Indonesia's Best-Selling Beauty Products on E-commerce in Q1 2024

According to market research firm Compas, beauty and care products are highly sought after by Indonesian e-commerce consumers.

Compas researched the sales of beauty care products on several major domestic e-commerce platforms: Shopee, Tokopedia, and Blibli.

The research employed a digital crawling method. Data collected included sales from both official and non-official stores during January-March 2024.

The results show that the total sales value of beauty care products on these e-commerce platforms reached Rp8.9 trillion (approximately US$593 million based on May 29, 2024 exchange rate) in Q1 2024. This figure surged by 42% compared to Q1 2023, which recorded Rp6.1 trillion (approximately US$407 million based on May 29, 2024 exchange rate).

The best-selling product in the first quarter of this year was facial moisturizer, with sales reaching Rp106.3 billion (approximately US$7.1 million based on May 29, 2024 exchange rate), equivalent to 24.3% of total beauty product sales on Indonesian e-commerce platforms.

This was followed by beauty packages (Rp71.6 billion or approximately US$4.8 million), facial serum (Rp61.5 billion or approximately US$4.1 million), and face masks (Rp43 billion or approximately US$2.9 million). Sales figures for other top-selling beauty product categories can be seen in the graph.

Compas CEO and Co-Founder Hanindia Narendrata believes that these high sales figures present an opportunity for businesses to innovate through data utilization.

"Therefore, we advise beauty & care brand owners (beautypreneurs) to start making data-driven decisions and to keep up with both local and global competitors," said Hanindia in a press release on Wednesday, May 29, 2024.