Sixteen lip and colour products shoppers reach for every day: serum balms, sleeping masks, lip oils, dessert jellies, plumping jellies, colour change balms, soft mattes, lip muds and water tints, then skin tints, cushions, primers and blush oil. Pick one, and we make it yours.
Lip is the fastest growing line we make: it is small, cheap to try, easy to gift and quick to sell on a live stream. Every concept here answers one reason a shopper picks up a lip or colour product, for one kind of shopper, and is built on formulas our lab already makes. Each comes with three reasons brands pick it, the market behind it, where it goes in 2027 and how it grows into a full line.
Care first, then colour
Lip care is the part of the lip shelf shoppers buy most often and replace without thinking, which is why it is worth doing well. Balms already lead lip sales in Malaysia and across Asia-Pacific, but shoppers who use serums on their face now expect more from their lips: a balm that melts like a serum, a mask that works while they sleep, a scrub that makes lipstick sit right, and care for lips that look dark or dull. Each one is a step, and steps sell in sets. For 2027 the opening is a local brand that builds a small lip routine, day, night and weekly, in skincare words shoppers already trust, with a vitamin E grown in Malaysia at its heart.
Malaysia's lip care market is put at USD 95 million in 2026, heading for USD 160 million by 2032, about 9.1% a year; balms and moisturisers sell the most units, while lip masks and overnight treatments are rated high demand.
Mobility Foresights (Malaysia Lip Care Products Market, report summary, 2026 to 2032 forecast), 2026Worldwide, lip balms took 64.5% of lip care sales in 2025, and Asia-Pacific was the largest region at 39.1% (global).
Grand View Research (Lip Care Products Market, report summary), 2025Asia-Pacific held 36.03% of the lip mask market in 2025, about USD 404 million, and overnight sleeping masks made up 61.06% of the category (Asia).
Fortune Business Insights (Lip Masks Market, report summary), 2026A balm that melts into a serum on the lips.
“My lip balm just sits on top like wax, and by the time I finish my teh tarik my lips feel dry again.”
Most lip balms feel like a coat of wax: on, then gone, then on again. Shoppers who use serums on their face now ask why their lips get the plainest product in the bag. Melting Serum Balm answers with texture first. It looks like a firm balm in the pot, then melts at lip warmth into a silky, serum-like layer that feels cushioned, not greasy. Skincare words sit on the label: ceramide, squalane, panthenol and hyaluronic acid, plus tocotrienol, a vitamin E grown in Malaysian palm. For a brand, it moves lip balm from a checkout impulse buy to a skincare step worth paying more for.
The melt from balm to serum is easy to film up close, which makes it a natural fit for short videos and live selling.
Shoppers who know ceramide and squalane from face serums recognise them at once, so the balm explains itself on the shelf.
Tocotrienol from Malaysian palm gives local brands a proud origin story that imported balms cannot copy.
Lip balm is already the biggest lip care product in Malaysia and across Asia-Pacific, so the question for 2027 is not whether shoppers buy a balm but which one they trade up to. Ingredient-led and tinted balms are where the growth is, and Malaysian lip care is forecast to grow faster than the regional average. A melting serum balm with skincare words and a Malaysian vitamin E story is well placed for that trade up.123
Care and a hint of colour in one swipe.Why add it Gives balm buyers a colour option without leaving the range.
Wake up to soft, smooth looking lips.Why add it Adds a night step and makes a natural day and night pair.
Clears flakes so the balm melts in evenly.Why add it A low-cost add-on that makes the balm feel better on day one.
Lip care for sunny commutes, SPF set by the brand's own tests.Why add it Opens the outdoor and travel basket for the same shopper.
Sell the melt. Film the balm on a fingertip or straight from the applicator turning glossy on the lips, then name the skincare inside it. Price it above a basic balm and aim it at shoppers who already buy face serums. It suits skincare-led brands, pharmacy chains, Raya and wedding gift sets, and live selling where close-up texture shots win the sale.
Sleep in it, wake up to soft lips.
“The air-con runs all night in my room, and my lips are peeling by the time I wake up for Subuh.”
Lips dry out most at night, under a fan or an air conditioner running for eight hours, and most people go to bed with nothing on them. Overnight Lip Mask makes the last step of the night a lip step. It is thicker than a balm, sits in a cushiony layer that does not slide onto the pillow, and leaves soft, comfortable lips by morning. Sweet lip-safe flavours like vanilla, berry or coconut make it a small treat before sleep. For a brand, one jar becomes a nightly habit and a second lip product in every basket, next to the day balm or lipstick.
Shoppers already own a day balm or lipstick; a night mask adds a new step instead of replacing one.
Long hours of air conditioning leave lips tight and flaky, and a mask worn through the night speaks straight to that.
A small jar in vanilla, berry or coconut works as an add-on, a Raya hamper item or a gift with purchase.
