Held from 29 September to 1 October 2026, the 21st edition of Cosmobeauté Malaysia and the 24th edition of Beautyexpo is positioning Malaysia as an important meeting point for businesses across the beauty, personal care and wellness ecosystem, from manufacturers and OEM/ODM companies to distributors, retailers, salons, spas, professionals and emerging brands.

Under the theme “Innovating Beauty. Empowering Businesses. Sustaining Tomorrow.”, the exhibition spotlights an industry undergoing significant change, with new opportunities emerging from evolving consumer preferences, technology, sustainability and demand for specialised beauty and wellness products and services.

The opening ceremony was officiated by YB Datuk Mohamad Bin Alamin, Deputy Minister of Entrepreneur and Cooperatives Development, with YBhg. Tan Sri Abdul Rahman Mamat, Organising Chairman of Cosmobeauté Malaysia & beautyexpo; Mr. Mohd Zamulud Awang Kechik, Chief Commercial Officer of Halal Development Corporation (HDC); Mr. Ian Roberts, Senior Vice President of Informa Markets in Asia; and Mr. Derrick Yeow, Country General Manager of Informa Markets Malaysia also in attendance.

In his opening remarks, YB Datuk Mohamad Bin Alamin highlighted that the beauty industry extends beyond products and consumer trends, supporting a diverse ecosystem of manufacturers, OEM and ODM companies, distributors, retailers, salons, spas and beauty professionals. With many of these businesses driven by MSMEs and entrepreneurs, the sector presents opportunities for Malaysian businesses to strengthen their capabilities, innovate and expand into new markets.

“Malaysia is well positioned to capture these opportunities, and we should aim higher — to build Malaysian businesses and brands that can compete in regional and global markets,” said YB Datuk Mohamad Bin Alamin.

He also highlighted the role of Cosmobeauté Malaysia & Beautyexpo in connecting businesses with buyers, partners, knowledge and markets, providing opportunities to showcase products, explore partnerships and gain market feedback across ASEAN and beyond.

The international participation at this year’s exhibitions further reinforces the growing role of Cosmobeauté Malaysia & Beautyexpo as a meeting point for the region’s beauty industry. Exhibitors from Malaysia, China, Cyprus, Hong Kong, India, Indonesia, Japan, Korea, Pakistan, Poland, Romania, Singapore, Taiwan, Thailand and the United Arab Emirates are taking part, with international pavilions from China, Korea and Taiwan.

More than 15,000 visitors from over 60 countries and regions are expected throughout the three-day event, bringing together buyers, manufacturers, distributors, beauty professionals and other industry stakeholders.

This year’s exhibition covers a broad spectrum of the beauty and wellness ecosystem, including Professional Beauty, OEM/ODM, Halal Beauty, Hair & Barber, Makeup & Cosmetics, Nail, Embroidery & Lashes, Spa & Wellness, Training & Certification and Fragrances.

A key feature of the 2026 edition is the Halal Beauty Zone, highlighting the growing commercial potential of halal beauty and Malaysia’s position within the global halal economy. With an established halal ecosystem, industry capabilities and strong regional connectivity, Malaysia is well positioned to support the development and internationalisation of halal beauty brands.

The focus on halal beauty complements the exhibition’s broader role in helping businesses strengthen their capabilities, develop brands and compete more effectively in regional and international markets.

While business remains at the heart of the exhibition, the 2026 programme also provides opportunities for professionals to sharpen their skills, exchange knowledge and showcase creativity.

Proudly endorsed by the Malaysia External Trade Development Corporation (MATRADE) and supported by the Malaysia Convention & Exhibition Bureau (MyCEB) and Halal Development Corporation (HDC), the exhibition is supported by a broad network of government agencies, trade bodies, professional associations and industry organisations across Malaysia and the region, with programmes that feature a diverse line-up of competitions and industry activities.

With international exhibitors, buyers and professionals converging in Kuala Lumpur, Cosmobeauté Malaysia & Beautyexpo 2026 provides businesses with a platform to discover new opportunities, build partnerships and strengthen their connections with the wider Asian beauty market.

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Centred on the theme “Beauty and Love,” this milestone event honoured IN2IT’s 25-year journey in Malaysia’s beauty industry, celebrating the brand’s evolution alongside the many customers who have supported it since its founding. This spirit of togetherness served as the inspiration behind the brand’s exclusive 25th Anniversary Gift Sets, crafted as a token of love and gratitude for the community that has grown alongside IN2IT. Beyond the milestone celebration, the event united vibrant entertainment, interactive fan experiences, and heartfelt tributes to the brand’s enduring legacy.

