Preferred daily make-up looks among women Indonesia 2023

A survey conducted on beauty trends in Indonesia in 2023 found that 67 percent of respondents preferred a simple make-up look for everyday wear. The same survey found that 57 percent of those surveyed that thought wearing make-up daily was essential were either students, employees or unemployed. The Indonesian make-up market is one of the fastest-growing markets in the country.

Social media fueling market growth

The beauty and cosmetics industry in Indonesia is among the industries benefitting from the powerful influence of social media. Social media has facilitated beauty and cosmetics brands to target and engage a wider range of potential customers through influencer marketing and social commerce, enabling a seamless customer journey. According to a recent survey, social media has influenced Indonesian consumers’ purchase decisions for skincare and make-up products. Social media has also opened up new avenues for beauty enthusiasts to keep up with the latest beauty trends.

A steady industry with potential growth

The cosmetics market was severely affected by the coronavirus (COVID-19) pandemic resulting in a negative annual revenue change in 2020. However, the market experienced a rapid rebound the following year, slowly recovering and taking the market value beyond pre-pandemic levels by 2022. Furthermore, the per capita revenue of the cosmetics market is also projected to continue to rise and reach around eight U.S. dollars by 2028, indicating sustained growth of the market.