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all over the world to rediscover the natural healing potential Other brands have also established a substantial presence.
of jamu by integrating traditional wisdom with modern Secondate, known for its bright, creative cosmetics, has
well-being. Moreover, JUARA selects natural components piqued the interest of younger consumers looking for bold,
such as turmeric, jasmine and etc, and transforms them into Instagram-worthy looks. ESQA has grown in popularity due
high-performance serums, masks, and moisturisers that meet to its stylish packaging and inclusive products, becoming a
international beauty standards. By doing so, JUARA not only favourite among online beauty enthusiasts and there are also
maintains and promotes Indonesia’s botanical diversity, but many more small and emerging brands from Indonesia.
also elevates jamu-based skincare to a global stage.
At the same time, younger Indonesians are enthusiastically
adopting global trends, particularly Korean-inspired routines,
high-tech serums, and internet beauty tips that promise
specific outcomes. As a result, the market is extremely diverse:
a skincare shelf in Jakarta may carry a centuries-old jamu mask
alongside a multi-step K-beauty routine, both receiving equal
attention. This dynamic symbolises Indonesia’s distinct beauty
character, which values local wisdom while remaining fully
connected to global innovation. The interaction of tradition
and modernity results in not just various products options,
but also chances for companies to tell captivating tales that
appeal to culturally conscious, trend-savvy consumers.

LOCAL BRANDS TAKING THE LEAD

Furthermore, the rise of beauty creators’ private brands
has had a significant impact on the market, transforming
social media personalities into businesses whose products
frequently sell out quickly thanks to their passionate fans
Indonesia’s beauty industry is no longer dominated by and strong online presence. These creator-led brands
foreign brands. Local players became known as trendsetters, blur the distinction between content and commerce,
capturing both cultural significance and social media attention demonstrating that in Indonesia, digital influence and
while defining the country’s beautiful identity. Wardah, which cultural awareness are equally important as the product itself.
debuted in the mid-1990s, pioneered halal-certified cosmetics, Collectively, these local players prove that Indonesian
garnering the trust and affection of Muslim customers. brands can not only compete with international names but
Somethinc, a digital-native business, became a household often define trends and set new standards for the market.
name almost overnight after mixing high-quality ingredients
with influencer-led promotions. Scarlett Whitening used social TIKTOK AND SOCIAL MEDIA:
commerce and viral marketing to become one of Indonesia’s THE NEW BEAUTY ADVISORS
best-selling beauty brands in just a few years, whereas Indonesia is one of the world’s largest TikTok markets, and
Avoskin specialises in evidence-based skincare that appeals the platform has transformed the way beauty is discovered,
to consumers who value both results and transparency. talked, and purchased. Products can go viral overnight thanks
to short-form videos, challenges, or livestreams that combine
entertainment, education, and rapid shopping. Creators who
demonstrate “5-minute routines” or “skincare sambil gosip”
(skincare while chatting) can sell tens of thousands of units in
a single day, often generating demand before traditional retail
can catch up. TikTok Shop has emerged as a main channel
for beauty sales, demonstrating that social media in Indonesia
is more than simply a marketing tool; it is a marketplace
where trends and commerce blend effortlessly.

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