“Despite recent economic and health challenges, Indonesia’s beauty industry has not only held up, it has thrived,” says Kantar. “Volume growth reached 8% in 2024, reflecting consumers’ growing appetite for skincare, make-up and hair treatment products. This dynamic is reinforced by improved delivery systems and the rise of local brands on digital platforms.”

New consumer expectations

According to Kantar, the Covid-19 health crisis has prompted the general public to take even greater care of themselves. “Sun creams are the fastest-growing skincare products, with a 70% increase in value. Hair treatments are also booming, with market share growing by over 40%.”

Trends to watch

According to Kantar, the Indonesian beauty market is driven by several key dynamics. “The upper-middle class accounts for almost half of the beauty category. However, middle- and lower-income groups are increasing their beauty purchases, making inclusion a must.” The agency also advises brands to focus on the younger generation. “Beauty awareness today begins at a younger age, particularly with Generation Z and Generation Alpha. It is necessary for brands to offer them adapted products and collaborate with influencers to encourage early engagement.” Finally, Kantar notes that “shoppers spend more during the festive season, …