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Cosmetics and personal care market in Indonesia - statistics & facts

Indonesia is a growing market for cosmetics and personal care products, which provides opportunities for both global and local market players in the industry. The Indonesian consumer demand for international and local beauty products has been on the rise in recent years. This was reflected in the ascending trend of the revenue of the beauty and personal care market in the country since 2017.

The market landscape

Trends in the beauty industry in Indonesia included the increasing popularity of South Korean beauty products, or K-beauty, in the market. In 2020, Indonesia ranked second among the countries with the highest K-beauty popularity. Besides, around 38.5 million U.S. dollars’ worth of beauty and skincare preparation imports in Indonesia was from South Korea, accounting for the second largest import value in that segment that year. Indonesian consumers are relatively particular when it comes to certain beauty standards and considered K-beauty products to be the right fit for their needs. ‘Glass-skin’ and no-makeup makeup looks were among the makeup looks preferred by Indonesian consumers nowadays. Looking at the market performance of the leading brands in the country, however, the popularity of K-beauty was still below that of the Indonesian cosmetics brand, Wardah. The pioneer of halal cosmetics and skincare products in the country recorded the highest sales among other leading cosmetic brands in Indonesian online stores, with 7.37 million items sold as of January 2020.

On average, the per capita consumer spending on cosmetics and toiletries in Indonesia amounted to 20.2 U.S. dollars. The value was predicted to increase by seven U.S. dollars by 2024, indicating sustained growth of the market. As for the distribution, offline stores were still the main sales channels for beauty and personal care products. However, the online sales channels have been seeing a steady revenue increase since 2017.

Market outlook and the impact of COVID-19 pandemic

The consumer purchase behavior for cosmetics and personal care products has been negatively affected by the COVID-19 pandemic. The share of makeup users in Indonesia dropped and the number of people who did not use makeup increased by around two percent during the pandemic. This may have been driven by the shift in the consumer purchase priority to personal health care products and other preventive products. Even though there has been a negative growth of the cosmetics and personal care market in 2020 due to the pandemic, it was projected to bounce back in 2021.


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