Current trendsSocial media has increased the awareness for self-care and personal appearance among individuals in Indonesia. Specifically, it has enabled Indonesian beauty enthusiasts to keep up with current makeup trends. Beauty influencers were cited as beauty idols of many Indonesian women as they inspired them with various makeup look ideas. Owing to beauty influencers on different social media platforms, the era of full and thick brows as well as heavy makeup with some contouring to enhance one’s facial features, had soon been taken over by the “no makeup” or natural look. This has been the most popular makeup look preferred by Indonesian women from all age groups these days. Furthermore, social media influencers also have the power to influence consumers’ purchase decisions. Cosmetics, ranked second among other products, was the type of products purchased by consumers based on influencer endorsement in Indonesia.
The increase in disposable income and purchasing power, as well as urbanization, have also contributed to the market growth. These factors may have triggered a change in lifestyle for many Indonesians. Makeup and other beauty products that they had previously considered unnecessary may have now become a necessity. This was reflected in the per capita expenditure on cosmetics and toiletries in the country that had shown positive development since 2014.