Lip masks are growing fastest in Asia-Pacific, led by Korean-style routines that treat lips like skin, and overnight masks are already the bigger part of the category. In Malaysia the format sells mostly online, which suits new brands that launch on marketplaces and through live selling. More brands are sourcing lip masks for their ranges, so in 2027 a well-flavoured night mask with a local vitamin E story needs a clear bedtime angle to stand out.123
Serum-soft lips through the day.Why add it Gives every mask buyer a day product and a two-piece set.
Clears flakes so the mask works on smooth lips.Why add it Adds a weekly step and lifts basket size at low cost.
Helps lips look fuller and smoother by morning.Why add it A higher-priced version for shoppers who want more.
Your night step, small enough for any bag.Why add it Brings in new shoppers through trial and gifts.
Sell the bedtime habit, not the ingredient list. Show the jar on a bedside table, a swipe before sleep, and soft lips in the morning light. Offer it in two or three flavours and bundle it with a day balm as a day and night pair. It fits skincare brands, sleep and wellness brands, Raya and year-end gift sets, and marketplace stores where lip masks already sell well.
Polish off flakes before colour.
“My matte lipstick looks patchy and cracked by lunch because of dry flakes I can never get rid of.”
Matte and long-wear lip colours are everywhere, and every one of them shows the same flaw: dry flakes. Colour clings to them, cracks around them and looks patchy by lunchtime. Sugar Polish Scrub is the thirty-second step before colour. Fine sugar and natural luffa grains loosen flakes with a light rub, then a cushion of coconut, almond and rice bran oils leaves lips smooth and soft, ready for lipstick or balm. Watermelon and dragon fruit flavours make it fun to use, and a mini pot fits in a pocket. For a brand, it is a low-cost add-on that makes every lip colour in the range look better.
A smooth base helps matte and long-wear shades go on evenly, so the scrub sells itself next to every lipstick.
Close-ups of flaky lips turning smooth are simple, honest content for short videos and live selling.
Small pots are easy impulse buys and natural gifts with purchase during campaigns.
Lip scrubs are a small category growing faster than lip care as a whole, and Southeast Asia is named among the places where demand is rising. Growth is tied to matte and long-wear colour, which needs a smooth base, and to the move toward natural exfoliants such as sugar. In 2027, a sugar scrub that comes as a pot, a balm and a tinted version gives a lip colour brand an easy prep step to sell beside every shade.123
Smooth lips anywhere, in one twist.Why add it Reaches shoppers who will not carry a pot.
Polish and a pink flush in one step.Why add it Adds colour fans to the prep shelf.
Soft, serum-smooth lips after every scrub.Why add it Turns a single scrub into a two-step routine.
Wake up to lips ready for colour.Why add it Gives scrub buyers a night step to add.
Sell the scrub as the secret to better lipstick. Show flaky lips, a ten-second rub, a wipe, then a matte shade going on smooth. Bundle it with the brand's lip colours and give a mini with every lipstick order during campaigns. It suits lip colour brands, teen and student brands, and TikTok Shop live selling, where a clear before and after closes the sale.
For lips that look dark or dull.
“Years of smoking and riding my motorbike in the sun have left my lips dark, and I notice it in every photo.”
Dark or dull looking lips are one of the most common worries shoppers bring up, and not only women. Smoking, sun on the daily commute and dry air all leave lips looking uneven, and many men want a fix that does not look like makeup. Pinky Bright Lip is a care balm first: a vitamin C ester, ceramide and tocotrienol help lips look softer, rosier and more even with regular use, while a sheer pink tint gives an instant lift. A clear balm suits men, a tinted one suits women, and an overnight mask adds a night step. For a brand, it answers a question shoppers already type into the search bar.
Dark looking lips from smoking or sun are a common, personal concern, and a care balm lets shoppers act on it quietly.
An untinted, unscented balm in plain packaging looks like ordinary lip care, which makes it easy for men to buy and use.
The sheer tint gives a rosier look straight away, so shoppers stay with the care balm long enough to make it a habit.
Dark looking lips are a quiet, steady concern across Asia, and in Malaysia the smoking population alone runs to millions of adults, most of them men. Care that promises a rosier, more even look, in calm words, fits shoppers who want care rather than makeup. In 2027, brands that offer a clear balm for men and a tinted one for women can serve both, and add a day balm with SPF, since sun plays a part too.123
Plain lip care that helps lips look rosier.Why add it Opens the men's shelf with a product men will actually carry.
Rosier, softer looking lips by morning.Why add it Adds a night step and a second product per shopper.
Day care for lips, SPF set by the brand's own tests.Why add it Covers the sun side of the concern for commuters.
Polish away dull, flaky lips.Why add it A low-cost add-on that helps lips look smoother.
