Indonesia’s facial cleanser market saw remarkable growth in Q4 2024, reaching $78.4 million in GMV—a 212.35% increase from the previous year—driven by strong demand from Gen Z consumers. Shopee dominated online sales with an 89.36% market share, while Skintific led the category with 16.5% market share, followed by Wardah and Cetaphil. Notably, new entrant Scora gained traction with its budget-friendly cleanser, signaling a shift in consumer preferences. As competition intensifies, brands are leveraging innovation and strategic positioning to capture the growing market.

Jakarta, February 28, 2024 – Indonesia’s skincare market continues its upward trajectory, with the facial cleanser segment experiencing remarkable growth. According to Statista, the skincare market in Indonesia is projected to generate approximately $2.94 billion in revenue in 2024, with an expected annual growth rate of 4.54% from 2024 to 2030. Within this booming market, facial cleansers have emerged as a key category, driven by increasing consumer awareness, a focus on targeted skincare benefits, and the substantial influence of Gen Z consumers.

Facial Cleansers Market Overview

Magpie data reveals that in Q4 2024, facial cleansers accounted for 14% of the beauty category group in Indonesia’s e-commerce market, ranking third after moisturizers and serums & essences. During this period, the facial cleanser market size reached $78.4 million, marking a staggering 212.35% increase from Q4 2023, with 24 million units sold, reflecting a 163.74% year-on-year growth. Additionally, the category demonstrated strong quarter-over-quarter (QoQ) performance, with Gross Merchandise Value (GMV) rising by 125.29% compared to Q3 2024, highlighting its impressive momentum.

E-commerce Market Share and Competitive Landscape

Shopee maintained its dominant position in the online facial cleanser market, securing an 89.36% market share, followed by Lazada (5.89%), Tokopedia (4.41%), and Blibli (0.33%). Shopee’s market dominance remained steady throughout the quarter, while both Lazada and Tokopedia faced challenges in maintaining their positions, and Blibli exhibited minimal movement.

Leading Brands in the Facial Cleanser Market

The top five brands contributed 37.91% of the total market, with Skintific leading at 16.5%, followed by Wardah (8.5%), Cetaphil (4.6%), Skin1004 (4.5%), and Somethinc (3.7%). 

While Skintific retained its lead, its market share peaked at 21% in October before stabilizing at 17.7% in December. Meanwhile, Wardah demonstrated steady growth, reaching 8.7% by December, and Cetaphil and Skin1004 remained competitive, ending the quarter at 5.8% and 4.4%, respectively. Somethinc also saw significant growth, rising from 1.4% in October to 4.4% by December.

Performance by E-commerce Platform

Shopee

Skintific dominated Shopee’s facial cleanser category with an 18.19% market share, generating $12.8 million in revenue. Wardah followed at 8.02%, while Skin1004 (5.02%), Cetaphil (4.36%), and Somethinc (4.05%) rounded out the top brands.

Lazada

Glow & Lovely emerged as the top brand, capturing a 15.95% market share and generating $737.3K in revenue. Other key brands included Pond’s (7.83%), Wardah (7.41%), Garnier (5.56%), and Glad2Glow (5.3%).

Tokopedia

Wardah led with a 21.87% market share, generating $757.2K in revenue, followed by Kahf (16%), Cetaphil (9.42%), Garnier (5.09%), and Emina (3.53%).

Blibli

Cetaphil dominated Blibli’s facial cleanser segment with a 52.79% market share, generating $138K in revenue, outperforming Pond’s (29.94%), Sebamed (3.66%), Skintific (1.66%), and Y.O.U (1.65%).

Top-Selling Products and Emerging Players

The best-selling facial cleansers in Q4 2024 were:

1. Cetaphil Gentle Skin Cleanser 500ml, generating $512.4K in revenue with 39.3K units sold, reinforcing its dominance in the premium skincare segment.

2. Skintific Gentle Gel Cleanser 120ml, generating $406K in revenue with 65.4K units sold, maintaining strong consumer preference.

3. Scora Salicylic Acid Low pH Cleanser 100ml, an emerging contender, achieving $359.5K in revenue with 145.6K units sold, indicating a rising demand for budget-friendly yet effective cleansers.

Looking Ahead

The facial cleanser market in Indonesia continues to exhibit strong growth, with established brands strengthening their positions and new players like Scora making significant inroads. As consumer interest in skincare remains high, brands are expected to innovate and optimize their digital strategies to stay competitive in this rapidly expanding market.

Picture by: rawpixel.com on freepik