From the bustling online marketplaces to the neighborhood warungs, Indonesia's beauty industry is experiencing a phenomenal transformation, now valued at a staggering USD 9.2 billion, fueled by a young, digitally-savvy population and a deep cultural appreciation for halal and herbal traditions.
Key Takeaways
- The Indonesian beauty and personal care market was valued at USD 9.2 billion in 2023, with a projected CAGR of 7.5% from 2024 to 2028.
- Indonesia's cosmetics market generated revenue of USD 4.8 billion in 2023, driven by rising middle-class spending.
- The beauty market in Indonesia grew by 10.2% in 2022, outpacing the Asia-Pacific average of 5.8%.
- Skincare sales in Indonesia reached USD 4.1 billion in 2023, with serums growing fastest at 22%.
- Facial moisturizers held 28% of the skincare market share at USD 1.15 billion in 2023.
- Anti-aging skincare products grew 19% YoY, generating USD 650 million in sales in 2023.
- Makeup market in Indonesia valued at USD 2.1 billion in 2023, CAGR 8.2% projected.
- Lipstick sales led makeup at USD 650 million, matte finishes 45% share 2023.
- Foundation and BB creams generated USD 480 million, inclusive shades rising.
- Haircare market in Indonesia USD 1.9 billion in 2023, shampoos 50% share.
- Conditioner sales USD 650 million, anti-frizz formulas leading.
- Hair colorants grew 14% to USD 280 million, natural dyes rising.
- 65% of Indonesian women aged 18-35 use skincare daily, highest in SEA.
- Gen Z (18-24) accounts for 32% of beauty purchases, favoring TikTok trends.
- 78% of consumers prefer halal-certified beauty products in 2023 survey.
Indonesia's booming beauty market is rapidly expanding due to strong local brands and online sales.
Brands & Companies
- Wardah holds 22% market share as top local beauty brand in 2023.
- Unilever Indonesia's beauty division revenue USD 1.8B, Pond's leading.
- Somethinc skincare brand grew 150% YoY to IDR 500B revenue 2023.
- L'Oreal Indonesia sales USD 450 million, Maybelline top performer.
- The Body Shop has 150 stores, 12% sales growth in natural segment.
- Emina youth brand captures 18% of mass makeup market share.
- Martha Tilar Group (Wardah) exports to 60 countries, USD 100M.
- Shopee Mall beauty sellers like Scarlett Whitening top 20% sales.
- P&G's Pantene shampoo leads haircare with 15% volume share.
- Halodoc partners with 50 beauty brands for online health-beauty.
- Sociolla e-com platform hosts 1,000+ brands, 30% YoY growth.
- Mustika Ratu herbal beauty revenue IDR 1.2T, 10% market herbal.
- Avon direct sales network 500k agents in Indonesia 2023.
- Glossier entered Indonesia via Lazada, USD 20M first year sales.
- Dear Me Beauty (local) 25% Gen Z makeup share via TikTok shop.
- Johnson & Johnson beauty USD 300M, Neutrogena skincare lead.
- Nyx Professional Makeup doubled stores to 80, urban focus.
- Sariayu traditional beauty 8% herbal market, 40 years legacy.
- Colgate-Palmolive oral care 25% share in personal beauty.
- Focallure Chinese brand 10% import makeup share via e-com.
- Local startups like Runa Skincare raised USD 10M in 2023 funding.
Brands & Companies Interpretation
This is the story of an industry where Unilever's billion-dollar Goliaths are being energetically challenged by nimble, homegrown Davids like Wardah, who are not only conquering the domestic market but are also taking their halal-conscious formulas global.
Consumer Behavior & Trends
- 65% of Indonesian women aged 18-35 use skincare daily, highest in SEA.
- Gen Z (18-24) accounts for 32% of beauty purchases, favoring TikTok trends.
- 78% of consumers prefer halal-certified beauty products in 2023 survey.
- Online reviews influence 62% of beauty buying decisions in urban areas.
- Middle-class expansion drove 45% increase in premium beauty adoption since 2020.
- 55% of men aged 25-40 now purchase grooming products regularly.
- Sustainability claims sway 70% of millennials in beauty choices 2023.
- Live streaming sales boosted beauty e-com by 40% during Ramadan 2023.
- 48% of purchases are impulse buys influenced by influencers.
- Loyalty programs retain 60% of repeat beauty customers in Indonesia.
- Muslim women prioritize modest beauty, 52% avoid non-halal ingredients.
