As one of Malaysia’s largest and longest-running beauty trade shows, beautyexpo & Cosmobeauté Malaysia is set to return this October at the Kuala Lumpur Convention Centre (KLCC). With numerous exhibitors eager to showcase their latest innovations, the spotlight shines on Patrick Sha, who is ready to present four outstanding brands — PHYTOMER, MARZIA CLINIC, SKEYNDOR, and ALQVMIA — along with the exclusive debut of an aesthetics system at the upcoming expo.

Each brand offers a unique approach to body and skincare, ranging from marine-based scientific innovations and natural origin aromatherapy to clinical-grade treatments and holistic wellness. In this exclusive interview, we explore Patrick Sha’s expectations to promote the latest innovations using revolutionary systems and scientific formulations, while positioning his brands among industry leaders and maintaining a strong commitment to sustainability at beautyexpo & Cosmobeauté Malaysia 2024.

Interview with Patrick Sha at the beautyexpo & Cosmobeauté Malaysia 2024

As one of the exhibitors, what excites you most about participating in beautyexpo & Cosmobeauté Malaysia 2024, and what are your expectations for this year’s event?

As an exhibitor, I’m incredibly excited about participating in beautyexpo & Cosmobeauté Malaysia 2024. What thrills me most is the opportunity to showcase our latest innovations and connect with a diverse audience of industry professionals, potential partners, and consumers. The event’s expansion to five halls covering 10,000 sqm is particularly exciting, as it promises an even more comprehensive representation of the beauty industry.

My expectations for this year’s event are high. With over 400 exhibitors from nine countries and regions, I anticipate a vibrant atmosphere filled with cutting-edge trends and ground-breaking innovations. I’m looking forward to engaging with an expected 15,000 attendees, which presents an unparalleled opportunity for networking and business growth. The event’s focus on sustainability aligns perfectly with our brand values, and I’m eager to see how this theme is integrated throughout the expo. Overall, I believe beautyexpo & Cosmobeauté Malaysia 2024 will be a pivotal platform for showcasing our brand, gaining valuable market insights, and forging meaningful connections that will drive our business forward in the Southeast Asian market.

Can you tell us about your latest products or services that you’re showcasing here? What sets your brand apart from other exhibitors at the expo, and are there any new products or services you plan to launch or highlight?

I’m excited to share that we’re showcasing four exceptional brands at this expo: PHYTOMER from France, MARZIA CLINIC from Italy, SKEYNDOR, and ALQVMIA both from Spain. Each brand brings its unique approach to skin and body care, ranging from natural origin, aromatherapy, marine-based solutions to scientific innovations, clinical-grade treatments, and holistic wellness. This comprehensive range sets us apart by offering solutions for diverse skincare needs and preferences, from ocean-inspired natural products to cutting-edge scientific formulations. 

The centrepiece of our exhibition is the exclusive debut of MEGAN, a groundbreaking aesthetics system by Skeyndor, which we’re launching for the first time at Cosmobeauté Malaysia. MEGAN isn’t just another product; it’s a revolutionary system that leverages Skeyndor’s 50 years of extensive research and industry expertise. This innovative technology is designed to significantly enhance skin condition by stimulating extraordinary cell regeneration from the skin’s deepest layers. The heart of MEGAN is its innovative Tri Synergy Tech™, a sophisticated system that combines Hi-Freq, Dermaboost, and Deep RGB technologies. This advanced platform, working in perfect harmony with our Hi-Tech Performing Cosmetics, enables MEGAN to achieve results that quadruple the effectiveness of conventional skin care methods.

During the exhibitions International Educators from France, Italy and Spain will be in presence to share their expert insight and knowledge of each represented brand. We’ve created an immersive experience at our booth. Besides live demonstrations and sharing invaluable insights. This exhibition also sets us apart from other exhibitors but also positions us at the forefront of skincare innovation, introducing a new era from 100% natural care to aesthetics technology.

What are your main objectives for participating in Cosmobeauté Malaysia 2024, and how do you think it will impact your brand’s growth and visibility in the beauty industry?

Our main objectives for participating in beautyexpo & Cosmobeauté Malaysia 2024 are multifaceted. Primarily, we aim to showcase our latest innovations and position our brand among industry leaders, reinforcing our market presence. We also see this as a crucial opportunity for networking with key stakeholders, from distributors to potential collaborators, which could lead to new partnerships and distribution agreements. Additionally, we’re looking to gather valuable market insights, analyse current trends, and understand evolving consumer preferences first-hand. This event provides us with a unique platform to enhance our brand’s credibility and visibility in the beauty industry.

The impact of our participation on our brand’s growth and visibility is expected to be significant. The exposure we gain at this event extends far beyond the exhibition floor, potentially opening doors to new markets and opportunities. The connections we make and the insights we gather will inform our strategies for the foreseeable future, helping us stay agile in a rapidly changing market. Ultimately, we view beautyexpo & Cosmobeauté Malaysia 2024 not just as an event, but as a launchpad for our future success in the beauty industry, driving substantial growth and elevating our brand’s position in the market.

Sustainability is becoming increasingly important in today’s market. How’s your brand adapting to this trend, and what steps are you implementing to ensure eco-friendly practices and responsible sourcing?

Our brands are fully committed to sustainability, recognising its crucial role in today’s market. We’ve implemented a comprehensive approach that touches every aspect of our business. This includes collaborating with eco-friendly suppliers, monitoring and minimising our resource usage, redesigning our packaging to be more sustainable, and reformulating our products with biodegradable ingredients. We are strategically and continuously working on improving and replacing our packaging materials to further emphasise our dedication to sustainable practices.

Transparency is key to our strategy; we regularly communicate our progress to stakeholders. These initiatives aren’t just about following a trend – they represent our fundamental belief in responsible business practices and our dedication to minimising our environmental impact while meeting consumer needs.

As the beauty industry continues to evolve, what are some of the key trends you believe will shape the Malaysian market in the near future? How is your brand planning to capitalise on these trends? Additionally, what unique strategies or activities are you implementing to stand out at BECBM 2024 and engage with attendees?

The Malaysian beauty market is being shaped by several key trends, including personalisation, sustainability, and the growing importance of e-commerce. We’re seeing a shift towards innovative and results oriented personal care products, vibrant colour cosmetics, and eco-friendly or natural products options. Our brands are capitalising on these trends by focusing on developing cutting-edge skincare and professional treatments that cater to the beauty-conscious Malaysian population. We’re also enhancing our online presence and optimising our social media channels to tap into the predicted 17.8% contribution of online sales to the total beauty and personal care market revenue by 2024.

At BECBM 2024, we’re implementing unique strategies to stand out and engage with attendees. We’re creating an interactive booth featuring virtual try-on technology and personalised consultations to provide hands-on experiences. We’ll be launching exclusive products, games at the event to generate buzz and attract attendees seeking fresh offerings. These initiatives are designed to create an immersive experience that showcases our commitment to innovation and meeting the evolving needs of Malaysian consumers.

Make sure to follow Beauty Insider on Instagram and Facebook for the latest news updates.