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As of 2023, Singapore was the leading import market for beauty and skincare products in Malaysia. The value of imports from the neighboring country amounted to more than *** million U.S. dollars that year. The second and third-largest import countries of cosmetics and skincare to the country were the United States and South Korea. 

A lucrative market for international brands

The revenue of the beauty and personal care industry in Malaysia reached approximately **** billion U.S. dollars in 2023, making it an attractive market for many well-known international beauty and skincare brands. Popular Singaporean-born cosmetics brands, like PSA, are sold in large specialty cosmetics stores or high-end department stores. Malaysian consumers can also easily find cult classic beauty and skincare products in big cities across the country. 

The rise of K-beauty

Due to the popularity of K-pop and K-drama in Malaysia, beauty products from South Korea are starting to overtake its competition from other countries. According to a 2021 survey, more than ** percent of the respondents in Malaysia said their skincare products originated from South Korea. With the popularity of South Korean beauty products continuing to increase every year, it could become Malaysia’s next biggest import market of cosmetics and skincare.