Borneo Festival 2026, Connecting Global Brands with East Malaysia’s Thriving Beauty Market

31 March 2026

KOTA KINABALU: Cosmobeauté Malaysia & beautyexpo, Malaysia’s premier beauty trade platforms, are expanding into East Malaysia with the launch of the Cosmobeauté Malaysia Borneo Festival 2026. The inaugural event will be held from 25–26 May 2026 at the Sabah International Convention Centre (SICC), Kota Kinabalu.

Under the theme "Beauty Beyond Borders," the festival represents a strategic move to link Kuala Lumpur’s well-established beauty ecosystem with the rapidly growing markets of Sabah, Sarawak, and the wider Borneo region. Over the two days, the event is expected to host 50 exhibitors from Malaysia, Mainland China, Korea, and Taiwan, attracting more than 1,500 trade visitors—including distributors, retailers, salon owners, and beauty professionals eager to discover new products, forge partnerships, and explore business opportunities.

The beauty industry in East Malaysia is experiencing strong momentum, fuelled by a youthful, beauty-conscious consumer base and rising demand for professional products and services. Historically, access to international brands, industry innovations, and established trade networks has been largely centred in Peninsular Malaysia.

As Malaysia’s beauty market continues to evolve, there is an increasing need to broaden access, strengthen regional supply chains, and support local businesses beyond the Klang Valley. The launch of a dedicated platform in Borneo aims to address this gap, fostering more inclusive and balanced growth across the industry nationwide.

This initiative offers tangible benefits for the industry ecosystem. Brands gain early entry into an underserved market, enabling them to establish distribution channels and build a presence ahead of competitors. Distributors and retailers will benefit from more direct sourcing opportunities, improving efficiency and speed to market. Meanwhile, salon owners and beauty professionals will gain exposure to new technologies, innovative products, and skills development, elevating service standards across East Malaysia.

"As we see in East Malaysia, the market is ready to engage. Buyers here are increasingly discerning and actively seek new brands, superior products, and dependable partners. By establishing a platform in Sabah, we bring supply closer to demand, facilitating meaningful business connections faster and more efficiently," said Tan Sri Abdul Rahman Mamat, Organising Chairman of Cosmobeauté Malaysia & beautyexpo.

Visitor registration is now open, with beauty professionals, retailers, and salon owners encouraged to secure their places early. Brands and businesses looking to expand into East Malaysia are also invited to exhibit and connect with a highly targeted audience of trade buyers and industry experts.

"The launch of the Borneo Festival reflects our long-term vision to strengthen Malaysia’s position as a regional beauty hub. Extending our footprint into East Malaysia not only broadens market access but also fosters stronger linkages between local businesses and international brands, laying the groundwork for broader regional growth across Southeast Asia," added Abdul Rahman.

Beyond serving as a regional platform, the Borneo Festival acts as a gateway to the flagship Cosmobeauté Malaysia & beautyexpo exhibition in Kuala Lumpur, Southeast Asia’s leading beauty B2B event. The Kuala Lumpur edition attracts thousands of buyers, brands, and distributors from across the region, providing an expanded stage for companies ready to scale.

Participants of the Borneo Festival are encouraged to extend their journey to Kuala Lumpur, where greater market opportunities await. Cosmobeauté Malaysia & beautyexpo will be held from 29 September to 1 October 2026 at the Kuala Lumpur Convention Centre (KLCC).