Retail in Asia


K-Beauty brands’ fierce battle in the Indonesian Market

South Korean cosmetics brands are striving to gain ground in the Indonesian market, despite the fierce competition from Western and Japanese cosmetics brands. Statistics Indonesia (BPS) reports that the cosmetics industry grew 9.61 percent since last year.

As beauty is a social standard in Indonesia, females, as well as their male counterparts, are more focused on self-care and beauty than ever. ‘Good looking’ and ‘attractive’ are being seen as a part of job requirements for women in modern and urban cities such as Jakarta.

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Source: Somethinc X NCT Dream


Riding on the popularity of K-Pop and K-Dramas in Indonesia, Korean artists or idols have been named  brand ambassadors for local beauty brands in Indonesia, such as Sometinc with NCT Dream and Lee Min Ho with Azarine Cosmetics.

The demand for natural products continues to grow in Indonesia as more consumers become aware of the drawback of contacting chemicals in skincare. As a result, Korean brands such as Innisfree and Nature Republic are widely popular in Indonesia with their core focus on natural ingredients.