At the Journée de la Beauté 2025 event organized by CEW France, Florence Bernardin, founder of Asia Cosme Lab, and Héloïse Lefebvre Duprey, South Asia Project Manager, presented a detailed overview of two strategic Asian markets: India and Indonesia.
With 600 million Indians under the age of 25, India has the world’s largest young population. A powerful lever for a market that is beginning to move upmarket. “44% of consumers are willing to pay more for products with scientifically proven claims,” says Héloïse Lefebvre Duprey. By 2035, the luxury beauty segment could reach $4 billion.
The importance of tradition
The wedding calendar remains a key period for beauty consumption, with ancestral rituals such as mehendi (application of henna) or haldi (turmeric mask).
The holistic vision of beauty, rooted in Ayurvedic culture, continues to structure routines: hair oiling, yoga, breathing, diet… “Indian women used to tell us that their breathing exercises were an integral part of their anti-aging routine,” she reports.
Focus Indonesia
As the world’s largest Muslim country, Indonesia also boasts the highest number of TikTok users. “Local beauty has developed strongly via TikTok Shop,” explains Héloïse Lefebvre Duprey. While the market remains predominantly “mastige”, premium segments are making rapid progress.
M-beauty (Muslim Beauty) is taking on a unique dimension. Wearing the hijab, ritual ablutions and halal certification requirements have a direct influence on product formulation. “Halal is perceived as a guarantee of ethics and …
