KOTA KINABALU: Cosmobeaute Malaysia and beautyexpo, Malaysia’s leading beauty trade platforms, are expanding into East Malaysia with the launch of the Cosmobeaute Malaysia Borneo Festival 2026.
The inaugural edition will take place from May 25–26 at the Sabah International Convention Centre (SICC) here.
Themed “Beauty Beyond Borders”, the festival marks a strategic move to connect Kuala Lumpur’s established beauty ecosystem with the fast-growing markets of Sabah, Sarawak, and the wider Borneo region.
The two-day event is expected to feature 50 exhibitors from Malaysia, China, Korea and Taiwan, and attract over 1,500 trade attendees, including distributors, retailers, salon owners and beauty professionals seeking new products, partnerships and business opportunities.
The beauty industry in East Malaysia is gaining strong momentum, driven by a young, beauty-conscious consumer base and increasing demand for professional products and services. However, access to international brands, industry innovation and established trade networks has historically been concentrated in Peninsular Malaysia.
As Malaysia’s beauty market continues to evolve, the need to broaden access, strengthen regional supply chains and support businesses beyond the Klang Valley has become more pronounced.
The launch of a dedicated platform in Borneo addresses this gap, enabling more inclusive and balanced industry growth nationwide.
For the industry, this translates into tangible value across the ecosystem. Brands gain early entry into an underserved market, allowing them to establish distribution networks and build presence ahead of competitors.
Distributors and retailers benefit from more direct sourcing opportunities, improving efficiency and speed-to-market, while salon owners and beauty professionals gain exposure to new technologies, product innovations and skills development, raising service standards across East Malaysia.
“What we’re seeing in East Malaysia is a market that is ready to engage. Buyers here are increasingly discerning and actively seeking new brands, better products and reliable partners.
“By establishing a platform in Sabah, we are bringing supply closer to demand, making meaningful business connections happen faster and more efficiently,” said Cosmobeaute Malaysia and beautyexpo organising chairman Tan Sri Abdul Rahman Mamat.
Visitor registration is now open, with beauty professionals, retailers and salon owners encouraged to secure their participation early. Brands and businesses looking to expand into East Malaysia are also invited to exhibit and tap into a highly targeted audience of trade buyers and industry professionals.
“The launch of the Borneo Festival reflects our longer-term vision to strengthen Malaysia’s position as a regional beauty hub. By extending our footprint into East Malaysia, we are not only expanding market access, but also creating stronger linkages between local businesses and international brands, laying the foundation for broader regional growth across South-East Asia,” he added.
Beyond its role as a regional platform, the Borneo Festival also serves as a gateway to the flagship Cosmobeaute Malaysia and beautyexpo exhibition in Kuala Lumpur, South-East Asia’s leading beauty B2B platform.
The Kuala Lumpur edition brings together thousands of buyers, brands and distributors from across the region, offering an expanded stage for companies ready to scale.
Participants of the Borneo Festival are encouraged to extend their journey to Kuala Lumpur, where broader market access and larger-scale opportunities await. Cosmobeaute Malaysia and beautyexpo will be held from Sept 29 to Oct 1 at the Kuala Lumpur Convention Centre (KLCC).
For more information, visit www.cosmobeautemalaysia.com/borneo-festival/ or email info.cbmbe@informa.com.
