Indonesia beauty market projected to exceed $10.8 billion by 2026

The Indonesian beauty industry is experiencing rapid growth, driven by increasing consumer awareness regarding personal appearance. According to Scorpi Filia, CEO of Mash Moshem Indonesia, the market was valued at USD 6.8 billion in 2023 and is expected to reach USD 9.4 billion in 2025. Projections suggest the market will surpass USD 10.8 billion (approximately Rp190 trillion) by 2026.

This expansion is supported by the rise of local manufacturing and contract manufacturing (makloon) services, which lower entry barriers for small entrepreneurs. Current consumer trends in Indonesia highlight several key categories: perfumes and specialized men's care, sports and fitness cosmetics, neurocosmetics and longevity products focused on emotional well-being and anti-aging, and maternal and baby care products.

Experts also note high demand within the aesthetic clinic sector, reflecting a strong interest in professional beauty services across the country.