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Beauty and Personal Care in
Indonesia

Country Report

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Executive Summary

Jun 2019
The Indonesian market is attractive, bringing in more global and local brands

The beauty and personal care industry is getting bigger and stronger in Indonesia, making it more attractive and encouraging many more brands to join the competition. Increasing concern about beauty, supported by the high beauty content on social media, the K-beauty trend, and the rising number of beauty influencers, led beauty and personal care to grow strongly in current value terms in 2018.

Consumers are willing to take loans to buy beauty products

The rise of fintech start-ups has led P2P lending and micro-loan financial systems to become very popular. They fulfil the need for people who need a small short-term loan.

Facial sheet masks and multifunction lip products are highlight products in 2018

The Korean wave has successfully penetrated the Indonesian market. This had a huge impact on the number of Korean beauty brands in Indonesia, and led to the trend of K-Beauty skin care routines.

Multinational companies continue to lead, but suffer from the competition

In 2018, the leading companies in beauty and personal care remained strong multinationals. The top three players were Unilever Indonesia, Procter & Gamble Home Products Indonesia and L'Oréal Indonesia.

Strong growth is expected, but performances differ between categories

Strong current value growth is expected for beauty and personal care over the forecast period. This will lead many new brands, both global and local, to join the competition.

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Beauty and Personal Care in Indonesia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Indonesia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Indonesia, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Indonesia for free (where applicable):

The Beauty and Personal Care in Indonesia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in Indonesia?
  • What are the major brands in Indonesia?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in Indonesia

EXECUTIVE SUMMARY

The Indonesian market is attractive, bringing in more global and local brands
Consumers are willing to take loans to buy beauty products
Facial sheet masks and multifunction lip products are highlight products in 2018
Multinational companies continue to lead, but suffer from the competition
Strong growth is expected, but performances differ between categories

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 8 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 9 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Fragrances in Indonesia

HEADLINES

PROSPECTS

Tightening cash flow has a major impact on sales of fragrances
Roll-on fragrances fulfil the demand for compact and travel-friendly fragrances
Men offer potential for growth

COMPETITIVE LANDSCAPE

Discounts and promotions are the backbone of fragrances marketing
Mass fragrances sees slower growth than premium fragrances
New regulation on imported brands affects mass but not premium fragrances

CATEGORY DATA

Table 10 Sales of Fragrances by Category: Value 2013-2018
Table 11 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 12 NBO Company Shares of Fragrances: % Value 2014-2018
Table 13 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 14 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 15 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 16 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 17 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Indonesia

HEADLINES

PROSPECTS

Dry shampoo gains popularity, but remains a niche segment
Consumers are more concerned about SLS and parabens in shampoos
Promising forecast for conditioners and treatments

COMPETITIVE LANDSCAPE

Many brands target hijab users
Pantene continues to lead hair care and launches innovations
Gatsby shows promise in the men’s segment

CATEGORY DATA

Table 18 Sales of Hair Care by Category: Value 2013-2018
Table 19 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 20 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 21 NBO Company Shares of Hair Care: % Value 2014-2018
Table 22 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 23 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 24 LBN Brand Shares of Colourants: % Value 2015-2018
Table 25 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 26 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 27 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 28 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 29 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 30 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Indonesia

HEADLINES

PROSPECTS

Colour cosmetics sees the highest growth within mass beauty and personal care
Sun care also sees a strong performance
An opportunity for mass skin care

COMPETITIVE LANDSCAPE

Unilever Indonesia maintains its lead in mass beauty and personal care
Fierce competition between global and local brands
Collaborative products as a marketing strategy

CATEGORY DATA

Table 31 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 32 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 33 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 34 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 35 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 36 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Indonesia

HEADLINES

PROSPECTS

Men’s toiletries contributes strongly to growth in men’s grooming
Promising outlook for men’s grooming
The greatest opportunities are in men’s skin care

COMPETITIVE LANDSCAPE

Mandom Indonesia leads men’s grooming
International brands lead
The progressive growth of internet retailing

CATEGORY DATA

Table 37 Sales of Men’s Grooming by Category: Value 2013-2018
Table 38 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 39 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 40 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 41 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 42 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 43 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 44 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 45 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Indonesia

HEADLINES

PROSPECTS

Opportunity in mouthwashes/dental rinses
Products containing natural ingredients have a greater opportunity
Toothpaste leads oral care

