Originally published: Campaign Asia, 4 July 2025
Watsons has topped the list of best-loved brands by consumers in Malaysia. The Hong Kong-based health care and beauty chain beat Japanese apparel brand Uniqlo and tech giant Apple to claim the top spot.
Watsons achieved the highest overall best brand score in Malaysia at 76.8, excelling in awareness, purchase frequency, and availability across multiple consumer touchpoints. While it ranked fourth across Southeast Asia, Watsons secured the top spot in Malaysia thanks to its strong customer loyalty programs and extensive product range. With over 700 stores nationwide and continuing expansion, Watsons has established itself as the countryâs leading health and beauty retailer, catering to the everyday needs of Malaysian consumers.
The ranking stems from Campaign’s authoritative list of Southeast Asia’s top 50 brands, recently revealed at Campaign360 in partnership with research firm Pureprofile.
Six markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked across nine brand attributes including awareness, purchase, quality, advocacy (degree of recommendation), buying experience, customer experience, brand touchpoints (ease of use across all digital and offline brand interactions) innovation, and loyalty, to form their score.
Download the full “Southeast Asia’s Top 50 Brands” report here >
