In recent years, the beauty industry in Indonesia has been growing rapidly. As we can see

the influx of international brands into Indonesia, and local brands are also increasingly

showcasing their strengths with endless product innovations. For our side, Clove

Research, this is a source of pride and joy.

This surge in the beauty industry highlights that local brands have achieved high-quality

standards, with some brands now being on par with the popular ones (international

brands). Moreover, this growth in the local industry has created opportunities and jobs for

many people. Enhancing the industry’s creativity and offering solutions tailored to

Indonesian consumers' needs, both women and men. The diversity in products, from

formulas to color options, is now better suited to Indonesian skin types and preferences.

According to the Indonesian Coordinating Ministry for Economic Affairs, the cosmetics

industry has seen remarkable growth, with the number of companies increasing by

21.9% - from 913 in 2022 to 1,010 by mid-2023.



The current market trends are also driven by a heightened awareness of halal products

and the incorporation of natural ingredients. New brands and products are emerging with

innovative approaches that align with these trends.

It’s not just Fast Fashion, Fast Beauty is also Booming!

You may be familiar with Fast Fashion, but this concept also extends to the beauty

industry, known as “Fast Beauty.” Fast Beauty refers to the rapid production of beauty

products using cheaper ingredients, which can negatively impact the environment and

living beings. This trend can lead to the use of harmful ingredients, worker exploitation,

increased product waste, and compromised product quality due to the rapid product

launch times.

Fast Beauty is not only about super-fast product launches but also about how it

influences consumer behavior for making decision. For example, discounts and

promotions on specific dates can prompt impulsive buying. Consumers need to

reconsider their purchase decisions during discounts and promotions, questioning

whether the product is truly needed and will be used up. If not, it’s wise to reconsider

purchases to help prevent the effects of Fast Beauty.

Upcoming “Product Launch” Phenomenon

If you often browse social media, youve likely seen 'product launch' events from various

brands, especially local ones. Whether it's skincare, makeup, hair care, or body care, many

local brands release new products with similar features around the same time.

Consumers usually get excited when local brands introduce products with unique selling

points and uncommon ingredients.

Not Every New Product Spark Enthusiasm!

While many beauty enthusiasts are excited about the latest offerings from local brands,

some feel overwhelmed by the volume of launches. Initially, local product launches

capture attention. However, when many brands release new products in quick succession,

consumers often become indifferent.

Why is this happening? Often, local brands launch similar products. For example, Brand A

introduces a new lip tint, and shortly after, Brand B does the same with minimal

differences. The use of similar ingredients and functions makes consumers less

interested and curious. As a result, they lose interest in buying when local brands launch

new items and tend to purchase only when their current products are used up, unless it's

a favorite product.

What Should Beauty Brands Do?

Clove has summarized the issues and recommends some strategies for brands:

1. Invest in Comprehensive Product Research

• Develop and create products with strong unique selling points to attract consumer.

2. Allow Time between Product Launches

• Use the time between launches to engage with consumers and build a sense of belonging toward the product.