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Moreover by 2025,
Indonesia’s beauty market
is estimated to be worth
roughly USD 9.5 billion,
with skincare leading the
way at approximately USD
3.07 billion. Growth remains
consistent, at roughly 4-5%
every year, driven by young,
urban, and tech-savvy
consumers who are heavily
engaged with social media
and e-commerce platforms.
Online sales, particularly
social commerce on
TikTok, Instagram and YouTube boost trends and shaping Jamu has been passed down through generations and is still
consumer behaviour at unprecedented rates. More than half used in many households today, often in the form of tonics,
of Indonesia’s population is under the age of 35, resulting in a masks, tonics, scrubs and etc.
young, tech-savvy customer base that is curious, adventurous,
and profoundly interested in both local and worldwide
beauty trends. Young customers are not only eager to try
new goods, but they are also tremendous content creators,
sharing reviews, tips, and beauty hacks that influence millions
of people throughout the country. Indonesia is a rapidly
developing economic nation. Over the last decade, the
country has seen consistent GDP growth, a growing middle
class, and increasing disposable incomes, all of which have
boosted demand for beauty and wellness products. Analysts
frequently identify Indonesia as one of the world’s top ten
fastest-growing beauty markets, driven not just by expanding
spending power but also by shifting lifestyles and attitudes
towards self-care, personal expression, and wellbeing. Recognising the potential of this heritage, a number of
In this context, beauty is more than a market category; modern beauty businesses have begun to include jamu
it is a lens through which Indonesians navigate identity, ingredients into their skincare products, bridging the gap
culture, and community, creating an environment between tradition and innovation. A notable example
that is both deeply traditional and fiercely modern. is JUARA, an Indonesian-inspired brand that combines
traditional herbal wisdom with modern formulations.
WHERE TRADITION MEETS MODERNITY Metta Murdaya, an Indonesian-born entrepreneur and author,
founded JUARA because
she is passionate about
sharing Indonesia’s wellness
traditions with the rest of
the world. She is also the
author of the award-winning
book Jamu Lifestyle, which
introduces Indonesia’s
wellness traditions to a
global audience through
One of the most remarkable features of the Indonesian joyful and simple practices.
beauty sector is the seamless integration of centuries-old As a wellness speaker and
traditions and modern digital trends. At the centre of this participant in the Aesthetic
is jamu, Indonesia’s famous herbal treatment system that Wellness Initiative of the
combines turmeric, ginger, tamarind, and a plethora Global Wellness Institute,
of other natural plants to promote health and beauty. Metta encourages people

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