral Care Summary

Key Industry Trends

• CHART 168 Key Industry Trends for Oral Care

Industry Performance

• Darlie Captures Demand for Expanded Oral Care Routines with Hybrid Innovation
• New Brand Leverages Halal Credentials to Attract Young Malaysians
• Sustainability and Clean Manufacturing Drive Consumer Choices
• CHART 169 Value Sales 2020-2030
• CHART 170 Volume Sales 2020-2030
• CHART 171 Value Sales by Category 2025
• CHART 172 Darlie Launches 2 in 1 Mouthwash and Toothpaste
• CHART 173 New Halal Toothpaste Brand Launches in Malaysia

What's Next?

• Halal-Certified Launches Set to Win over Environmentally-Conscious Shoppers
• Innovation and Comprehensive Routines to Drive Oral Care Growth
• CHART 174 What's Next? for Oral Care
• Eco-Friendly Packaging to Reshape Product Strategies
• CHART 175 Forecast Value Sales 2020-2030
• CHART 176 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Colgate-Palmolive Drives Innovation to Defend Leadership
• CHART 177 Company Shares 2025
• CHART 178 Brand Shares 2025

Channels

• Supermarkets Increase Reach as Oral Care Shoppers Seek Convenience
• Shopee Drives E-Commerce Gains with Online-Only Oral Care Deals
• CHART 179 Retail Channels 2020-2025

Products

• Aesthetic Enhancements and Advanced Formulations Shape New Development
• Eco-Focused Strategies Redefine Packaging and Material Sourcing
• Strategic Portfolio Diversification Secures Market Leadership

Economic Context

• CHART 180 Economic Context for Oral Care
• CHART 181 Real Gdp Growth 2020-2030
• CHART 182 Inflation 2020-2030

Consumer Context

• CHART 183 Consumer Context for Oral Care
• CHART 184 Population 2020-2030
• CHART 185 Consumer Expenditure 2020-2030
• CHART 186 Population by Generation 2025
• Country Reports Disclaimer

SKIN CARE IN MALAYSIA

Key Data Insights

• 2025 Developments
• Skin Care Summary

Key Industry Trends

• CHART 187 Key Industry Trends for Skin Care

Industry Performance

• Clean Beauty and Science Drive Skin Care's Growth in Malaysia
• Kiehl'S Skin Renewal Launch Captures Longevity-Focused Consumers as Facial Care Dominates
• Guardian and Asian Brands Expand Access as Dermatologist-Led Solutions Gain Ground
• CHART 188 Value Sales 2020-2030
• CHART 189 Volume Sales 2020-2030
• CHART 190 Value Sales by Category 2025
• CHART 191 Nivea Derma Skin Clear Solution as Clean Reimagined Extension to Existing Product
• CHART 192 Kiehl's Focuses on Skin Renewal
• CHART 193 Guardian Launches Skinqi Event Featuring Asian-Made Skin Care

What's Next?

• Asian Beauty Brands Set to Accelerate Affordable Solutions for Targeted Needs
• Ingredients-Led Facial Care to Outpace All Other Formats in Demand
• CHART 194 What's Next? for Skin Care
• Evolving Marketing Strategies and Lifestyle Engagement in Malaysian Skin Care
• CHART 195 Forecast Value Sales 2020-2030
• CHART 196 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Procter & Gamble and L'oreal Sustain Leadership as Engagement and Innovation Drive Gains
• CHART 197 Company Shares 2025
• CHART 198 Brand Shares 2025

Channels

• Guardian Leverages Asian Skin Care to Boost Specialist Leadership
• Watsons and Tiktok Shop Drive E-Commerce Surge through Digital Engagement
• CHART 199 Retail Channels 2020-2025

Products

• Shifting Consumer Priorities and Omnichannel Experiences
• New Launches across Premium and Mass Tiers
• Evolving Market Shares and Distribution Strategies

Economic Context

• CHART 200 Economic Context for Skin Care
• CHART 201 Real Gdp Growth 2020-2030
• CHART 202 Inflation 2020-2030

Consumer Context

• CHART 203 Consumer Context for Skin Care
• CHART 204 Population 2020-2030
• CHART 205 Consumer Expenditure 2020-2030
• CHART 206 Population by Generation 2025
• Country Reports Disclaimer

SUN CARE IN MALAYSIA

Key Data Insights

• 2025 Developments
• Sun Care Summary

Key Industry Trends

• CHART 207 Key Industry Trends for Sun Care

Industry Performance

• Clean Formulations and Physical Sunscreen Drive Dynamic Growth in Sun Care
• CHART 208 Sunplay Launches First Physical Tone up Sunscreen in Malaysia
• Hybrid Formulations Merge Sun Protection with Skin Care Benefits
• CHART 209 Kiehl's Unveils Better Screen Uv Serum with Hybrid Skin Care
• Retailers Expand Asian Sun Care Brands to Meet Shifting Consumer Needs
• CHART 210 Debut of Skintific All Day Protect Tinted Serum

What's Next?

