8 Cosmetics Brands in Malaysia: A Brand-Building Perspective

Table of Contents

8 Cosmetics Brands in Malaysia: A Brand-Building Perspective

The Malaysian cosmetics scene is thriving, propelled by homegrown brands that combine high-quality formulations, distinct brand identities, and localized storytelling. These brands cater to diverse preferences—ranging from halal-certified to vegan—all while weaving cultural elements into their offerings. This article provides an overview of some leading cosmetics brands in Malaysia, highlighting how they leverage brand-building principles such as brand identity, brand equity, and brand message to stand out in a competitive market.

Research Methodology

A comprehensive research approach was used to gather information on these brands. By exploring:

  1. Online Articles and Social Media Pages: For insights into brand stories, product launches, and community feedback.
  2. Online Stores: To understand product range, pricing, and consumer reviews.

This approach unearthed each brand’s history, unique offerings, and ethical commitments, showing how strategic brand positioning and authentic narratives foster both brand equity and customer loyalty.

1. Nita Cosmetics

Brand Identity & Message

Nita Cosmetics underscores inclusivity with its broad range of foundation shades. Their brand story revolves around championing the diverse beauty of Malaysian women 1. By aligning its brand identity to a “fun, vibrant, and welcoming” ethos, Nita has built significant brand awareness among those seeking products that reflect local culture and affordability.

Key Products & Ethical Practices

  • Key Products: Mikrofon Foundation, Pemadam 2-in-1 Foundation & Concealer 2.
  • Inclusivity: 16 foundation shades—from light to dark—strengthen brand equity by catering to underrepresented skin tones 32.
  • Ethical Stance: Cruelty-free and vegan, reflecting a brand promise of ethical beauty 7.

Distribution & Extension

  • Online Presence: Official website 4 and Society A 5.
  • Brand Extension: Nita Cosmetics plans to expand into physical stores 2, increasing brand visibility and consumer engagement.

2. Syedewa Cosmetics

Brand Identity & Story

Syedewa Cosmetics was founded by a makeup artist, emphasizing professional expertise and a commitment to quality. Their blendable products and array of skin-tone-friendly shades support a brand identity grounded in practicality, safety, and inclusivity 8,9.

Key Products & Practices

  • Key Products: Lip Lacquer, Foundations, Blushes, Eyeshadows 8,9.
  • Safe & Certified: Products contain ingredients such as Aqua and Cyclopentasiloxane 12. They focus on certified formulations that enhance natural beauty.

Distribution & Brand Awareness

  • Online Presence: Official website 9, Shopee 11, and an active TikTok page for brand storytelling 10.
  • Their multi-channel distribution approach—especially on social media—fuels brand awareness and fosters a strong brand community.

3. Kittie Yiyi Beauty

Brand Story & Identity

Kittie Yiyi Beauty mirrors the vibrant personality of its founder, fashion designer Kittie Yiyi 13. With a vision of dressing faces as well as bodies, the brand’s signature eye look and playful aesthetic define its brand identity.

Key Products

  • First Product: A line of eyeliners inspired by Kittie’s signature makeup style 14.
  • Subsequent releases (e.g., lipsticks, blushes) maintain a creative and expressive angle 14,15.

Brand Message & Distribution

  • Creative Self-Expression: Encourages users to explore color and individual style, strengthening brand equity via a fun, imaginative message 14.
  • Online Stores: Official website, Shopee 15,17.

4. Velvet Vanity

Brand Identity & Equity

As one of Malaysia’s vegan makeup pioneers, Velvet Vanity leverages a fuss-free and youthful brand story, promoting products that are cruelty-free and easy to apply. This brand promise of convenience and conscious beauty underpins a robust brand image 18,19.

Key Products

  • Offerings: Liquid lipsticks, brow gels, highlighters, and the popular Glossy Glow Lip Oil 20,21.
  • Sustainability: Focuses on vegan formulations while ensuring long-lasting and diverse shade ranges 18,25.

Brand Expansion & Presence

  • Online Channels: Official website 20, collaborations with retailers and influencers 21.
  • Continual product extensions (e.g., mascara, lip oils) allow Velvet Vanity to broaden its target audience and maintain brand momentum.

5. Kamelia Cosmetics

Brand Story & Identity

Kamelia Cosmetics weaves a mermaid-inspired narrative, reflecting founder Kamelia Nisha’s love for Disney’s The Little Mermaid 28. This whimsical brand story helps the brand stand out in a crowded market, promoting imagination and affordability 26,27.

