The rise of influencers and Malaysian beauty bloggers

Malaysia has seen a rapid rise in beauty influencers and bloggers and this is changing the game for the industry.

Malaysians are increasingly turning to beauty bloggers and Instagram or YouTube tutorials for their beauty inspirations.

They represent 29% of the social chatter around beauty on social media, underscoring the country’s affinity for online-based beauty content.

In response, brands across the industry are revamping how they listen and speak to consumers.

They’re embracing digital technologies, collaborating with influencers and pushing boundaries to get closer and more personal with their customers.

Here is a list of some beauty bloggers in Malaysia.

graphic beauty

To help marketers navigate this ever-evolving landscape, Meltwater analysed social media data to better understand shifting attitudes, priorities and behaviours.

Here’s what they found:
Beauty influencers deliver a better return on investment ROI

Digital influencers have now overtaken celebrities as the top choice for beauty brand endorsements and commercial collaborations.

Thus they’re packing a punch with the return on investment they’re delivering to brands.

<<This means brands are spoilt for choice for selecting influencers to collaborate with.>>

Farhanah Firdaus (@faafirds) is a multilingual makeup enthusiast who creates beauty-related content.

These are tutorials, looks, reviews and giveaways. On top of that, She also curates fashion looks, making her a top beauty influencer in Malaysia.


Meltwater ranks the top influencers in each country by its social influencer discovery tool. It takes into account an influencer’s popularity, content, social media presence, audience, and engagement rates.

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Above all, Farhanah Firdaus received a score of 89 out of 100 points – the highest for beauty influencers in Malaysia.

It’s All About the Gram
Nevertheless, results of the study revealed that for platforms for talent-led beauty collaborations, brands almost always preferred Instagram.

This is because Instagram appears to deliver the strongest metrics and the highest level of ROI for influencers and brands.

Lips most talked

<A one-size-fits-all approach doesn’t cut it as consumers demand more inclusivity>

Lips were the most talked-about category on social media across Southeast Asia, with Estée Lauder and L’Oréal’s range of products most preferred by consumers.

However, Malaysians preferred to talk about eyes, and captured the second-highest share-of-voice in online discussions about face and eyes.

Drilling deeper, consumers were most interested in the application of products, and tips on how to create unique and personalised looks by layering or mixing products.

As consumers become more demanding, it’s crucial to leverage sophisticated artificial intelligence and social-listening tools.

This in order to predict and forecast trends to better serve the customer.

Focus on Personalised Experiences
Nevertheless, a one-size-fits-all approach doesn’t cut in the industry.

As a matter of fact, consumers demand more inclusivity, meaning brands must focus on catering products to every demographic.

Fenty Beauty’s 40-tone foundation line is a great example of a personalised product range that provides more choice than ever to darker-skinned.

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