Thanks to a growing consumer awareness of ethical, sustainable and clean ingredients and practices involved in the making of beauty and skincare products, consumers these days are more discerning about skincare.
They also want to know how it was made and the greater impact on the planet and communities, beyond their own personal care.
In this ever-evolving industry, analysing the driving forces behind consumers’ buying trends is causing businesses to adapt and develop innovative products that cater to their customers’ needs.
Consumers are demanding products that align with their values, resulting in a surge in the popularity of clean, halal, vegan and cruelty-free beauty and skincare options.
Here’s what homegrown brand representatives say are driving the beauty market.
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Clean and green
Increasingly, consumers are prioritising products free from harmful substances such as parabens, sulfates, and phthalates.
This is fuelled by concerns about potentially damaging long-term effects of these chemicals, not just on their person, but also the environment.
A survey by Milieu Insight conducted on South-East Asia beauty product shoppers found that 67% of respondents will research more about the claims on their beauty products packaging.
They want to know if the products are really sustainable, clean and ethical, especially those from the Philippines and Malaysia.
Lavish Cosmetics co-founder Justin Ng notes that their customers are drawn towards natural ingredients because they are safe.
“Consumers these days are highly educated. They know, for example, how vitamin C benefits the skin. Many are skeptical about instant whitening. They prefer brightening and lightening. They are also drawn towards natural ingredients like papaya enzymes, which work as gentle exfoliators.”
Cuura Malaysia Sdn Bhd managing director Sarah Shah Nor also finds that the brand’s customers prioritise clean, natural formulations.
“I believe they are very aware of botanical extracts, they want natural, vegan products that are affordable and something that definitely works effectively,” says Sarah.
Homegrown and halal
Alongside clean beauty, the rise of halal, vegan, and cruelty-free products has become a significant trend in the beauty industry.
Halal cosmetics, adhering to Islamic guidelines cater to the needs of Muslim consumers, and vegan products are devoid of any animal-derived ingredients.
Dahlia Nadirah, founder of makeup brand So.Lek says it is important to her customers that products are approved by the Health Ministry and halal.
“If it is halal-certified, it is easier for us to sell the products. Clean ingredients and halal are two main ‘attractions’ for our customers,” she says.
Another crucial aspect influencing consumer buying trends is the preference for locally made and homegrown products, as more people are taking an interest in supporting local businesses.
Whether it’s a small-scale skincare brand sourcing ingredients on Malaysian soil or products manufactured in local factories, the homegrown factor appeals to customers for a variety of reasons.
Sarah notes that consumers used to be sceptical of local brands but they are now more aware that these brands have local consumers interest in mind.
“For instance, producing skincare that caters more to Malaysian humidity and common skin issues like eczema and acne,” she says.
Velvet Vanity’s founder Nur Adlina Nadirah says her customers are avid supporters of local brands.
“One of the reasons is because local brands are constantly improving to be on par with bigger international brands,” she says.
The sense of community also factors into the decision to support homegrown brands.
“Local brands are continuously engaging with their community too. Hence, good products, and clear brand ethos are some of the reasons why customers prefer to support local,” she adds.
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Keeping it sustainable
In an era marked by eco-consciousness, consumers are increasingly drawn to beauty products that are produced in a sustainable way. They gravitate towards brands that prioritise eco-friendly practices, including the use of renewable resources, responsible sourcing and minimising their carbon footprint.
Consumers are also more conscious of packaging waste, actively seeking products with minimal non-recyclable packaging and using refillable containers.
A study by Milieu Insight found that consumers in South-East Asia are willing to pay more for sustainability, but affordability remains the most important.
While 81% said that they are willing to pay more for sustainable, clean or ethical beauty products, prices still have to stay within the comfortable range for consumers.
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