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2023's makeup trends are about ‘skinification’ and going local
Beauty experts show what’s hot in the industry this year.
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Made up: Bubah Alfian does the makeup for Putri Tanjung on her wedding day (JP/Sylviana Hamdani) (JP/Sylviana Hamdani)
The Indonesian beauty industry was excited when the government lifted the COVID-19 restrictions in late December 2022.
“It’s good news for makeup companies,” Bingar Situmorang, president director of local cosmetic brand Mustika Ratu, said at the Jakarta Fashion Trend (JFT), an annual event by the Indonesian Fashion Chamber (IFC), in Soehanna Hall, South Jakarta, on Jan. 11.
The president director confided that the company’s sales have declined between 40-50 percent since the onset of the pandemic.
“But we’re sure that the industry will start to look up in 2023 as people go out and show themselves again post-pandemic,” he said.
Ratih Permata Sari, co-founder and chief product officer of local cosmetics brand BASE, also sensed the positive change in the air.
“The situation is becoming optimistic once again,” Ratih said during an interview after the launch of the brand’s lip tint series in Alila SCBD Jakarta on Dec.16. “We’re now seeing our loyal customers going out again and doing all sorts of activities outside the house.”
This surge of post-pandemic optimism also brings in exciting new trends in the beauty industry.
