11 Makeup, Skincare, and Bodycare: Indonesian Favorites 2024 The beauty industry continues to grow with increasingly diverse products. From skin and body care to makeup, there are many options tailored to different skin types. Many brands now also prioritize natural materials and eco-friendly packaging. This gives consumers more options to take care of their skin more healthily and sustainably. Jakpat conducted several surveys to determine the behavior and habits of the Indonesian people regarding the use of various beauty products in 2024. The report, which involved nearly 5,000 Jakpat respondents, discussed three categories: makeup, skincare, and body care. The respondents were Gen Z, Millennials, and Gen X. Cosmetic trends (makeup) By 2024, tinted sunscreen will be the most popular facial makeup product used, with a percentage of 37%, followed by cushion (36%), and BB/CC cream (30%). In addition, 28% of respondents bought liquid foundation and 14% bought face primer. This research involved 1058 female respondents. There are various considerations in choosing makeup. The three most important things are products that are suitable for the skin, good results on the face, and the ingredients in the makeup products. Regarding where to buy makeup, 85% of respondents rely on e-commerce, and 55% buy directly at local cosmetics stores. Skincare trends Vitamin C is the most in-demand skincare ingredient, with more than half of respondents claiming that it is contained in the products they use. Other ingredients that are also present in skincare products are niacinamide (47%) and vitamin E (46%). This survey involved 1700 female and male respondents. Three out of 4 respondents consider halal claims important for skincare products. Other claims that were also noted were being alcohol-free (62%) and passing the dermatological test (52%). The top 3 skincare products in 2024 are face washes (72%), sunscreens (64%), and moisturizers (52%). As many as 75% of women use sunscreen, while only 42% of men use the product. Bodycare trends One of the bodycare categories highlighted by Jakpat is bath soap. Seven out of 10 respondents admitted to using liquid soap. Some considerations in choosing liquid soap are scent (64%), ease of use (63%), and being more practical (61%). This research involved 2143 female and male respondents. In general, 75% of respondents buy bath soap at supermarkets or minimarkets, followed by Shopee (38%) and cosmetics stores (21%). More specifically, 2 out of 5 Gen Z buy bath soap on the Shopee e-commerce platform. Head of Research of Jakpat, Aska Primardi, assessed that beauty products are still in demand even though Indonesia’s economic conditions have begun to decline since the middle of last year, when people have begun to limit spending and reconsider the items to be purchased. “From this data, it can be seen that the price or promotion factor is not the most important factor in choosing and purchasing beauty products. Consumers are more focused on the benefits and content of it. In addition, we also know the phenomenon of the lipstick effect, where consumers in difficult economic conditions continue to buy products, one of which is beauty products, which are considered to be able to provide luxury value, satisfaction, or instant happiness,” said Aska. Report series list: Beauty Trend 2024 #1: Makeup Trends & Usage Behavior – Jakpat Premium Report Beauty Trend 2024 #2: Skincare Trends & Usage Behavior – Jakpat Premium Report Beauty Trend 2024 #3: Bodycare Trends & Usage Behavior – Jakpat Premium Report
