L’Oréal Malaysia is redefining how beauty is discovered, bringing trusted expertise, content creation and commerce together through House of Beauty, its first creator commerce festival. As recommendations and trusted voices increasingly shape beauty decisions across social media and digital platforms, the initiative reflects the evolving way consumers discover and shop for beauty today.
Held from 7th to 8th September 2026 at PARKROYAL COLLECTION Kuala Lumpur, House of Beauty brought together 13 L’Oréal brands and more than 700 creators and affiliates, marking Malaysia’s largest multi-brand creator commerce festival. The participating brands include Lancôme, Kiehl’s, Kérastase, La Roche-Posay, Shu Uemura, L’Oréal Paris, Garnier, Maybelline New York, 3CE Stylenanda, CeraVe, Vichy Dercos, L’Oréal Professionnel Paris and Matrix Professional.
The initiative comes as Malaysian beauty shopping continues to span both physical and digital channels, with 77% of consumers purchasing skincare and makeup offline, while 82% shop online. Online marketplaces account for 50% of skincare and 46% of makeup purchases, highlighting the growing influence of digital platforms and creators throughout the beauty journey.
The importance of building trust through beauty education and expertise was highlighted by Manashi Guha, Country Manager, L’Oréal Malaysia-Singapore, who positioned House of Beauty as a large-scale ecosystem connecting 13 brands with a new generation of creators and equipping them to bring credible beauty knowledge to digital audiences.
Beyond beauty commerce, House of Beauty also focuses on empowering women through the creator economy. With women making up the majority of participating creators, the initiative builds on L’Oréal Malaysia’s wider efforts to support women through programmes such as Beauty for a Better Life, the Hair Access Training Program and For Women in Science.
Ahead of the festival, creators gained direct access to L’Oréal’s category specialists and Meta’s content expertise, helping them strengthen their beauty knowledge and content creation skills. This is further supported by L’Oréal’s Beauty Creator Club, an ongoing community that provides creators with access to brand expertise, educational resources and earning opportunities beyond the event.
For Ayu Iryani, a Beauty Creator Club member and content creator, the programme has provided greater access to brand and product expertise, allowing her to strengthen her skills as a beauty affiliate while turning her passion for content creation into a growing source of income.
Technology and commerce also form key parts of the House of Beauty ecosystem. Meta’s WhatsApp powered the event’s creator onboarding and provided access to creative resources and masterclass materials, while interactive zones such as the Wall of Inspo and Visual Hooks Atelier offered opportunities for live content coaching.
The experience then moved from the festival floor to the digital storefront through Shopee Hyper Brand Day, running from 6th to 12th September. House of Beauty creators took over the Shopee Creator Live Arena, turning their content into real-time, shoppable experiences and connecting beauty discovery directly with purchase.
Through House of Beauty and its ongoing local initiatives, L’Oréal Malaysia continues to position beauty as both a source of trusted expertise and a pathway to skills, community and sustainable opportunities within the creator economy.