- AR try-on apps used by 35% of shoppers, reducing returns by 25%.
- Price sensitivity high: 40% switch brands for promotions under IDR 100k.
- Personalization demand: 67% want custom skincare recommendations.
- Social commerce via Instagram drives 28% of Gen Z beauty sales.
- 72% of urban women follow K-beauty routines with 10+ steps.
- Eco-friendly packaging influences 58% purchase decisions in 2023.
- Trial sizes boost first-time buys by 50% among students.
- Voice search for beauty products up 22%, "halal lipstick" top query.
- Community-driven trends like "clean girl" aesthetic popular with 40% youth.
- Subscription boxes for beauty retain 45% subscribers after 6 months.
Consumer Behavior & Trends Interpretation
Indonesia's beauty market is a complex, faith-driven, and digitally-charged ecosystem where a young, savvy consumer, guided by halal principles, TikTok trends, and a K-beauty regimen, can be impulsively swayed by an influencer's live stream into buying a premium, sustainable product she'll then research via voice search—all while her brother is doing roughly the same thing for his grooming routine.
Haircare & Personal Care
- Haircare market in Indonesia USD 1.9 billion in 2023, shampoos 50% share.
- Conditioner sales USD 650 million, anti-frizz formulas leading.
- Hair colorants grew 14% to USD 280 million, natural dyes rising.
- Styling products USD 420 million, gels and waxes popular.
- Anti-dandruff shampoos 25% of shampoo market at 180M units.
- Hair oils and serums USD 190 million, argan oil top seller.
- Scalp care products surged 28% to USD 110 million in 2023.
- Hair treatments/masks USD 240 million, keratin-based 40%.
- Men's haircare USD 320 million, beard care subset USD 50M.
- Natural haircare 20% share, USD 380 million in herbal lines.
- Deodorants market USD 550 million, roll-ons 60% volume.
- Fragrances USD 850 million, eau de parfum growing 12%.
- Bath and shower products USD 720 million, gels dominant.
- Oral care within personal care USD 1.2B, whitening toothpastes 35%.
- Baby care products USD 450 million, lotions top category.
- Wet wipes sales 300 million packs, beauty variants 20%.
- Shaving products USD 95 million, razors 70% revenue.
- Hair removal creams USD 75 million, epilators rising.
- Perfume imports USD 200 million, French brands leading.
Haircare & Personal Care Interpretation
Indonesia's beauty market reveals a nation meticulously constructing its identity from the scalp out, with a billion-dollar crown of haircare, a fragrance for every future, and a clinical focus on vanishing anything from dandruff to body hair in the pursuit of polished perfection.
Makeup & Color Cosmetics
- Makeup market in Indonesia valued at USD 2.1 billion in 2023, CAGR 8.2% projected.
- Lipstick sales led makeup at USD 650 million, matte finishes 45% share 2023.
- Foundation and BB creams generated USD 480 million, inclusive shades rising.
- Eyeshadow palettes sales up 20% to USD 290 million, influenced by social media.
- Mascara market reached USD 220 million, waterproof variants 55% popular.
- Nail polish sales USD 180 million, gel types growing 25% YoY 2023.
- Blushers and highlighters USD 150 million, baked formulas trending.
- Eyeliner pencils and liquids sold 120 million units in Indonesia 2023.
- Long-wear lip products captured 38% of lipstick segment at USD 250M.
- Compact powders dominant in face makeup at USD 320 million sales.
- Multi-use sticks (cheek/lip) grew 32% to USD 95 million in 2023.
- False eyelashes market USD 110 million, driven by influencers.
- Concealers sales USD 210 million, color-correcting up 18%.
- Brow products reached USD 140 million, pencils leading at 60%.
- Liquid lipsticks outsold traditional at 2:1 ratio, USD 400M total.
- Makeup primers market USD 85 million, mattifying popular in humid climate.
- Setting sprays sales up 24% to USD 70 million in 2023.
- Glitters and pigments for eyes USD 60 million niche growth.
- Men's makeup segment emerged at USD 45 million, concealers top.
- Vegan makeup products 15% market penetration, USD 315M in 2023.
Makeup & Color Cosmetics Interpretation
Indonesia's face is a serious, fast-growing business worth billions, where lips command a matte empire, eyes follow social media trends, and everyone—from men seeking concealers to fans of vegan formulas—is finding a place in the humid, long-wearing, perfectly contoured crowd.
Market Size & Growth
- The Indonesian beauty and personal care market was valued at USD 9.2 billion in 2023, with a projected CAGR of 7.5% from 2024 to 2028.