Key Products & Ethics

  • Signature Lines: Mermaid Skin Foundation, lip glosses, and mascaras 29,31.
  • Ethical Focus: Vegan, paraben-free, and cruelty-free, aligning the brand with current consumer values 27.

Distribution & Extension

  • Online Channels: Official website, Lazada, Shopee, MR DIY 29,30,31.
  • Entrepreneurial Mission: Kamelia aims to guide new entrepreneurs in the beauty space, highlighting a brand extension into business mentorship 26.

6. Obsess Cosmetics

Brand Values & Message

Founded by Hafizatul Atikah, Obsess Cosmetics emphasizes simplicity, speed, and empowerment in makeup. Their strategy centers on affordable pricing and customer inclusivity 34.

Key Products & Distribution

  • Products: Cushion foundations, eyeshadow palettes, cleansing balms 34,39.
  • Multi-Channel Approach: Official website, Lazada, Shopee 35,36,38, creating wide brand awareness.

Brand Architecture

  • With a strong agent network across Malaysia, Obsess integrates a multi-tiered distribution system, expanding its brand equity into new markets.

7. So.Lek

Brand Story & Halal-Certified Identity

Founded by siblings Dahlia Nadirah Juhari and Luqman Hakim Juhari, So.Lek is among Malaysia’s first halal-certified beauty brands 40,41. Its branding celebrates Malaysian heritage—from its name (inspired by a traditional eyeliner bottle) to its “Breathable Nail Polish” concept 42.

Key Products & Ethics

  • Star Product: Peel-off, breathable nail polish 41,42.
  • Brand Promise: Halal-certified, cruelty-free, and reflective of local traditions 41,45.

Brand Extension & Outlook

  • Online Presence: Official website, Shopee, Lazada, Watsons, AirAsia Beauty, Isetan 43.
  • Recent “Selamat Tinggal Selamanya” launch sparked chatter about rebranding 40, indicating brand evolution as consumer demands shift.

8. Pretty Suci

Brand Positioning

Pretty Suci prides itself on being a halal beauty brand suitable for Muslim women and beyond. Becoming the first halal beauty brand retailed in Sephora 47, it exemplifies a brand extension strategy into mainstream distribution channels.

Key Products & Practices

  • Halal-Certified Makeup: Foundation, concealer, lipsticks 46.
  • Ethical Commitments: Free from harmful ingredients, ensuring alignment with religious and ethical consumer values 49.

Distribution & Brand Awareness

  • Online Store: Official website 46.
  • The brand’s strong ethical message resonates with consumers seeking safe, faith-compliant, and trendy cosmetics.

Other Notable Malaysian Cosmetic Brands

  • Lumi Beauty & Chuck’s: Skincare brands focusing on high-quality and natural formulations 19.
  • Breena Beauty: Known for its lightweight liquid lipsticks and reliable makeup tools 50.

Key Insights: Brand-Building in the Malaysian Cosmetics Industry

  1. Local Culture & Identity
    Many brands integrate Malaysian heritage (e.g., product names inspired by local dishes, packaging referencing cultural symbols). This authentic storytelling reinforces brand identity and fosters brand loyalty 1.
  2. Ethical Emphasis
    With rising consumer awareness, halal certifications, cruelty-free pledges, and vegan formulations are becoming key brand differentiators. This emphasis aligns with consumer calls for ethical sourcing and religious compliance 18.
  3. Digital & Social Channels
    Brands like Nita Cosmetics, Syedewa, and Obsess leverage TikTok, Shopee, and official websites to boost brand awareness and build a brand community through user-generated content, tutorials, and influencer collaborations 10.

Conclusion

The Malaysian cosmetics landscape exemplifies how strategic brand-building can yield strong brand equity and customer advocacy. From inclusive shade ranges and halal certifications to playful, culture-infused branding, each local label employs a unique brand story that resonates with consumers. As ethical considerations and authenticity increasingly shape purchasing decisions, these Malaysian cosmetics brands are well-poised to grow both locally and internationally.

By celebrating local identity, incorporating ethical practices, and connecting with consumers via social media and online marketplaces, these homegrown brands prove that a clear brand message—anchored in community values and cultural pride—can secure longevity and success in a competitive global beauty market.

