The Indonesia hair care market size was valued at USD 955.11 Million in 2024. The industry is expected to grow at a CAGR of 4.70% during the forecast period of 2025-2034 to reach a valuation of USD 1511.89 Million by 2034.
Growing consumer demand for transparency and natural, organic ingredients is increasing the Indonesia hair care market revenue. Companies are responding by launching new product lines made from natural ingredients, such as aloe vera, coconut oil, and other plant-based components. In January 2025, renowned textured haircare brand Mielle launched its newest Kalahari Melon & Aloe Vera collection. This trend underscores increasing consumer expectations for ingredient transparency and ethically sourced components, influencing purchase decisions across urban and emerging markets.
With the expansion of the middle-class populace, there is a greater willingness to invest in premium and high-quality hair care products. According to industry reports, Indonesians spent almost IDR 208 trillion on fast-moving consumer goods (FMCG) products in Q3 of 2024. This economic uplift allows for a shift from basic, mass-market offerings to more specialised and effective solutions that cater to specific hair care needs. The Indonesia hair care market’s relevance is further heightened by its potential as a gateway to the broader Southeast Asian region, attracting both local and international brands aiming to capitalise on this dynamic and expanding sector.
Base Year
Historical Period
Forecast Period
Compound Annual Growth Rate
4.7%
Value in USD Million
2025-2034
*this image is indicative*
| Indonesia Hair Care Market Report Summary |
Description |
Value |
|
Base Year |
USD Million |
2024 |
|
Historical Period |
USD Million |
2018-2024 |
|
Forecast Period |
USD Million |
2025-2034 |
|
Market Size 2024 |
USD Million |
955.11 |
|
Market Size 2034 |
USD Million |
1511.89 |
|
CAGR 2018-2024 |
Percentage |
XX% |
|
CAGR 2025-2034 |
Percentage |
4.70% |
|
CAGR 2025-2034 - Market by Product |
Hair Colour |
5.4% |
|
CAGR 2025-2034 - Market by Distribution Channel |
Online |
12.4% |
The rise of e-commerce platforms, such as Tokopedia and Shopee is revolutionising the Indonesian beauty market. Online retail is offering consumers with convenience and access to a wider range of products, facilitating informed purchasing decisions. With the growing smartphone penetration and digital literacy, the online sales of haircare products are soaring. According to industry reports, in early 2024, there were nearly 353.3 million active cellular mobile connections in Indonesia.
Consumers are becoming more conscious of the ingredients in their haircare products, favouring those that are free from synthetic additives and chemicals. This trend is aligning with the global movement towards clean and sustainable beauty products, pushing manufacturers to innovate and offer eco-friendly options. In July 2024, Sensatia Botanicals introduced its new Hibiscus & Papaya product to combat dandruff to meet the rising concerns related to damaged hair and scalp.
The surge in demand for men's grooming products is adding to the significant Indonesia hair care market expansion. Brands are introducing specialised products for men, from shampoos to styling gels to cater to the evolving preferences of male consumers. In September 2023, Beardo launched its 3 shades, Natural Black, Natural Brown and Dark Brown for ensuring a coloring experience and expand its offerings in men’s hair and scalp.
Sustainability is expected to play a key role in the growth of the Indonesia hair care industry. Several brands are adopting eco-friendly packaging and are incorporating sustainable sourcing of ingredients. This aligns with Indonesia's increasing environmental consciousness, prompting companies to prioritise sustainability in their operations. In July 2022, Sensatia Botanicals introduced bath care products designed for refilling existing packaging, promoting waste reduction and lowering carbon footprints. The new bath care inclusive of shampoo and baby shampoo is accessed in refill pouches.
The integration of digital tools, such as virtual try-ons and the influence of social media platforms are reshaping consumer purchasing behaviours, particularly among tech-savvy millennials and Generation Z, increasing the Indonesia hair care market share. According to industry reports, as of August 2024, the population of Generation Z in Indonesia reached 71.5 million. Moreover, with the substantial rise in e-commerce within the Indonesian beauty market, platforms, such as Tokopedia and Shopee are leading the way.
The EMR’s report titled “Indonesia Hair Care Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:
Breakup by Product
Key Insight: The shampoo segment dominates Indonesia hair care market, driven by high frequency of use and diverse consumer needs. Leading brands are offering variants targeting issues, such as dandruff, and oily scalp to limit the common concerns in Indonesia’s humid climate. In July 2024, Bali-based firm Sensatia Botanicals launched Advanced Hair Care Collection, its innovative new line. The new collection includes three distinct variants, each offering targeted advantages for different hair care needs. Further, the rise of travel-size sachets has enabled broader access across income groups, while e-commerce platforms, such as Tokopedia and Shopee are increasingly used to promote and distribute shampoo products nationwide.
Breakup by Distribution Channel
Key Insight: Supermarkets and hypermarkets will gain traction in the Indonesia hair care industry mainly due to the expansion in urban areas. Chains, such as Carrefour, Hypermart, and Transmart are offering a wide variety of shampoos, conditioners, and hair treatments, appealing to the booming middle- and upper-income consumers. As per industry reports, the middle-class population coupled with individuals nearing middle-class status made up 66.35% of Indonesia's population in 2024. Additionally, these stores feature promotional pricing, bundle deals, and loyalty programs to drive volume sales. The organised layout and access to multiple brands in one location is also enhancing shopper convenience.
