Malaysia’s beauty retail scene has changed considerably over the past two decades, shaped by wider product choices, changing consumer tastes and the growing influence of Asian beauty trends.
Against this backdrop, the IN2IT 25th anniversary in Malaysia marks a long-running presence in the local cosmetics market. The brand celebrated the milestone at Sunway Pyramid in Petaling Jaya, bringing together customers, retail partners and fans for a six-day event from 22 to 27 September 2026.
The celebration also featured a special appearance by Hendery of NCT’s WayV, adding a K-pop element to an event built around beauty, community and customer engagement.
Photo (From left to right): YAM Tengku Zatasha binti Sultan Sharafuddin Idris Shah, Princess of Selangor; Hendery of NCT WayV; Ms. Phyllis Fong, Managing Director of APCCMY; and Mr. Danny Hoh, COO of Watsons Malaysia, unboxing a giant birthday gift to mark the IN2IT 25th Anniversary celebration!
A 25-Year Journey in Malaysia
IN2IT was established locally in 2000 and is owned by Thailand-based Asia Pacific Cosmetics Corporation (APCC). According to the company, its products are now available through more than 1,000 major health and beauty retail outlets across Malaysia.
Its product range covers face, eye and lip cosmetics, with many products carrying Halal certification. The brand has largely positioned itself around accessible cosmetics for everyday consumers.
That long presence is notable in a beauty market where international brands, regional names and newer digital-first labels are competing for consumer attention.
For established brands, staying visible increasingly involves more than having products on shelves. Events, collaborations and community engagement have become part of how beauty companies maintain connections with younger shoppers.
A special appearance by Hendery NCT WayV made the IN2IT 25th Anniversary celebration even more memorable!
Hendery Appearance Brings Fans Together
Held at the Orange Concourse of Sunway Pyramid, the anniversary programme was centred on the theme “Beauty and Love.”
Hendery took part in an on-stage interview where he spoke about his first impressions of Malaysia and joining the anniversary event. Messages from selected fans were also shared during the session, while winners chosen before the event joined a group photo opportunity with the WayV member.
The programme was also attended by YAM Tengku Zatashah binti Sultan Sharafuddin Idris Shah, Princess of Selangor, as well as Watsons Malaysia representatives.
Ms Phyllis Fong, Managing Director of APCCMY, said the anniversary reflected the role customers and supporters have played in the brand’s journey.
The company also introduced special 25th anniversary gift sets as part of the celebration.
Ms. Phyllis Fong, Managing Director of APCCMY, delivering her speech on IN2IT 25th Anniversary and its incredible journey.
Beauty Meets Malaysia’s Experience-Led Retail Scene
The event reflects a wider shift in physical retail. Shopping centres are increasingly spaces for product discovery, entertainment and community experiences, particularly for consumer-facing sectors such as beauty and fashion.
For cosmetics companies, this creates opportunities to meet customers beyond conventional retail counters. Celebrity appearances and fan activities can bring together entertainment and shopping while giving consumers a more direct experience with a brand.
IN2IT’s collaboration with Hendery also highlights the continuing connection between K-pop culture and the Asian beauty industry. Music, fashion and cosmetics often reach similar young audiences across regional markets.
The six-day setup at Sunway Pyramid supported this approach, combining the anniversary programme with displays of the brand’s cosmetics collection. Images supplied with the release show a dedicated concourse space featuring product displays and anniversary installations.
The six-day concourse event ran from 22 to 27 September 2026 at Sunway Pyramid and featured IN2IT’s cosmetics collection as part of the brand’s 25th anniversary celebration in Malaysia.
What the Milestone Means for the Beauty Market
A 25-year presence also offers a useful view of how Malaysia’s cosmetics sector has developed.
Consumers today have access to a much wider mix of local, regional and global beauty labels. Social media has also changed how products are discovered, while Korean and other Asian beauty trends have become increasingly visible.
For brands such as IN2IT, the next phase will depend on adapting to these shifts while remaining accessible to existing customers.
The anniversary therefore represents more than a birthday campaign. It shows how an established regional beauty business is using physical retail, entertainment and community engagement to remain connected with Malaysia’s evolving consumer market.
Looking Beyond 25 Years
IN2IT says it plans to continue developing its cosmetics offering while maintaining its focus on accessible beauty products.
Its Malaysian journey also points to the value of long-term participation in a competitive consumer market. As beauty retail continues to change, brands will need to balance product development with stronger customer experiences and changing expectations.
For Malaysia’s retail sector, such activity can also help shopping destinations remain active spaces for brand discovery, entertainment and community interaction.
