Homegrown beauty brands now on par with international brands

SHAH ALAM - The local beauty scene has undergone significant transformation and is now on par with international brands.

Malaysia's uprising local cosmetic brand Velvet Vanity marketing executive Zakwan Rahpal said consumers no longer see local brands as lesser alternatives but rather as competitive and desirable options.

He said there was growing support for Malaysian beauty brands, especially in light of the boycott campaign against brands associated with Israel.

This, he said has led to a surge in demand for local products, as more consumers looked to support homegrown businesses.

He said consumers' shift towards local brands during the boycott had also led to the increase in sales (of local brands).

"We can safely say that customers are finding local "dupes" of products from the brands in the boycott list," he told Sinar Daily.

Zakwan said although the shift has contributed to an increase in sales, Velvet Vanity's growth was not solely due to the boycott.

He said the brand’s success was also built on strong marketing strategies and a focus on launching new products that meet customer demand.

Velvet Vanity, he said prioritised sustainable production and deliberately steers clear of mass manufacturing to reduce waste.

"We always keep an eye on our community's needs and supply exactly what they want," he said noting the positive feedback from customers who were eager for more variety to complete their beauty routines.

In the face of competition from other local brands competing in becoming alternatives due to the boycott, Zakwan said Velvet Vanity has always been taking a positive approach.

He said as a brand, it does not practice smear campaigns on other brands.

"Our strategy involves creating products to cater to the needs of customers, in which they are looking for replacements for their boycott-list products," he said.

To ensure its products stay off the Boycott, Divestment and Sanctions (BDS) list, he said Velvet Vanity has been diligent in ensuring that its workplace, campaign shoots and collaborations did not involve products from companies associated with brands in the boycott list.

Looking ahead, Zakwan said Velvet Vanity aimed to be more accessible through a stronger physical presence in its marketing strategies.

"As we cater to create products for your daily use, we believe that our products have been a staple in our customers' routine and this results in loyalty towards our brand," he said.

While the boycott campaign has given local brands an additional boost, Zakwan said he believed that the "support local" movement has deeper roots and will continue to grow even after the boycott subsides.