Nina Jobst
Research expert covering South Korea
Cosmetics and personal care market in Indonesia - statistics & facts
Beauty and self-care in Indonesia have evolved into thriving lifestyle embraced by millions. Driven by social media and increasing demand for innovation, the cosmetics and personal care industry is rapidly transforming. The market offers diverse products catering to various needs, with personal care generating the highest revenue. As demand for both local and international brands grow, Indonesia presents lucrative opportunities for industry players, reflected in the rising revenue trend of the beauty and personal care sector.
Indonesia’s cosmetics and personal care industry is on a strong growth trajectory, driven by evolving beauty trends, increasing consumer demand, and digital transformation. With steady market expansion and rising interest in both local and international brands, the industry is set to thrive, offering promising opportunities for businesses and consumers alike.
What are the current beauty trends in Indonesia?
Trends in the beauty industry in Indonesia included the increasing popularity of South Korean beauty products, or K-beauty, in the market. In 2023, Indonesia ranked fifth among countries with the highest K-beauty popularity. In addition, around 57 million U.S. dollars’ worth of beauty and skincare preparation imports in Indonesia were from South Korea, accounting for the second largest import value in this segment that year. Indonesian consumers are relatively particular when it comes to certain beauty standards and consider K-beauty products as products that suit their needs. The simple make-up and no-makeup looks were among the daily makeup looks preferred by Indonesian consumers nowadays. However, when viewed from the market performance of leading brands in the country, 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.What are the prospects for the cosmetics and personal care market in Indonesia?
Indonesia’s cosmetics and personal care market has shown resilience, rebounding quickly after the COVID-19 downturn. In 2024, the beauty and personal care market in Indonesia reported annual revenue growth of more than 5.4 percent, taking the market revenue beyond pre-pandemic levels. The market is expected to continue to show positive annual revenue growth, averaging around four percent between 2025 and 2030. The market’s per capita revenue is currently at 7.01 U.S. dollars and is expected to grow to nine U.S. dollars by 2030, highlighting sustained growth. While offline stores still dominate sales, online shopping has surged and is expected to account for 58 percent of the market by 2029. The rising middle class and the convenience of e-commerce platforms like Shopee and Tokopedia have made beauty and personal care products more accessible.Indonesia’s cosmetics and personal care industry is on a strong growth trajectory, driven by evolving beauty trends, increasing consumer demand, and digital transformation. With steady market expansion and rising interest in both local and international brands, the industry is set to thrive, offering promising opportunities for businesses and consumers alike.
