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 2022, Indonesia ranked fourth among the countries with the highest K-beauty popularity. Besides, around 58.7 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. Simple make-up and no-makeup looks were among the daily 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 Indonesian cosmetics brands such as Wardah. The pioneer of halal cosmetics and skincare products in the country continues to gain traction in the Indonesian cosmetics market as a growing number of consumers consider halal as the most important skincare claim.On average, the per capita revenue of the cosmetics market in Indonesia amounted to 5.76 U.S. dollars. The value was predicted to reach around eight U.S. dollars by 2027, indicating a sustained growth of the market. As for sales distribution, offline stores were still the main sales channels for beauty and personal care products. However, online sales channels have been seeing a steady revenue increase since 2017.
