Cosmetics and personal care market in Indonesia - statistics & facts
Indonesia’s cosmetics and personal care market encompasses a wide range of products that complement various consumer needs, with the personal care segment contributing the highest revenue. As a growing market for cosmetics and personal care products, Indonesia provides opportunities for both global and local market players in the industry. Indonesian consumer demand for international and local beauty products has been on the rise in recent years. This was reflected in the increasing revenue trend of the beauty and personal care market in the country.
On average, the per capita revenue of the cosmetics market in Indonesia amounted to 6.65 U.S. dollars. The value is expected to reach more than eight U.S. dollars by 2028, indicating continued market growth. 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 increase in revenue in the past decade and are expected to reach a market share of more than 26 percent by 2027.
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 2022, Indonesia ranked fourth among countries with the highest K-beauty popularity. In addition, around 40.14 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 remained resilient in recent years. After experiencing a decline in revenue during the heat of the COVID-19 pandemic, the cosmetics and personal care market in Indonesia experienced a rapid recovery in 2021. In 2022, the beauty and personal care market in Indonesia reported annual revenue growth of nearly 13 percent, taking the market value beyond pre-pandemic levels. The market is expected to continue to show positive annual revenue growth, averaging around 4.4 percent between 2025 and 2028.On average, the per capita revenue of the cosmetics market in Indonesia amounted to 6.65 U.S. dollars. The value is expected to reach more than eight U.S. dollars by 2028, indicating continued market growth. 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 increase in revenue in the past decade and are expected to reach a market share of more than 26 percent by 2027.
