LETTERS: The beauty and personal care industry is growing as it goes beyond cosmetics, embracing cultural nuances and technological advancements.
The market value of high-end cosmetics and fragrances rose to more than US$316 million in 2022, cementing Malaysia's position as a leading destination for premium beauty brands in Southeast Asia.
While international brands have dominated the Malaysian beauty landscape, domestic players have emerged as contenders, capturing the hearts of consumers, leveraging factors such as halal certification and syariah compliance to resonate with Muslim consumers, who represent a significant portion of the population.
Social media has revolutionised the way beauty brands engage with consumers, with Instagram and TikTok emerging as battlegrounds for market share.
Influencer marketing campaigns harness the power of digital personalities to amplify brand messaging and to reach wider audiences.
That a significant portion of Malaysians prefer to buy beauty products through social media platforms underscores the importance of digitalisation and accessibility in driving growth.
The beauty industry is poised for continued expansion, fuelled by a convergence of consumer trends, technological innovations and evolving market dynamics.
Domestic brands are expected to solidify their presence.
In conclusion, the beauty industry in Malaysia stands on the cusp of a transformative era, characterised by innovation, inclusivity and consumer-centricity.
With the convergence of global trends and domestic preferences, Malaysia is well positioned to emerge as a key hub for beauty and personal care in Asia Pacific.
DR NUR SUHAILI RAMLI
Adjunct professor,
Department of Management,
Ca' Foscari University of Venice,
Italy
The views expressed in this article are the author's own and do not necessarily reflect those of the New Straits Times