Merz Aesthetics expands in Asia-Pacific with new campaign and Singapore R&D hub

Merz Aesthetics is intensifying its focus on Malaysia and the broader Asia-Pacific medical-aesthetics sector as the industry shifts toward skin longevity and personalised, research-driven solutions. The company unveiled a regional campaign with Lucy Liu as its ambassador and announced intentions to establish a research and development innovation centre in Singapore to advance studies on skin ageing. Market research predicts the Asia-Pacific segment to expand from US$3.75 billion in 2025 to US$8.66 billion by 2031, driven by injectables and minimally invasive procedures.

In Malaysia, the aesthetic market grew to RM818.3 million in 2024, up from RM550.1 million in 2022. Merz’s chief scientific officer Samantha Kerr highlighted the growing role of scientific research in shaping new treatments.