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The Malaysian beauty industry has been growing rapidly, with local cosmetics and skincare brands becoming household names. These brands are not only competing with global giants but also carving out their niche by offering high-quality, halal-certified, and tropical-friendly beauty products. With increasing consumer support for homegrown labels, Malaysian beauty brands are dominating the market like never before.

In this article, we will explore the top local cosmetics and skincare brands that have made a mark in Malaysia, highlighting their best-selling products and what makes them unique.

Why Local Brands Are Thriving in Malaysia’s Beauty Industry

Several factors contribute to the success of Malaysian cosmetics and skincare brands:

With a predominantly Muslim population, halal-certified beauty products are in high demand. Many local brands prioritize halal formulations, ensuring that their ingredients and production processes align with Islamic principles.

2. Climate-Friendly Formulations

Malaysia’s hot and humid weather poses unique challenges for makeup and skincare. Local brands formulate products that are sweat-proof, long-wearing, and suitable for tropical climates.

3. Affordability Without Compromising Quality

Many international brands come with a hefty price tag, making local alternatives more attractive. Malaysian brands offer premium-quality beauty products at more affordable prices.

4. Inclusivity in Skin Tone and Skin Type

Unlike some global brands that focus on fair skin tones, Malaysian brands cater to a diverse range of complexions, including tan and deep shades. Skincare brands also formulate products targeting common local concerns like hyperpigmentation, acne, and oily skin.

5. Strong Social Media and E-Commerce Presence

Many Malaysian brands have mastered digital marketing, using platforms like Instagram, TikTok, and Shopee to connect with customers. Their engagement strategies, from influencer collaborations to interactive content, have helped drive massive sales.

Top Malaysian Cosmetics and Skincare Brands Dominating Sales

Founded by: Dato’ Sri Siti Nurhaliza
Best-Selling Products: SimplySiti Cushion Foundation, SimplySiti Lip Matte, SimplySiti Youth Booster Serum

SimplySiti is a pioneer in Malaysia’s halal beauty industry. Founded by Malaysia’s beloved singer Dato’ Sri Siti Nurhaliza, the brand has successfully combined premium quality with affordability. It offers a range of halal-certified skincare and cosmetics, from hydrating serums to high-coverage cushion foundations.

Founded by: Vivy Yusof
Best-Selling Products: dUCk Matte Decisions Lipstick, dUCk Foundation Stick, dUCk Makeup Remover

An extension of The dUCk Group, dUCk Cosmetics is all about elegance, sophistication, and halal beauty. Known for its premium packaging and high-quality ingredients, the brand appeals to consumers who want luxury at a reasonable price. Their best-selling products, including long-lasting lipsticks and lightweight foundations, are formulated for tropical weather.

Founded by: Aznita Azman
Best-Selling Products: NITA Lipstick, NITA Compact Foundation, NITA Eyeshadow Palette

NITA Cosmetics is a brand that embodies fun and self-expression. Their trendy makeup line features bright, bold shades that are perfect for any occasion. What sets NITA apart is its marketing, which resonates well with the younger generation through quirky packaging, vibrant colors, and playful product names.

Founded by: Alha Alfa (Celebrity Makeup Artist)
Best-Selling Products: Alha Alfa Foundation, Alha Alfa Serum, Alha Alfa Loose Powder

Alha Alfa has gained a cult following among makeup artists and beauty enthusiasts in Malaysia. The brand’s foundation is particularly popular for its full-coverage formula that withstands humidity and long hours. It is widely used in bridal makeup due to its flawless finish and long-lasting wear.

Founded by: Local Entrepreneurs
Best-Selling Products: Sugarbelle Matte Lip Cream, Sugarbelle Compact Powder, Sugarbelle Blush

Sugarbelle Cosmetics is known for offering a wide range of beauty products at budget-friendly prices. Their products are designed to be long-wearing and sweat-resistant, making them ideal for Malaysia’s humid climate.

Founded by: Kayman Beauty
Best-Selling Products: Kayman CoalFace Cleanser, Kayman Rose Face Mist, Kayman Skintella Repairing Serum

Kayman Beauty has built a strong reputation for its effective skincare products. Their best-selling CoalFace Cleanser is formulated with activated charcoal to detoxify the skin, making it a favorite among those with acne-prone skin.

Founded by: Hansaegee Nature
Best-Selling Products: Aloe AC Clean Bubble Cleanser, Gold Nano CC Cream

Hansaegee Nature blends Korean beauty trends with local skincare needs. Their best-selling CC cream and aloe cleanser are lightweight, hydrating, and perfect for sensitive skin.

Founded by: Hafiz Mahamad
Best-Selling Products: AINAA Cleanser, AINAA Serum, AINAA Sunscreen

AINAA Beauty is focused on creating skincare that is simple, effective, and suitable for all skin types. The brand has gained popularity thanks to its effective formulations and strong online presence.

Founded by: Rozita Ibrahim
Best-Selling Products: Sendayu Tinggi Two-Way Cake Foundation, Sendayu Tinggi Lipstick, Sendayu Tinggi Skincare

One of Malaysia’s earliest beauty brands, Sendayu Tinggi has remained relevant by consistently delivering quality products. Their two-way cake foundation is a long-time favorite among Malaysian women for its lightweight yet full-coverage formula.

Best-Selling Products: Zeesea Eyeshadow Palette, Zeesea Matte Lipstick

Zeesea Malaysia is known for its visually stunning packaging and high-performance makeup. Their pigmented eyeshadow palettes and creamy lipsticks have gained a cult following among beauty lovers.