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Halal boom changes face of Indonesia’s cosmetics industry
Competing in Indonesia’s cosmetics market has been more challenging than ever for many domestic brands, but one brand specializing on halal-certified make-up is capitalizing on a trend to religiosity in consumer behaviour.
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Amid greater diversity of cosmetic products and beauty trends these days, local brands apparently still hold a special place in consumers’ hearts. (Shutterstock/File)
With imports growing exponentially in the last couple of years, competing in Indonesia’s cosmetics market has been more challenging than ever for many domestic brands.
In 2018, imports of cosmetics amounted to US$850.15 million, up 34.5 percent from $631.66 million in the previous year.
However, amid greater diversity of cosmetic products and beauty trends these days, local brands apparently still hold a special place in consumers’ hearts.
According to data published by Sigma Research in 2017, 85 percent of Indonesia’s consumers still choose local skincare brands and 53 percent choose local make-up brands, especially for lipstick and face powder.
Similar results were found by a 2015 survey conducted by Markplus Inc, which showed that 55 percent of 1,183 respondents favored local brands, such as Wardah, Viva, Sari Ayu and Mustika Ratu.
