Competitive Landscape
Leading Players Strengthen Positions through Innovation and Marketing
Skin care in Indonesia displayed a moderately concentrated structure in 2025, with L'Oréal Indonesia PT maintaining a stable value share of 15% and Paragon Technology & Innovation PT growing its share from 7% in 2020 to 9% in 2025, consolidating its position as the second-largest player. Unilever Indonesia Tbk PT experienced the most significant competitive shift over the five-year period, with its share declining sharply from 23% in 2020 to 7% in 2025, reflecting a fundamental change in competitive dynamics at the top of the market.
Digital-First, Budget Positioning Drives Emerging Challenger Growth in Moisturisers
Emerging companies such as Glad2Glow gain traction by leveraging aggressive digital marketing and competitive pricing to capture share in moisturisers and expand into other skin care categories. Emulating Skintific’s digital dominance, Glad2Glow utilises influencer reviews, micro-influencers and frequent live sessions to build a strong online presence that drives impulse purchases and trial.
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Overview:
Understand the latest market trends and future growth opportunities for the Skin 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 Skin 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 Skin 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 Skin 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?
Skin Care in Indonesia - Category analysis
Key Data Insights
Clinical-Grade Actives Drive Accessible Ingredient-Led Innovation
Clinical-Grade Actives Drive Accessible Ingredient-Led Innovation
Ai-Driven Personalisation Drives Differentiated Skin Care Experiences
Lifestyle-Led Activations Embed Skin Care within Social Sport Culture
At-Home Clinical Innovation to Drive Growth in Skin Care
Sustained Innovation to Remain Critical as Sku Loyalty Stays Limited
Chinese Brand Competition to Hinge on Import Regulation Trends
Leading Players Strengthen Positions through Innovation and Marketing
Digital-First, Budget Positioning Drives Emerging Challenger Growth in Moisturisers
Offline Channels Remain Dominant as E-Commerce Growth Accelerates
Experiential Activations Drive Offline Retail Innovation
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:
Skin Care
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- Premium Firming Body Care
- Mass Firming Body Care
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- Premium General Purpose Body Care
- Mass General Purpose Body Care
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- Premium Acne Treatments
- Mass Acne Treatments
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- Premium Face Masks
- Mass Face Masks
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- Premium Liquid/Cream/Gel/Bar Cleansers
- Mass Liquid/Cream/Gel/Bar Cleansers
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- Premium Facial Cleansing Wipes
- Mass Facial Cleansing Wipes
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- Premium Basic Moisturisers
- Mass Basic Moisturisers
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- Premium Anti-Agers
- Mass Anti-Agers
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- Premium Lip Care
- Mass Lip Care
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- Premium Toners
- Mass Toners
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- Premium Hand Care
- Mass Hand Care
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- Premium Skin Care Sets/Kits
- Mass Skin Care Sets/Kits
Skin Care
This is the aggregation of facial care, body care, hand care and skin care sets/kits.
See all of our definitionsWhy 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 Skin Care research and analysis database.
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