Toner Wars: How Brands Battled for the Top in Indonesia’s Skincare Boom

Jakarta, April 25, 2024 – The Indonesian beauty and personal care market continues its upward trajectory, with the toner and mists segment emerging as a key growth driver. According to Statista, the market grew from $1.31 billion in 2021 to $1.94 billion in 2024—a 48% increase. Skincare, which represents around 30% of this market, has benefited significantly from the self-care boom among Indonesia’s youth. Toners and mists have particularly thrived, with 73% of users aged under 40 and heavily influenced by social media beauty trends.

Toners and Mists Market Overview

Magpie data reveals that in 2024, the toner & mists category held 5.6% of the total beauty category in e-commerce. Market performance soared in Q4 2024 with GMV reaching $39.4 million (+166.22% YoY) and 11.4 million units sold (+159.09% YoY), marking it as the strongest quarter of the year. This growth was driven by year-end promotions and increasing product demand. Despite slight declines in Q1–Q3 compared to prior quarters, the category maintained a consistent year-over-year upward trend.

Shopee Leads the Charge in Online Market Share

Shopee dominated the e-commerce landscape with an 89.33% share of toner & mists sales in 2024, followed distantly by Lazada (6.28%), Tokopedia (4.34%), and Blibli (0.05%). 

Shopee’s lead remained steady throughout the year, reinforcing its role as the primary platform for skincare brands seeking scale and visibility.

Brand Dynamics Show Fierce Competition and Shifting Leadership

The top five brands—Skintific, Skin1004, NPure, Wardah, and Avoskin—captured 38.3% of the total market.

While Skintific led overall with a 16.1% share, its dominance was challenged mid-year by Skin1004, which overtook the lead in June. Wardah saw strong momentum in Q4, ending the year at 8.1% share. The competitive shifts reflect evolving consumer preferences and the impact of promotional strategies.

Performance by E-commerce Platform

Shopee

Skintific led with 17.0% share and $11.8M in revenue. Skin1004, NPure, Wardah, and Avoskin trailed with shares between 7% and 3.9%.

Lazada

Clariderm led early but was later overtaken by Avoskin and a surge from unbranded products. At year’s end, Clariderm claimed 17.2% share.

Tokopedia

Skintific remained strong but faced competition from Avoskin and NPure in key months. Skintific ended the year as the top brand with a 9.4% share.

Blibli

Cetaphil emerged as a surprise leader, peaking at 72% market share in November due to aggressive promotions. It closed the year at 23.3% share, ahead of Skintific, Laneige, and SK-II.

Top-Selling Products Reinforce Brand Momentum

The category’s best-performing product was Avoskin’s Miraculous Refining Toner, which generated $727K in revenue and sold 73.6K units. Other top products included Skin1004’s Madagascar Centella Toning Toner and Pyunkang Yul’s Essence Toner, reinforcing consumer demand for effective, exfoliating, and soothing skincare solutions.

About the Data

Data was gathered from top e-commerce platforms in Indonesia between January 1 and December 31, 2024. With over 23.1 million products tracked, GMV was estimated using daily product quantity and price tracking. The analysis specifically focused on products within the “Beauty Group > Skin Care > Toner & Mists” subcategory.

Picture on Thumbnail from: freepik.com