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 the influence of social media, are factors contributing to the growth of this segment.
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.
Market Outlook
Despite the increasing number of makeup brands, Indonesian beauty consumers are becoming more educated in choosing the right products for them. Aside from price and skin suitability, consumers now consider ingredients contained in makeup products as one of the most important factors when purchasing makeup products. In addition, they are also more interested in beauty product claims such as halal and animal cruelty-free. With that in mind, 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 demand as more and more Indonesian consumers consider buying sustainable and eco-friendly products to be very important.
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