Top-Selling Beauty and Personal Care Products on E-commerce During Indonesia's Deflation

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Nabilah Muhamad 16/10/2024 18:28 WIB

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Data from Compas shows that despite Indonesia experiencing five consecutive months of deflation, the beauty market on e-commerce platforms remains robust. Below is a list of the top 10 best-selling s

Top 10 Best-Selling Personal Care and Beauty Product Brands on E-commerce* During Deflation (June-September 2024)

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Top 10 Best-Selling Personal Care and Beauty Product Brands on E-commerce* During Deflation (June-September 2024)

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According to the Central Bureau of Statistics (BPS), Indonesia experienced consecutive deflation from May to September 2024. This deflation resulted from decreased consumer spending and reduced demand for products and services.

However, market research data from Compas indicates that sales in the beauty and personal care category on domestic e-commerce platforms remained popular during this period.

"The beauty and personal care category remains in demand because its products are considered 'tertiary' needs but are relatively affordable, making them seem exclusive to users," Compas wrote on its Instagram account on Tuesday (October 15, 2024).

Of this category, Skintific was recorded as the brand with the highest sales value during the deflation period. This Chinese brand achieved a 5% market share of the total sales value of beauty and personal care products on e-commerce platforms from June to September 2024.

It was followed by Wardah, which achieved a 2.7% market share. Maybelline, The Originote, and Ms Glow each had a 1.7% market share.

Meanwhile, other beauty and personal care brands such as Glad2Glow, Somethinc, Facetology, Azarine, and Hanasui achieved smaller market shares, as shown in the attached graph.

This research was conducted using a crawling method or digital search. Compas collected sales data from both official and non-official stores on Shopee, Tokopedia, and Blibli, with a minimum product rating of 4 stars.

Editor : Erlina Fury Santika

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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