“I have smoother skin now because I have time for an eight-step skincare routine,” she told The Jakarta Post on March 23. Before, she said she used to have a five-step regimen because of limited time and low energy after her daily commute.

Arum is one of many consumers who have been spending more on self-care products because of the longer time they have been spending at home during the COVID-19 crisis. Indonesia’s beauty and personal care industry has seen demand recover on a surge in online sales ever since the government introduced the transitional phase of the large-scale social restrictions (PSBB) last June.

According to NielsenIQ’s Indonesia Beauty Report, consumer demand for face and body care products, perfumes, facial masks and hair care and styling products grew 7 percent since the transitional PSBB came into effect, while demand for cosmetics and hair color products grew 6 percent.

“We are seeing a new wave of growth among customers looking for new product developments and launches in the beauty category. Product valorization is a new trend in several personal care [products], such as serums, micellar water and hair vitamins,” NielsenIQ retail intelligence director Fairina Masud said in a press statement on March 16.

The e-commerce beauty segment continued to see double-digit growth, the report said. Meanwhile, mini markets in residential areas posted 13 percent recovery growth in the beauty segment as more customers opted to buy self-care products from stores close to home.

Read also: COVID-19 helps create new normal in online shopping: Survey

Popular

Kadin urges stability after Constitutional Court ruling

Jokowi says transition to new government to begi

BCA loan disbursement surges 17.1 percent yoy in first quarter