Lead with care, not change. Show lips looking softer and rosier in honest, well-lit photos, and let the tint do the instant work. Offer a clear, unscented balm in plain packaging for men and a pink tinted version for women. It suits pharmacy and men's grooming shelves, skincare brands, and live selling where hosts can answer personal questions in private messages.
Shine that people film
Glow is the lip look of the camera era. Close-up videos made glossy, glassy lips the default, and shoppers now want that shine without the sticky feel of old-style gloss. Lip oils give a wet, cushiony shine with oils that care for lips underneath. Lip jellies give a juicy, bouncy layer and carry flavour, which young shoppers pick as eagerly as colour. Plumping jellies add a cool tingle and a fuller look, and peptide treatments bring skincare into the lip bottle. All of them are cheap to extend: one base can carry clear, tinted, shimmer and cooling versions, so new shades and flavours drop every month. Korean lip products have shown how fast this moves across Asia. For 2027, the chance is a local glow range that launches often and sells live.
Korean lip cosmetic exports rose 37% to USD 409.96 million in January to August 2025, against 11% for skincare, and lip sales in Japan rose 69% (Asia).
The Asia Business Daily, quoting the Korea International Trade Association, 25 September 2025Lip gloss is worth about USD 4.52 billion worldwide in 2025; Asia-Pacific is the fastest-growing region at 8.48% a year to 2031, with influencers driving uptake in Southeast Asia.
Mordor Intelligence (Lip Gloss Market, report summary), 2026Lip oil sales worldwide are forecast to grow from USD 565.45 million in 2024 to USD 754.13 million by 2030, about 4.9% a year, helped by flavours, tints and influencer marketing (global).
TechSci Research (Global Lip Oil Market, press release, 2024 base year), 2025Glass shine that cares.
“I love the glossy look, but most glosses feel sticky and my hair and tudung keep catching on them.”
Lip oil went from niche to everyday in a few years, carried by close-up videos of glossy, glassy lips. What shoppers still complain about is the feel: glosses that are sticky, catch hair and tudung, and leave lips dry when they wear off. Dew Lip Oil is built around comfort. A cushiony oil gel gives a wet, glass-like shine without tack, while plant squalane, a fermented oil blend and tocotrienol care for lips underneath. It comes clear, in sheer tints like rose, cherry and peach, or with a cool tingle. For a brand, it is the trend format with a care story, and a shade library that is easy to grow.
A wet, glassy shine is the lip look of the moment, and it photographs well in every video and selfie.
No sticky tack and no tight, dry feel afterwards, so shoppers wear it all day and finish the bottle.
One base carries clear, tinted and cooling versions, so new shades launch fast and at low cost.
Lip oils and tinted balms are the fastest growing lip formats in Malaysia, and Korean lip products are pulling demand across Asia, with exports rising far faster than skincare. Shoppers now want shine plus comfort and care, not gloss alone. For 2027, a lip oil that feels plush rather than sticky, with a local vitamin E story and an easy shade range, sits in a format that is still growing.123
Sheer colour with the same glass shine.Why add it Each new shade is a reason to go live again.
A cool tingle with every swipe.Why add it Reaches shoppers who want a fresh, tingly feel.
Three shades, one small box.Why add it Lowers the price to try and suits festive gifting.
Glossy by day, soft by morning.Why add it Turns a day product into a day and night pair.
Sell the shine in close-up. Film one swipe on bare lips, then the same lips an hour later, still glossy and comfortable. Launch with a clear oil and two sheer tints, and add shades every few months to keep live sessions fresh. It suits young beauty brands, modest-fashion brands, and TikTok Shop sellers who need a steady stream of new shades to show.
Dessert flavours in a juicy lip jelly.
“My pocket money only covers one lip product a month, so it has to smell amazing and look juicy.”
Young shoppers choose lip products the way they choose a drink: by flavour, by colour and by how it looks in a photo. Dessert Lip Jelly turns that into a menu. One juicy, cushiony jelly base carries a long list of lip-safe flavours, from brownies, coffee and matcha to coconut, watermelon and dragon fruit, worn clear, sheer tinted or with a gold shimmer. New flavours drop easily, so the range never stands still, and sets of three make natural gifts. For a brand, it is the simplest way to keep a lip line feeling new every month, and a strong fit for live selling, where hosts swatch and describe each scent on camera.
Many flavours from one base means constant newness, limited editions and collecting, without new formulas.
A small wand bottle at an easy price suits students and first-job shoppers who buy often.
Hosts can swatch, show the shine and describe the scent in seconds, which keeps viewers watching.
Glossy lip formats are growing fastest in Asia-Pacific, pushed by influencers and online shopping in Southeast Asia. At the same time, sweet, dessert-like scents are one of the strongest beauty trends of the moment, led by young shoppers on TikTok. A flavoured lip jelly brings the two together at a low price. In 2027, brands that drop new flavours often and sell them live are the ones shoppers keep coming back to.123
Only here this month.Why add it Keeps the range new without new formulas.
