The way Malaysians discover beauty products is changing, and L’Oréal Malaysia is putting creators right at the centre of it.
Taking place from 7 to 8 September 2026 at PARKROYAL COLLECTION Kuala Lumpur, the inaugural House of Beauty brings together more than 700 creators and affiliates, 13 L’Oréal brands, Meta and Shopee for what the company describes as Malaysia’s largest multi-brand creator commerce festival.
Rather than simply showcasing new products, the two-day event is designed around something increasingly important in beauty: turning product knowledge and social content into both purchasing decisions and potential income for creators.
13 Beauty Brands Under One Roof
House of Beauty spans virtually every corner of L’Oréal’s Malaysian portfolio, from luxury and professional haircare to mass-market makeup and dermatological skincare.
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 scale reflects just how fragmented the modern beauty shopping journey has become. According to L’Oréal research conducted with IPSOS, 82% of Malaysian consumers shop for skincare and makeup online, while 77% still purchase them offline. Online marketplaces account for 50% of skincare and 46% of makeup purchases.
House of Beauty attempts to connect those worlds by giving creators access to product expertise before turning what they learn into social content and, eventually, sales.
Helping Creators Turn Content Into a Business
There’s also a bigger creator-economy angle behind the event.
The majority of participating creators are women, with House of Beauty providing access to L’Oréal’s category specialists alongside content training from Meta and commerce opportunities through Shopee.
Central to this is the L’Oréal Beauty Creator Club, a year-round community that gives creators continued access to its brands, expertise and earning opportunities beyond the two-day event.
For L’Oréal Malaysia-Singapore Country Manager Manashi Guha, creators increasingly play an important role in how consumers educate themselves before purchasing beauty products.
“Today, trust lives in more places than ever and the right beauty education is paramount,” she shared, describing House of Beauty as an ecosystem connecting L’Oréal’s brands with a new generation of creators.
The Entire Event Runs Through WhatsApp
Interestingly, WhatsApp forms the backbone of the House of Beauty experience.
The platform handles registration and credentialing for more than 700 creators while also acting as an always-on resource for brand guidelines, creative hooks and masterclass materials.
Throughout the event, creators can check into interactive areas including the Wall of Inspo and Visual Hooks Atelier, where Meta provides live content coaching.
The idea is for WhatsApp to remain a communication channel even after everyone leaves the venue, allowing the creator community to stay connected rather than ending with the physical activation.
From Content Creation Straight to Shopee
What gets created at House of Beauty isn’t staying within the ballroom either.
The event coincides with Shopee Hyper Brand Day from 6 to 12 September, with participating creators taking their content directly into the Shopee Creator Live Arena. Livestream programming will continue until 2am on 9 September.
L’Oréal’s research with IPSOS suggests livestream shopping is already a significant part of Malaysian beauty buying habits, with 62% of Malaysians purchasing skincare and 61% purchasing makeup through Shopee livestreams.
That makes House of Beauty less of a conventional beauty event and more of an experiment in connecting the entire journey under one roof: creators learn about a product, figure out how to communicate it, create the content and then take it directly to shoppers.
For consumers, it could mean seeing a lot more beauty content across their feeds this week. For the hundreds of creators involved, however, L’Oréal is hoping that content can become something more sustainable than the occasional sponsored post.