WOW Beauty Arrived at Pavilion Bukit Jalil, Affiliated with Miniso? | ENGLISH

The Southeast Asian market has witnessed a significant influx of Chinese beauty brands since the end of 2020s.

The trend pushed more multibrand retailers to take new opportunities overseas, including WOW Beauty, one of China's leading beauty retailers. The brand made its Malaysian debut in April 2025 with first store located on Level 2 of Pavilion Bukit Jalil.

WOW Beauty store in Pavilion Bukit Jalil - Source: WOW Beauty Global

WOW Beauty (also known as WOW Colour in Mainland China) offers an interactive and exciting experience with its futuristic and pink-ish design, creating a distinctive store identity for young consumers. The store is also complemented with a makeup bar for customers to try before buying. The store is also complemented with a makeup bar for customers to try before buying.

Despite its Chinese origins, WOW Beauty offers a surprisingly extensive range of Korean brands. Some of them are: Rom&nd/Romand, Peripera, Barenbliss, Dasique, Hince, Lab.it, CLIO, Tony Moly, Clio, SKIN1004, and Ariul. 

Makeup bar - Source: WOW Beauty Pavilion Bukit Jalil

A bright interior with rows of beauty products - Source: WOW Beauty Pavilion Bukit Jalil

WOW Beauty also brought some chinese brands, including Flower Knows, Zeesea, Y.O.U., Bincavidou, Fenbi Dream, Dazzle Me, Skintific, Into You, Chioture, and Flortte.

The store primarily features trendy skincare, toiletries, and face makeup products, with a smaller portion for perfumes, nail products, and other beauty essentials. The product range includes concealer, skin cushion, lipsticks, nail polish, false eyelashes, and even accessories.

Other parts inside WOW Beauty - Source: WOW Beauty Global

There is even a small section for kids makeup, offering face mask, bath bomb, sun care serum, nail polish, suncushion, and lipstick.

The store is an interesting place to find Chinese and Korean beauty brands. However, it will need to compete fiercely with brands such as The Colorist (also from China). Both have similar design concepts, but The Colorist focuses more on affordability and a broader range of Chinese brands.

INTERMEZZO: Founded in 2019, a big portion of the brand is owned by MINISO founder Ye Guofu, hence you may find similar brands in both stores.

WOW Beauty stores in Malaysia:

• Pavilion Bukit Jalil
• Pavilion Damansara (soon)
• IOI City Mall (soon)