- Indonesia's cosmetics market generated revenue of USD 4.8 billion in 2023, driven by rising middle-class spending.
- The beauty market in Indonesia grew by 10.2% in 2022, outpacing the Asia-Pacific average of 5.8%.
- E-commerce accounted for 25% of beauty sales in Indonesia in 2023, up from 18% in 2021.
- Halal-certified beauty products held 45% market share in Indonesia's USD 9 billion beauty sector in 2023.
- The skincare segment dominated with 42% of total beauty market revenue at USD 3.86 billion in 2023.
- Indonesia's beauty industry contributed 1.2% to national GDP in 2022, supporting over 4 million jobs.
- Offline retail channels still held 75% of beauty product sales in Indonesia as of 2023.
- The premium beauty segment grew 15% YoY in Indonesia in 2023, reaching USD 1.1 billion.
- Mass market beauty products accounted for 68% of sales volume in Indonesia's USD 9.2B market in 2023.
- Indonesia's beauty exports reached USD 250 million in 2023, primarily to ASEAN countries.
- The market size for natural and organic beauty products in Indonesia hit USD 850 million in 2023.
- Beauty industry investments in Indonesia totaled USD 500 million in 2023 from local and foreign VCs.
- Per capita spending on beauty products in Indonesia rose to USD 32 in 2023 from USD 28 in 2022.
- The beauty sector's digital ad spend in Indonesia was USD 450 million in 2023, up 20% YoY.
- Indonesia ranked 4th in Southeast Asia for beauty market size with USD 9.2B in 2023.
- Traditional beauty ingredients like jamu drove 12% of market growth in herbal segments in 2023.
- The beauty market's inflation-adjusted growth was 8.5% in Indonesia for 2023.
- Urban areas contributed 65% of total beauty sales revenue in Indonesia in 2023.
- Post-COVID recovery boosted beauty market by 18% cumulative growth from 2021-2023.
Market Size & Growth Interpretation
Indonesia's beauty industry is not just putting on a brave face; it's confidently striding forward, fueled by digital savvy, a booming middle class, and deep cultural roots, to prove that looking good is serious—and seriously growing—business.
Skincare Segment
- Skincare sales in Indonesia reached USD 4.1 billion in 2023, with serums growing fastest at 22%.
- Facial moisturizers held 28% of the skincare market share at USD 1.15 billion in 2023.
- Anti-aging skincare products grew 19% YoY, generating USD 650 million in sales in 2023.
- Sunscreen sales surged 25% to USD 420 million in Indonesia due to awareness campaigns in 2023.
- Brightening and whitening creams dominated with 35% of skincare volume sales in 2023.
- Natural skincare brands captured 22% market share, valued at USD 900 million in 2023.
- Sheet masks sales increased 30% to 150 million units in Indonesia's market in 2023.
- Men's skincare segment grew 16% to USD 380 million, driven by K-beauty influence.
- Acne treatment products saw 14% growth, reaching USD 280 million in revenue 2023.
- Body lotions and oils contributed USD 520 million, 13% of skincare market in 2023.
- Korean skincare imports to Indonesia totaled USD 150 million in 2023 for serums alone.
- Halal skincare certifications rose to 1,200 products, boosting segment by 18% in 2023.
- E-commerce skincare sales hit 35% penetration, USD 1.4B of total skincare in 2023.
- Gen Z drove 40% of skincare purchases, favoring multifunctional products in 2023.
- Cleanser sales volume reached 250 million units, up 12% in Indonesia 2023.
- Exfoliators and peels grew 21% to USD 190 million amid glow trends in 2023.
- Eye care skincare products valued at USD 310 million, 8% market share 2023.
- Overnight masks sales doubled to 45 million units in urban Indonesia 2023.
- Vegan skincare options increased 28% in availability, USD 220M sales 2023.
- Lip care within skincare hit USD 140 million, glosses leading at 40% share.
- Hand creams sales rose 15% to USD 95 million post-pandemic hygiene focus.
- Face serums market size USD 780 million, hyaluronic acid top ingredient 2023.
- Toners and essences sales USD 350 million, up 17% with K-beauty.
Skincare Segment Interpretation
In Indonesia's booming beauty bazaar, everyone is chasing the perfect glow—from Gen Z multitaskers and serum devotees to sun-conscious citizens and men embracing K-beauty—proving that the national skincare ritual is now a sophisticated, multi-billion dollar science of self-care.
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