The premium beauty and personal care products segment has been hit particularly hard by the COVID-19 crisis. Having experienced declining sales in 2020 due to factors such as store closures and its limited online presence, the premium segment saw significantly slower growth than its mass counterpart in 2021.
High-end, premium beauty and personal care products have not yet established a significant presence in pureplay marketplaces. However, players such as Shopee are working to tap into the potential of these product areas.
Although imported premium products became more expensive at the end of the review period, the competitive landscape did not dramatically change, with Nusa Selaras’s Nu Skin, Amindoway’s Artistry and L'Oréal’s Lancôme remaining the leading brands in 2021. If consumers want to buy premium beauty and personal care products, there are few local alternatives with sales dominated by imported international brands.
Measures imposed to curb the spread of COVID-19 are set to have enduring economic impact with consumers trying to rein in their spending due to unemployment, bad business performances and reduced wages. Although higher-end consumers have been less severely affected by the crisis, the challenging economic environment is likely to continue to prompt consumers to migrate from premium to mass products and to encourage those consumers that have already switched to continue to purchase mass items.
E-commerce is likely to have a greater long-term effect on premium beauty and personal care, given that players in this category were forced to compete online to minimise the damage to their sales performance amid store closures and restrictions during the COVID-19 crisis. Many consumers reassessed their priorities in the wake of the pandemic, with a shift in focus from appearance to health and wellbeing.
The most successful premium beauty and personal care products are expected to be those that offer tangible skin care benefits in the forecast period, with a growing number of consumers willing to invest in their skin’s health in the hope retaining a youthful appearance. While this will particularly benefit premium skin care, other premium product areas will also benefit from premium brands’ skin health claims and use of well-regarded active ingredients, including colour cosmetics, adult sun care and hair care, where scalp health is expected to become a growing focus.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal 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.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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