Beauty and Personal Care in Indonesia

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	133 Pages	Euromonitor International	May, 2025	EP20050491

Best Price Guarantee
Price	from $2,925
Length	133 Pages
Publisher	Euromonitor International
Published Date	May, 2025
SKU	EP20050491

Beauty and personal care in Indonesia achieved positive growth in both retail volume and current value terms in 2024, supported by several key factors. Younger consumers drove demand, influenced by heightened awareness of hygiene, personal appearance, and global beauty trends. Social media platforms and influencer marketing amplified the visibility of beauty products, while the rapid growth of e-commerce made these products more accessible to a wider audience, contributing to an overall increase...

Euromonitor International's Beauty and Personal Care in Indonesia report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Beauty and Personal Care in Indonesia
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN INDONESIA
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
MARKET DATA: Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024; Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024; Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024; Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024; Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024; Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029; Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mass skin care continues to dominate, with consumers aiming for radiant skin
Skintific drives growth from a low base thanks to its successful marketing approach
Factors other than price are becoming more important in purchasing decisions
PROSPECTS AND OPPORTUNITIES
Mass adult sun care set to see the most dynamic growth as awareness rises
Halal labelling will be essential, especially from 2026
Skin care set to be an element in more mass beauty and personal care products
CATEGORY DATA: Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024; Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024; Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024; Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029; Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premium skin care sees growing interest in anti-ageing products from a younger age
La-Roche Posay drives growth for leading player L’Oréal Indonesia
Consumers value the purchasing experience when shopping for premium products
PROSPECTS AND OPPORTUNITIES
Continued dynamic growth anticipated for sun care as awareness rises
Segmented and hybrid products expected to be key trends moving forward
Innovations in terms of effective and multifunctional products anticipated
CATEGORY DATA: Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024; Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024; Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024; Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029; Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth continues, although the falling birth rate prevents a stronger rise
PZ Cussons Indonesia uses marketing and product development to extend its lead
Retail e-commerce maintains growth, as consumers value the wide product range
PROSPECTS AND OPPORTUNITIES
Baby wipes and baby and child-specific sun care will offer growth opportunities
A stronger move towards natural and organic products in the forecast period
Claims and ingredients will sway consumer choice
CATEGORY DATA: Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024; Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024; Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024; Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024; Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024; Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024; Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024; Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024; Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029; Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029; Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth continues despite tough economic conditions as manufacturers adapt
Unilever takes action to try and stem its declining trend
Promotional activities are important in the growth of retail e-commerce
PROSPECTS AND OPPORTUNITIES
The switch from bar soap to body wash/shower gel is set to continue
Skin care is becoming a more important element in body wash/shower gel
Packaging design and eco-friendly materials will become increasingly important
CATEGORY DATA: Table 34 Sales of Bath and Shower by Category: Value 2019-2024; Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024; Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024; Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024; Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024; Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024; Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029; Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029; Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Social media contributes to continued dynamic growth for colour cosmetics
Paragon maintains its lead, but Hebe Beauty rises due to consumer trust
Retail e-commerce maintains its growth trend, but is outpaced by variety stores
PROSPECTS AND OPPORTUNITIES
Lip products set to continue to drive value growth despite an already high base
Affordability likely to be important in the purchasing decision moving forward
Innovations in colours, textures, and hybrid products
CATEGORY DATA: Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024; Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024; Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024; Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024; Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024; Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024; Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024; Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024; Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024; Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029; Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Deodorant sprays sees the most dynamic growth due to convenience and efficacy
Despite a falling share, Unilever maintains its lead, while Lion continues its rise
The rise of e-commerce continues as consumers purchase from live-streams
PROSPECTS AND OPPORTUNITIES
Sales of deodorant sprays set to overtake those of roll-ons
Innovation and natural ingredients expected to contribute to growth in deodorants
Halal deodorants set to grow as many consumers follow Islamic values
CATEGORY DATA: Table 54 Sales of Deodorants by Category: Value 2019-2024; Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024; Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024; Table 57 NBO Company Shares of Deodorants: % Value 2020-2024; Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024; Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024; Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029; Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029; Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Challenges for depilatories, but growth continues as awareness of grooming rises
