Industry Minister Airlangga Hartarto (center) stands for photo session in recent cosmetic industry exhibition (Photo Credit : Mustika Ratu)

JAKARTA (TheInsiderStories) – Indonesia’s cosmetic industry remains attractive for foreign and domestic investors since many Indonesians are becoming increasingly aware of their well-being.

Today, make-up is increasingly becoming part of women’s lifestyles, supported with a strong female population now over 130 million in Indonesia.

Currently, cosmetic products have become a primary requirement for women who are the main target of the cosmetics industry. In addition, along with current development, the cosmetics industry is also beginning to innovate on cosmetic products for men and children.

With the rapid trend of digital marketing, many producers have used the online platform such as Facebook and Instagram to promote their products and hire celebrity with a high reputation as brand ambassador.

For example, Indonesian artist and social media influencer, Nana Mirdad uses her personal Instagram to promote her new cosmetic products “Namir Beauty”, targeting more than one million of her followers as her captive market.

Another potential is the trend of people using natural products (back to nature) that will lead the opportunity for the appearance of cosmetic products made from nature such as spa products from Bali.

Bali has an abundance of natural products. It is no surprise that there are some incredible eco-friendly places to buy organic and natural products. From natural coconut oil, essential oils and massage oils, soaps, shampoos, body lotions, candles and even bug spray. This potential has captivated many foreign tourists who visit Bali and spend their money to buy the products.

Backed by an industry that has decades of experience, skilled and abundant human resources and a large domestic market, the Indonesian cosmetic industry remains robust amid a global economic slowdown.

(Graphic: The Insider Stories)

The Ministry of Industry recorded the national cosmetics industry has grown by more than 20 per cent over the past year as the public trend in body care products is one of the important needs.

Seeing the potential of the domestic cosmetic industry, the Indonesian government placed this industry among its priority industries in its National Development Plan for Industry up to 2019.

Minister of Industry said the domestic cosmetics industry has grown by 153 companies by 2017, bringing the total players to more than 760 companies. Of the total, 95 per cent of the national cosmetics industry is small and medium industry players and the rest are large scale industries.

“From medium and large scale industries, some of them are already able to export their products abroad such as ASEAN, Africa, Middle East and others,” said Airlangga Hartarto Minister of Industry.

Indonesia is recognized as a manufacturer of quality cosmetic products by the international community. This is evident in the export value of Indonesian cosmetic products which reached $516.99 million in 2017, increased from $ 470.30 million in 2016.

In the future, the government wants to increase exports of cosmetics, particularly to regional neighbors such as Malaysia, Brunei Darussalam and Australia.

Written by Elisa Valenta, email :