“25 years ago, IN2IT set out with a simple mission: to help everyone put their best face forward with confidence. Today, as we celebrate this incredible milestone, we are reminded that our journey has always been about our customers and supporters, who have stood by us every step of the way.

Having Hendery join us for this celebration, together with such distinguished guests, YAM Tengku Zatashah, Princess of Selangor and our business partner, Watsons, made this milestone truly unforgettable,” said Ms Phyllis Fong, Managing Director of APCCMY.

Beyond 25 Years: A Star-Studded Milestone Celebration

Held across six days from 22 to 27 September 2026 at Sunway Pyramid, the celebration was headlined by K-pop star Hendery of NCT’s WayV. In an intimate on-stage interview, Hendery shared his first impressions of Malaysia and his thoughts on being part of IN2IT’s milestone celebration, delighting fans with candid and warm responses. Selected fan messages were also read aloud and shared with him during the session. Lucky winners, selected ahead of the event, were treated to an exclusive group photo opportunity with Hendery.

The celebration was further distinguished by the presence of YAM Tengku Zatashah binti Sultan Sharafuddin Idris Shah, Princess of Selangor, underscoring the milestone’s significance within Malaysia’s beauty and retail landscape.

IN2IT continues to be recognised as one of Malaysia’s go-to cosmetics brands, known for its accessible, high-quality products that empower everyday beauty routines. The 25th anniversary celebration reflects the brand’s ongoing commitment to its community of loyal supporters as it looks ahead to the next chapter of growth and innovation.

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Sol de Janeiro, the global beauty brand that transformed the fragrance mist into a cultural phenomenon, continues to make an indelible mark on the fragrance industry with the launch of Intense Perfume Mist, a magnetic and bold new collection inspired by the brand’s own community. As our community’s relationship with fragrance has deepened over the years, the appetite for a deeper, longer lasting fragrance became clear. Capturing the warmth of Rio de Janeiro’s golden hour, the collection was built around a signature solar ambery accord, creating a richer, more intense expression of the brand’s cult-favourite scents, Cheirosa 62, 59 and 91, alongside the new Cheirosa 74 scent, a golden gourmand with notes of ripe pineapple, orange flower and solar ambery accord.

Since introducing its iconic Cheirosa Perfume Mists, Sol de Janeiro has inspired millions around the world to make fragrance an integral part of their daily self-care ritual. Intense Perfume Mist was designed as the perfect counterpart to our existing mists to create an endlessly expressive fragrance wardrobe, with its core mists being fresher & lighter for daytime and the Intense mists their richer companion, for a bolder fragrance trail – and the two can be layered in endless combinations to match the mood and moment.

The Intense Perfume Mist was designed for both immediate impact and lasting scent performance, noticeable from the first spray. With a higher-concentration and rich depth, it leaves you with a bold feeling that lasts, offering the elevated intensity and long-lasting presence of a prestige fragrance and bridges the gap between fragrance mist and fine fragrance. The brand-new scent, Cheirosa 74, is at the heart of the new collection, created to capture the unforgettable energy of Arpoador Beach in Rio de Janeiro, where applause, laughter and celebration fill the air each evening as people gather to honour the final golden glow of the sun.

Today, one Cheirosa Perfume Mist is sold every second worldwide, making Sol de Janeiro a defining force in the explosive growth around prestige body fragrance. With Intense Perfume Mist, the brand shows its ability to continue to evolve for this new generation of fragrance consumers – and its commitment to incorporating consumer listening into its innovation pipeline.

“Our community has always shaped what comes next for Sol de Janeiro and their number one request was clear: they wanted the fragrances they love to last longer,” said Jordan Saxemard, Chief Executive Officer of Sol de Janeiro. “With Intense Perfume Mist, we are delivering up to 10 hours of scent while preserving the joy, ease and unmistakable spirit that made our Cheirosa Perfume Mists iconic. This is more than an extension of an existing collection. It is our answer to how a new generation wants to experience fragrance: expressive, sensorial and able to keep up with every part of their day. Intense Perfume Mist represents the next chapter of prestige body fragrance and the next chapter of our relationship with our community.”

Born in Rio herself, Brazilian multi-hyphenate artist IZA will bring her own vibrant energy, as the face of the global campaign, Your Endless Summer. A singer, songwriter and cultural icon, IZA has a confidence, warmth and authenticity that embodies the bold spirit of Intense. Shot on the iconic shores of Ipanema Beach, the campaign captures the magnetic energy of Rio de Janeiro. “Rio de Janeiro has always been a source of inspiration and energy in my artistry, as a place where I grew up and spent a lot of time,” said IZA. “I’m so honoured to be working with Sol de Janeiro, as a brand inspired by the Brazilian spirit in so many ways, on the launch of Intense Perfume Mist. When I smell these fragrances, the rich notes truly transport me to Arpoador Beach. Fragrance is its own kind of artistry and the self-expression that comes with these new layerable scents – I can’t wait for everyone to experience them.”

