Jakarta, April 25, 2024 – The Indonesian beauty and personal care market continues to experience significant growth, with the toner and mists segment becoming a major driver. According to Statista, the market expanded from $1.31 billion in 2021 to $1.94 billion in 2024, reflecting a 48% increase. Skincare, which accounts for approximately 30% of this market, has greatly benefited from the self-care trend among Indonesia’s youth. In particular, the demand for toners and mists has surged, with 73% of users under the age of 40, who are heavily influenced by beauty trends on social media.
Toners and Mists Market Overview
According to data from Magpie, the toner and mists category represented 5.6% of the total beauty category in e-commerce in 2024. Market performance surged in the fourth quarter of 2024, with gross merchandise value (GMV) reaching $39.4 million, an increase of 166.22% year-over-year, and 11.4 million units sold, which is a 159.09% year-over-year increase.
This quarter was the strongest of the year, driven by year-end promotions and rising product demand. Although there were slight declines in the first three quarters compared to earlier periods, the category maintained a consistent upward trend year-over-year.
Shopee Leads the Charge in Online Market Share
Shopee held a dominant position in the e-commerce market with an 89.33% share of toner and mist sales in 2024, followed distantly by Lazada at 6.28%, Tokopedia at 4.34%, and Blibli at 0.05%.
Shopee maintained its lead throughout the year, solidifying its position 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—accounted for 38.3% of the total market share.
Skintific maintained the largest market share overall at 16.1%. However, its dominance was challenged in mid-year when Skin1004 surpassed it in June.
By the end of the year, Wardah demonstrated strong growth in the fourth quarter, concluding the year with an 8.1% share. These competitive shifts highlight changing consumer preferences and the effects of promotional strategies.
Performance by E-commerce Platform
Shopee
Skintific held a leading market share of 17.0% and generated $11.8 million in revenue. Following closely, Skin1004, NPure, Wardah, and Avoskin had market shares ranging from 7% to 3.9%.
Lazada
Clariderm initially led the market but was later surpassed by Avoskin and a rise in unbranded products. By the end of the year, Clariderm held a 17.2% market share.
Tokopedia
Skintific remained strong but faced competition from Avoskin and NPure during crucial months. Skintific concluded the year as the leading brand with a 9.4% market share.
Blibli
Cetaphil unexpectedly became a leader with a market share of 72% in November, driven by aggressive promotions. It finished the year with a 23.3% share, outperforming Skintific, Laneige, and SK-II.
Top-Selling Products Reinforce Brand Momentum
The top-selling product in this category was Avoskin’s Miraculous Refining Toner, which generated $727,000 in revenue and sold 73,600 units. Other leading products included Skin1004’s Madagascar Centella Toning Toner and Pyunkang Yul’s Essence Toner. These results highlight the strong consumer demand for effective, exfoliating, and soothing skincare solutions.
About the Data
Data was collected from leading e-commerce platforms in Indonesia from January 1 to December 31, 2024. With over 23.1 million products tracked, the Gross Merchandise Value (GMV) was estimated using daily tracking of product quantities and prices. The analysis specifically focused on products within the “Beauty Group > Skin Care > Toners & Mists” subcategory.
This Press Release has also been published on VRITIMES
