KUALA LUMPUR: Merz Aesthetics is strengthening its focus on Malaysia and the wider Asia-Pacific medical aesthetics market as the industry shifts towards skin longevity, personalised treatments and research-driven innovation.
The global medical aesthetics company has launched a regional campaign featuring Hollywood actress Lucy Liu as its ambassador while planning a research and development innovation centre in Singapore to advance research into skin ageing and longevity.
The initiatives reflect the industry's drive to move beyond conventional anti-ageing treatments toward more comprehensive, science-backed approaches that support long-term skin health and natural-looking results.
Asia-Pacific is emerging as a key growth market for medical aesthetics, supported by rising consumer acceptance of non-surgical procedures, growing awareness of aesthetic treatments and demand for more personalised care.
Industry research by MarketsandMarkets projects the regional medical aesthetics market to grow from US$3.75 billion in 2025 to US$8.66 billion by 2031, driven partly by demand for injectables and minimally invasive treatments.
In Malaysia, the aesthetic medicine market has also expanded alongside greater consumer interest in self-care and appearance-related treatments. Market estimates cited in a 2026 industry study put the sector's revenue at RM818.3 million in 2024, up from RM550.1 million in 2022.
As competition intensifies, providers and manufacturers are increasingly focusing on clinical evidence, practitioner expertise and treatment outcomes, while consumers place greater emphasis on safety, credibility and natural-looking results. These trends are also raising the importance of medical training and appropriate clinical oversight as the industry expands.
Unveiled in Seoul, South Korea, the campaign positions skin longevity and personalised aesthetic treatments as key growth areas, responding to changing consumer expectations among women across the Asia-Pacific.
Merz Aesthetics chief scientific officer Samantha Kerr said advances in the understanding of skin longevity were reshaping the medical aesthetics industry, with scientific research playing an increasingly important role in treatment development.
Alongside the campaign launch, Merz Aesthetics announced plans to establish a new Research & Development Innovation Center in Singapore, strengthening its commitment to skin science and its global research and development network.
The planned centre is expected to advance the company's research into skin ageing and longevity. However, details on the investment value, development timeline and operational scope have not been disclosed.
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