7 Produsen Rias Wajah Teratas di Indonesia

Analysis of the Indonesian Cosmetics Market

According to Global Data, the size of Indonesia’s cosmetics market will reach 105.1 trillion rupiah (about 6.56 billion U.S. dollars) in 2023, accounting for one-fifth of the Southeast Asian beauty market. Indonesia’s social media and e-commerce platforms are developing rapidly, especially TikTok, which has a large user base, providing a huge potential customer base for cosmetics brands. Hadi Kuncoro, CEO of Power Commerce Asia, pointed out that in the second quarter of last year, sales of Indonesian lifestyle and beauty brands on TikTok Shop exceeded other e-commerce platforms, and some brands have made TikTok Shop their primary source of income.

Trends in the Indonesian Cosmetics Market

Data shows that 35% of Indonesians spend more than 2 million rupiah (about 1,000 yuan) monthly. By 2027, Indonesia’s cosmetics and skincare industry is expected to continue to grow, with profits expected to increase by 1.6403 billion U.S. dollars (20.64%) and sales expected to reach 9.6 billion U.S. dollars.

Indonesia’s Population Analysis

Indonesia’s population is getting younger, with people under 30 accounting for half of the total population, an average age of 28.3 years old, and a strong demand for beauty products.

Product Features in Indonesia

Indonesian female consumers like European and American cosmetics that highlight eyebrow features and facial lines and have also been interested in Korean cosmetics in recent years. In addition, they prefer halal cosmetics and skin care products that are environmentally friendly, moisturizing, whitening, anti-aging and anti-pollution.

Indonesia’s Top 5 Best-Selling Local Makeup Brands

Wardah

Wardah is positioned as an affordable makeup brand and the most popular cosmetics brand in Indonesia. Its success lies in providing affordable, high-quality products for all skin tones. One of its outstanding features is that it is a pioneer in the halal cosmetics industry. Each product of this Indonesian cosmetics brand is certified by the Indonesian Ulema Association (MUI) to ensure compliance with Islamic teachings.

(1.)Product Features

Eyes: Nude color; Face: The color of the foundation is more suitable for the skin color of Southeast Asians, with less black makeup; Lips: The product is mainly matte in texture.

Emphasis on natural formula: The Wardah brand has always emphasized using natural ingredients, without alcohol, preservatives and other ingredients. This is also a significant brand selling point in the Indonesian market.

Suitable for Asian skin color: The product color and texture are optimized for the needs of Asian consumers.

(2.) Product Design Style

The product’s appearance is mainly based on simple lines and shapes, highlighting the product’s texture.

Emphasis on natural ingredients: The product packaging uses a lot of green elements, suggesting the brand’s natural concept. Some products are marked with “Halal” and other logos on the packaging, conveying the natural and safe brand positioning.

Caring Colors

This brand focuses on providing cost-effective cosmetics and dramatically influences the Indonesian market. Its products include basic makeup, lip makeup, nail polish, etc.

(1.)Product Features:

Emphasis on functionality: The product description emphasizes functional demands, such as concealer, long-lasting makeup, whitening, etc. Some products also have targeted functional labels such as “UV White” and “Everlast.”

Diverse makeup effect options: Different makeup options are provided in product lines, such as liquid foundation, powder, B.B. cream, moisturizing, long-lasting, whitening, etc. Eye and lip products also have a variety of tones and textures to choose from.

(2.)Product Design Style

The brand vision uses bright and soft tones, giving people a natural and fresh feeling. This is consistent with the brand’s positioning as a natural and organic skincare and makeup brand.

Emina

This relatively young local brand is known for its natural ingredients, innovative formulas and fashionable designs. Emina is particularly popular among young Indonesian women.

(1.)Product Features

The product adopts a simple, fresh design style, and the color selection is natural and clear.

The product description emphasizes the concept of “no filter, no worry,” some products also emphasize functional demands such as concealer, makeup holding, and oil control. The brand is positioned in the field of affordable makeup.

