Growth is now defined by what’s in the basket

The Top 10 fastest-growing beauty categories in Indonesia reveal evolving priorities among consumers. From specialised formats to advanced skincare, we see signs of a more informed, result-oriented shopper base; one that demands more from the products they choose.

This is reflected in the growth of categories such as foundation, which is having the strongest breakthrough, reflecting an upscale shopping behaviour. Foundation is followed by serum, concealer and blush on, as beauty shoppers now seek a flawless base for their beauty routine.

At the same time, hair care is also stepping into the spotlight, with shoppers embracing more elevated routines. Hair masks, tonics, and serums have become essential for achieving effortless, salon-like results at home. Meanwhile, face sunscreen, micellar water, and lip care maintain a significant role within shoppers’ basic regimes.