Three flavours, one cute set.Why add it Lowers the price to try and builds gift sales.
Juicy shine with a gold glint.Why add it Adds a party version for Raya, weddings and year end.
Scrub, then jelly, same sweet scent.Why add it Adds a prep step in the same flavour story.
Sell the flavour first and the shine second. Line up the bottles like a dessert counter, let hosts swatch and describe each scent, and run a vote for the next flavour. Keep the price friendly for students and sell in trios. It suits teen and young adult brands, gift shops, and TikTok Shop live selling, where a new flavour is always a reason to tune in.
A cool tingle and fuller looking lips in one swipe.
“I want my lips to look fuller in my selfies for Raya, but I am not going near a needle for it.”
Fuller looking lips are one of the most watched looks on social video, and most shoppers want the effect without a clinic visit. Cool Plump Jelly gives them a version they can carry in a pocket: a juicy jelly that tingles cool on contact, gives a plumping feel, and leaves a glassy shine. The tingle matters because it tells the shopper the product is doing something, which is exactly what sells in a ten second live demo. A soft pink pearl version reads as colour, a clear version works over any lipstick. For a brand, it is a hero that is easy to film, easy to explain and easy to gift before Raya and wedding season.
The cool tingle gives instant proof on camera and at the counter, which turns a demo into a sale faster than any claim on a box.
Helps lips look fuller with a plumping feel, for shoppers who want the look of fuller lips without a clinic visit.
Wear it as a sheer pink jelly or layer the clear version over any lipstick for extra shine and shape.
Plumping has moved from clinics to the lip aisle, and Asia Pacific is already the biggest region for it. Shoppers now expect skincare words such as hyaluronic acid and peptides on a lip product, and they want a gentle tingle rather than a burn. A cool jelly that gives a plumping feel, films well and sells at a pocket money price fits the live selling shopper well into 2027.123
Wake up to softer, smoother looking lips.Why add it Adds a night product and doubles the use of the same peptide story.
Draw the shape, then fill it with shine.Why add it A low cost add-on that raises basket size at checkout.
Polish off flakes for a glassy finish.Why add it Prepares lips and gives a reason to buy the set together.
More tingle for those who love the feel.Why add it Keeps the loyal fan buying with a stronger version.
Sell the feeling first. Let the shopper or the live host swipe it on and say what they feel, because the cool tingle is the proof. Then show the before and after shine under a ring light. Offer a clear version for layering and two soft pinks for wearing alone. It suits young beauty brands, TikTok Shop sellers, pharmacy chains and gift sets before Raya and the wedding season.
The lip treatment with skincare actives inside.
“My lips peel after a day in aircon and outside heat, and normal lip balm just sits on top.”
Shoppers already use serums with peptides and ceramides on their faces, and they now want the same thinking on their lips. Peptide Lip Treatment answers that with a cushiony treatment with a soft applicator that feels like a balm but reads like skincare. A plumping peptide helps lips look fuller and smoother, ceramide helps hold moisture in, and a vitamin C ester gives a rosier, more even look. It comes clear or in sheer tints with dessert flavours such as honey and cookies, so it can be worn alone. For a brand, it is a premium lip step with an ingredient story a shopper can repeat, priced above a basic balm and bought again when the bottle runs out.
Peptide, ceramide and vitamin C are words shoppers already trust from face serums, so the price above a basic balm makes sense to them.
Sheer tints and lip-safe flavours mean it works as a daily colour, not only a night treatment.
Results build with regular use, which keeps the bottle in the bag and brings the shopper back for the next one.
Lip care is turning into skincare, and peptides are leading the change. Korea is the fastest growing peptide lip market, so the trend reaches Malaysian shoppers quickly through Korean beauty content. Malaysian lip care is growing near nine percent a year, with tinted and treatment formats gaining share. A peptide treatment with a sheer tint and a local flavour gives a brand a premium lip step for 2027.231
Wake up to softer, smoother looking lips.Why add it Gives every buyer a second product for the night.
Care and colour in one swipe.Why add it Brings in colour shoppers who skip clear treatments.
Care plus sun protection for lips.Why add it Adds a daytime reason to buy for outdoor shoppers.
Glossy shine with skincare inside.Why add it Catches the lip oil shopper with the same story.
Sell it like a serum, not a balm. Put the three ingredients on the front of the pack and explain each in one line. Show the cushiony texture and the sheer tint on the lips in close up. Price it above a basic balm and give it a flavour story people talk about. It suits skincare brands adding a lip step, clinics and pharmacies, and gift sets for Raya and year end.
The colour shoppers wear every single day
Lip colour is the most bought part of makeup in Malaysia, and the most personal. It is reapplied after every meal, judged on every cup and face mask, and changed with the mood, the season and the occasion. This chapter covers four ways in: a balm that turns clear to the wearer's own pink, a matte made to resist transfer, a soft mud for lips, cheeks and lids in one pot, and a water tint that stains and lasts through meals. Across Southeast Asia, shoppers are moving from classic lipstick toward tints and long wear formats that cope with heat and eating out, and most of them now buy online. For 2027, the opening is a local brand with shades for local skin and a texture for every day.