• Hybrid Sunscreen Launches Set to Redefine Value and Growth Expectations
• CHART 211 Analyst Insight for Sun Care
• Asian Brand Influence and Digital Channels to Accelerate Hybrid Innovation

Competitive Landscape

• Kao Strengthens Lead as Localisation and Asian Brands Drive Shifts

Channels

• Watsons and Guardian Drive Gains for Health and Personal Care Stores
• Tiktok Shop Fuels E-Commerce Growth as Local Brands Expand Reach

Products

• Evolving Consumer Demands Dictate Advanced Formulations
• Players Introduce Climate-Adaptive and Barrier-Strengthening Solutions
• Digital Discovery and Premiumisation Reshape Market Dynamics

Economic Context

• CHART 212 Economic Context for Sun Care
• CHART 213 Real Gdp Growth 2020-2030
• CHART 214 Inflation 2020-2030

Consumer Context

• CHART 215 Consumer Context for Sun Care
• CHART 216 Population 2020-2030
• CHART 217 Population by Generation 2025
• Country Reports Disclaimer

PREMIUM BEAUTY AND PERSONAL CARE IN MALAYSIA

Key Data Insights

• 2025 Developments
• Premium Beauty and Personal Care Summary

Key Industry Trends

• CHART 218 Key Industry Trends for Premium Beauty and Personal Care

Industry Performance

• Premium Beauty Growth Persists in Malaysia Despite Rising Economic Caution
• Ingredient Innovation and Dermatological Trends Propel Premium Skin Care
• The Rise of Multifunctional Hybrid Products in Premium Beauty
• CHART 219 Kiehl's Launches New Better Screen Uv Serum in Malaysia as Latest Hybrid Sun Care
• CHART 220 Value Sales 2020-2030

What's Next?

• Strong Growth Projected for Malaysian Premium Beauty Driven by Innovation and Economic Stability
• Premium Skin Care to Sustain Leadership as Hybridisation Shapes Demand
• CHART 221 Analyst Insight for Premium Beauty and Personal Care
• Experiential Marketing and Retail Expansion to Drive Growth in Colour Cosmetics and Fragrances
• CHART 222 Forecast Value Sales 2020-2030

Competitive Landscape

• L'Oreal Leverages Multi-Brand Strategy to Reinforce Leadership
• CHART 223 Company Shares 2025
• CHART 224 Brand Shares 2025

Products

• The Shift Towards Targeted Efficacy
• Immersive Retail Experiences and Specialised Formulations
• Sustained Premium Growth through Experiential Marketing

Economic Context

• CHART 225 Economic Context for Premium Beauty and Personal Care
• CHART 226 Real Gdp Growth 2020-2030
• CHART 227 Inflation 2020-2030

Consumer Context

• CHART 228 Consumer Context for Premium Beauty and Personal Care
• CHART 229 Population 2020-2030
• CHART 230 Consumer Expenditure 2020-2030
• CHART 231 Population by Generation 2025
• Country Reports Disclaimer

MASS BEAUTY AND PERSONAL CARE IN MALAYSIA

Key Data Insights

• 2025 Developments
• Mass Beauty and Personal Care Summary

Key Industry Trends

• CHART 232 Key Industry Trends for Mass Beauty and Personal Care

Industry Performance

• Thco Draws Young Consumers with C-Beauty and K-Beauty Expansion
• CHART 233 Giant C-Beauty Multibrand Retailer Thco Opens in Malaysia
• Skin Care Leads Mass Beauty Sales While Affordable Colour Cosmetics Help Drive Growth
• Deep Discounts and Efficacy-Led Innovation Fuel Brand Loyalty Shifts
• CHART 234 Value Sales 2020-2030

What's Next?

• Cost-Consciousness and Value-Seeking Behaviour to Drive Robust Growth in Mass Beauty
• Ingredient-Led Innovation in Skin Care to Sustain Leadership Position
• CHART 235 Analyst Insight for Mass Beauty and Personal Care
• Hybrid and Ingredient-Focused Launches Will Protect Value as Trading Down Persists
• CHART 236 Forecast Value Sales 2020-2030

Competitive Landscape

• Unilever Maintains Leadership as Private Label Expands Reach
• CHART 237 Company Shares 2025
• CHART 238 Brand Shares 2025

Products

• Ingredient-Led Formulations and Private Label Expansion Shape New Development
• Major Retailers and Global Giants Introduce Targeted Product Lines
• Aggressive Promotional Strategies and Intensified Competition Redefine Brand Loyalty

Economic Context

• CHART 239 Economic Context for Mass Beauty and Personal Care
• CHART 240 Real Gdp Growth 2020-2030
• CHART 241 Inflation 2020-2030

Consumer Context

• CHART 242 Consumer Context for Mass Beauty and Personal Care
• CHART 243 Population 2020-2030
• CHART 244 Consumer Expenditure 2020-2030
• CHART 245 Population by Generation 2025
• Country Reports Disclaimer