Beauty shopping is no longer just about walking into a store and picking up a product. For many Malaysians, the journey now starts with a TikTok, Instagram post or livestream recommendation.
L’Oréal Malaysia is tapping into that shift with House Of Beauty, its first creator commerce festival, bringing together 13 of its beauty brands, more than 700 creators and affiliates, Meta and Shopee.
Held from 7 to 8 September 2026 at PARKROYAL COLLECTION Kuala Lumpur, the festival brings brands including 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 under one roof.
The move reflects how increasingly digital Malaysia’s beauty shopping habits have become. According to L’Oréal’s research with Ipsos, 82% of Malaysians shop for skincare and makeup online, while online marketplaces account for 50% of skincare and 46% of makeup purchases.
But House Of Beauty is not just about selling products.
A major focus of the festival is giving creators the knowledge and tools to turn beauty content into a potential source of income. Most of the participating creators are women, with access to L’Oréal’s beauty experts and Meta’s content expertise before and during the event.
At the centre of this is L’Oréal’s Beauty Creator Club, an ongoing community designed to give creators access to product knowledge, category expertise and earning opportunities beyond the two-day festival.
For creator Ayu Iryani, that access has helped turn her interest in making videos into a skill she can continue developing.
“When I started, I loved making videos, but honestly, I was guessing most of the time,” she said. “Having direct access to the brands and their experts helped me understand the products I was talking about.”
The event also uses WhatsApp as its main digital tool, helping creators register, access brand guidelines and masterclass materials, and stay connected with the ecosystem after the event.
Meanwhile, Meta is providing content coaching through interactive spaces including the Wall Of Inspo and Visual Hooks Atelier, while Shopee connects the creator experience directly to online shopping.
The transition from event floor to online storefront will continue through Shopee Hyper Brand Day, running from 6 to 12 September. House Of Beauty creators will also take over the Shopee Creator Live Arena until 2am on 9 September, turning their content into live shopping experiences.
With Malaysia’s beauty industry increasingly shaped by creators, livestreams and social commerce, L’Oréal’s latest move shows how the traditional beauty counter is evolving with recommendations now just as likely to come from a creator’s feed as from a salesperson.
And for the creators involved, the goal is to make that influence more than just content but a skill and potential livelihood they can build on.
