2 Local Rivals Grow, Wardah Keeps the Lead The local skincare industry has continued to grow rapidly in recent years. A number of domestic brands have emerged with product innovations that adapt to consumer needs, ranging from basic care to specific care. This growth reflects the increasing public interest in locally made beauty products that are considered relevant, affordable, and competitive in the market. Jakpat conducted two surveys to find out how consumers view and recognize local skincare brands, specifically in the categories of facial wash and sunscreen. Each report involved more than 1,000 female and male respondents, consisting of Gen Z, Millennials, and Gen X. Consumers Prioritize Access and Appearance of Local Facial Washes The latest survey involving 1.048 Jakpat respondents revealed a number of main factors that influence consumers in choosing local facial wash products. Distribution proved to be the most important factor, with 83% of consumers prioritizing the ease of obtaining products. Safe and dermatologically tested (77%) and having variants that suit their needs (75%) are also important considerations for respondents. In response to this, Aska Primardi as Head of Research of Jakpat, stated that distribution factors play a role in the formation of brand awareness. “It could be that the product is actually already in the store, but consumers are not able to find it because at the same time the consumer’s attention switches to other brands that are more numerous and vary in the same place,” he said. In addition, 74% of respondents considered recommendations from people around them important in choosing a facial wash. Product appearance also cannot be ignored, as 72% of consumers want attractive packaging, and 71% are looking for a modern brand. In terms of age, Gen Z is recorded to be the most concerned about packaging design, with 77% calling this factor important compared to only 57% for Gen X. Wardah emerged as the top-of-mind local facial wash of choice for consumers, with the highest percentage, which is 24%, with Kahf as the second (15%). This data shows Wardah’s dominance, which is quite strong, while showing stiff competition in the next layer of brands. Safety and Driving Style of Local Sunscreen Choices The Jakpat report, which involved 1,023 respondents, showed a number of interesting patterns in consumer behavior in the sunscreen sector. Distribution factors are key, with 75% of consumers placing ease of finding products as the highest priority. This confirms that even the best formula quality will not mean anything if the product is difficult to access. On the other hand, product safety is non-negotiable. As many as 70% of consumers request a dermatological test, making clinical credentials a basic standard that must be met, not just an added value. “Lately, concerns have begun to arise among consumers about product safety issues, especially after the rampant news about cosmetic products being withdrawn by BPOM. The emphasis on the safety value of this product can be one of the important factors in choosing a sunscreen product,” commented Aska. Interestingly, aesthetics also receives great attention even for products that are functional. As many as 62% of consumers want attractive packaging, and 61% choose trendy brands. This suggests that visual appearance and lifestyle relevance are now important factors, even for categories like sunscreen. The Jakpat survey also showed that the compatibility factor of SPF and PA with needs was much higher in female respondents (82%) compared to men (56%). In addition, the pattern of social influence is also different between the two. Women tend to be more sensitive to expert support (74%) than men (55%). Wardah also occupies the top position as a top-of-mind local sunscreen with 29%, far ahead of other brands. Azarine is in second place with 10%, followed by Emina and Hanasui who both recorded 4%. Meanwhile, Kahf won 3%. Report series list: Indonesia brand awareness 2025 #1: Local Facial Wash Indonesia brand awareness 2025 #2: Local Sunscreen
