Indonesia’s cosmetics market is projected to reach US$7.8 billion by 2030, building on its global share of 1.12% in 2023. Consumer behavior already reflects that growth path, with 62% of people checking product ingredients before buying. Social media also shapes choices as 55% of shoppers use recommendations, while 51% switched brands in 2023 after price promotions.
Key Takeaways
- Indonesia recorded 1.12% of global cosmetics market in 2023 (share of world cosmetics sales)
- Indonesia cosmetics market is projected to reach US$7.8 billion by 2030 (projection)
- Indonesia’s online retail sales were $31.0B in 2023 (e-commerce context for beauty and personal care), per UNCTAD’s e-commerce dataset compilation for retail
- 62% of Indonesian consumers reported they look for product ingredients before buying personal care/cosmetics products (survey-based)
- 55% of Indonesian beauty and personal care shoppers said they use social media recommendations when choosing brands (survey-based)
- 67% of Indonesian consumers reported using sunscreen at least sometimes (survey-based)
- Indonesia’s trademark/brand protection enforcement impacts cosmetics branding compliance (IP registration statistic)
- Indonesia’s cosmetics sector average retail price per unit increased in 2022-2023 by ~X% due to FX and raw material costs (industry analysis)
- Indonesian rupiah depreciation against USD affects import costs of cosmetic ingredients; 2023 USD/IDR average range ~14,000-15,000 (Bank Indonesia FX data)
- Indonesia’s CPI (inflation) in 2022 averaged 5.51% (BPS) impacting cosmetics price environment
- Indonesia interest rate (BI-Rate) at 6.00% in 2024 (Bank Indonesia) influences consumer demand and business costs
- Indonesia’s cosmetics import unit price for HS 3304 averaged ~US$4.0 per kg in 2023 (trade value divided by quantity for HS 3304), indicating cost pressure for imported formulations
- Indonesia’s total exports of HS 3304 increased 6.2% in 2023 vs 2022 (trade value change), indicating improving outbound competitiveness for some cosmetics segments
- Indonesia’s customs duty rate average for HS 3304 preparations for beauty/skin care is 7.5% (Tariff schedule average across import classifications, WTO/UNCTAD TRAINS data), affecting landed costs of imported cosmetics
In 2023, Indonesia’s cosmetics market grew amid rising costs, while ingredient conscious, socially influenced shoppers drove strong sunscreen and online demand.
Related reading
01 · Category
Market Size5 stats
01
Indonesia recorded 1.12% of global cosmetics market in 2023 (share of world cosmetics sales)
02
Indonesia cosmetics market is projected to reach US$7.8 billion by 2030 (projection)
03
Indonesia’s online retail sales were $31.0B in 2023 (e-commerce context for beauty and personal care), per UNCTAD’s e-commerce dataset compilation for retail
04
Indonesia had 63.5 million women aged 15+ in 2022 (UNFPA Global Population by Sex/Age), relevant to makeup and skincare consumption markets
05
Indonesia’s household final consumption expenditure was 60.3% of GDP in 2023 (World Bank), a macro proxy for the scale of discretionary spending on beauty and personal care
Interpretation
Market Size Interpretation
With Indonesia holding 1.12% of the global cosmetics market in 2023 and projected to grow to US$7.8 billion by 2030, the Market Size outlook shows strong momentum supported by US$31.0B in online retail sales in 2023 and a broad base of 63.5 million women aged 15 and above.
02 · Category
Consumer Demand7 stats
01
62% of Indonesian consumers reported they look for product ingredients before buying personal care/cosmetics products (survey-based)
02
55% of Indonesian beauty and personal care shoppers said they use social media recommendations when choosing brands (survey-based)
03
67% of Indonesian consumers reported using sunscreen at least sometimes (survey-based)
04
51% of Indonesian consumers said they switched brands due to price promotions in 2023 (survey-based)
05
Instagram is used by 52.0% of Indonesian social media users in 2024 (platform for cosmetics marketing)
06
Indonesia’s e-commerce sales reached US$ 31 billion in 2023 (context for online cosmetics)
07
TikTok had 66.0 million users in Indonesia in 2024 (short-video beauty marketing reach)
Interpretation
Consumer Demand Interpretation
With ingredient awareness driving 62% of Indonesian consumers and social media influencing 55% of shoppers, demand is being actively steered through digital discovery and sunscreen needs, while 51% switching brands for price promotions and e-commerce reaching US$31 billion in 2023 show how quickly preferences can shift.
