A Review of Makeup Products, Trends, and Consumer Behaviour

Roszi Naszariah Nasni Naseri, Maryam Mohd Esa, Roslinawati Ibrahim and Zurairah Jais
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Roszi Naszariah Nasni Naseri: Faculty of Business and Management, Universiti Teknologi MARA, Melaka Branch, Alor Gajah Campus, Malaysia
Maryam Mohd Esa: Faculty of Business, Hospitality and Technology, Universiti Islam Melaka, Malaysia
Roslinawati Ibrahim: Faculty of Business, Hospitality and Technology, Universiti Islam Melaka, Malaysia
Zurairah Jais: Faculty of Business, Hospitality and Technology, Universiti Islam Melaka, Malaysia

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 2077-2083

Abstract: The cosmetics industry, particularly the makeup segment, is a dynamic and fast-evolving sector contributing significantly to global markets. Makeup products, classified as colour cosmetics, include lipstick, foundation, and eyeliner, and are integral to modern beauty routines. The growth of this segment is driven by innovations in long-lasting formulations, natural and organic ingredients, and culturally aligned products like Muslim-friendly cosmetics. The Malaysian makeup market showcases unique characteristics, with local brands such as Nurraysa addressing cultural and religious needs, while international players dominate in market share. Younger demographics, heavily influenced by societal beauty standards and social media, represent the largest consumer base, further fuelling industry expansion. Despite its rapid growth, the industry faces challenges in understanding localized consumer behaviour and adapting to evolving trends. This study reviews the makeup industry, examining trends, consumer behaviour, and market dynamics, while offering insights into opportunities for innovation and differentiation in a competitive landscape. The findings aim to benefit both practitioners and researchers seeking to navigate and contribute to the future of the cosmetics industry.

Date: 2025
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