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Jakarta Post

More time for self-care: Indonesia’s beauty industry sees online sales surge during WFH

  • Eisya A. Eloksari

    The Jakarta Post

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Jakarta   /   Tue, April 6, 2021   /  03:36 pm
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A stock image shows a woman doing her skincare routine in front of a mirror.(Shutterstock/*)

Ever since she started working from home last April, 27-year-old Arum Purwoningrum has had more time to indulge in self-care activities, so she has spent around Rp 500,000 (US$34.7) more on buying skincare products online. “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’...