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Exploring the Beauty Trends of Makeup and Skincare Products in Indonesia

Exploring the Beauty Trends of Makeup and Skincare Products in Indonesia

Beauty products are growing with the presence of various makeup and skincare. Especially now, local skincare brands are gaining popularity and attracting the attention of skincare users.

Jakpat was surveyed to understand people’s habits in using makeup and skincare products, and to identify the brands frequently used in 2023. The report, which involved more than 2000 respondents, covers three sections: makeup trends among female respondents, followed by skincare trends and beauty product purchases among both female and male respondents.

The survey results state that the majority of Indonesian women consider the use of makeup important, especially for those who work every day. Daily activities seem to influence how essential makeup is used. A majority of students (54%) and employed individuals (69%) consider makeup to be crucial compared to those who aren’t employed (47%).

Makeup Trends 

Most Indonesian women admit to wearing simple makeup for their daily activities. Simple makeup refers to the use of a limited number of makeup products, typically no more than 3. This trend is observed across all age groups, socioeconomic levels, and occupations. This trend is observed across all age groups, socioeconomic levels, and occupations.

In the use of lip products, lip balm leads with 44%, then lip cream 40%, lipstick 38%, liptint 39%, and lip gloss 20%. Meanwhile, in the use of brow products, many use brow pencil at 82%, followed by brow gel at 40%, and brow pomade at 7%.

Skincare Trends

74% of consumers said local brands still attracted their attention in the last 6 months. Compared to foreign brands, 73% admit that local skincare products are more suitable for their skin conditions.

Vitamin C is still the most popular skincare ingredient, with more than half of respondents claiming that their skincare products contain vitamin C. In addition, niacinamide and salicylic acid are the most popular top skincare ingredients.

“Most respondents consider halal, alcohol-free, and dermatologically tested skincare claims as the most important. Women tend to consider these skincare claims more than men.

Purchase Beauty Products

E-commerce is the top place to buy makeup and skincare online, in addition to social media and official websites. Meanwhile, offline makeup purchases from cosmetic stores lead with 51%, minimarkets/supermarkets with 37%, department stores 15%, and sales 10%.

Then, offline skincare purchases are more commonly made at minimarkets/supermarkets with 38%, cosmetic stores 32%, department stores 17%, and sales 8%.”

Looking at the 2023 retail data, makeup and cosmetics sales have increased compared to the previous year. Although the majority of purchases are made online via e-commerce, we still need to pay attention to offline purchases via cosmetic stores for makeup, and via minimarkets for skincare, because the experience of buying offline can help consumers to assess the product directly and try it on their skin/face before buying it. Only then at the repurchasing stage can it be done online, “said Head of Research Jakpat, Aska Primardi.

Regarding sources of makeup and skincare information, social media accounts and advertisements are the 2 main sources of information about beauty products. Moreover, most respondents rely on Instagram and TikTok when looking for beauty product references.

Get the details on our report here.

 

Jakpat

Beauty Trends 2023

The beauty product industry is growing with the presence of various local products. In this report, Jakpat conducted research to capture beauty trends in 2023, like consumer’s habits in using makeup and skincare products, their skin conditions, and considerations in choosing products. We also identify the top BUMO (Brand Used Most Often) of 2023.

These results are based on a survey conducted on 5-7th of November 2023.

Key research points:

  • Makeup daily routine & product used
  • Top 10 skincare product usage
  • Top 5 BUMO for each makeup & skincare products
  • Source of awareness beauty product
  • Spending beauty product

Here are some previews of the report:

Preview Beauty Trends Makeup & Skincare 2023 - 1

Preview Beauty Trends Makeup & Skincare 2023 - 2

Preview Beauty Trends Makeup & Skincare 2023 - 3

 Complete Report Can Be Downloaded Below

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Beauty Trends

A Look Back at Beauty Trends in 2022 According to Indonesian Consumers

More than just an aesthetic function, taking care of the skin is actually an important part of caring for the health of the body. The reason is, more and more skincare consumersare literate about the function of the skincare contentthey use. Healthy skin is also the dream of skincare product users, including in Indonesia.

In the midst of uncertainty in the third year of the pandemic, the fact is that beauty products are still growing and innovating throughout 2022. As a recap before closing 2022, what is the trend of using beauty products this year?

Jakpat as a provider of market research and consumer research services published the 2022 Beauty Trends Report to see trends in the skincare products usage throughout 2022 in Indonesia. This report is based on a survey of 3131 female and male respondents who use skincare and cosmetic products. What do respondents say about the skincare and cosmetics they use throughout 2022? Check out the following interesting findings!

Growing Rapidly, Local Skincare Products Are Increasingly in Demand

Local skincare products and cosmetics have captured the hearts of the users in Indonesia. This is in line with the findings of Jakpat, where 7 out of 10 respondents also claimed to be interested in locally made skincare products and cosmetics. Among the 45 brands that are included in the Top Brand Used Most Often (BUMO) by respondents, 49% of them are local brands. In fact, some local beauty brands included in the Top BUMO in more than 10 products.

Apparently, local skincare and cosmetic products have the quality that is not inferior to imported products. It can be seen from 80% of respondents feel that local skincare products are more suitable for their skin condition. Meanwhile, 82% of respondents agreed that local cosmetic products suit their needs for makeup compared to imported cosmetic products.

Of course, this makes competition between local and international brands tighter in the Indonesian consumer market. Because local brand innovation continues to run and makes the various products they produce more competitive in the market.

Today’s Men as Skincare Users: The Skincare Market for Men

Although often associated with women, in fact, skincare is also a basic need for men. Men’s enthusiasm in using skincare can be seen in this report, where 64% of male respondents admitted to using skincare products.

Men’s skincare patterns are indeed quite unique this year. The reason is, serum products are the second top product used by male respondents. Meanwhile, face wash remains the most used skincare product by male respondents in 2022. The dominance of the use of facial wash is still the same as the findings in the previous Beauty Trends report in 2021, where face wash is the most frequently used skincare in everyday life.

There are 70% of male respondents admitted to using skincare products to achieve the skin condition they want. So what is the ideal skin condition in their opinion? The ideal skin condition according to most male respondents in this survey is acne-free, bright, as well as blackhead-free skin. Unfortunately, the skin condition of most respondents has not matched the ideal skin perception.

Even though it has gone through a long pandemic period, in fact, our consumers still pay attention to their skin condition, including male consumers in Indonesia. Reflecting on existing trends, it seems that beauty producers, especially local brands, are required to continue to innovate so that their products are in accordance with the needs of Indonesian consumers in 2023.

Get the details in our report here.

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2022 Beauty Trends – JAKPAT Survey Report 2022

The development of beauty industry in Indonesia is quite significant with the presence of local beauty companies, which are dominated by small medium enterprises. This shows that Indonesia has a large and growing market for beauty industry. People, both men and women, are familiar with the use of makeup for daily life and getting aware of the importance of using skincare. Thus, this year JAKPAT is back with Beauty Trends report which presents the survey result on 3131 respondents nationwide. This report will show the usage of makeup and skincare products as well as the top brand used most often for each product. A glimpse of what people think about local beauty brands will also be reported, and a little bonus related to beauty influences of South Korea.

Makeup Habit Skincare Women Skincare Men Buy Beauty Products

 

For more detailed data, please download the PDF file down below.

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