Indonesia has seen tremendous growth in the beauty and cosmetics industry. Many consumers are now turning to brands that offer visible results, trusted formulations, and align with their values. According to Goodstats.id, data from the Shopee marketplace shows that three brands have become the top sellers in Indonesia’s cosmetics sector.
These brands are Skintific, Wardah, and Glad2Glow. Data analysis indicates these three brands saw the highest market share in the first quarter of the year, reflecting changes in consumer preferences and massive trust in their products.
1. Skintific: The Science-Driven Skincare Leader
Skintific holds the largest market share at 4.10% among beauty brands on Shopee Indonesia. This brand focuses on developing skincare backed by scientific research. Skintific claims its formulations are based in Canada but is operated by the Chinese-based PT May Sun Yvan.
Products from Skintific are known for using clinically tested ingredients like 5X Ceramide, Niacinamide, and Hyaluronic Acid. These actives are popular for repairing the skin barrier and addressing various skin concerns. Many users credit the brand’s performance on customer trust in the efficacy of science-based products.
Social media buzz has also propelled Skintific’s popularity, with skincare enthusiasts sharing rapid and positive results. Ingredient transparency is one of Skintific’s core strengths, as highlighted by several local beauty blogs and experts. According to Goodstats.id, the brand has consistently outperformed its competitors in recent quarters on Shopee.
2. Wardah: Pioneering Halal Beauty
Wardah holds 2.97% of the market share, making it the leading halal-certified cosmetic brand in Indonesia. Founded by PT Paragon Technology and Innovation, Wardah is recognized as the first halal personal care brand in the country.
Wardah provides a wide range of products, from makeup to skincare, developed with an understanding of Indonesian women’s diverse needs and lifestyles. Many users trust Wardah due to its halal guarantee and its image as a pioneer of safe, ethical cosmetics in Indonesia.
Wardah’s product innovation is inspired by rose beauty and natural purity, making it appealing to women from various backgrounds. Over time, the brand has succeeded in maintaining consumer loyalty by offering continuous product improvements and accessible pricing.
Wardah’s ability to adapt to trends, such as long-lasting makeup and gentle cleansing products, is supported by collaborations with local influencers. The brand’s effectiveness and affordability contribute to its enduring popularity on Indonesia’s largest e-commerce platforms.
3. Glad2Glow: Affordable, Natural, and Trending
Glad2Glow ranks third with a 2.51% market share in the beauty segment on Shopee Indonesia. This skincare brand originates from China and is imported by PT Suntone Wisdom Indonesia. Glad2Glow is known for producing a wide range of products, including facial wash, serum, moisturizer, and sunscreen.
Glad2Glow’s appeal comes from its claims to utilize natural ingredients and offer products at affordable prices. Among the items most favored by Indonesian consumers are the Pomegranate Niacinamide Brightening Moisturizer and their innovative sunscreen formulations.
Viral on social media platforms, Glad2Glow is celebrated for its “glow-boosting” promise and approachable pricing compared to global competitors. Online reviews frequently mention the pleasant textures and natural fragrances used in Glad2Glow products.
In the beauty community, Glad2Glow is perceived as a cost-effective alternative for daily skincare needs, making it a popular choice among younger buyers. The brand’s visibility in viral beauty content contributes strongly to its continuous sales growth.
Data Table: Most Popular Cosmetic Brands on Shopee Indonesia
| Rank | Brand | Market Share (%) | Origin |
|---|---|---|---|
| 1 | Skintific | 4.10 | China/Canada |
| 2 | Wardah | 2.97 | Indonesia |
| 3 | Glad2Glow | 2.51 | China, imported by PT Suntone Wisdom Indonesia |
Key Factors Behind the Top Brands’ Success
- Product Innovation
All three brands invest heavily in R&D, resulting in innovative products meeting modern skincare needs. - Consumer Trust
Skintific and Wardah gain credibility through transparent formulas and proven ingredients. - Affordability and Accessibility
Glad2Glow and Wardah maintain affordable prices, making them more accessible to the broader Indonesian market. - Marketing and Trend Adaptation
These brands leverage social media for marketing and keep up with beauty trends, ensuring sustained relevance.
Why Consumers Choose These Brands
Market surveys and user feedback suggest several reasons for the popularity of these brands. First, consumers seek effective ingredients at reasonable prices. Second, there is an increasing preference for brands that are transparent about ingredient safety and proven efficacy. Halal certification is crucial for Indonesian buyers, giving Wardah a distinct advantage among Muslim consumers.
Online shopping platforms like Shopee have helped democratize access to these products, allowing for competitive pricing and frequent promotions. Additionally, influencer partnerships and beauty content on platforms such as Instagram and TikTok have significantly influenced consumer purchasing decisions.
Comparison: Brand Differentiators
- Skintific thrives on its medical-grade active ingredients with a focus on skin health.
- Wardah is rooted in local values and stands out for its halal assurance and nationwide reach.
- Glad2Glow offers wallet-friendly options with nature-inspired branding, catering to youth and first-time skincare buyers.
The Ongoing Rise of Local and Imported Brands
While Wardah is an Indonesian original, Skintific and Glad2Glow are managed by companies based in China, highlighting the increasingly global nature of Indonesia’s beauty market. Yet, all three brands resonate deeply with Indonesian consumers by prioritizing safety, effectiveness, and real-world results.
These market leaders show that brand origin is less important to consumers than product quality and affordability. Skintific, Wardah, and Glad2Glow are expected to continue shaping purchasing trends as the demand for accessible, evidence-based skincare and cosmetics rises across Indonesia.
