6 Beauty Trends: Quality Over Price & Influencers The beauty industry continues to evolve with increasingly diverse products. From skin and body care to makeup, there are many options tailored to various skin types. Jakpat conducted a series of surveys to understand the behavior and habits of Indonesian people in using various beauty products in 2025. This report, which involved a total of nearly 5,000 Jakpat respondents, covers three categories: makeup, facial care (skincare), and body care (body & hair care). The respondents consisted of Gen Z, Millennials, and Gen X. 2025 Makeup Trends: Product Quality Shifts the Role of Influencers In 2025, almost all respondents used lip products (99%) and face products (97%). Other makeup products also used were eye products (80%) and eyebrow products (69%). This research involved 1,290 female respondents. In the lip category, the three most widely used products were lipstick (55%), lip cream (52%), and lip balm (48%). Meanwhile, complexion products—such as liquid complexion or cushions—were the most used category for face products with a percentage of 85%, followed by face powder (69%). Quality and the results on the skin became the main factors for consumers when choosing makeup, scoring the highest at 4.48 out of 5. Following behind were price and promotions (4.36), as well as product credibility and information (3.87). Meanwhile, recommendations from people around them and beauty influencers obtained a score of 3.52. “From the research results, it was found that the role of beauty influencers is quite dominant as a source of awareness, but has not been able to become the main factor influencing purchasing decisions,” said Jakpat’s Head of Research, Aska Primardi. He continued, “It seems this is relevant to the issue some time ago regarding the questioned credibility of influencers for providing inaccurate information, leading to discussions about the need for influencer certification in Indonesia, as has already been implemented in China and Singapore.” Body Care Now a Health Investment, Not Just a Trend One of the body care categories highlighted by Jakpat is body lotion. Moisturization is the most important attribute for body lotions overall, scoring 4.59 out of 5, followed by SPF and active ingredients as secondary priorities. This research involved 1,249 male and female respondents who use the product. When choosing a body lotion, 7 out of 10 respondents prioritized suitability with their skin. Other important indicators were scent (67%) and a moisturizing formula (61%), followed by price considerations (54%) and the results of use on the skin (50%). Jakpat concluded that, viewed generally, the shift in body care consumer behavior in Indonesia shows that price is no longer the main consideration due to increasing awareness of the importance of product quality, safety, and compatibility with skin conditions. “This becomes even more interesting when viewed in the economic context of 2026, where many households face a situation where income tends to stagnate while expenses continue to rise. Nonetheless, for the body care category, consumers still prioritize quality over price, because the risk of incorrect product usage is considered higher in the long run,” Aska explained. He added, “Consumers are now more educated about active ingredient content, risks of side effects, and long-term impacts, and are increasingly influenced by user reviews on platforms like TikTok and Instagram. Body care is also positioned as part of self-care as well as an investment in skin and body health, so purchasing decisions are based more on effectiveness and a sense of safety rather than just price.” Report series list: Beauty Report 2025 #1: Makeup Trends & Usage Behavior Beauty Report 2025 #2: Skincare Trends & Usage Behavior Beauty Report 2025 #3: Body & Hair Care Trends & Usage Behavior
