Indonesia boasts the largest online beauty and skincare market in Southeast Asia
By Jotham Lim
3 min read
In the Southeast Asian online market, Indonesia boasts a significant presence in the beauty and personal care sector, characterized by a diverse range of skincare categories. Notably, the sunscreen brand Skintific demonstrates impressive growth momentum. #
Based on data from Moojing Oversea, Indonesia boasts the largest online beauty and skincare market in Southeast Asia.
1.In 2023, the total annual sales revenue for beauty and personal care products on Shopee's Indonesia platform reached a staggering USD 1,819 million, marking a 35% year-on-year increase. Skincare products, body care, and beauty sets emerged as the top three subcategories in demand, collectively accounting for over 50% of the overall market share. Among them, skincare products surpassed USD 595 million in annual sales, marking a growth of over 40% compared to the previous year, demonstrating significant volume and rapid growth.
Through further analysis using Moojing Oversea data, it is observed that facial moisturizers and serum-based facial essences rank as the top two product lines within the skincare category.
2.It's worth mentioning that although sun protection products only hold an 11% market share, their year-on-year growth rate reaches 100%, indicating significant market potential. Given Indonesia's perennially high temperatures, humidity, strong UV radiation, and urban pollution typical of tropical climates, functional protective products are highly favored in the market. Brands and merchants should emphasize the high protective value, waterproof functionality, and concealing beauty effects of their products in marketing campaigns, leading to more substantial sales values.
3.The beauty and skincare market on Shopee's Indonesia platform is highly competitive, with relatively low concentration. Currently, there are nearly 24,000 brands and over 4 million products. Among them, the local brand Skintific has demonstrated the most outstanding performance over the past year, with a growth rate exceeding 200%, capturing a market share of 5.1%. Additionally, Skintific holds the top position on the Lazada platform, commanding a market share of 3.8% and achieving a growth rate of over 500% in 2023.
Skintific is a brand focused on overseas markets, positioning itself as a provider of cost-effective skincare products tailored for young women. Their products are priced predominantly below USD 16 and are primarily focused on facial moisturizers, serums, and facial masks.
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Frequently Asked Questions
Indonesia is the largest online beauty and skincare market in Southeast Asia. On the region's leading 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 are the three largest sub-categories and together account for over 50% of the market. Skincare alone passed USD 595 million with growth above 40%, and inside it 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, which is the profile of a category still forming rather than one saturating. Indonesia's climate explains the demand — perennially high temperatures, 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 the leading marketplace alone. That is an unusual structure: no incumbent is defending a dominant position, but discovery rather than distribution becomes the binding constraint. A new entrant is not fighting for shelf space; it is fighting 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 still beats breadth here. The strongest local performer grew over 200% in a year to 5.1% of the leading marketplace, and on the second marketplace it took 3.8% with growth above 500% in 2023 — from a range priced predominantly below USD 16 and concentrated on facial moisturisers, serums and masks. Three narrow choices made consistently: one buyer, one price ceiling, three product lines. It is the opposite of the wide catalogue an entrant usually arrives with, and in a market of four million listings that is precisely the point.