Lip products are the largest category in Malaysian colour cosmetics at about 35%; the whole market is estimated at USD 355 million in 2025, and online sells about 55% of it.
Vyansa Intelligence (Malaysia Colour Cosmetics Market Report 2026 to 2032, report summary), 2026Malaysia's lip cosmetics market is put at USD 132 million in 2025, growing 7.1% a year, in a Southeast Asian peer group averaging about 8% a year.
Ken Research (Vietnam Lips Cosmetic Market, report summary with Southeast Asia peer table), 2026Across Asia, liquid lip tints and long-wear formulas are seeing explosive growth, particularly in Southeast Asia and among younger shoppers, driven by transfer-proof wear for humid climates (Asia).
IndexBox (Asia Lip Make-Up Preparations Market, report summary), updated 23 March 2026Clear in the bottle, your own pink on the lips.
“I am still in school and my pocket money is small, so I want one lip balm that gives me colour without looking like makeup.”
There is a small moment of magic every time this balm goes on: clear or green in the bottle, then a shade of pink on the lips. That moment is the whole marketing plan. Mood Colour Balm is made for first lip product buyers, students and anyone who wants colour that looks like their own. Because each person's pink comes out a little different, shoppers film it, compare it and buy one for a friend. Underneath it is a real lip balm with ceramide, so parents and schools are happy with it too. For a brand, the colour change works across balms, oils and jellies, and new bottle colours and flavours are cheap to add.
Clear to pink on the lips is the kind of short video people share, which brings free reach on social and live selling.
Colour that looks natural suits students, teens and makeup beginners who want a hint of colour without a bold look.
Bright bottles and a surprise result make it a natural birthday, Raya and small surprise gift, often bought in twos.
Colour change lip products are growing faster than lipstick as a whole, and Asia Pacific is the largest region for them. The growth comes from short video, where the clear to pink reveal works better than any advert, and from young shoppers who want colour that looks like their own. A low cost balm that carries the reveal, with mint and fruit versions, keeps a brand present in every school bag into 2027.123
Shine first, then your own pink.Why add it Gives the same buyer a glossy second product.
A flush that matches your lips.Why add it Moves the shopper from lips to cheeks with the same trick.
Soft lips for little ones.Why add it Brings parents into the range for family baskets.
Cool, fresh and pink.Why add it Adds a fresh flavour reason to buy again.
Lead with the reveal. Every post and every live session should show the balm going on clear and turning pink, ideally on two different people side by side. Keep the price within student pocket money and sell in pairs or trios. Use bottle colours and flavours as the reason to collect. It suits teen and student brands, convenience and pharmacy shelves, school bazaars, and gift sets for birthdays and Raya.
Stays put through meals, no marks on cups.
“By the time I finish my teh tarik, half my lipstick is on the cup and the rest is on my face mask.”
Matte lip colour is popular for one simple reason: it stays. But many mattes still leave a ring on the cup, a stain on the face mask and a dry, tight feel by lunch. Kiss-Proof Matte is built for that real day. Light film formers set the colour so it is made to resist transfer, fine powder spheres give a soft-focus velvet finish, and a velvet wax keeps it comfortable. It comes as a liquid matte for full colour and an airy mousse for a softer, blurred look. For a brand, it covers the most asked lip need, a colour that survives eating, drinking and long work days, in shades from city nudes to bold reds.
Made to resist transfer, so cups, face masks and tudung edges stay clean after a meal or a long day.
Soft-focus powders and a velvet wax give a blurred matte that stays comfortable instead of cracking.
City nude, brick, rose and bold red shades suit Malaysian skin tones and are easy to extend each season.
Long wear is the main thing Asian shoppers ask of a lip colour, and Southeast Asia's heat, face masks and eating out make it more urgent here. Matte and liquid formats are the fastest growing lipstick types, and shoppers now expect them to feel comfortable too. A matte that is made to resist transfer and stays soft, in local skin tone shades, is a dependable best seller for 2027.213
A clean edge from breakfast to dinner.Why add it A small add-on per shade that lifts every basket.
Smooth lips, smoother matte.Why add it Solves the dry lips worry that stops some matte buyers.
Off in one wipe, no scrubbing.Why add it Makes long wear easy to live with and adds a repeat buy.
Lips and cheeks that match.Why add it Turns a lip buyer into a two product buyer.
Show the test people trust: lips on a cup, a tissue press, a face mask after lunch. Film it at a mamak table, not in a studio. Lead with four shades that suit Malaysian skin, then add seasonal reds and browns. Sell the remover alongside so long wear never feels like a hassle. It suits office worker brands, modest fashion brands, wedding and Raya makeup sets, and live selling.
