Kantar Worldpanel -

Truths about Indonesian Beauty Shoppers



Indonesians are opening their range of preferred products

Indonesians are opening their range of preferred products

Indonesian consumers have become highly aware of their physical appearance lately. Due to this fact, the beauty sector is gaining shoppers in Indonesia, bringing plenty of opportunities for manufacturers to explore the promising momentum. The latest data from Kantar Worldpanel Indonesia reveal how consumer behaviour and lifestyle towards beauty have changed and what is the current situation of the sector. 

Seeking experiences

Indonesian consumers don't look for beauty products anymore, they seek full experiences. Shoppers are now looking for products and services that offer them rewarding moments. The evidence is the increase in the number of steps of their beauty routines: in the past, beauty regimes were composed of an average of two steps. However, now these routines can be comprised by up to four different steps.

Expanding experimentation

Indonesians are opening their range of preferred products. Beyond the classic items such as cleansers, moisturizers and other facial cosmetics –which are bought by more than half of the shoppers–, categories such as eye makeup are seeing how their product portfolio reaches double digit penetration. While some time ago one only product, such as eyeshadow, was the protagonist of the cateogry, now eyebrows kits, eyeliners, mascara and makeup remover complete the offer and count on a consistent demand.



Although products like facial masks and lip cosmetics are still bought by less than half of the shoppers, they are seeing rapid growth, with lipsticks in particular becoming one of the fastest growing beauty products in the country.

Making smart choices

Indonesian consumers continue to seek value through personal relevance, balancing their aspirations and budget. The ingredients that are fuelling their smarter choices are, first, an increased aspiration for value in the products they buy and, second, a more intelligent use of their financial means.

If you want to grow your beauty business, contact us by clicking on the right side of the page and we will help you discover how Indonesians pamper and what are the winning rules in the beauty market. 

Get in touch

Venu Madhav
General Manager Indonesia

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