Shopee, Skintific, and the Surge in Indonesia’s Moisturizer Market

Jakarta, December 12, 2024 – Indonesia’s beauty and personal care (BPC) industry is undergoing a transformative shift, driven by tech-savvy Gen Z consumers who are open to innovative products, locally-produced offerings, and digital marketing strategies. Skincare dominates the market as the largest category, valued at approximately $2 billion USD and projected to grow at a 9.4% CAGR, according to Meiyume. This aligns with the ZAP Beauty Index 2024, which highlights that Indonesian women tend to spend more on skincare than on makeup.

In the e-commerce landscape, facial moisturizers lead the beauty group, capturing a 19.3% market share in Q3 2024, based on Magpie data. The press release will further explore the moisturizers category, analyzing its sales performance on top e-commerce platforms in Indonesia from July to September 2024.

Moisturizer Market Overview

According to data from Magpie E-commerce Intelligence, during Q3 2024 (July to September), the moisturizers market in Indonesia achieved a total market size of IDR 815.12 billion, reflecting a 27.8% growth compared to Q3 2023. A total of 14.9 million units were sold during this period, marking an 18.6% year-on-year increase. The Gross Merchandise Value (GMV) of the moisturizers market also demonstrated significant growth, rising 27.8% quarter-on-quarter (QoQ) and 38.29% compared to Q2 2024, indicating strong demand and performance within the category.

Market Share by E-commerce

A closer look at the e-commerce landscape reveals that Shopee firmly dominated the online moisturizers market, capturing a substantial 80.96% market share. Lazada followed with 11.48%, while Tokopedia secured 7.25%, and Blibli held a modest 0.31%.

Shopee maintained its strong dominance in the moisturizers market throughout the quarter. “However, a slight dip in its market share in September created opportunities for Lazada and Tokopedia to gain ground and expand their shares,” said Wilhendra, CEO of Magpie.

Moisturizer Market Share by Brand

The top five brands accounted for approximately 32% of the total moisturizers market, with Skintific leading at a 10.78% market share, followed by Glad2Glow (8.12%), Wardah (5.62%), MS Glow (4.04%), and The Originote (3.81%). The competitive landscape, crowded with diverse brands, highlights the importance of innovative product offerings and distinct brand positioning to differentiate and succeed in this saturated market.

Brand Performance Over Time

The intense competition in the moisturizers market during Q3 2024 was evident in the fluctuating performance of brands each month. “The market leader, Skintific, experienced a declining trend in its share, which allowed Glad2Glow and Wardah to strengthen their positions and expand their market shares,” Wilhendra stated.

Top Brands on E-commerce Platforms

Shopee, the largest platform driving moisturizers GMV, is primarily led by Skintific, which commands an 11.26% share and generates a total revenue of IDR 74.28 billion. Glad2Glow follows with a 7.50% share, while Wardah holds 4.96%, MS Glow 4.46%, and The Originote 3.89%.

A closer look at the month-on-month movement shows that Skintific's share has been steadily declining, allowing Glad2Glow and Wardah to capitalize on the opportunity and strengthen their positions on Shopee.

On Lazada, Glad2Glow emerged as the dominant brand, capturing 15.79% of the moisturizers market share with a total revenue of IDR 14.77 billion, establishing a notable lead over its competitors.

In terms of month-on-month performance, Glad2Glow showed a notable increase in its market share in September, a trend also observed with other brands such as Pond’s and Olay. “These brands demonstrated similar growth patterns, reflecting a positive shift in their positions during the month,” Wilhendra added.

On Tokopedia, Wardah leads the market with a 14.11% share, generating a total revenue of IDR 8.35 billion. Skintific follows closely with an 11.82% share, while Kahf holds 8.87%, Make Over 6.87%, and Somethinc 4.58%.

Wardah has maintained stable performance on Tokopedia over the past few months, showing consistent market presence. In contrast, Somethinc faced a significant drop in its market share, declining from 7.8% in July to just 3.3% in August, indicating a notable shift in its position on the platform.

Top-Selling Moisturizer Products

Skintific leads the moisturizers category, primarily driven by the sales of its top product, the Skintific - 5X Ceramide Barrier Moisturizer Gel, which generated IDR 12.59 billion in revenue and sold 93.9K units. The second-best seller from Skintific, the Skintific - MSH Niacinamide Brightening Moisturizer Gel, sold 64K units and earned IDR 8.55 billion in sales. While both top products are moisturizer gels, the best-selling moisturizer cream in the category was Somethinc's Calm Down! Skinpair R-Cover Cream.

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