Top 10 Best-Selling Foundations in Indonesian E-Commerce: Local Brands Dominate

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Nabilah Muhamad 13/08/2024 18:22 WIB

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According to Compas research, Somethinc is the best-selling foundation brand in Indonesian e-commerce. This local brand achieved an 8.6% market share in the first half of 2024.

Top 10 Foundation Brands by Market Share in Indonesian E-commerce (January-June 2024)

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Top 10 Foundation Brands by Market Share in Indonesian E-commerce (January-June 2024)

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Market research firm Compas released a list of the best-selling foundation brands on several Indonesian e-commerce platforms during the first half of 2024.

This research used a crawling method, or digital search, from January to June 2024. The data collected comprised sales from both official and non-official stores on Shopee, Tokopedia, and TikTok Shop, with a minimum rating of 4 stars.

The results show that 8 out of the 10 best-selling foundation brands on e-commerce are local brands. Only two brands are from overseas: Skintific and Maybelline.

Somethinc topped the list with an 8.6% market share of total foundation sales volume on e-commerce in the first half of 2024.

Next is Wardah with a 7.1% share, followed by Skintific with 6%, Oh My Glam (OMG) with 5%, and Viva Cosmetics with 4.9%.

Other foundation brands such as Hanasui, Make Over, Maybelline, Instaperfect, and Luxcrime had market shares of less than 4.5%, as shown in the attached graph.

Furthermore, Compas' research found that the proportion of sales of local and global brands in the top 50 foundation brands on e-commerce is balanced, at 50% each.

Despite the equal proportions, the actual number of local foundation brand sales was higher, at 1.8 million products. Global brands sold only 1.4 million products in the first half of this year.

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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Top 10 Best-Selling Foundations in Indonesian E-Commerce: Local Brands Dominate

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