One pot for lips, cheeks and lids.
“My makeup pouch is too full for my work bag, so I want one thing that does my lips and cheeks before I rush out.”
Most shoppers do not want ten products, they want one that looks good everywhere. Lip and Cheek Mud is a soft velvet mud in a small pot: dab it on lips for a blurred stain, tap it on cheeks for a natural flush, sweep a little over lids for a matching wash of colour. The look is easy and fresh, and it works for a five minute morning or a touch up in the car. Tocotrienol, a palm vitamin E grown in Malaysia, gives the care story a local root. Shades run from baby pink to brown red and mocha. For a brand, one pot sells three uses, which makes the price feel fair and the pouch feel lighter.
Lips, cheeks and lids from one pot make the value clear, which helps in price-careful markets and with students.
One shade across the face looks put together with no skill needed, perfect for quick mornings and touch ups.
Palm vitamin E grown in Malaysia gives the brand a home-grown ingredient to talk about.
Multi-use makeup is one of the clearest shifts in Asian beauty: shoppers want fewer products that do more, and Asia Pacific is the fastest growing region for lip and cheek tints. In Malaysia, lip products are already the biggest colour category, and multifunctional formats are gaining. A soft mud that does lips, cheeks and lids at one fair price fits the busy, budget-aware shopper of 2027.123
A flush that looks like your own.Why add it Catches the shopper who wants dewy cheeks.
Soft colour, clean edge.Why add it A cheap add-on that sharpens the lip look.
Three moods in one box.Why add it Lowers the first try price and suits gift seasons.
Glow on top of colour.Why add it Adds an evening product to the same routine.
Show the three uses in one take: lips, cheeks, lids, done in under a minute. Name shades after moods and moments, not colour codes. Price it so one pot feels like a saving against a lipstick plus a blush. Sell the mini trio as a first try and a gift. It suits budget beauty brands, student markets, office worker brands and travel kits.
A stain that stays through nasi lemak.
“I eat out three times a day, and every time I have to fix my lip colour in the restaurant toilet.”
A water tint is the lip colour Asian shoppers grew up on: light as water, quick to apply, and it stains, so the colour is still there after lunch. All-Day Water Tint keeps that promise for the Malaysian table, where meals are oily, spicy and frequent. The light water base lets the colour sink in for a fresh, flushed look that fades evenly rather than leaving a ring. A glow version adds a juicy finish, and a peptide glow tint brings skincare care. Shades run from rose tea to mulberry and sunset pop. For a brand, it is an everyday bestseller with a low entry price, easy shade drops and a natural fit with Korean beauty trends.
The stain sinks into the lips so colour stays through eating and drinking, with wear time set by the brand's own tests.
As it wears, the colour softens into a natural flush instead of leaving a dry outline.
A light base makes new shades quick to add, so the brand can launch a new colour every month.
Lip tints are taking share from classic lipstick across Asia, and in Southeast Asia they are already the fastest growing lip type. Shoppers want colour that survives eating and humid days and still feels light, and Korean beauty content keeps the format fresh. A water tint with a glow option, a care story and frequent new shades gives a brand a steady everyday seller through 2027.123
Touch up in two seconds.Why add it A handbag size that brings repeat buys.
One flush, lips and cheeks.Why add it Adds a cheek use for the same shopper.
Stain by day, shine by night.Why add it Turns a day tint into an evening look.
Soft lips under every stain.Why add it Gives tint lovers a care step at night.
Film the meal test: tint on, a plate of nasi lemak or a bowl of laksa, then the lips after. Lead with six shades across pinks, reds and browns, and drop a new shade every month to keep live sessions busy. Keep the price low enough for a second and third shade. It suits young beauty brands, Korean-style brands, student markets and TikTok Shop sellers.
Lighter base, a natural flush
Face base is where the shopper decides whether the rest of the makeup works. The old idea of one full cover foundation for every day is fading. Shoppers now want skin that looks like skin: a serum tint on ordinary days, a cushion they can top up between events, and a primer that keeps both in place when the afternoon gets warm. Each one carries skincare actives, so the brand can talk about care as well as cover. Asia Pacific is already the biggest region for cushions, tinted bases and primers, and Asian brands with hybrid products are leading growth in Malaysia. Blush finishes the face: a few drops of tinted oil give a flush that looks like the shopper's own. For 2027, the opening is a small, well matched range with a sensible shade spread, built so each product makes the next one look better.
In Malaysia, colour cosmetics growth is being driven by Asian brands making makeup more affordable and by hybrid products that add skincare benefits.
Euromonitor International (Colour Cosmetics in Malaysia, report summary), September 2026The global cushion foundation market was valued at USD 1.75 billion in 2025 and is forecast to reach USD 3.45 billion by 2034, with Southeast Asia named a dynamic growth frontier.
