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Serums are the crown jewels of skincare routines—highly concentrated, fast-absorbing, and results-driven. If you’re considering launching your own beauty line, starting a serum brand in Malaysia is one of the most profitable and strategic ways to enter the market. This guide walks you through product development, certification, and branding—all within Malaysia’s regulatory framework.
Why Serums Are in High Demand in Malaysia
Malaysia’s humid weather, pollution exposure, and skin-conscious consumers have made serums a daily essential in skincare. The rise of K-beauty, TikTok routines, and professional treatments has increased awareness around active ingredients and targeted solutions—making serums one of the top-grossing skincare categories.
Key factors driving demand:
- ✔️ Young consumers seeking glow and hydration
- ✔️ Adult users wanting anti-aging and pigmentation solutions
Types of Serums You Can Launch
The serum market is broad. Your brand can focus on one or combine multiple skin goals:
| Serum Type | Target Function | Popular Ingredients |
|---|---|---|
| Brightening | Reduce dullness & spots | Niacinamide, Alpha-Arbutin, Vitamin C |
| Anti-aging | Firmness, fine lines | Retinol, Peptides, Bakuchiol, PDRN, Collagen |
| Hydrating | Boost moisture, skin barrier | Hyaluronic Acid, Ceramide, Panthenol |
| Acne Control | Blemishes, oil control | Salicylic Acid, Zinc PCA, Tea Tree Oil |
| Soothing | Sensitive, redness-prone skin | Centella Asiatica, Allantoin, Chamomile extract |
| Exosome / Growth Factor | Skin regeneration, premium care | Exosomes, PDRN, EGF, FGFs |
You can choose a private label serum (OEM) or create your own custom formula (ODM) depending on your budget, speed, and target market.
How to Develop Your Serum Product with an OEM/ODM
The process to start your own serum brand in Malaysia is streamlined if you work with a certified OEM factory:
| Step | Description |
|---|---|
| Product planning | Define your brand concept, price point, and target user. |
| Choose a formulation | Use a ready-to-brand serum (fast launch) Or develop a custom formula with your own actives & fragrance |
| Sampling and testing | Check texture, absorption, scent, stability Optional: clinical or dermatological testing |
| Packaging design | Choose dropper, pump, or airless bottle OEMs usually offer design and printing services |
| Confirm MOQ and production timeline | MOQ from 500–3,000 units Lead time: 30–60 days depending on customization |
What You Need to Register and Sell Legally
To legally sell serums in Malaysia, your product must comply with ASEAN Cosmetic Directive and NPRA:
- ✅ Cosmetic Notification with KKM/NPRA
Submit PIF, ingredient list, safety documents (your OEM usually handles this) - ✅ ISO 22716 compliance (GMP for cosmetics)
Preferred for export and retail partnerships - ✅ Halal Certification (JAKIM)
Optional but highly recommended for local trust and international markets
Branding and Positioning Your Serum in a Crowded Market
Standing out is more than just ingredients—it’s about story and strategy:
- 🌸 Highlight one hero active (e.g. “5% Niacinamide Serum”)
- 🎯 Solve a clear problem (e.g. “anti-maskne serum”)
- 🌱 Go clean, vegan, or sustainable if that fits your audience
- 📣 Use influencers, doctors, or KOLs for trust
- 💡 Offer travel size or trial kits for sampling
Remember, your value proposition must be crystal clear in your packaging, listing, and online marketing.
Starting a serum brand in Malaysia is a high-potential move—especially when partnered with an experienced OEM/ODM skincare manufacturer. With growing demand, easy online access, and modern beauty trends, you can launch your brand with confidence. Just focus on quality, compliance, and a clear brand message to build long-term customer trust.
