Young consumers, e-commerce drive Indonesia’s beauty boom

The country is now a key growth market for global beauty brands.

Indonesia’s beauty market is booming, driven by a young population, strong digital engagement, and demand for affordable, effective products, according to Mintel Global Consumer research.

With over 270 million people, more than half under 30, the country is now a key focus for global and regional beauty players.

About 91% of women compare products to find the best deals, and 84% regularly buy discounted beauty products, highlighting a strong preference for value without compromising quality.

Digital platforms are further influencing these behaviors, with 21% of women aged 18-34 engaging with beauty content online in the three months leading up to September 2024.

Chinese beauty brands are gaining significant traction in Indonesia’s e-commerce sector, with around 100 SKUs available on platforms like Sociolla and Watsons.

The report suggested that these brands resonate with local consumers through a focus on hero ingredients, ingredient-led messaging, and innovative marketing strategies. These brands are also aligning with local beauty preferences and offering accessible price points to enhance their appeal.

New product development is also on the rise. In 2024, 77% of color cosmetic launches focused on beauty-enhancing claims, whilst 76% highlighted functional benefits, as per Mintel’s Global New Products Database. Korean-inspired skincare continues to perform well, with consumers showing interest in skin-gut health and products that combine skincare with aesthetic treatments like microneedling and regenerative ingredients.

Moreover, the sensitive skin market is gaining momentum, with Mintel data showing a rise in “suitable-for” claims from 34% in 2022 to 43% in 2024. Products labeled as “sensitive” or using similar descriptors grew from 30% to 38% during the same period.

Consumers are also increasingly seeking skincare that addresses specific needs, with younger consumers driving this shift. Amongst Indonesian women aged 18-24, 89% expressed interest in beauty products designed for their age and sensitivities.

As Indonesia’s beauty market expands, brands that successfully balance affordability, efficacy, and local relevance will be well-positioned to thrive," the report noted. "The intersection of consumer demand for value and innovation offers opportunities for growth in the years ahead."