Indonesia\u2019s beauty and personal care industry is rapidly growing, with skincare dominating the market, particularly facial moisturizers. In Q3 2024, the moisturizers market reached IDR 815.12 billion, driven by strong e-commerce performance, particularly on Shopee. Skintific leads the market, but its share is declining, creating opportunities for competitors like Glad2Glow and Wardah to strengthen their positions.<\/p>\n
Jakarta, December 12, 2024<\/b> \u2013 Indonesia\u2019s beauty and personal care (BPC) industry is undergoing a transformative shift, driven by tech-savvy Gen Z consumers who are open to innovative products, locally-produced offerings, and digital marketing strategies. Skincare dominates the market as the largest category, valued at approximately $2 billion USD and projected to grow at a 9.4% CAGR, according to Meiyume. This aligns with the ZAP Beauty Index 2024, which highlights that Indonesian women tend to spend more on skincare than on makeup.<\/p>\n
In the e-commerce landscape, facial moisturizers lead the beauty group, capturing a 19.3% market share in Q3 2024, based on Magpie data. The press release will further explore the moisturizers category, analyzing its sales performance on top e-commerce platforms in Indonesia from July to September 2024.<\/p>\n
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According to data from Magpie E-commerce Intelligence, during Q3 2024 (July to September), the moisturizers market in Indonesia achieved a total market size of IDR 815.12 billion, reflecting a 27.8% growth compared to Q3 2023. A total of 14.9 million units were sold during this period, marking an 18.6% year-on-year increase. The Gross Merchandise Value (GMV) of the moisturizers market also demonstrated significant growth, rising 27.8% quarter-on-quarter (QoQ) and 38.29% compared to Q2 2024, indicating strong demand and performance within the category.<\/p>\n
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A closer look at the e-commerce landscape reveals that Shopee firmly dominated the online moisturizers market, capturing a substantial 80.96% market share. Lazada followed with 11.48%, while Tokopedia secured 7.25%, and Blibli held a modest 0.31%.<\/p>\n
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Shopee maintained its strong dominance in the moisturizers market throughout the quarter. \u201cHowever, a slight dip in its market share in September created opportunities for Lazada and Tokopedia to gain ground and expand their shares,\u201d said Wilhendra, CEO of Magpie.<\/p>\n
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The top five brands accounted for approximately 32% of the total moisturizers market, with Skintific leading at a 10.78% market share, followed by Glad2Glow (8.12%), Wardah (5.62%), MS Glow (4.04%), and The Originote (3.81%). The competitive landscape, crowded with diverse brands, highlights the importance of innovative product offerings and distinct brand positioning to differentiate and succeed in this saturated market.<\/p>\n
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The intense competition in the moisturizers market during Q3 2024 was evident in the fluctuating performance of brands each month. \u201cThe market leader, Skintific, experienced a declining trend in its share, which allowed Glad2Glow and Wardah to strengthen their positions and expand their market shares,\u201d Wilhendra stated.<\/p>\n
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Shopee, the largest platform driving moisturizers GMV, is primarily led by Skintific, which commands an 11.26% share and generates a total revenue of IDR 74.28 billion. Glad2Glow follows with a 7.50% share, while Wardah holds 4.96%, MS Glow 4.46%, and The Originote 3.89%.<\/p>\n
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A closer look at the month-on-month movement shows that Skintific’s share has been steadily declining, allowing Glad2Glow and Wardah to capitalize on the opportunity and strengthen their positions on Shopee.<\/p>\n
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On Lazada, Glad2Glow emerged as the dominant brand, capturing 15.79% of the moisturizers market share with a total revenue of IDR 14.77 billion, establishing a notable lead over its competitors.<\/p>\n
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In terms of month-on-month performance, Glad2Glow showed a notable increase in its market share in September, a trend also observed with other brands such as Pond\u2019s and Olay. \u201cThese brands demonstrated similar growth patterns, reflecting a positive shift in their positions during the month,\u201d Wilhendra added.<\/p>\n
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On Tokopedia, Wardah leads the market with a 14.11% share, generating a total revenue of IDR 8.35 billion. Skintific follows closely with an 11.82% share, while Kahf holds 8.87%, Make Over 6.87%, and Somethinc 4.58%.<\/p>\n
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Wardah has maintained stable performance on Tokopedia over the past few months, showing consistent market presence. In contrast, Somethinc faced a significant drop in its market share, declining from 7.8% in July to just 3.3% in August, indicating a notable shift in its position on the platform.<\/p>\n
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Skintific leads the moisturizers category, primarily driven by the sales of its top product, the Skintific – 5X Ceramide Barrier Moisturizer Gel, which generated IDR 12.59 billion in revenue and sold 93.9K units. The second-best seller from Skintific, the Skintific – MSH Niacinamide Brightening Moisturizer Gel, sold 64K units and earned IDR 8.55 billion in sales. While both top products are moisturizer gels, the best-selling moisturizer cream in the category was Somethinc’s Calm Down! Skinpair R-Cover Cream.<\/p>\n
Picture on Thumbnail by:\u00a0<\/b>cottonbro studio on pexels.com<\/p>\n","protected":false},"excerpt":{"rendered":"
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