Makeup market in Indonesia - statistics & facts
What are the current trends in the makeup market in Indonesia?
Social media has increased awareness of self-care and personal appearance among individuals in Indonesia. In particular, social media has enabled beauty enthusiasts in Indonesia to keep up with current makeup trends. Full, thick eyebrows and bold makeup with strong contours to enhance facial features used to be one of the most common make-up looks among make-up lovers in Indonesia. This make-up look was later taken over by the “no make-up” look or simple make-up as trends among beauty influencers changed in this direction. This makeup look has become the most common daily makeup look preferred by Indonesian women from all age groups today. In addition, social media influencers also have the power to influence consumers’ purchase decisions. A recent survey indicated that around 68 percent of Indonesian consumers had purchased an item after seeing it on social media. Cosmetics were among the types of products most commonly purchased by consumers based on influencer endorsements in Indonesia.Increasing disposable income also contributes to the growth of the makeup market in Indonesia. It has been one of the key factors influencing spending patterns and lifestyle changes among consumers in Indonesia. Makeup and other beauty products that were previously considered unimportant have now become a necessity. This is reflected in the revenue per capita of the cosmetics market in Indonesia which has shown an upward trend since 2020.