Intel Market Research (Cushion Foundation Market, report summary), May 2026Searches for skin tints rose 26% year on year as of March 2025, averaging nearly one million a month (global).
Cosmetics Business, 'Skin tints: the new era of multi-tasking, skin-loving make-up', quoting Glimpse, 24 April 2025Skincare first, a touch of cover.
“Foundation feels like a mask by the time I reach the office, but without anything my skin looks tired on every video call.”
A growing number of shoppers have stopped wearing full foundation on ordinary days. They still want skin that looks rested on a video call or a quick lunch, just not a heavy layer that shows by noon. Serum Skin Tint is built for that middle ground. It goes on like a serum, sinks in fast and leaves a sheer, even veil that lets real skin show through. Inside sit the actives shoppers already know from their skincare shelf, so the brand can sell it as a skincare step with a touch of colour. Five shades from fair to deep give a starting range a brand can grow.
An NAD+ booster, ectoin and hyaluronic acid give the brand skincare stories that a plain foundation cannot tell.
Sheer cover is forgiving, so five shades suit more faces and online buyers return fewer bottles.
Light enough for workdays and weekends, so it is used daily and runs out on a steady cycle.
Light cover is becoming the everyday base, with search interest in skin tints still rising and Asia Pacific already the largest region for tinted moisturisers. Shoppers want skincare actives they recognise in their makeup, and an SPF version is where much of the category's money sits. For 2027, a serum tint with a clear skincare story and a sensible shade range gives a local brand an easy first step into face base.12
Light cover and sun care in one morning step.Why add it Gives the tint a daytime twin and a reason to buy two.
Covers the spots, keeps the skin feel.Why add it Adds a small, easy second item to every tint order.
Holds the tint longer on shiny days.Why add it Turns one product into a two step base for oily skin.
Try the shade before the full size.Why add it Lowers the entry price and suits sampling and live selling.
Sell it as skincare that happens to have colour. Show one side of the face bare and one side with the tint in a short video, then name the actives on screen. Offer a shade finder in live selling so buyers pick with confidence. It suits skincare brands taking their first step into makeup, clean beauty brands, office worker and campus lines, and men's grooming brands that want a no makeup look.
Pat on, stays through the heat.
“At an afternoon kenduri my foundation is sliding off before the family photos are even taken.”
Raya open houses, weddings and kenduri mean long days in warm halls and hot car parks, and most foundations do not last until the photos. Humid-Proof Cushion is made for those days. A puff presses on light, even cover that dries to a satin finish and is built to hold in humid weather. The compact has its own mirror, so a top up in the car takes ten seconds. Niacinamide and ectoin keep skin comfortable under the cover, and mineral filters let a brand build a sun care version for SPF50 PA++++, set by its own tests. A cushion is also a refill product, which keeps buyers coming back.
Raya, wedding and kenduri season gives the brand a reason to launch and a story every Malaysian shopper knows.
A compact with a mirror and puff means fixing makeup anywhere, which is the moment cushion wins over a bottle.
Selling refill pans for the same case makes the second purchase cheaper for the buyer and easier for the brand.
Cushion is still growing across Asia, with Southeast Asia named among its fastest moving markets, and buyers want cover, care and sun protection in one compact. In Malaysia, Asian brands and hybrid products are driving colour cosmetics. For 2027, a local cushion built for humid event days, with skincare actives, a sun care version and refills, gives a brand a hero product with a repeat purchase built in.123
Same shade, new pan, less waste.Why add it Brings buyers back without the cost of a new case.
A fresh glow that still holds.Why add it Covers buyers who find a satin finish too flat.
Pat on colour, no brush needed.Why add it Adds colour to the base and builds a set.
One spray to set the look.Why add it Gives every cushion buyer a finishing step.
Launch ahead of Raya or wedding season and show the cushion surviving a full event day: morning application, afternoon top up in the car, evening photo. Sell the refill from day one so buyers see the saving. Two to four shades are enough to start in a sheer satin finish. It suits modest fashion brands, bridal and event makeup lines, drugstore shelves and live selling hosts who can demo the puff on camera.
Blurs pores, holds makeup through a long day.
“By three o'clock my nose and forehead are shiny and my foundation has slid into my pores.”
Oily skin and a long working day are a hard pair. Foundation goes on well at eight, then by mid afternoon the nose shines, the forehead slips and pores show through. Grip and Blur Primer works before the makeup does. A clear gel serum sets into a light, tacky film that gives foundation something to hold, while soft focus powders blur the look of pores. Panthenol, niacinamide and an NAD+ booster mean the step cares for skin rather than just sitting on it. It is a small bottle that makes every other base product in a brand's range look better, which is why buyers keep it once they find it.
Shoppers with oily skin know the moment makeup slips; a primer that holds it is an easy promise to show.
It makes the brand's cushion, tint and foundation wear better, so it sells alongside every base product.
