Indonesia’s beauty industry has long stood as one of the most dynamic and resilient sectors in the FMCG space. Year after year, it has demonstrated its ability to grow, adding more shoppers, advancing regimes, and unlocking new consumer touchpoints. Last year was no exception: penetration continued to rise alongside value and consumption.
But in 2025, the equation looks different.
While value and consumption are still growing – 16% and 6% respectively – penetration has flattened. The number of shoppers entering the beauty sector appears to have reached a plateau. On the surface, this might signal maturity. But beneath that, the market remains full of movement.
This transitional phase invites us to ask:
Are we reaching the peak of beauty shopper growth, or is it time to rework the equation?
