Asia Personal Care & Cosmetics Market Guide 2016

toiletries. It is MATRADE’s hope to increase this number by 5% for 2016. Jan-August 2016 domestic
exports amounted to RM809 million/ US$194 million.
In the cosmetics and personal care sector, the make-up and skin-care product category command the
largest market share. In recent years, a significant number of local skin-care companies are shifting
towards having their own private label skin care and color cosmetics brands rather than representing
foreign brands. This is especially true for the skin-care products targeting the medical professional
channels like dermatologists, and plastic surgeons. In Malaysia, the majority of the demand comes from
spas and salons, retail stores, and multi-level marketing/direct selling channel.
The major U.S. skin-care competitors have traditionally been France and Switzerland. Increasingly, South
Korea, Japan, Spain, Italy, Australia and New Zealand are all making inroads into the Malaysian market.
Swiss skin-care products are perceived to be at the top end of the scale in terms of pricing, prestige and
product efficacy. France has long been regarded as the main go-to country for sourcing skin-care
products. The Spanish and Italian skin and hair care providers are seen as alternative value EU providers.
The Japanese has always been a supplier country of choice for the premium skin whitening/ brightening
product category. The Australians have also traditionally been a major skin-care country supplier to
Malaysia, given its geographic proximity and a shared British Commonwealth legacy. New Zealand
products are perceived to be more green and eco-friendly centric. The advent of K-pop/ K-drama
phenomenon has made all things South Korean, including cosmetics, very attractive.
The United States is the leading exporter of product HS3304 for beauty or make-up and skin-care
preparation, including sunscreen, manicure or pedicure preparations with 13.12% market share and a
value of US$38 million (2015). South Korea comes in second place with 12.68% market share for the
corresponding period with an import value of US$36.8 million, while France comes in third with 10.1%
market share with a value of US$29.3 million.
Increasingly Taiwanese and South Korean brands are becoming more popular with the Malaysian
manicure and pedicure market. In fact, Taiwan was the leading exporter to Malaysia and represented
27.44% of the Malaysian manicure or pedicure market. This was followed by South Korea with 14.5%,
and the U.S. was ranked third with 13.92%. Unfortunately for the United States, the percentage of
change for 2015/2014 is -31.06%, while Taiwan has an increase of 267.99%, and South Korea with
18.04%.
HTS
Code
3301 Essential
Oils
330290 Fragrances
&
Substances
Used as
Inputs
3303 Perfumes
And Toilet
Waters
Malaysia Total Personal Care and Cosmetics Imports
Description 2011 2012 2013 2014 2015 CAG
R
2010
-
2015
3 Year
Avg
Growt
h
%
Share
of
2015
Import
s
$13,359,112 $14,752,252 $16,275,132 $19,908,867 $19,482,308 8% 20% 2%
$57,359,546 $64,813,373 $71,731,889 $79,833,951 $70,858,721 4% -1% 6%
$106,284,575 $98,035,012 $94,675,338 $100,810,979 $87,010,086 -4% -8% 8%