The collection includes:

• Cheirosa 62 Intense Perfume Mist – A Sun-Drenched Gourmand, with deliciously complex notes of roasted pistachio, vanilla absolute and a solar ambery accord.
• Cheirosa 59 Intense Perfume Mist – A Euphoric Gourmand marrying notes of white orchid and creamy sandalwood, along with the base solar ambery accord.
• Cheirosa 91 Intense Perfume Mist – A Captivating Floral with notes of Rio Pink Rose, juicy lychee and solar ambery accord.

Introducing Cheirosa 74 Intense Perfume Mist – A Golden Gourmand dripping with notes of ripe pineapple, bright orange flower and the signature solar ambery accord.

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Following its successful collaboration with Candice Swanepoel, Lunesi continues to strengthen its position in the luxury beauty market with one of the industry’s most recognised international fashion personalities.

Founded with the belief that exceptional hair begins with exceptional formulations, Lunesi has quickly earned recognition for its uncompromising approach to product development. Every formula is created using high-performance active ingredients at effective concentrations, combining cutting-edge cosmetic science with a luxurious sensory experience.

Designed for consumers who expect visible results without compromise, Lunesi collection focuses on restoring hair health, preventing damage and delivering lasting shine, strength and softness. Every product reflects the brand’s philosophy that true luxury lies not only in beautiful packaging, but in extraordinary performance.

Known for her effortless elegance and timeless beauty, Elsa Hosk perfectly embodies Lunesi’s vision of modern luxury—where sophistication, confidence and quality come together. Her partnership with the brand represents a natural evolution as Lunesi continues its international expansion.

With a growing global community and a commitment to innovation, Lunesi is redefining what luxury haircare means for a new generation—where science, performance and elevated beauty exist in perfect balance.

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Bobbi Brown Cosmetics is unveiling the next chapter of one of its most beloved icons, the Vitamin Enriched Face Base+, an elevated version of the brand’s globally bestselling moisturiser and primer hybrid. This evolution delivers enhanced skincare benefits while preserving everything consumers love about the original including its signature buttery texture, uplifting grapefruit and geranium scent and effortless ability to create the perfect makeup-ready canvas.

Originally created backstage, Vitamin Enriched Face Base has evolved from an artist secret into a global beauty staple, with one sold every 10 seconds worldwide. Now, after more than five years of development, the iconic formula has been elevated and future-proofed to meet the needs of today’s consumer, and generations to follow, delivering improved hydration, skincare benefits and makeup performance.

“This wasn’t about changing the formula; it was about making it work even harder for your skin,” says Teresa Kitfield, Vice President of Global Product Development for Bobbi Brown Cosmetics. “We asked ourselves, ‘How can we make the best even better?’ The answer was a new SuperVitamin Blend, purposefully chosen to deliver tangible results.”

The new formula is powered by a SuperVitamin Blend featuring five times the vitamins, including Niacinamide (Vitamin B3) to help strengthen the skin barrier, Panthenol (Vitamin B5) to nourish and replenish moisture and Vitamin C to visibly brighten skin over time.

In addition to its enhanced skincare benefits, Vitamin Enriched Face Base+ delivers 24-hour priming performance, an immediate 122% boost in hydration, and a 22% improvement in skin smoothness after four weeks of use.

Consumer testing showed that 96% of users agreed their skin looked brighter, healthier and more plumped with moisture after use. Additionally, 97% said their skin felt primed for makeup, 96% agreed their makeup looked fresh all day and that its wear was improved, and 91% said they didn’t have to worry about cakey-looking makeup when using the product.

As the face of the campaign, Global Brand Ambassador, Sara Foster, embodies the confident, effortless spirit of the Bobbi Brown brand.

“My life is constantly moving, and I need products that are not only beautiful but truly effective,” says Foster. “Vitamin Enriched Face Base+ is my secret to looking fresh and put-together in one simple step. It gives my skin this healthy, hydrated glow that makes me feel confident, whether I’m wearing a full face of makeup or no makeup at all. It’s the perfect start to my day.”

This launch reinforces Bobbi Brown’s longstanding belief that great makeup begins with great skin and continues the brand’s mission of creating effortless, intuitive products designed for modern life.

