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Makeup Trends & Usage Behavior – Jakpat Beauty Trends Report 2025 #1

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 1290 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:

• Market Stability: Makeup usage remains steady year-over-year, signaling consistent consumer behavior across the beauty landscape.
• Local Brand Dominance: Indonesian local brands continue to lead the market, securing the majority share among users nationwide.
• Global Competition: Despite strong local dominance, the appearance of select global brands within the most-used list reflects a modest but notable opportunity for international players.
• Digital Reliance: Brand loyalty is strongly supported by digital touchpoints, which serve as:
  • The primary source of product awareness
  • The main purchase channel across all generations

Report series list:

1. Makeup Trends & Usage Behavior – Jakpat Beauty Trends Report 2025 #1
2. Skincare Trends & Usage Behavior – Jakpat Beauty Trends Report 2025 #2
3. Bodycare Trends & Usage Behavior – Jakpat Beauty Trends Report 2025 #3

Here are some previews of the report: