Indonesia’s beauty industry is evolving rapidly, with a range of opportunities emerging across socioeconomic groups, age demographics, and regions. Brands must adapt by catering to preferences for both premium and affordable products, focusing on premiumisation to meet demand from higher social class shoppers in key cities.
Engaging younger consumers early is crucial for fostering long-term loyalty, while omnichannel strategies have become essential as online shopping gains momentum. In addition, the dual focus on skincare and make-up during the festive season presents brands with a valuable opportunity to ride the momentum and enhance growth, particularly in key urban markets.
By embracing the right strategies, beauty brands can unlock new growth avenues and stay competitive in the ever-changing market. Remaining agile and responsive to consumer shifts is key to maintaining a strong presence. With the right approach, brands can ensure their continued relevance and secure a lasting role in the future of Indonesian beauty.
