Colour Cosmetics in Indonesia

PROSPECTS

Lip products continues to lead colour cosmetics

Lip products maintained its status as the biggest contributor to overall value sales of colour cosmetics in 2018. Both multinational and local brands, particularly new brands, compete strongly in this category, since these products are considered the easiest way to penetrate the market.

Indonesia’s liquid lipstick becomes famous

Liquid lipstick has gained popularity, to the extent that many foreign beauty influencers and beauty bloggers and vloggers have positively reviewed Indonesian liquid lipsticks and buy them when they travel to the country. Sunny Dahye, Joan Kim and Edward Avila are some of the foreign beauty influencers who have given positive reviews about Indonesian liquid lipstick.

The trend towards compact and multifunctional cosmetics

Higher mobility and strong growth in travel led compact and multifunctional cosmetics, such as lip-cheek products or lip-eye-cheek products, to gain more popularity during 2018. Rollover Reaction was one of the pioneering brands following this trend, and was followed by other local brands, such as Wardah, Emina and Make Over.

COMPETITIVE LANDSCAPE

Consumers have higher confidence in local colour cosmetics brands

Following the rise of beauty start-ups such as Rollover Reaction and BLP, and more established local brands of cosmetics, such as Wardah and Make Over, consumers are gaining more confidence in local cosmetics brands. Furthermore, many beauty influencers, both local and foreign, have also praised the quality of local brands of cosmetics, which are therefore becoming more popular.

Remarkable growth can lead to problems for beauty start-ups or emerging brands

Based on trade interviews with beauty start-ups and e-commerce companies in Indonesia, the growth of beauty start-up brands was extremely high during 2018. For instance, BLP, which was established in 2016 and only sold its products through internet retailing, opened its first store in early 2018, followed soon after by another two stores.

Beauty influencers and vloggers play a huge role in increasing awareness

Strong internet penetration and social media usage in Indonesia have made influencers and vloggers incredibly popular. There are many beauty influencers in Indonesia, with millions of followers.

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