Competitive Landscape
Procter & Gamble Leads as Pantene and Sunsilk Strengthen Positions
Hair care in Indonesia demonstrated moderate concentration in 2025, with the top two manufacturers holding a combined share of approximately 43%. Procter & Gamble Home Products Indonesia PT increased its value share from 22% in 2020 to 26% in 2025, reflecting growing consumer preference for its portfolio and sustained marketing investment, while Unilever Indonesia Tbk PT experienced a notable decline from 26% to 17% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Hair Care industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Hair Care industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hair Care in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Hair Care in Indonesia?
- Which are the leading brands in Indonesia?
- How are products distributed in Indonesia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Hair Care in Indonesia - Category analysis
Key Data Insights
Social Commerce and Affiliate Engagement Drive Lifestyle-Led Brand Building across Hair Care
Social Commerce and Affiliate Engagement Drive Lifestyle-Led Brand Building across Hair Care
Skinification Introduces Scalp Health and Active Ingredients into Hair Care Formulations
Inclusivity Campaigns Expand Brand Reach and Deepen Consumer Connection
Skinification Is Set to Become Mainstream in Hair Care
Sustainability Is Forecast to Move beyond Packaging into Practical Features
Ai-Powered Personalisation Is Expected to Become a Key Differentiator
Procter & Gamble Leads as Pantene and Sunsilk Strengthen Positions
Offline Retail Leads as E-Commerce Grows and Omnichannel Gains Traction
Beauty and Personal Care in Indonesia - Industry Overview
Lifestyle Marketing and Community Engagement Drive Broad-Based Growth
Key Data Insights
Lifestyle Marketing and Community Engagement Drive Broad-Based Growth
Barrier Protection Emerges as a Cross-Category Value Driver as Hybrid Formulations Redefine Expectations
Inclusive Ambassador Strategies Broaden Target Audiences
Demand for Skin Care Benefits to Drive Formula Innovation and Blur Category Boundaries
Retail to Transform as Social Commerce Reshapes Discovery and Conversion
Emerging Consumer Groups and Educational Marketing to Unlock the Next Wave of Growth
Leading Companies Consolidate Positions Amid Strong Competition and Fragmentation
Emerging Niche Brands Gain Traction through Innovation and Targeted Marketing
Offline Retail Leads as Brand-Retailer Collaborations Elevate In-Store Experience
E-Commerce Serves as Both a Sales Engine and Digital Marketing Amplifier
Country Reports Disclaimer
The following categories and subcategories are included:
Hair Care
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
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- Medicated Shampoos
- Standard Shampoos
- Styling Agents
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 report originates from Passport, our Hair Care research and analysis database.
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