Indonesia has remained an attractive market for beauty brands over the past five years. Regardless of the unprecedented events that have influenced shoppers, the industry managed to grow by 20% in the past five years. The growth continues in double digits for the latest period which has been driven by shoppers spending more and – most importantly – purchasing more units of beauty products.
This positive performance is a trend driven by the Upper and Middle class consumers. It is these shoppers who are driving the evolution of the whole category.
As shoppers started to go out more following the pandemic, there was a resulting uplift in the performance of beauty segments, with most of them growing in double digits.
