Leading factors considered when buying make up products Indonesia 2023

According to a survey on beauty trends conducted in Indonesia in November 2023, skin suitability and ease of application were the two main factors considered by consumers when buying make-up products, with almost every respondents saying so. Delivering good results and product ingredients were also cited as key factors that influenced consumers' purchasing decisions.

The Indonesian make-up market

The Indonesian make-up market has experienced rapid growth in recent years. Lifestyle changes driven by rising income and purchasing power, as well as urbanization, are cited as some of the key factors contributing to the flourishing market. In 2023, the revenue of the cosmetics market in Indonesia reached approximately 1.85 billion U.S. dollars, surpassing the pre-pandemic value. Although offline channels still generate the highest sales, online channels have grown steadily in the last few years. By 2027, online channels are expected to account for more than 26 percent of Indonesia’s beauty and personal care market share. Growing consumer interest in purchasing cosmetics and beauty products on social media has been a major contributor driving e-commerce sales.

Current make-up trends

A recent study found that most Indonesian women across all age groups consider it important to wear make-up every day. However, only a few Indonesians are keen on wearing a full make-up look on a daily basis. Simple make-up looks top the list of daily make-up looks preferred by Indonesian women nowadays. In addition, a growing number of beauty enthusiasts in Indonesia are becoming more interested in beauty product claims such as halal and animal-cruelty free.