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Dakota Johnson and Alexander Skarsgård embody two complementary energies, the partners in crime, at the heart of this new Valentino Beauty chapter. Already a fashion ambassador for Maison Valentino, Dakota Johnson brings a presence that is both instinctive and gracefully irreverent and an authenticity that resonates deeply with the brand’s mission of empowering individuality.

“To me, intimacy is about honesty and connection. I’m drawn to Valentino Beauty’s ability to celebrate individuality while creating something that feels both sensual and deeply human,” expressed Dakota Johnson.

Alexander Skarsgård, Golden Globe winner, carries a free-spirited charm and enigmatic magnetism that mirrors the brand’s warmth and its celebration of authentic self-expression. “I couldn’t be happier to join Valentino Beauty for this new chapter. There’s something so compelling about the way the brand celebrates individuality, emotion and connection,” shared Alexander Skarsgård.

Together, the two personalities represent a contemporary vision of allure—confident, playful and unapologetically expressive—and embody the unique tensions of contemporary intimacy: two magnetic personalities drawn together not by convention, but by instinct. Their dynamic reflects the spirit of the new fragrance narrative: intimate yet powerful, sensual yet free.

Valentino Beauty’s Global President, Claudia Marcocci, said “We are pleased to welcome Dakota Johnson and Alexander Skarsgård to the Valentino Beauty family. Their unique personalities and magnetic presence perfectly embody the emotional intensity at the heart of this new era.”

The campaign marks the beginning of a daring new chapter for Valentino Beauty, one that celebrates emotional intensity, individuality and the courage to feel deeply.

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Earlier this year, Hamidi introduced the collection through a landmark collaboration with designer Betul Saday, where fragrance and fashion came together in a sensory celebration of contemporary femininity. At Tones of Beauty, the focus shifts to the fragrances themselves, highlighting the craftsmanship, innovation and emotional connection that define Alya and Maysara.

Designed as alcohol free Eau de Parfums, both fragrances reflect a growing demand for luxury that balances sophistication with comfort. Their skin-friendly formulations offer a refined fragrance experience suited to warmer climates while maintaining the depth and character expected of fine perfumery.

Alya expresses luminous elegance through notes of bergamot, mandarin and white peach, settling into a warm trail of musk, amber and vanilla.

Maysara offers a richer interpretation with litchi and pink pepper opening into rose and peony, before revealing a lasting base of praline, sandalwood and incense.

Together, the fragrances create a complementary fragrance wardrobe, offering distinct expressions of modern femininity that adapt effortlessly to different moods and occasions.

“Paris Modest Fashion Week marked an important milestone for Alya and Maysara and demonstrated the connection between fragrance, fashion and identity,” said Evarist Rego, Business Head of Hamidi. “At Tones of Beauty, we are building on that momentum by placing the spotlight on the fragrances themselves. Alya and Maysara reflect our vision of contemporary luxury, where authenticity, comfort and emotional connection are just as important as the scent profile.”

Presented through an immersive sensory experience, the showcase invites visitors to engage with fragrance beyond the bottle and discover how scent can become part of a personal narrative.

As the beauty industry continues to embrace experiential luxury, Hamidi reinforces its commitment to creating fragrances that resonate beyond the first impression, leaving a lasting presence on both skin and memory.

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“Cloud and Cloud Pink are two fragrances that will always be so close to my heart and ones that the fans continue to show overwhelming love to, even after all this time,” said Ariana Grande. “Developing a new fragrance for this franchise was years in the making because I knew it had to be absolutely perfect in order to live within this collection and really stand on its own. I wanted this fragrance to feel comforting and uplifting at the same time, like wrapping yourself in the warmth and light of a vanilla-kissed daydream.” 

The Cloud franchise made its debut in 2018 with the launch of the original Cloud fragrance, becoming an instant cult-classic and winning 2019 Fragrance of the Year at the Fragrance Foundation Awards. In 2023, Ariana Grande expanded the franchise with the launch of Cloud Pink, making this her #1 selling fragrance collection with a devoted global fanbase. 

“Few fragrance collections today have the kind of global resonance and sustained momentum that the Cloud franchise continues to deliver,” said Noreen Dodge, Chief Marketing Officer and Chief Commercial Officer of LUXE Brands. “The continued growth and loyalty we’ve seen across markets is a testament to the strength of Ariana Grande fragrance franchise and Ari’s unique connection with her audience. The launch of Cloud Aurora expands this universe in a way that feels both new but still unmistakably Cloud.” 

“Our partnership with Ariana Grande has been formed over a decade of collaboration, award winning fragrances and groundbreaking growth globally,” said Tony Bajaj, President and Chief Executive Officer of LUXE Brands. “When we set our goals together it was Ariana Grande with her mom Joan that shared their aspiration to have a brand and franchise that stood the test of time like Elizabeth Taylor White Diamonds. Together we have surpassed this goal, and we look forward to the success of Ariana’s newest fragrance, CLOUD Aurora.” 