Procter & Gamble faces headwinds from competing hair removal products
Health and personal care stores sees share growth due to a wide product range
PROSPECTS AND OPPORTUNITIES
Offering products to attract first-time users will be key to expand the consumer base
Potential to ride the K-beauty wave to drive sales
Skin-friendly products likely to be appreciated by consumers
CATEGORY DATA: Table 63 Sales of Depilatories by Category: Value 2019-2024; Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024; Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024; Table 66 NBO Company Shares of Depilatories: % Value 2020-2024; Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024; Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029; Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mass men’s fragrances sees exceptional growth due to better product availability
HMNS benefits from consumers’ search for value, and its celebrity partnerships
Beauty specialists remains the leading distribution channel as trials remain popular
PROSPECTS AND OPPORTUNITIES
Growth to be boosted by more people owning more than one fragrance
New entrants from outside beauty and personal care set to continue
Innovation and marketing will be key to attract consumers
CATEGORY DATA: Table 70 Sales of Fragrances by Category: Value 2019-2024; Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024; Table 72 NBO Company Shares of Fragrances: % Value 2020-2024; Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024; Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024; Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024; Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029; Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
The consumer search for halal-certified products drives growth in relevant products
Wide product range and constant innovation help extend Procter & Gamble’s lead
Convenience stores sees dynamism due to proximity, discounts, and promotions
PROSPECTS AND OPPORTUNITIES
Salon professional hair care set to continue to see the most dynamic growth
Innovations to address specific hair care concerns will remain important
Ensuring scalp care with the addition of skin care ingredients
CATEGORY DATA: Table 78 Sales of Hair Care by Category: Value 2019-2024; Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024; Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024; Table 81 NBO Company Shares of Hair Care: % Value 2020-2024; Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024; Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024; Table 84 LBN Brand Shares of Colourants: % Value 2021-2024; Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024; Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024; Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024; Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029; Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029; Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
The global grooming trend has a positive impact on mass men’s skin care
Kahf appeals with halal products and engagement with influencers
Retail e-commerce appeals with deals, bundles, and wide range of options
PROSPECTS AND OPPORTUNITIES
Changing attitudes to men’s grooming likely to drive continued growth
Multifunctional products and masculine branding likely to increase in importance
Attracting younger consumers with effective products with sleek designs
CATEGORY DATA: Table 91 Sales of Men’s Grooming by Category: Value 2019-2024; Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024; Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024; Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024; Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024; Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024; Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024; Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029; Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Toothpaste remains the largest category, as it is seen as essential for daily hygiene
Unilever maintains its lead, but loses share due to a switch to alternative brands
Although small local grocers leads, it loses share to other distribution channels
PROSPECTS AND OPPORTUNITIES
The move towards whitening/brightening products is set to continue
Education will be key to drive growth in oral care in the forecast period
Oral care innovations which do more than maintain hygiene will be crucial
CATEGORY DATA: Table 100 Sales of Oral Care by Category: Value 2019-2024; Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024; Table 102 Sales of Toothbrushes by Category: Value 2019-2024; Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024; Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024; Table 105 NBO Company Shares of Oral Care: % Value 2020-2024; Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024; Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024; Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024; Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029; Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029; Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029; Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Exceptional growth for skin care despite an already high base, inspired by K-beauty
The rise of Skintific is significant
The strong rise of retail e-commerce continues due to numerous benefits
PROSPECTS AND OPPORTUNITIES
As consumers prioritise skin care, further dynamic growth is anticipated
Gaining a high share in moisturisers will be key to unlocking growth opportunities
An anticipated focus on ingredients to attract consumers
CATEGORY DATA: Table 113 Sales of Skin Care by Category: Value 2019-2024; Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024; Table 115 NBO Company Shares of Skin Care: % Value 2020-2024; Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024; Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024; Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024; Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024; Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024; Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024; Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029; Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN INDONESIA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising awareness, hotter summers, and frequent reapplication drive growth
Wahana Cosmetiks extends its lead due to affordability and a light texture
Broad product selection and promotions help extend the lead of retail e-commerce
PROSPECTS AND OPPORTUNITIES
More products and higher penetration set to drive growth
Multifunctional product launches likely to be appreciated by consumers
Features such as environmentally-friendly and high SPF will be important
CATEGORY DATA: Table 124 Sales of Sun Care by Category: Value 2019-2024; Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024; Table 126 NBO Company Shares of Sun Care: % Value 2020-2024; Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024; Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024; Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029; Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029