Innovations to Boost Hair Colour Demand in Indonesia
The rising popularity of hair colouring, especially among urban youth and middle-class consumers looking for self-expression is fostering the Indonesia hair care market expansion. Several international brands as well as local players are offering a range of DIY and salon-grade colouring products. Temporary and ammonia-free options are also gaining appeal due to concerns about scalp health and product safety. In January 2025, hair care industry leader Schwarzkopf Professional partnered with leading salon chain Lakmé Salon for introducing IGORA Zero Amm, its new groundbreaking hair colour solution.
|
CAGR 2025-2034 - Market by |
Product |
| Hair Colour |
5.4% |
| Hair Styling Products |
5.0% |
| Conditioner |
XX% |
| Shampoo |
XX% |
| Others | XX% |
Meanwhile, the usage of conditioner in Indonesia is growing with the rise in education-driven marketing campaigns by leading brands for gradually shifting perceptions. These brands emphasise deep nourishment and damage repair, particularly for long hair, that is common among Indonesian women. Social media influencers are also showcasing conditioner routines, encouraging adoption. Rising interest in premium hair care has also spurred the demand for conditioners with natural oils like argan and coconut.
Online Stores to record Higher Sales of Hair Care Products
Online channels are rapidly transforming hair care retail in Indonesia, especially among younger, digitally savvy consumers. According to industry reports, there were 185.3 million internet users across Indonesia during the start of 2024. E-commerce platforms are offering extensive product choices, customer reviews, and home delivery. Brands are using online-exclusive launches, influencer campaigns, and live-stream selling to engage shoppers. Digital platforms are allowing smaller or niche brands to reach targeted audiences interested in natural and sustainable products. The convenience, promotional discounts, and growing trust in digital payments are further making online channels vital to the Indonesia hair care market growth.
Convenience stores are playing a significant role in distributing hair care products, especially in semi-urban and rural regions. These stores stock affordable, single-use sachets of popular brands for catering to price-sensitive and daily-use consumers. Their wide network ensures accessibility even in remote areas while supporting high product turnover. Flash sales and bundle packs are also occasionally offered to boost sales. The convenience factor and proximity to consumers make these stores crucial for maintaining brand presence across Indonesia.
Leading players in the Indonesia hair care market are employing several key strategies to capture consumer interest and drive growth. A primary approach is the localization of products, where brands are tailoring formulations to suit Indonesian hair types, climate conditions, and cultural preferences. Digital marketing and e-commerce integration are allowing brands to actively collaborate with local influencers and beauty vloggers on platforms, such as Instagram, and Shopee Live to enhance visibility and drive sales. Online-exclusive product launches and flash sales are helping boost digital engagement and conversions. Another critical strategy is product diversification, especially within the treatment and scalp care segments for addressing concerns, including hair fall, dandruff, and damaged hair. Players are expanding into premium and organic product lines to cater to rising health and wellness trends. Strategic partnerships and retail expansion will further support growth as companies team up with local distributors, salons, and convenience store chains to enhance accessibility. Finally, sustainability initiatives are gaining traction among environmentally conscious consumers, helping brands strengthen their reputation and loyalty in the competitive Indonesian market.
Loreal S.A., a French multinational personal care corporation, was founded in 1909 and is headquartered in Clichy, France. The company is the world's largest cosmetics company, offering a wide range of hair, beauty, and health products, including makeup, perfumes, and skincare.
Procter & Gamble Company (P&G) was founded in 1837 in Cincinnati, the United States. P&G is a global consumer goods company offering a diverse portfolio of brands, including household products, personal care items, and health products.
Henkel AG & Co. KGaA, a German multinational company, was founded in 1863 and has its headquarters in Düsseldorf, Germany. Henkel offers a variety of products, including adhesives, cleaning agents, and laundry products, serving both industrial and consumer markets.
Unilever Plc, a British-Dutch multinational conglomerate, was founded in 1908 and is headquartered in London, United Kingdom. Unilever is a leading fast-moving consumer goods company, with a broad portfolio of brands in food, personal care, and home care.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other key players in the Indonesia hair care market report are Mandom Corp. and others.
Unlock valuable insights into the Indonesia hair care market trends 2025 by downloading a free sample report today. Stay ahead with expert forecasts, key player analysis, and in-depth market segmentation. Whether you're an investor, manufacturer, or distributor, this report offers the knowledge you need to grow in Indonesia’s dynamic hair care sector. Click now to explore future opportunities and strategic developments shaping the market.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2024, the market reached an approximate value of USD 955.11 Million.
The market is projected to grow at a CAGR of 4.70% between 2025 and 2034.
The key players in the market report include Loreal S.A., Procter & Gamble Company, Henkel AG & Co. KGaA, Unilever Plc, Mandom Corp. and others.
The shampoo segment dominates the market, backed by high frequency of use to target diverse consumer issues.
The key strategies boosting the market include the rising popularity of men grooming, innovations in packaging and the demand for natural ingredients.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2024 |
| Historical Period | 2018-2024 |
| Forecast Period | 2025-2034 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Product |
|
| Breakup by Distribution Channel |
|
| Market Dynamics |
|
| Competitive Landscape |
|
| Companies Covered |
|
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