6-11-2023 (JAKARTA) Cultural shifts have ushered in a surge in male grooming across Asia, and what was once a generational trend in South Korea is now beginning to take root in Indonesia.
Indonesian companies are expanding their horizons, making their products more inclusive by featuring male models in their advertising campaigns. In 2021, BLP Beauty’s campaign prominently showcased men wearing makeup, while PT Garland Cantik Indonesia followed suit to promote its range of foundations under the Dear Me Beauty brand.
Lizzie Parra, the founder of BLP Beauty under PT Lizzie Parra Kreasi, emphasized that one of the key drivers behind the rising demand for men’s personal care products is the shift away from the stereotype of “colored makeup products” like eyeshadow, foundations, and powder.
“Compared to a decade ago, the beauty market has also expanded, and most individuals working in the entertainment sector wear makeup,” Lizzie noted. “Some people purchase BLP’s loose powder because men’s skin tends to be oily, and they want to reduce the shine when filming or working.”
According to a study by GMO Research, the global market for men’s beauty and personal care products is projected to reach $183.2 billion in sales by 2027. Japan, Thailand, and South Korea currently dominate the market for men’s beauty products, with male consumers in South Korea alone spending over $1 billion annually on cosmetics.
Although Indonesia’s market isn’t on the same scale, a growing number of local brands now offer a diverse range of beauty and grooming products catering to men.
Jessica Regina, the founder of Men’s Theory, a male personal care product brand launched this year, stated, “I no longer believe that ‘glow-up’ culture is exclusive to women.”
The beauty and personal care industry in Indonesia has witnessed substantial growth in recent years, reaching a revenue of $3.71 billion in 2023, as reported by Statista. Local celebrities and young entrepreneurs have played a pivotal role in developing and marketing their products.
One contributing factor to this market growth is the increased public awareness of the dangers of skin cancer due to excessive sun exposure. This awareness has driven consumers to seek products like the tinted sunscreen developed by Lizzie and her team.
Stefiana Filia Astari, development lead for the personal care category at Indonesian e-commerce platform Tokopedia, highlighted the growth of the men’s personal care product market, which has paralleled the women’s beauty care market. She also noted a significant increase in sales in the face care category for both men and women from the second half of 2019 to the first half of 2023.
The global influence of K-pop has played a pivotal role in encouraging men to adopt skincare and personal care products. The flawless complexions of K-pop stars have inspired younger generations to adopt skincare routines and embrace beauty products.
Korean cosmetics companies have harnessed the global appeal of their country’s celebrities to boost product sales worldwide. South Korean actors Lee Min Ho and Kim Soo Hyun serve as the campaign faces for Indonesian beauty brands Azarine and YOU.
The popularity of K-pop in Indonesia, which extends to both men and women, has the potential to significantly impact consumer purchasing patterns.
Lizzie highlighted the role of Korean content in shaping Indonesian culture during the pandemic. She explained that it has made people more conscious of their appearance and has led to increased acceptance of grooming products for men.
Moreover, brands have started to localize their advertisements by using local celebrities to promote their products. Indonesian influencer Gabriel Prince has become an ambassador for Barenbliss, a Korean makeup brand with a substantial customer base in Indonesia, and Azarine has collaborated with actor Angga Yunanda.
The COVID-19 pandemic has also shifted perceptions about skin health. With more people staying at home and spending time on social media, they have sought references for products and tutorials more conveniently. Social media platforms, particularly TikTok, have significantly contributed to the interest in purchasing male beauty products.
The Indonesian beauty and personal care industry is evolving to meet the needs of both men and women. With increased awareness of skincare and changing societal perceptions, the market is poised for continued growth and diversification, further fueled by the influence of K-pop and social media.
