A shift towards more natural and fresh-faced beauty looks, with an emphasis on enhancing rather than masking natural features, is emerging as one of the top makeup trends among Malaysians.
This, along with bold and minimal lip colours and buildable hues, are gaining popularity with local consumers.
What do Malaysians look for in makeup products? What are some common mistakes and misconceptions? Also, how can makeup last in this blistering hot weather?
Three homegrown brand owners weigh in on the above, and more.
Top trends
While Malaysians love natural, fresh-looking skin, experimenting with bold lip colours are a fan favourite among local makeup users.
Obsess Cosmetics founder Hafizatul Atikah Mohd Fauzi says locals love matte lipsticks in bold colours such as deep reds, berries, and vibrant pinks, as they offer a dramatic look perfect for both day and night.
Lips Carpenter co-founder Yifon Law says makeup-like-skin finishes and products that enhance natural beauty, such as tinted lip balms and liptints, are growing in popularity.
“Products that are simple and give an instant, minimal colour boost are popular among consumers, as well as buildable lipsticks which offers a flexible approach to colour intensity,” says Law.
When it comes to eye makeup, minimalist is the way to go, according to Hafizatul.
“Soft eyeshadows and neutral-toned eyeshadows in shades of beige, taupe and soft browns are used to create a subtle definition,” she says. “Cream eyeshadows and eyeshadow sticks are favoured for their ease of application and natural finish.”
Another trend Malaysians have fallen in love with is the celebration of natural beauty and individuality.
Read more: Bridal beauty: The secret to radiant skin on your wedding day is planning ahead
Hafizatul has observed that lightweight, dewy-finish foundations and cushion foundations are in high demand as they provide a natural glow without feeling heavy on the skin.
“Consumers are seeking for achievable and relatable beauty aesthetics rather than striving for unrealistic standards. This trend aligns with our focus on clean, buildable formulas designed for modern, busy lifestyles,” says Law.
Velvet Vanity managing director Adlina Nadirah notes that Malaysians love the dewy skin trend, which is achieved by an emphasis on a natural and glowing complexion.
“Get glowy cheeks by sweeping liquid blush with a dewy finish towards the temples for a lifted look and youthful appearance,” says Adlina.
“Glossy and healthy looking lips are also a popular trend, and you can achieve this look by using hydrating and glossy lip products like lip balms and lip oil,” she adds.
Priorities, priorities
Affordably-priced, high-quality makeup is one of the factors that Malaysians look out for when choosing products, say beauty brand owners.
Hafizatul notes that based on the brand’s sales and research, local makeup lovers consider pricing as their top priority when it comes to products.
“Affordable yet high-quality products are key. Consumers are looking for value for money,” she says. “Consumers also prefer products that feel comfortable on the skin, especially lightweight foundations with breathable formulas.”
Clean beauty and products that align with consumers’ values and beliefs are also high up on Malaysians’ list of priorities.
“Local makeup lovers are looking for products that are not only effective but also kind to their skin.
“Clean beauty and prioritising natural ingredients has gained traction, offering consumers a sense of safety and confidence. However, the high price point of many clean beauty products (especially international brands) has limited accessibility,” says Law.
Adlina notes that while many brands operate solely online, having a physical or retail presence is important to the local market.
“The local market demands high-quality products that are suitable for Asian skin tones and weather, all at an affordable price. Additionally, the younger generation, particularly Gen Z, seeks brands that align with their values and beliefs,” she adds.
Makeup mistakes
Whether you’ve gotten a bad skin reaction thanks to using expired makeup or are prone to using the wrong foundation shade, we’ve all made our fair share of mistakes when it comes to beauty products.
Worry not because you’re not alone, as brand owners cite lack of awareness on product longevity as being super common among Malaysians.
“Many consumers keep their skincare and cosmetics beyond their recommended lifespan which could compromise the hygiene and safety. We emphasise the importance of replacing makeup regularly to ensure optimal results and skin health,” says Law.
One should always store their makeup in a cool, dry place, away from direct sunlight and humidity, advises Hafizatul.
“Storing makeup in humid and warm places, such as bathrooms, can cause products to spoil faster and harbour bacteria. Consider using a dedicated makeup organiser or a vanity drawer,” she says.
Another common makeup mistake is continuing to use makeup products past their expiration date, which can lead to skin irritation, infections and ineffective application.
“Regularly check the expiration dates on your makeup products. Dispose of anything that smells off, has changed in texture, or has separated,” says Hafizatul.
Read more: Ask The Expert: Advice from a top fashion model on how to elevate your look
Using a foundation shade that doesn’t match your skin tone, resulting in an unnatural look, is another boo-boo.
“Another common mistake is failing to blend makeup products well, leading to harsh lines and uneven application,” she adds. “Take your time to blend foundation, concealer, eyeshadow and other products seamlessly into the skin. Use the right tools, such as brushes, sponges, and blending tools, to achieve a smooth finish.”
More does not always translate to better, and when it comes to makeup, Law wholly agrees with this sentiment.
“A common misconception is that more makeup equals a better look. In reality, enhancing natural beauty through minimal, high-quality products is the key. That is also why we focus on simple, clean formulas to deliver a quick and effortless application without compromising on coverage,” says Law.
Tips for tropical weather
Echoing the “less is more” concept, Law suggests using a minimal amount of products to preserve your makeup in our humid Malaysian climate.
“In humid conditions, less is often more. Start with a lightweight products and build coverage gradually. Overloading your skin can lead to increased shine and makeup breakdown,” she says.
“And of course, touch-ups! Use a compact powder to absorb excess oil throughout the day. Avoid reapplying foundation or concealer as this can lead to cakey build up.”
Adlina advises makeup users to make sure their face is well-moisturised with lightweight moisturiser before applying makeup
“Applying your makeup in thin, buildable layers will help your makeup adhere better to your skin,” she says, adding that quick touch-ups throughout the day is also a good idea.
Setting your makeup with powder, using a setting spray and toting a touch up compact powder with you on a daily basis are Hafizatul’s tips for making your look last all day.
“After applying foundation or a cream product, set it with a translucent powder to reduce shine and help it stay put, and once you’ve finished your makeup routine, use a setting spray to lock everything in,” says Hafizatul.
Already a subscriber? Log in
Get 20% OFF The Star Digital Access
Cancel anytime. Ad-free. Unlimited access with perks.