Works cited

  1. 8 Malaysian Beauty Brands To Shop For Palettes, Lipsticks & More That’ll Have You Turning Heads – TheSmartLocal Malaysia, https://thesmartlocal.my/malaysian-beauty-brands/
  2. NITA Cosmetics, M’sian brand with light to dark foundation shades – Vulcan Post, https://vulcanpost.com/815409/nita-cosmetics-malaysia-light-medium-dark-foundation-shade-range/
  3. Nita brings shade diversity to Malaysian make-up – Canvas8, https://www.canvas8.com/library/signals/2023/02/22/nita-brings-shade-diversity-to-malaysian-makeup
  4. Nita Cosmetics | Shah Alam, Kuala Lumpur | Beauty & Lifestyle | Cosmetic & Perfumes | YellowPages Malaysia, https://yellowpages.my/nita-cosmetics
  5. NITA Cosmetics Archives – societyA, https://society-a.com/brand/nita/
  6. Sirap – Matte Liquid Lipstick – NITA Cosmetics, https://nitacosmetics.com/sirap-matte-liquid-lipstick-in-rosy-pink
  7. About Nita – NITA Cosmetics, https://nitacosmetics.com/about-nita
  8. About Us – Syedewa Cosmetics, https://www.syedewacosmetics.my/about-us
  9. Syedewa Cosmetics | Beauty and Makeup Products | Online Cosmetics Store |, https://www.syedewacosmetics.my/
  10. SYEDEWA COSMETICS (@syedewacosmetics) | TikTok, https://www.tiktok.com/@syedewacosmetics
  11. Syedewa Cosmetics, Online Shop – Shopee Singapore, https://shopee.sg/syedewa.sg
  12. PRODUCTS [330] Artist Fluid Liquid Foundation – Syedewa Cosmetics, https://www.syedewacosmetics.my/artist-fluid-liquid-foundation-330
  13. LSA100: Kittie Yiyi explores the whimsy in life through fashion and beauty – Lifestyle Asia, https://www.lifestyleasia.com/kl/digital-cover/lsa100-rule-breaker-kittie-yiyi/
  14. Kittie Yiyi, Malaysian fashion influencer and beauty entrepreneur – Vulcan Post, https://vulcanpost.com/839597/kittie-yiyi-malaysian-beauty-fashion-influencer-entrepreneur/
  15. Kittie Yiyi Beauty debuts with the ‘Cross The Line’ liquid eyeliner – Lifestyle Asia, https://www.lifestyleasia.com/kl/beauty-grooming/makeup/kittie-yiyi-beauty-debuts-with-the-cross-the-line-liquid-eyeliner/
  16. Fearless – Kittieyiyi, https://beauty.kittieyiyi.com/products/fearless
  17. Kittie Yiyi Beauty ‘247 Slay Liquid Lipstick’ – 01 EAT – Shopee Malaysia, https://shopee.com.my/Kittie-Yiyi-Beauty-‘247-Slay-Liquid-Lipstick’-01-EAT-i.492795713.21191063756
  18. Velvet Vanity: M’sian Vegan Makeup Brand Avoids Animal Testing – Vulcan Post, https://vulcanpost.com/624817/velvet-vanity-vegan-makeup-malaysia/
  19. www.grazia.my, https://www.grazia.my/beauty/top-malaysian-beauty-brands-to-discover/
  20. Beginner’s Guide to Velvet Vanity Cosmetics – Fuss-free makeup skincare hybrids, https://velvetvanity.co/blogs/velvet-vanity-insider/beginner-s-guide-to-velvet-vanity-cosmetics
  21. Hello Mentor EP30 | Adlina Nadirah – On Building a Homegrown Cosmetics Brand in Malaysia: Velvet Vanity | Malaysian Career Advice by Hiredly, https://my.hiredly.com/advice/hello-mentor-ep-30-adlina-nadirah-on-building-a-homegrown-cosmetics-brand-in-malaysia-velvet-vanity
  22. Velvet Vanity x Loucase, https://loucase.com/collections/velvet-vanity-x-loucase-collection
  23. Super Slim Stick in Crazy Classic – Fuss-free makeup skincare hybrids – Velvet Vanity, https://velvetvanity.co/products/superslimstick-crazy-classic
  24. Long Lift Lashes Mascara – Velvet Vanity, https://velvetvanity.co/products/long-lift-lashes-mascara
  25. Head in the Beauty Game: How Local Brands Aim for Sustainability – Grazia Malaysia, https://www.grazia.my/beauty/local-malaysian-beauty-brands-sustainability-business/
