Indonesian Beauty Brands Are Taking Over?

The beauty industry in Indonesia is getting a vibrant local twist! From makeup to skincare, beauty products are clearly a standout in the growing appeal of local brands. Local beauty brands like Wardah, Somethinc, and Scarlett are now making waves, offering quality products that resonate with Indonesian consumers. These homegrown names aren’t just popular—they’re competing head-to-head in the beauty market.

Our Future in Flux study reveals that 51% of Indonesians are drawn to locally made beauty products, securing them the 4th spot in the overall rankings of preferred local items for 2025. This trend is particularly strong among women and those in their 20s. On top of that, Gen Z consumers show a flair for impulsively buying beauty products during festive moments like Eid.

Want to know which local products are stealing the spotlight in Indonesia? Or who’s buying them and why local brands are winning their hearts?

Discover all the insights in Future in Flux: How Consumers Are Preparing for What’s Ahead in 2025.

Download the white paper for FREE today by filling out your details!