(2.)Product Design Style

The product packaging design is mainly based on soft tones such as pink and beige, giving people a fresh and youthful feeling.

Pixy

This brand is owned by Wings Group, a well-known Indonesian cosmetics company, and has a broad consumer base in the Indonesian market. Pixy’s makeup products include facial masks, liquid foundation, lip gloss, etc.

(1.)Product Features

Emphasis on natural ingredients: The products claim to use natural ingredients, such as vitamin C, rose, collagen, etc., emphasizing the nourishing and protective effects on the skin.

Pursuing a natural makeup look: The product tones are mainly natural and soft, tending to create a fresh and translucent makeup effect.

Emphasis on versatility: Many products are designed to be mixed and used, such as lips and cheeks, eyes and lips, etc., with multiple functions.

(2.)Product Design Style

The overall style is fresh, natural and elegant; many natural tones, such as pink and green, are used.

Make Over

This brand was launched by Blibli Group, a well-known Indonesian e-commerce platform, and is positioned for young urban women. Make Over’s marketing strategy on social media is popular among local consumers.

(1.)Product Features

Emphasis on makeup and effects: The products emphasize functional demands such as long-lasting makeup and concealer effects, such as the “Powerstay” series emphasizing 24-hour makeup.

Pursuing natural makeup: Some products, such as “Hydrastay Lite Glow Cushion,” emphasize giving the skin a natural and translucent makeup effect.

(2.)Product Design Style

The product packaging design is simple and elegant, with black and white as the primary colors, highlighting the brand image.

Top 7 Makeup Manufacturers in Indonesian

Aimskincare Manufacturing Indonesia

Aimskincare Manufacturing Indonesia specializes in private label and custom cosmetics, providing comprehensive OEM and ODM services. The company is committed to providing customers with personalized and innovative beauty products covering multiple categories such as skincare, makeup, oral care, hair care, and mom and baby care.

Fitur Utama:

One-stop service: Provide a full range of services from product research and development and clinical testing to production and packaging design.

Customized formulation: Experienced scientists personalize products according to customer needs to ensure the uniqueness of each product.

International standards: Comply with international standards such as GMP, CPKB, BPOM, HALAL, etc., to ensure product safety and compliance.

PT. Amerta Kosmetika Teknologi

Established on February 8, 2023, P.T. Amerta Kosmetika Teknologi is a cosmetics manufacturer engaged in the production and service of cosmetics and skincare products, providing comprehensive OEM and ODM services, committed to providing customers with high-quality beauty and skincare products. The company focuses on innovation, quality and customer satisfaction to become a leader in the industry.

Fitur Utama:

PT Amerta Kosmetika Teknologi was established based on the spirit of supporting local entrepreneurs in developing quality products and being able to compete in the global market.

Mini Production Scale: Amerta can produce products on the most miniature scale, from 5 kg to 500 kg.

Quality Control: We produce quality products according to the quality standards set domestically and internationally.

P.T. Natural Cosmetics Indonesia

P.T. Natural Cosmetics Indonesia is a manufacturer specializing in natural and organic cosmetics, committed to providing high-quality private label and OEM services. The company emphasizes using natural ingredients to ensure the products are safe, effective, and environmentally friendly.

Fitur Utama:

OEM Services: Provide comprehensive OEM services, including the research and development and production of cosmetics, skin care, perfumes, and personal care products.

Certification Services: Assist customers in obtaining BPOM (Indonesian Food and Drug Administration) and HALAL certification to ensure that products comply with market regulations.

Low MOQ: Only a minimum order of 500 pieces is required, helping small brands to launch products quickly.

Neo Kosmetika Industri

Neo Kosmetika Industri is a professional Indonesian cosmetics and skincare manufacturer focused on providing high-quality cosmetics and skincare products. It has passed CPKB, Halal and ISO 9001:2015 certification, the highest cosmetics and skincare industry standard.

Fitur Utama:

Provide various cosmetic products, including makeup, skincare and personal care products, to meet the needs of different consumers.