Created by Firmenich’s Clement Gavarry, the same perfumer behind the iconic Cloud and Cloud Pink fragrances, Cloud Aurora is a radiant blend of spun sugar, fluffy musk and juicy blackcurrant that swirls into vanilla-dipped petals and cozy woods. Finishing with a hint of vanilla smoke and golden amber for a lasting impression that is impossible to forget. 

The Design

The iconic Cloud bottle gets a dreamy new look —reimagined in a radiant pearlescent finish that catches the light like a soft shimmer in the sky. Cloud Aurora captures a moment of wonder, light and endless possibilities in the next era of the Cloud legacy.

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L’Oréal Paris announced a collaboration with the highly anticipated series “Elle”, the official prequel to the beloved Legally Blonde franchise. L’Oréal Paris will be woven into the fabric of the series itself alongside a sweeping multi-touchpoint campaign that extends beyond the screen and into the hands of consumers nationwide.

Set in 1995, “Elle” follows Elle Woods before she became the fish-out-of-water sensation at Harvard Law. Season One introduces audiences to a younger Elle navigating the tumultuous waters of high school — tricky friendships, forbidden romance and questionable fashion choices — while growing into the confident, unstoppable Elle Woods the world knows and loves today. For L’Oréal Paris, the collaboration is a natural fit: a story about a young woman discovering her self-worth, told through a decade when the brand’s products were already empowering women to claim theirs.

The collaboration marks one of L’Oréal Paris’ most impactful entertainment collaborations to date. As a nod to the brand’s authentic on-shelf presence during the ‘Elle’ era, iconic products that reigned supreme in 1995, such as Voluminous Mascara, Colour Riche Lipstick and True Match Foundation, are integrated into the series, appearing in moments that reflect beauty culture of the 90’s and Elle’s own self-expression. Those same products are still beloved in the present day and will be spotlighted in dedicated advertising spots designed to bring Elle’s World directly to consumers across social platforms.

The co-marketing campaign created by Maximum Effort reimagines the popular ‘Get Ready With Me’ (GRWM) format through the lens of young Elle Woods, portrayed by Lexi Minetree, as the original creator of GRWM videos. Through era-appropriate video diaries, she takes the audience through everyday high school moments, revealing the beauty rituals and confidence that help define the iconic character. Beyond the screen, L’Oréal Paris is building a full 360-degree campaign ecosystem that spans social, consumer pop-ups and large-scale eventing. The brand will have a key presence at the show’s global Premiere, marking the collaboration’s marquee cultural moment, along with participation in “Elle World”, an immersive consumer experience that will transport fans directly into the universe of the series.

“L’Oréal Paris has always been in the lives of women as they navigate their most important, barrier-breaking days,” says Laura Branik, President of L’Oréal Paris USA. “There is a natural, undeniable synergy with this collaboration. Long before she conquered Harvard, young Elle Woods possessed that fierce, tenacious ‘worth it’ spirit—a flat-out refusal to let others define her boundaries. By weaving our iconic heritage products directly into her origin story, we are celebrating a character who uses beauty as a tool of self-expression to shatter glass ceilings. This is more than a cultural moment; it is a tribute to the power of defining your own worth and a celebration of that unapologetic ‘Worth It’ spirit.”

For L’Oréal Paris, “Elle” represents more than just an entertainment collaboration. It’s an opportunity to meet a new generation of consumers inside a story that mirrors the brand’s own core belief that every woman is worth it and she does not need anyone’s permission to prove it.

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Dove Cameron embodies the essence of modern femininity—bold, emotional and unapologetic. Having evolved from a Disney star into a formidable cultural force, her magnetic presence has captivated a global audience. Following her appearances on the 2025 Radical Optimism tour with Dua Lipa, Dove is currently preparing for her own highly anticipated worldwide tour in summer 2026. A trusted voice among Gen Z with over 74 million followers, she represents a generation that prizes emotional honesty and fearless self-expression.

Today, Diesel Fragrance is thrilled to have her embody Only Desire: a declaration that a woman’s wants and needs are rights to be claimed. Dove’s journey with the brand comes to life through a surreal campaign film directed by Amber Grace Johnson and shot by Harley Weir, depicting a confident protagonist moving through a world of sculptural orchids toward the “throne of desire.”
This launch marks a new Diesel era, captured in the manifesto: “My Desire. My Power.” It celebrates feminine desire not as an impulse to be suppressed, but as a transformative, definitive energy for the contemporary woman.

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