Indonesia Beauty E-Commerce Market — July 2025

Platform Share and Category Distribution

Indonesia’s beauty category generated US $152.2 million GMV across major e-commerce platforms in July 2025, up 17.8% month-on-month. Total quantity sold reached 53.1 million units (+34.4%), while 436.9 thousand SKUs recorded at least one sale (+15.9%), showing a healthy and expanding product turnover across platforms.

Platform Market Share

Shopee maintained its dominant position in Indonesia’s beauty e-commerce market, accounting for over 60% of total GMV in July 2025. TikTok Shop + Tokopedia collectively captured 34%, reinforcing their position as the main challenger group. Lazada remained stable around 5%, while Blibli continued to represent a niche share in premium FMCG and beauty lines.

The market continues to exhibit a two-tier structure: Shopee driving mainstream volume and brand distribution, while TikTok and Tokopedia capitalize on content-driven discovery and trend-based purchase behavior.

Category Contribution by GMV

Lipsticks remained the largest subcategory in cosmetics as well as in overall beauty, contributing 18.3% of total GMV, followed closely by skincare items such as Facial Cleanser (13.9%), Facial Moisturizer (13.8%), Sunscreen (11.5%), and Serum & Essence (11.4%). Combined, these skincare-related categories accounted for over 50% of total GMV, underscoring the continued dominance of daily-use and treatment-based products within Indonesia’s e-commerce beauty landscape. Other subcategories such as BB/CC creams, toners and mists, lip balms, and makeup removers together represented about a third of category sales.

Market Indicators

In July 2025, Indonesia’s beauty market reflected volume-led growth and broad SKU participation. Platforms are driving higher sell-through rates through improved recommendation algorithms, live-commerce visibility, and promotional integration. The drop in review count likely stems from faster consumption cycles and less emphasis on review accumulation in social commerce environments.

Competitive Landscape

• Shopee — Core beauty platform, maintaining high transaction share through logistics and brand partnerships.
• TikTok Shop + Tokopedia — Rapidly scaling challenger pair, leveraging influencer ecosystems and social commerce discovery.
• Lazada — Stable but relatively small share around 5%; limited category differentiation.
• Blibli — Niche presence within premium and specialty beauty subcategories.

Indonesia’s beauty e-commerce market in July 2025 demonstrates sustained growth in both value and volume. Shopee leads the category with consistent share, while TikTok and Tokopedia continue to expand rapidly as social-driven commerce channels. The overall trend points to a high-velocity market with broad SKU activation and strong consumer responsiveness to content-based discovery and promotional events.

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