Customized MOQ: The minimum order quantity for each item starts from 1,000 pieces, and you will get high-quality products.

PT. Gloria Origita Cosmetics (GOC)

GOC is a cosmetics manufacturer specializing in producing a wide range of cosmetics, personal care products, and disinfection products. P.T. GOC also produces premium products under Purbasari, Kanna, New Cell, Amara, Clean Face, and Onyx.

Fitur Utama:

Rich cosmetics products: GOC offers a wide range of cosmetics options, covering children’s and adults’ needs, and can meet the personalized customization needs of consumers of different ages.

Environmental protection concept: Committed to sustainable development, using environmentally friendly materials and packaging to reduce environmental impact.

Kosmetika Global Indonesia (KOSME)

Founded in 2018, KOSME is a manufacturer specializing in cosmetics OEM, producing hundreds of customer brands and providing high-quality private label and customized solutions. Products always follow the cosmetics market trend of CPKB A grade and BPOM standards.

Fitur Utama:

PT Kosme has a minimum order quantity of 2,000 pieces for each product. You can contact them for a quote if you want to order multiple products.

Can help register brand patents.

PT Urban Indo Manufaktur

Urban Group is a comprehensive manufacturer focusing on R&D and producing cosmetics, personal care, and home care products. P.T. Urban Indo Manufaktur is a subsidiary of Urban Group, established in 2018 and headquartered in Tangerang, focusing on specific production and manufacturing processes. As part of Urban Group, P.T. Urban Indo Manufaktur implements the group’s strategy and supports Urban Group in providing high-quality products and services through its professional manufacturing capabilities. M.S. Cosmetic is one of its brands.

Fitur Utama:

Diversified Product Line: Urban Group produces a wide range of products, including skin care, makeup, fragrances and home care products for different consumer groups.

Products are registered with BPOM, CPKB, Halal OEM and ISO 9001 to ensure quality and compliance.

What to Look for When Choosing a Private Label Makeup Manufacturer？

To avoid entering into a partnership with an unsuitable private labelmakeup manufacturer, it is essential to be well prepared. Use the information you find to find out which companies are reputable and have manufacturers with high customer satisfaction. Here are a few features and characteristics when identifying a makeup manufacturer.

Certification Standards

If you plan to export your products to the United States, you must apply for FDA registration. General cosmetics usually require GMPC certification, while products exported to the European Union require ISO 22716 certification.

If you are selling cosmetics abroad, check that your private-label cosmetics manufacturer meets the standards of the government agency responsible for regulating cosmetics production in your country.

Government Regulations and Safety Standards

Not all private label products are manufactured in their own country. Overseas production markets are often much cheaper than products in the United States or other North American, Oceanian or European countries. While it may be tempting to increase profit margins by signing up with an overseas private label cosmetics company known for low prices, their products may not meet your country’s safety standards. Choose a reputable manufacturer to avoid complaints or legal issues caused by low-quality products.

Source of Raw Materials

The quality of cosmetics depends on its ingredients.
Research the process of sourcing ingredients for private label cosmetics manufacturers. Do they use local or overseas materials? Do they use natural, organic ingredients? If your target market audience likes any specific characteristics, choose ingredients that meet the same standards.

Service Level

Private label cosmetics companies usually offer multiple service levels depending on your budget. Depending on whether you choose the ODM or OEM model. From ready-made products to full customization. Choose the exemplary service based on your budget and needs.

Minimum Order Quantity Requirements

You may want to produce on a small scale in the early stages. Look for manufacturers that allow small batches or no minimum order requirements, giving you more flexibility to test the market.

Ringkasan

Selecting a produsen label pribadi is critical in launching a cosmetics brand. You can confidently choose the ideal business partner by researching and determining your market niche.

Kosmetik Xiran works with brands of all sizes to create exceptional cosmetics. Our team is always available to answer any questions and assist you in selecting the best brand for your cosmetics.