Indonesia’s obsession with white and bright skin drives skincare demand

24 June 2022

Spire Consultant, Clarita Dewi Puspitasari shares her thoughts on Indonesia’s growing skincare industry and its women’s obsession with skincare.

The growing concern for self-care is driving the demand for skincare products in Indonesia. These include products like face wash, face serum, toner, and face moisturizer along with body care products like body wash and body lotion.

Going by the numbers, most Indonesian women aged between 13 to 39, use various skincare products from skin brightening to anti-aging, depending on their age. One of the reasons for the growing popularity of skincare items in Indonesia is the association of white and fair skin with beauty.

The skincare product category is the fourth most used personal care product and contributes 40% to the total personal care product revenue in 2021.

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Marie Teo
Manager, Group Corporate Communications
Spire Research and Consulting
Phone: (65) 6838 5355