Cosyoung opens first flagship store at Berjaya Times Square

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Cosway’s new flagship at Berjaya Times Square, Cosyoung blends beauty, wellness and lifestyle into an interactive retail experience for a younger generation.

Stepping into the next chapter of contemporary self-care, Cosway officially opened the doors to its first Cosyoung flagship store at Berjaya Times Square on Aug 8. An evolution of the concept first introduced during Cosway’s 46th anniversary Cosway Reimagined movement last year, this now-physical destination redefines how modern urbanites experience everyday beauty and holistic wellness.

Speaking to theSun, Cosway CEO Chryseis Tan explained that the concept launch last year allowed the company to gather insights and data to better understand what people wanted and what would work in the current market. This led to the birth of Cosyoung.

Founded in 1979, Cosway built a multi-generational legacy in beauty and wellness across Malaysian households. Today, Cosyoung carries that foundational trust forward, transforming functional retail into an aspirational, sensory lifestyle playground designed for a new generation.

“Cosway has been around since our parents’ time and it was very popular, but it kind of faded away (with) the younger generation. I wanted to bring it back because we have really good products for all ages and it was the right time now to give people what they want,” said Chryseis.

Three zones, one holistic experience

Moving away from traditional shelf-browsing, the store’s warm, minimalist interior of Cosyoung’s flagship outlet features three interactive discovery zones tailored to the natural rhythms of a balanced day:

• Aesthetic Beauty & Skincare: A curated gallery showcasing advanced formulations, clean skincare rituals, and targeted treatments for urban radiance.
• Inner-Health Nutrition: A dedicated space for nutritional supplements, wellness elixirs, and functional foods that support wellbeing from within.
• Conscious Lifestyle Essentials: Practical and considered everyday products designed to elevate home and personal environments naturally.

Asked if Cosyoung was developed around the idea of attracting customers who would never normally walk into a traditional Cosway outlet, Chryseis agreed.

“Sometimes, customers may not like certain items or say, ‘Oh, that is for our parents’ when they do not relate to it. (For Cosyoung), our products are really good and I want people to come back and feel like this is a store that will relate to them, the younger generation and our new customers.”

From flagship launch to nationwide expansion

In a press statement, Cosway Managing Director Leslie Cheng said modern retail should offer people more than just shelves of products; it should be useful, intuitive and worth spending time in.

“This flagship provides a tangible model for how we intend to grow Cosyoung into key urban communities, offering a unified approach to everyday wellbeing backed by strong pre-launch momentum and clear expansion plans over the next 24 months,” he said.

Touching on the expansion plan, Chryseis held back the full details from theSun but stressed that the company would approach it one step at a time.

“With this flagship store, we will know what people want. Obviously we will try to expand as quickly as we can but also we (are not going) to rush into it without knowing what actually works. We want to see what works and we will slowly expand and do this nationwide.”

Located at LG-05 and LG-06 of Berjaya Times Square’s lower ground floor, beyond product discovery and brand collaborations, visitors are invited to drop in for personalised beauty and wellness analysis sessions, offered periodically to help consumers tailor their everyday routines.

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