In recent years, the beauty and body care industry in Indonesia has experienced significant growth. Not only women are taking care of themselves, but men are also interested in doing the same. Changes in people’s lifestyles, increased health awareness, the use of social media and technological advances have been the main drivers in making the world of beauty and body care in Indonesia more sustainable. Innovations in beauty products, such as skincare and advanced beauty tools, have provided a more effective and convenient experience for both female and male consumers. For example, technology-based beauty devices such as laser, ultrasound, radio frequency and so on are increasingly popular in the market.

Aside from being effective and convenient, there is also a growing interest in sustainable beauty products. Local and international brands are starting to adopt sustainable practices in their production, using natural ingredients, reducing the use of harmful chemicals and not involving animals as testing materials (cruelty-free). In addition, consumers are also increasingly aware of the importance of environmentally friendly packaging and are starting to choose products with recyclable packaging. Thus, in addition to maintaining skin beauty, this can preserve biodiversity and protect nature. Examples of beauty brands that are taking this step include Somethinc, BLP Beauty, Sensatia Botanicals, Base, Klen and Kind, Martha Tilaar, Wardah, and Polka Beauty.