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View all search resultsIndonesian beauty brands ride industry boom, eye global market
The beauty industry has emerged as one of the fastest-growing consumer segments in Indonesia, standing out amid sluggish household spending that has kept overall retail growth modest.
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A local perfume brand showcases its products at a beauty bazaar in South Jakarta on March 22, 2025. (TJP/Ni Made Tasyarani)
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luggish household spending has weighed on Indonesia’s retail sector, with estimated growth below 5 percent in 2025, but the beauty industry continues to post solid gains and is projected to keep expanding in 2026, supported by steady demand across physical and online channels.
While food and beverages (F&B) remains the largest retail segment in the country, beauty recorded the strongest growth last year, according to the Indonesian Retail and Tenants Association (Hippindo).
“In terms of percentage growth, [beauty retail] is the highest,” Hippindo chairman Budiharjo Iduansjah said.
“Beauty growth is in double digits. If other categories grow at around 5 to 10 percent, beauty can reach 12 to 15 percent annually. That is same-store growth,” he told The Jakarta Post on Dec 30.
The resilience of beauty product sales also reflects in online transactions, with personal care products including cosmetics and bodycare items continuing to rank among the most frequently purchased goods through online shopping platforms in the third quarter of 2025, Statistics Indonesia (BPS) data show.
According to the Indonesian E-commerce Association (idEA), the beauty and personal care segment was “a favorite” for online shoppers throughout 2025, alongside other strong segments.
While global brands continued to dominate the premium segment, consumer behavior in 2025 indicated a greater openness to domestic brands, particularly outside the premium price range, idEA secretary-general Budi Primawan told the Post on Dec. 30.
