Indonesia boasts the largest online beauty and skincare market in Southeast Asia
By Jotham Lim
2 min read
Newer data: Southeast Asia Beauty 2026: Skincare Anchors, Singapore Premiums, Indonesia Volumes
In the Southeast Asian online market, Indonesia has a large beauty and personal care sector with a wide range of skincare categories, and sun protection products in particular are growing quickly. #
Based on data from Moojing Oversea, Indonesia has the largest online beauty and skincare market in Southeast Asia.
1.In 2023, total annual sales of beauty and personal care products on a leading Indonesian marketplace reached USD 1,819 million, a 35% year-on-year increase. Skincare products, body care and beauty sets were the three largest subcategories, which together accounted for over 50% of the market. Skincare products alone passed USD 595 million in annual sales, with growth of over 40% on the previous year, so the category combines a large base with fast growth.
Further analysis of Moojing Oversea data shows that facial moisturizers and serum-based facial essences are the two largest product lines within the skincare category.
2.Although sun protection products hold only an 11% share of the market, their year-on-year growth reached 100% in 2023, which points to considerable potential. Indonesia's tropical climate brings high temperatures all year, humidity and strong UV radiation, and its cities add pollution, so consumers favour functional protective products. Brands and merchants should emphasize the high protective value, waterproof performance and concealing, beautifying effect of their products in marketing campaigns to raise their sales.
3.The beauty and skincare market on this marketplace is highly competitive, with relatively low concentration and nearly 24,000 brands and over 4 million products. In a market this crowded, a clear position helps a brand to stand out.
Skintific, a brand focused on overseas markets, positions itself as a provider of cost-effective skincare products for young women. Its products are priced predominantly below USD 16 and are concentrated on facial moisturizers, serums and facial masks. We believe this shows how a narrow range aimed at one group of buyers can work in a market with so many products to choose from.
This content adheres to Moojing's editorial standards .
Frequently Asked Questions
Indonesia is the largest online beauty and skincare market in Southeast Asia. On a leading Indonesian marketplace, total 2023 beauty and personal care sales reached USD 1,819 million, a 35% year-on-year increase. Skincare, body care and beauty sets were the three largest sub-categories and together accounted for over 50% of the market. Skincare alone passed USD 595 million with growth above 40%. Inside skincare, facial moisturisers and serum-based essences are the two leading product lines, so the volume sits in everyday routine steps rather than in treatment or colour.
Sun protection. It holds only an 11% share but grew 100% year on year in 2023, which is the profile of a category that is still forming. Indonesia's climate explains the demand, with high temperatures all year, humidity, strong UV radiation and urban pollution, and it also dictates the claim. Products should be marketed on protective value, waterproof performance and cosmetic finish together, because in a tropical market a sunscreen that fails on wear or appearance does not get reapplied regardless of what its protection factor says.
Highly, and with low concentration: nearly 24,000 brands and over 4 million products compete on a leading Indonesian marketplace. No incumbent is defending a dominant position, so discovery matters more than distribution. A new entrant has to be found among four million listings, which puts content and creator-led discovery ahead of assortment breadth in the entry plan.
That cost-effective positioning aimed at a specific buyer can work well here. Skintific, a brand focused on overseas markets, positions itself as a provider of cost-effective skincare for young women, with a range priced predominantly below USD 16 and concentrated on facial moisturisers, serums and masks. That is one buyer, one price ceiling and a short list of product lines, the opposite of the wide catalogue an entrant usually arrives with. In a market of four million listings, we believe that focus helps a brand to be found.
