Do you know how big the Malaysian cosmetic industry is?

Its total revenue was US$2.68 billion in 2022, according to Statista.

And the demand is also increasing because of the influence of advertising and social media influencers.

But how are small businesses competing in this space? Where do they fit with players such as Maybelline, Estee Lauder, and Silkygirl in the industry? And how well do you know what manufacturer behind the makeup you use?

We speak to Kelvin Kean, the founder of Lip & Co. and The Caim Skin, a homegrown cosmetic brand that started in 2017.