Body & Hair Care Trends & Usage Behavior - Jakpat Beauty Trends Report 2025 #3

Body & Hair Care Trends & Usage Behavior – Jakpat Beauty Trends Report 2025 #3

The Indonesian beauty industry is a vast and fast-growing market with endless beauty possibilities. Jakpat conducted research on beauty trends to uncover key insights and explore emerging trends for 2025.

Recognizing the market’s wide potential, we created three seperated comprehensive reports this year, focusing on Makeup, Skincare, and Bodycare. This reports involved 2096 respondents across Indonesia through our mobile app.

Discover what the Indonesian market desires, how they allocate their budget for beauty products, and which brands are the most popular among consumers today.

Key research points:

Gen Z and upper SES consumers emerge as the most active segments across multiple personal care categories.
Awareness remains largely driven by traditional media, particularly TV, while paid digital and retail touchpoints play a complementary role, especially among Gen Z and upper SES consumers.
Hybrid retail behavior persists, with offline retail remaining dominant, while marketplace relevance continues to grow among younger and higher SES consumers, particularly through Shopee and TikTok Shop.
Overall, purchase frequency is primarily monthly or less frequent across categories.
Brand structure varies by category, with some categories showing strong brand leadership (e.g., shampoo), while others such as fragrance exhibit a more fragmented and highly personal brand landscape.