JAKARTA – KedaiKOPI has published a 34-page survey that delves into the daily habits and preferences of Indonesians when it comes to skincare and makeup products. The report provides a detailed look at how consumers engage with the beauty industry, shedding light on the motivations and choices that shape this dynamic market

The Indonesian beauty industry is experiencing rapid growth, influenced by global trends and local cultural dynamics. With a young, digitally savvy population and rising purchasing power, skincare and cosmetics are becoming essential lifestyle products. The survey was conducted to capture these behavioral patterns, exploring product usage, consumer preferences, and decision-making factors.

Frequency and Patterns of Use

The findings reveal that skincare is now a part of daily routines for many Indonesians. Products such as moisturizers and sunscreens are applied consistently, often multiple times a day. Makeup usage, however, tends to be more occasional—reserved for work, social gatherings, or special events.

This contrast suggests that skincare has become a necessity linked to health and self-care, while makeup plays a more situational role, associated with personal expression and social confidence.

Popular Product Categories

Among the most frequently used products are cleansers, moisturizers, sunscreens, and serums in skincare, while foundations, lipsticks, and eye products dominate the makeup category. The popularity of sunscreens highlights growing awareness of skin protection, while lip and face products continue to serve as everyday essentials.

Price, quality, and brand reputation remain the strongest influences on purchasing decisions. Younger consumers tend to prioritize affordability, while more mature demographics place greater value on proven quality and product safety. Meanwhile, brand storytelling and trust play an increasingly important role across all segments, with social media shaping much of consumer perception.

Age and gender create significant variations in behavior. Younger Indonesians are more experimental with makeup, often inspired by online beauty trends and influencers. Older consumers lean toward skincare that offers long-term benefits, such as anti-aging and hydration. While women remain the primary users, men are showing growing interest in skincare, signaling an expanding market segment.

Local vs. International Brands

One of the most notable findings is the rise of local brands. Indonesian beauty labels are gaining consumer trust by offering products tailored to local skin conditions and climates, often at more accessible price points. Nevertheless, international brands continue to carry prestige and are seen as benchmarks of luxury, innovation, and status.

Implications for the Beauty Industry

For businesses, these insights highlight the importance of understanding nuanced consumer behavior. Strategies that consider demographic differences, emphasize authenticity, and localize product offerings are more likely to succeed. By adapting to consumer needs and engaging with cultural trends, beauty companies can strengthen their position in the Indonesian market and foster sustainable growth.

Conclusion

The survey by KedaiKOPI underscores the evolving role of skincare and makeup in Indonesian daily life. With consumers increasingly prioritizing both functionality and identity, the beauty industry faces a landscape rich with opportunity. For brands, the key lies in aligning with these shifting preferences—offering products that not only meet practical needs but also resonate with the values and aspirations of modern Indonesian consumers.

Original Article:

Good Stats. (2025, September 26). Survei Penggunaan Produk Skincare dan/atau Make Up.  Retrieved from https://goodstats.id/publication/survei-penggunaan-produk-skincare-dan-atau-make-up-xFpiO