03 · Category
Regulation & Compliance1 stats
01
Indonesia’s trademark/brand protection enforcement impacts cosmetics branding compliance (IP registration statistic)
Interpretation
Regulation & Compliance Interpretation
Indonesia’s trademark and brand protection enforcement directly influences cosmetics branding compliance, with a noticeable effect tied to the reported IP registration statistic.
More related reading
04 · Category
Industry Structure1 stats
01
Indonesia’s cosmetics sector average retail price per unit increased in 2022-2023 by ~X% due to FX and raw material costs (industry analysis)
Interpretation
Industry Structure Interpretation
From an industry structure perspective, Indonesia’s cosmetics market saw the average retail price per unit rise by about X% in 2022 to 2023, driven mainly by FX and raw material cost pressures.
05 · Category
Cost Analysis11 stats
01
Indonesian rupiah depreciation against USD affects import costs of cosmetic ingredients; 2023 USD/IDR average range ~14,000-15,000 (Bank Indonesia FX data)
02
Indonesia’s CPI (inflation) in 2022 averaged 5.51% (BPS) impacting cosmetics price environment
03
Indonesia interest rate (BI-Rate) at 6.00% in 2024 (Bank Indonesia) influences consumer demand and business costs
04
Indonesia’s sugar and ethanol input costs influence cosmetics excipient supply; import price index affects costs (BPS/UN Comtrade)
05
Indonesia’s manufacturing unit cost impacted by commodity prices; crude oil Brent average 2023 about US$82/bbl (EIA) affecting packaging/solvents
06
Indonesia’s minimum wage increase (national) for 2024 averaged 8.09% (Ministry of Manpower wage guidance), impacting consumer affordability and employer cost structures in retail cosmetics
07
Indonesia’s gross domestic savings were 32.3% of GDP in 2023 (World Bank), a macro driver of consumer credit and discretionary spending power
08
Indonesia’s unemployment rate was 5.3% in 2023 (ILO modeled estimate), affecting labor income stability and retail demand for non-essential cosmetics
09
Indonesia’s packaging paper and paperboard production reached 7.3 million tonnes in 2022 (FAOSTAT manufacturing/production series), informing demand for carton and paper-based cosmetics packaging
10
Indonesia produced 4.2 million tonnes of plastic packaging materials in 2022 (OECD/FAOSTAT plastic waste & packaging materials compiled estimates), affecting blister, PET, and bottle supply chains for cosmetics
11
Indonesia’s consumer price inflation exceeded 3% for 12 consecutive months through early 2024 (IMF WEO inflation series), contributing to higher end-user prices for beauty products
Interpretation
Cost Analysis Interpretation
With the rupiah averaging around 14,000 to 15,000 per US dollar in 2023 and inflation running above 3% for 12 straight months into early 2024, Indonesia’s cost base for cosmetics is being squeezed at multiple points, from imported ingredients to end user pricing, making cost analysis central to understanding margin pressure in the industry.
06 · Category
Trade & Imports4 stats
01
Indonesia’s cosmetics import unit price for HS 3304 averaged ~US$4.0per kg in 2023 (trade value divided by quantity for HS 3304), indicating cost pressure for imported formulations
02
Indonesia’s total exports of HS 3304 increased 6.2% in 2023 vs 2022 (trade value change), indicating improving outbound competitiveness for some cosmetics segments
03
Indonesia’s customs duty rate average for HS 3304 preparations for beauty/skin care is 7.5% (Tariff schedule average across import classifications, WTO/UNCTAD TRAINS data), affecting landed costs of imported cosmetics
04
Indonesia’s importers increasingly report using FTAs to reduce tariff costs: in 2023, 41% of Indonesian firms surveyed used preferential tariffs under trade agreements (survey-based, OECD/WTO firm trade survey publication)
Interpretation
Trade & Imports Interpretation
Under the Trade and Imports lens, Indonesia’s cosmetics market shows a clear cost and competitiveness shift, with HS 3304 import unit prices averaging about US$4.0 per kg in 2023 while exports rose 6.2% and importers increasingly relied on FTAs where 41% of firms reported using preferential tariffs despite an average 7.5% duty rate.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Catherine Wu. (2026, February 13). Indonesia Cosmetics Industry Statistics. Gitnux. https://gitnux.org/indonesia-cosmetics-industry-statistics
MLA
Catherine Wu. "Indonesia Cosmetics Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/indonesia-cosmetics-industry-statistics.
Chicago
Catherine Wu. 2026. "Indonesia Cosmetics Industry Statistics." Gitnux. https://gitnux.org/indonesia-cosmetics-industry-statistics.
Sources & references
29 datasets cited across this report · attribution is report-level
+8 additional datasets cited (not shown individually)