  26. About – Kamelia Cosmetics, https://kameliacosmetics.com/about/
  27. ENT 300 NAME: WAN NUR BATRISYIA BT WAN MOHD RADZI MATRIX NUM: 2019243144 FACULTY, https://ir.uitm.edu.my/52622/1/52622.pdf
  28. Kamelia Nisha’s Obsession With Disney’s Little Mermaid Was The Prime Idea Behind Kamelia Cosmetics – Beauty Insider Malaysia, https://beautyinsider.my/kamelia-nishas-idea-behind-kamelia-cosmetics/
  29. Shop Kamelia Cosmetic online | Lazada.com.my, https://www.lazada.com.my/tag/kamelia-cosmetic/
  30. kameliacosmetics, Online Shop | Shopee Malaysia, https://shopee.com.my/kameliacosmetics
  31. KAMELIA COSMETIC Mini Mermaid Skin Foundation Series (10ml) – MR.DIY, https://www.mrdiy.com.my/default/kamelia-cosmetic-mini-mermaid-skin-foundation-series-10ml
  32. Kamelia cosmetics Mermaid Skin Foundation ingredients (Explained) – INCIDecoder, https://incidecoder.com/products/kamelia-cosmetics-mermaid-skin-foundation
  33. Privacy Policy – Kamelia Cosmetics, https://kameliacosmetics.com/privacy-policy/
  34. obsess cosmetics, https://ir.uitm.edu.my/49817/1/49817.pdf
  35. Obsess Cosmetics HQ – TikTok, https://www.tiktok.com/@obsess.cosmetics
  36. Shop Obsess Cosmetics online | Lazada.com.my, https://www.lazada.com.my/tag/obsess-cosmetics/
  37. Obsess Cosmetics By Obsess_byella, Online Shop | Shopee Malaysia, https://shopee.com.my/farzela89?entryPoint=ShopByPDP
  38. Obsess Cosmetics, https://www.obsesscosmetics.com/
  39. Obsess Cosmetics (not valid for customers) – Euphorika, https://euphorika.com.sg/products/obsess-cosmetics-cleansing-balm-not-valid-for-customers
  40. It’s not goodbye for halal beauty brand SO.LEK – Sinar Daily, https://www.sinardaily.my/article/171213/culture/beauty/its-not-goodbye-for-halal-beauty-brand-solek
  41. So.Lek’s high-quality cosmetics celebrate Malaysian heritage and traditions, https://www.optionstheedge.com/topic/style/solek%E2%80%99s-high-quality-cosmetics-celebrate-malaysian-heritage-and-traditions
  42. SO.LEK Cosmetics, https://solekcosmetics.com/
  43. About Us – SO.LEK Cosmetics, https://solekcosmetics.com/pages/about-us
  44. ALIS by SO.LEK, https://solekcosmetics.com/products/alis-by-so-lek
  45. CODE OF BUSINESS CONDUCT AND ETHICS – Solek, https://www.solek.com/admin-data/storage/get/545-code-of-business-conduct-and-ethics.pdf
  46. Pretty Suci | For all your Halal Beauty needs, https://www.prettysuci.com/
  47. Top Cosmetic Brands in Malaysia: A Comprehensive Guide – Sky Resources, https://sky-resources.com/top-cosmetic-brands-in-malaysia/
  48. Pretty Secret Liquid Concealer – Light Beige ingredients (Explained) – INCIDecoder, https://incidecoder.com/products/pretty-secret-liquid-concealer-light-beige
  49. Prettysuci Launches First Halal Beauty Online Store, https://www.prettysuci.com/prettysuci-launches-first-halal-beauty-online-store/
  50. 27 Malaysian Cosmetic Brands You Should Know – Ori Bionature, https://oribionature.com/27-malaysia-cosmetic-brands-you-should-know/
  51. NITA Cosmetics Launches Peelable Nail Polish Collection – Resepi! – Riuh, https://www.riuh.com.my/post/nita-cosmetics-launches-peelable-nail-polish-collection-resepi

Let’s uncover the potential of your brand together. Reach out at +60378901079 or visit roar-point.com to start transforming your brand’s digital narrative today. Your brand’s legacy begins with the stories you tell. Let’s make them unforgettable.

Speak To Us