Leading local skincare brands Indonesia 2023

According to a survey on beauty trends conducted in Indonesia in 2023, Wardah was the most preferred local skincare brand, as stated by around 26 percent of respondents. Established in 1995, Wardah has built a strong reputation as the pioneer of halal cosmetics and skincare products in Indonesia. Wardah’s popularity highlights the growing demand for halal-certified cosmetics and skincare products in the country.

Conscious beauty: the new standard

In recent years, conscious beauty has emerged as a significant trend in Indonesia. Consumers are increasingly prioritizing products that are not only effective but also align with their values. Skincare claims such as halal, alcohol-free, and dermatologically tested are gaining importance among Indonesian consumers nowadays. Brands like Wardah, which offer halal-certified and sustainable products, have become popular by catering to this demand for transparency and ethical practices.

Social media boosts Indonesia’s beauty market

The beauty and cosmetics industry in Indonesia has benefitted greatly from the powerful influence of social media. Social media has emerged as a valuable source to get information about local beauty brands and for staying up to date with current beauty trends. A recent survey also revealed that cosmetics were among the most frequently purchased products due to endorsements from social media influencers.