Rewriting the beauty equation

What we’re seeing in the Indonesian beauty market is a shift from a growth model focused on more shoppers, to one focused on more value per shopper. This doesn’t mean the market has peaked. Rather, it means the formula is changing.

Brands and retailers must now think in terms of depth, not just breadth. Sophistication, not just scale.

This is the new beauty equation:

So, where do we go from here?

Now that penetration is no longer the primary growth driver, brands must look toward deeper, value-based strategies. In our full Beauty Kaleidoscope 2025 deck, we explore five critical growth drivers for the years ahead:

Advancing Sophisticated Shoppers
Offering Accessibility Through Brand Choices
Exploring Beyond the Basic
Tapping Into the Male Segment
Achieving Salon Results at Home.

Each represents a unique opportunity to evolve with the market, and to stay one step ahead of changing consumer expectations.

Want to see how these drivers fit into your brand’s growth equation?

Reach us out to access the full report.