Panthenol, niacinamide and an NAD+ booster give the brand care words on a step most primers leave bare.
Asia Pacific is the biggest region for makeup base and for blurring primers, and the grip primer is one of the fastest rising searches in base makeup. Shoppers want makeup that lasts through long, warm days and a prep step that also cares for skin. For 2027, a grip and blur primer with skincare actives is a low risk add on that lifts every base product a brand already sells.123
Smooths the look of pores in one layer.Why add it Splits the range by need: grip or blur.
Prep and sun care in one.Why add it Gives office buyers one less morning step.
Makeup glides on, skin stays soft.Why add it Covers dry skin buyers the grip formula does not suit.
Primer before, mist after.Why add it Builds a before and after set around the base.
Show it working: half a face primed and half bare, filmed at morning and again at the end of the day, is the demo that sells. Pitch it as the step that makes every other base product last. Bundle it with the brand's cushion or skin tint. It suits brands with an existing base range, oily skin and men's grooming lines, makeup artist kits for bridal days, and live selling hosts who can show the before and after.
A cheek flush that looks like your own.
“Powder blush looks patchy on my dewy skin and makes me look too made up for a casual lunch with friends.”
Blush is back at the centre of makeup, but the look has changed. Shoppers want cheeks that look naturally warm, not a stripe of powder. Glow Blush Oil gives exactly that: one or two drops, tapped in with fingertips, melt into skin and leave a sheer flush with a soft sheen. It layers over a skin tint or cushion without lifting it, and builds up for a night out. A colour change version goes on clear and turns to a soft flush on the cheeks, a fun hook for younger buyers and gifting. The bottle looks good on camera, which makes it easy to sell in short videos and live selling.
A drop of oil blooming into a flush is a two second demo that stops the scroll in short videos and live selling.
It blends over a skin tint or cushion without lifting it, so it sells as the next step after face base.
Shades and a colour change version come from the same oil base, so the brand can drop new colours often.
Blush is one of the strongest stories in makeup: it led sales growth in 2024 and is the largest cheek category in Asia Pacific, where Southeast Asia is growing fastest. Liquid and cream textures already take a large share as shoppers move to a fresh, skin like flush. For 2027, a blush oil with a colour change version gives a brand a camera friendly hero that drops new shades easily.12
Your own flush, from one bottle.Why add it A gifting and teen hook that is cheap to add.
Melts in like skin, builds like colour.Why add it Covers buyers who want a firmer, buildable texture.
Swipe, tap, done.Why add it Gives the range a handbag size, mess free option.
Colour in one pat.Why add it Pairs with a cushion foundation as a set.
Film the drop: one drop on the cheek, a few taps, and a natural flush appears. That clip is the ad. Launch with three wearable shades and the colour change version as the hook, and pair it with the brand's skin tint or cushion as a fresh face set. It suits young women's beauty brands, students' pocket money lines, gifting sets for Raya and festive seasons, and live selling hosts who swatch on camera.
A shopper picks a lip product in two seconds: how it feels on the first swipe of the tester, how it smells and tastes, and whether the colour still looks right after lunch. Tell us the texture, finish, shade family, flavour and pack you want; our lab matches the base, the pigments and the actives to it, and makes your first sample from a formula we already know. Wear time and every claim come from your product's own tests.
Balms, serum balms, sleeping masks and scrubs built on butters, plant oils and skincare actives: hyaluronic acid, ceramide, squalane, peptides and palm tocotrienol from Malaysia.
Lip oils, jellies and glosses with a cushiony, non-sticky slip, in clear or sheer shades, with a cool tingle or a dessert flavour when the brand wants one.
Colour change balms, water tints, lip muds and soft mattes made to resist transfer; then face base and cheek on the same colour know-how.
Lip products are the largest part of Malaysian colour cosmetics, at about 35% of a market worth around USD 355 million in 2025 and forecast to reach USD 770 million by 2032; about 55% of sales are online.
Vyansa Intelligence (Malaysia Colour Cosmetics Market, report summary), 2026TikTok Shop sales more than doubled from 2024 to 2025 across Indonesia, Malaysia, the Philippines, Thailand and Vietnam; in Malaysia, TikTok Shop and Shopee recorded almost the same sales in 2025.
Euromonitor International, 'In Southeast Asia, the winning e-commerce decisions are local', 2 November 2026Over Ramadan and Raya 2025, Malaysian small brands and creators on TikTok Shop doubled their sales year on year, and beauty and personal care was one of the top selling categories.
Free Malaysia Today, 'Local MSMEs and creators double sales on TikTok Shop this Raya', 18 April 2025[ Sales contact, phone, email and website to be filled in ]
Every concept in this menu is a starting point, not a finished product. Market figures come from the published sources listed on each page. Wear time, transfer resistance, plumping feel, SPF and every other claim depend on your formula and its own tests, and follow the rules of the market you sell in.