All the exciting beauty brands that are launching in Malaysia this 2024

Hot off the press!


By Redzhanna Jazmin

All the exciting beauty brands that are launching in Malaysia this 2024

From Krave Beauty to Kylie Cosmetics and more, these are the new brands that are set to arrive on our shores this 2024.

New year, new brands—and 2024 is looking to be the biggest year for the beauty industry yet. Malaysia’s beauty market is set to welcome a slew of cult brands into its roster, and if we say so ourselves, the lineup is looking very exciting.

Ahead, we’ve rounded up all the new-to-Malaysia brands that are launching in 2024—scroll through to find the full lowdown:

Note: This list will be updated.



new beauty brands in malaysia

You’ve surely seen this TikTok-viral beauty brand crop up, especially in the last few years. Kosas’ innovative lineup of results-driven, skincare-powered makeup is filled with cult beauty favourites, each created to enhance your natural beauty without compromising on your skin’s health. Each of its formulations is infused with active levels of nourishing ingredients that are safe to use on even the most sensitive skin.



Then I Met You

buro new beauty brands 2024

If you’re a K-beauty fanatic, there’s no doubt that you’ve heard of Then I Met You. Founded by Charlotte Cho—who is also the co-founder behind the K-beauty retailer Soko Glam—the brand has become a global phenomenon since launching in 2018. With a lineup packed with heritage ingredients like persimmon, ginseng, fermented rice and efficacious, lab-proven actives like PHAs and more, it’s the perfect balance of Korean tradition and American sensibilities.

PS: Cho was the first to coin the “10-step routine” trend that would go on to define K-beauty in the Western market.

Then I Met You will be launching exclusively with Sephora in April 2024.


Krave Beauty

buro new beauty brands 2024

Founded by YouTube OG and skincare aficionado Liah Yoo, Krave Beauty needs no introduction. The back-to-basics lineup has been a firm favourite of in-the-know skinfluencers and skincare enthusiasts alike, and it has finally made its way over to our corner of the world for this year. From the best-selling Great Barrier Relief moisturiser to the lesser-known (but still fantastic) Matcha Hemp Hydrating Cleanser, this cult brand is a must-have this year.

Krave Beauty will be launching in Sephora in April 2024.


Esmi Skin Minerals

Hailing from Australia, Esmi is a brand that was created to nourish the skin and hair. Its extensive lineup of customisable and made-to-layer serums and products are fully vegan and cruelty-free as well as made to treat your specific concerns—whatever they may be.

Esmi will be available in Sephora in April 2024.


Kylie Cosmetics

If you don’t know what Kylie Cosmetics is at this point, we have to assume you live under a rock. This is, of course, the brainchild of mega-influencer and almost-billionaire Kylie Jenner, of Kardashian family fame. The brand has just announced its entrance into the Malaysian market—indeed, you’ll soon be able to shop the very Kylie Lip Kits that shot Jenner to fame in your nearest Sephora.

Kylie Cosmetics will launch at Sephora Malaysia soon.


The Powder Shampoo

This Singaporean-owned hair care company was founded on the philosophy that great products do not have to come at the expense of our Earth. The novel lineup includes a range of powder shampoos and body washes, each of which is completely water-free and sustainable.



Rabanne Makeup

While the Maison’s celebrated fragrance collection has long been available in Malaysia, the brand only recently announced the launch of its first-ever makeup collection to accompany its big rebrand. Rabanne Makeup is inspired by the luxury house’s pioneering fashion legacy, with four collections to kick it off: Eyephoria for the eyes, Rouge Rabanne for the lips, Nudes for the complexion and Arts Factory for the artistry-inclined.

Stay tuned for updates on Rabanne Makeup’s Malaysia launch.


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