Full glam is taking a step back for the moment as more makeup users in Malaysia gravitate towards lighter looks that feel breathable, perfect for our humid weather.

Glossy lips, dewy finishes and multitasking products are in, while heavy contouring and matte everything are on the way out.

A growing number of makeup users, especially Gen Z and young professionals, are opting for a clean, effortless aesthetic that prioritises radiant skin, comfort and practicality over bold glam.

Whether it’s a lip balm that doubles as a tint or a blush stick that works three ways, today’s shoppers want products that look natural and are long-wearing.

Throw in clean ingredients and skin-loving formulas and you’ve got a makeup bag made for 2025.

Skin-focused makeup

Malaysian shoppers love a blush that works as lip tint, eyeshadow and cheek blush. Photo: Lips CarpenterAccording to homegrown makeup brand founders, Malaysians are really embracing a more clean aesthetic.

“We’re seeing Malaysians stick to a clean, simple look – lighter base, no heavy contour, and a soft glow,” says Lips Carpenter co-founder Yifon Law.

“Glossy, healthy lips are clearly preferred over matte. At our recent launch, a colour-changing lip balm has quickly become a customer favourite because it delivers deep moisture and a natural tint in a single swipe – perfect for an effortless, clean look.”

Law notes that minimalist, multi-use products are also trending.

“Shoppers love a cream blush that works as lip tint, eyeshadow and cheek blush, giving a monochromatic finish without worrying about matching shades. One stick, three ways – easy to throw in a handbag and ideal for quick touch-ups in our humid weather,” says Law.

Hafizatul Atikah Mohd Fauzi, founder of Obsess Cosmetics, says skin-focused makeup is really having a moment.

“Think ‘clean girl makeup’ or ‘glass skin’ – everyone’s into that fresh, radiant and effortless look. Products like lightweight foundations, tinted moisturisers and dewy setting sprays are in demand, especially in our humid weather,” says Hafizatul.

When it comes to lips, she says glossy finishes are growing in popularity – especially juicy, tinted lip oils and gloss balms that enhance the natural lip tone.

“But at the same time, lip matte is still relevant, especially in nude and dusty rose shades. It really depends on the occasion: gloss for casual, matte for full glam,” she adds.

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When it comes to the eyes, keeping it soft and subtle is the way to go with warm brown shadows, peach tones and blended soft liners, notes Hafizatul.

“These are trending more than dramatic hues. And instead of bold lashes, people now prefer natural-looking falsies or just really good lengthening mascara,” she adds.

Glazed donut skin and dewy complexions – lightweight, radiant skin achieved via hydrating primers, tinted moisturisers and liquid highlighters are winning in the beauty arena at the moment, says Velvet Vanity managing director Adlina Nadirah.

“Soft‑focus or satin finishes are taking precedence over heavy matte looks, straddling the line between a natural glow and polished complexion,” she says.

What Malaysians want

Trends aren’t the only thing driving what people put on their faces every day.

“Just like shoppers in the West, Malaysians are getting more health-conscious,” says Law. “The first question we hear often is, ‘safe for sensitive skin?’ People want clean, fragrance-free formulas that actually work.”

Another thing consumers love is the ability to customise a product.

Products like lightweight foundations, tinted moisturisers and dewy setting sprays are in demand. Photo: Obsess Cosmetics“We also continue seeing local makeup lovers want products that reflect individuality – something they can customise or even have their name engraved on, turning everyday lip care and cosmetics into something personal and meaningful,” adds Law, whose Custom Lipstick range ticks that box and has become a go-to makeup gift.

Hafizatul has observed that Malaysian makeup users, especially Gen Z and young working adults prioritise comfort, practicality and skin-friendliness.

“They want makeup that looks good and feels good, especially in our hot and humid weather,” she says.

This translates to demand for long-wearing but lightweight formulas (especially for foundation and cushion), multi-use or all-in-one products and those with skincare ingredients (like niacinamide, SPF and hyaluronic acid).

Adlina concurs, noting that skincare‑infused beauty products are increasing in popularity in Malaysia.

“Affordability and multifunctionality are other factors. People are looking for effective quality for value; products that do double duty,” says Adlina.

Makeup mistakes

While Malaysians are pretty educated when it comes to researching, purchasing and applying beauty products, the founders we spoke to have a thing or two to say about common makeup mistakes.

One of the top boo-boos has to do with removing everything you put on your face – efficiently.

“Skipping an oil cleanse at night is a big misstep,” says Law. “In our heat, sunscreen and long-wear makeup melt in nicely but then lodge deep in pores.”

“Skin is your makeup canvas – if you don’t melt away that SPF and pigment with a good cleansing oil, it can’t reset overnight and tomorrow’s look won’t sit as smoothly,” she adds.

We all have our favourite products, but using them longer than their lifespan can be harmful to your skin.

“In Malaysia’s heat and humidity, bacteria multiply faster and waxes break down sooner,” says Law, who recommends no more than 18 months for lipsticks and six months for mascaras.

Apart from this, Hafizatul has noticed that not prepping the skin properly is another common mistake.

“Skipping moisturiser or primer makes makeup sit unevenly and wear off faster,” she says, adding that overdoing it with contour or powder is another no-no.

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She has also observed many still wear the wrong shade of foundation, picking shades that are too fair or too pink for their undertone.

“Not cleaning brushes and sponges regularly – this causes clogged pores and skin issues – and sleeping with makeup on, these are the ultimate no-no,” says Hafizatul.

Adlina advises makeup users to store their makeup properly to not just reduce bacterial growth, but to also make your products have more mileage.

“Always store makeup products upright (especially for liquid items like foundation, concealer, serum primers, lip oils) to prevent leakage and to minimise product separation,” says Adlina.

One should also keep products away from heat and humidity.

“Malaysia’s climate can break down product formulas. Store in a cool, dry place (not the bathroom or near windows),” she adds.