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Make-up market in Indonesia - statistics & facts

The beauty industry in Indonesia has been constantly growing in the last decade. As one of the largest segments in the industry, makeup has also been one of the fastest-growing markets in the country in recent years. The increase in personal income of the population, along with urbanization and social media influence, were all factors contributing to the growth of this segment.

Current trends

Social 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.

Market Outlook

With the number of makeup brands proliferating the market, Indonesian beauty consumers have become more educated in choosing the right one for them. Apart from price, consumers nowadays take ingredients as one of the most important factors to consider when buying beauty products. In addition, they have more interest in beauty product claims such as animal cruelty-free. Taking that into consideration, there might be more demand in the future for beauty products that have not been tested on animals as well as vegan beauty products. Besides, beauty products with organic and natural ingredients may also see a significant increase in future demand.

Key figures

The most important key figures provide you with a compact summary of the topic of "Make-up market in Indonesia" and take you straight to the corresponding statistics.

Leading brands

Consumer behavior

Interesting statistics

In the following 6 chapters, you will quickly find the 31 most important statistics relating to "Make-up market in Indonesia".

Make-up market in Indonesia

Dossier on the topic

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Make-up market in Indonesia - statistics & facts

The beauty industry in Indonesia has been constantly growing in the last decade. As one of the largest segments in the industry, makeup has also been one of the fastest-growing markets in the country in recent years. The increase in personal income of the population, along with urbanization and social media influence, were all factors contributing to the growth of this segment.

Current trends

Social 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.

Market Outlook

With the number of makeup brands proliferating the market, Indonesian beauty consumers have become more educated in choosing the right one for them. Apart from price, consumers nowadays take ingredients as one of the most important factors to consider when buying beauty products. In addition, they have more interest in beauty product claims such as animal cruelty-free. Taking that into consideration, there might be more demand in the future for beauty products that have not been tested on animals as well as vegan beauty products. Besides, beauty products with organic and natural ingredients may also see a significant increase in future demand.

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