COMPETITIVE LANDSCAPE

Unilever Indonesia leads oral care
International brands lead, but domestic brands lead on price
Internet retailing is seeing growth in oral care

CATEGORY DATA

Table 46 Sales of Oral Care by Category: Value 2013-2018
Table 47 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 48 Sales of Toothbrushes by Category: Value 2013-2018
Table 49 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 50 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 51 NBO Company Shares of Oral Care: % Value 2014-2018
Table 52 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 53 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 54 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 55 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 56 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 57 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 58 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

Premium Beauty and Personal Care in Indonesia

HEADLINES

PROSPECTS

Premium skin care sees the highest sales, which is expected to continue
The strongest growth is seen by smaller categories
Growth is expected for premium sun care

COMPETITIVE LANDSCAPE

Premium brands use KOL as their primary marketing strategy
Consumers are willing to pay more for premium beauty and personal care products
A new tax regulation for imported goods

CATEGORY DATA

Table 59 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 60 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 62 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 63 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 64 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Indonesia

HEADLINES

PROSPECTS

Facial sheet masks become popular products
Increasing consumer willingness to pay, and growth for premium skin care
The potential of male consumers

COMPETITIVE LANDSCAPE

Face masks dominated by Korean and Japanese brands
Consumer review platforms play a huge role in how brands are perceived
Pharmaceutical brands gain popularity due to people paying more attention to what they put on their skin

CATEGORY DATA

Table 65 Sales of Skin Care by Category: Value 2013-2018
Table 66 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 67 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 68 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 69 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 70 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 71 NBO Company Shares of Skin Care: % Value 2014-2018
Table 72 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 73 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 74 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 75 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 76 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 77 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 78 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 79 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Indonesia

HEADLINES

PROSPECTS

Higher concern about UV boosts demand for sun care
General purpose body lotion with SPF is a substitute for sun protection for daily use
Positive outlook for sun care

COMPETITIVE LANDSCAPE

Global brands lead innovation in sun care
Nivea maintains its lead in sun care
The launch of SPF-containing products in other categories

CATEGORY DATA

Table 80 Sales of Sun Care by Category: Value 2013-2018
Table 81 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 82 NBO Company Shares of Sun Care: % Value 2014-2018
Table 83 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 84 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 85 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 86 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Baby and Child-Specific Products in Indonesia

HEADLINES

PROSPECTS

Potential for baby and child-specific sun care
Indonesia is an attractive market
Baby and child-specific toiletries leads baby and child-specific products

COMPETITIVE LANDSCAPE

The Mitu brand leads baby and child-specific products
International brands dominate
The aggressive growth of internet retailing

CATEGORY DATA

Table 87 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 88 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 89 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 90 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 91 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 92 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 93 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 94 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 95 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 96 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Indonesia

HEADLINES

PROSPECTS

A greater opportunity for natural ingredients in bath and shower
Bar soap leads sales in bath and shower
Positive outlook for bath and shower

COMPETITIVE LANDSCAPE

Unilever Indonesia continues to lead bath and shower
International brands dominate
Progressive growth in internet retailing

CATEGORY DATA

Table 97 Sales of Bath and Shower by Category: Value 2013-2018
Table 98 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 99 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 100 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 101 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 102 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 103 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 104 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 105 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Depilatories in Indonesia

PROSPECTS

Colour Cosmetics in Indonesia

HEADLINES

PROSPECTS

Lip products continues to lead colour cosmetics
Indonesia’s liquid lipstick becomes famous
The trend towards compact and multifunctional cosmetics

COMPETITIVE LANDSCAPE

Consumers have higher confidence in local colour cosmetics brands
Remarkable growth can lead to problems for beauty start-ups or emerging brands
Beauty influencers and vloggers play a huge role in increasing awareness

CATEGORY DATA

Table 106 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 107 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 108 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 109 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 110 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 111 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 112 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 113 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 114 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 115 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 116 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Indonesia

HEADLINES

PROSPECTS

Deodorant roll-ons leads
Opportunity for deodorant sprays
Positive outlook for deodorants

COMPETITIVE LANDSCAPE

Unilever Indonesia leads deodorants
International brands lead
Internet retailing accounts for a rising share of sales

CATEGORY DATA

Table 117 Sales of Deodorants by Category: Value 2013-2018
Table 118 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 119 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 120 NBO Company Shares of Deodorants: % Value 2014-2018
Table 121 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 122 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 123 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 124 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 125 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023