The Indonesia shampoo market size was valued at USD 550.00 Million in 2025. The industry is expected to grow at a CAGR of 3.70% during the forecast period of 2026-2035 to reach a valuation of USD 790.95 Million by 2035. This surge in the market is primarily driven by increasing consumer awareness, shifting to natural ingredients, and increasing e-commerce activities.
The Indonesian government has lowered the halal certification cost of domestic cosmetic products to only USD 3 and hastened the processing period to 15 days. The move is intended to make it easier for local manufacturers to comply, thus boosting the production of halal-certified shampoos. The action is especially advantageous for small and medium-sized enterprises (SMEs) wanting to tap the halal personal care market, consistent with the nation's increasing demand for ethical and religiously compliant products, thereby propelling the Indonesia shampoo demand growth.
Indonesian consumers are becoming more critical towards product ingredients, and this has moved away from opacity toward safety and openness. The popularity of consumer advocacy campaigns is driving demand for transparently made and safe products with indication of ingredients and safety certifications. Product manufacturers are being compelled by this trend toward transparency and honest marketing and the creation of shampoos with high standards of safety.
Indonesia's shampoo market is growing strongly, fueled by growing awareness of personal hygiene among consumers and a desire for environmentally sustainable products. Examples such as "Armosa Paper," an eco-friendly, rinse-free paper shampoo researched by Universitas Negeri Gorontalo students, represent such trends. Using jackfruit leaf extract and pineapple skin waste, the product responds to environmental issues by conserving water. With the support of the Ministry of Education, Culture, Research, and Technology through the 2024 Student Entrepreneurship Creativity Program (PKM-K), Armosa Paper is an example of sustainable innovations filling the increasing need in Indonesia's growing shampoo industry.
Base Year
Historical Period
Forecast Period
Compound Annual Growth Rate
3.7%
Value in USD Million
2026-2035
*this image is indicative*
| Indonesia Shampoo Market Report Summary |
Description |
Value |
|
Base Year |
USD Million |
2025 |
|
Historical Period |
USD Million |
2019-2025 |
|
Forecast Period |
USD Million |
2026-2035 |
|
Market Size 2025 |
USD Million |
550.00 |
|
Market Size 2035 |
USD Million |
790.95 |
|
CAGR 2019-2025 |
Percentage |
XX% |
|
CAGR 2026-2035 |
Percentage |
3.70% |
|
CAGR 2026-2035- Market by Price Category |
Premium |
4.2% |
|
CAGR 2026-2035 - Market by End User |
Kids |
4.4% |
|
CAGR 2026-2035 - Market by Distribution Channel |
Online |
13.2% |
The newly developed consciousness about personal care among consumers has driven a substantial movement towards products which are based on natural and organic ingredients, resulting in the growth of the Indonesia shampoo market. Factors like increased health awareness, risks of chemical hazards, and the preference for herbal medicines such as Kemiri (candlenut), aloe vera, and coconut oil has accelerated this surging demand. Domestic brands such as Mustika Ratu and Natur are utilizing the knowledge of their heritage while multinationals are making adjustments to their formulations to be appropriate for Indonesian consumers' tastes.
AI and digital analytics are helping brands to make personalized shampoo recommendations through app interfaces, quizzes, or an AI chatbot, reshaping the Indonesia shampoo market trends and dynamics. For example, emerging companies are collaborating with technology companies to develop salon-quality shampoo kits intended to be customized according to user input, whether in relation to chemically treated hair or tropical humidity. E-commerce platforms such as Sociolla and Tokopedia are also enabling online shoppers to shop using filters, allowing for browsing and filtering functions as per customer preferences and hair goals. Furthermore, QR codes on shampoo bottles allow customers to scan the codes to personalize their care routines.
With more than 200 million online users and deep mobile penetration, online shopping has fuelled demand in the Indonesia shampoo market. Platforms like Tokopedia, Shopee, and Lazada dominate the landscape with discounts, flash sales, bundling, and customer reviews that drive purchasing decisions. Brands increasingly focus on online product launches, exclusive SKUs, and influencer-driven campaigns on social media. However, convenience, product assortment, and door-to-door delivery have rendered this market trend heavy popularity. Even legacy brands are going digital, leveraging Instagram storefronts and aligning with marketplace logistics firms. New formats such as live shopping events and TikTok commerce are also picking up pace in the market landscape.
Influencers, beauty vloggers, and dermatologists with a good online presence are educating consumers about product benefits and practical usage via their true reviews, tutorials, and word of mouth. This is a significant trend that has propelled further shampoo demand in Indonesia. Brands such as Sunsilk and Tresemmé have successfully collaborated with influencers to increase sales through product demonstration, styling guides, and live Q&A sessions to educate about hair care. Furthermore, user-generated content and before-and-after results boost the credibility of brands.
Urban and coastal consumers are becoming more environmentally aware and hence they seek products that reflect their own values. This trend implies the growing adoption of biodegradable ingredients, recyclable packaging, and cruelty-free sourcing. In response, brands are re-formulating their product offerings to remove microplastics, planting-based surfactants, and refillable packaging. For example, the presence of refill stations in Jakarta and Bali supermarkets for best-selling shampoo brands, promoting reduced single-use plastic.
The EMR’s report titled “Indonesia Shampoo Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Product Type
Key Insight: The segment of non-medicated shampoo dominates the market share. As an outcome of lifestyle trends and greater experimentation with products, consumers are now increasingly turning towards non-medicated functional benefits such as anti-frizz, colour protection, and hydration. Moreover, the segment’s expansion can be attributed to the influence of digital campaigns. These largely educate consumers about routine hair wellness instead of reactive care. This trend is compelling brands to innovate across fragrance, texture, and ingredient profile to meet varying expectations among consumers.
Market Breakup by Price Category
Key Insight: Premium shampoos dominate the Indonesia shampoo market share. The segment’s growth is due to low prices, bulk packaging, and ready availability in both traditional warungs and modern retail stores. These shampoos appeal to mass consumers with broad requirements through fundamental benefits of anti-dandruff, control of hair fall, and cleansing daily at affordable prices. Brands such as Sunsilk, Clear, and Emeron dominate this category, continuously investing in countrywide advertising and distribution to keep their grip across various income and geographic segments.
Market Breakup by End User
Key Insight: Women continue to be the primary consumer base in the shampoo market in Indonesia. Major issues like hair fall, colour maintenance, and daily conditioning have encouraged the female segment to accelerate further demand in the market. Urban women, especially, are looking for solution-based products for chemically treated or hijab-covered hair, and this is driving innovation in formulation. Brands are countering with age-specific campaigns, herbal infusions, and multi-tasking shampoos that match lifestyle trends, so women remain the most dominant segment in steering product development and marketing efforts.
Market Breakup by Distribution Channel
Key Insight: Supermarkets and hypermarkets still function as the most common distribution channels boosting the Indonesia shampoo market revenue. This is due to the wide assortment and reliance on in-store shopping. Shoppers favour them due to the variety of brands they house, the price points, and the inherent marketing tactics including product bundling and discounts. In-store displays, free samples, and product demonstrations provide extra value to the shopping experience, while trust and convenience among consumers make offline retail outlets highly sought after.
By Product Type, Medicated Shampoos Register the Leading Position in the Market
The medicated shampoos segment has largely contributed to the Indonesia shampoo market value because of their targeted efficiency in treating dandruff, scalp psoriasis, and hair loss. These ailments are widely prevalent due to Indonesia's hot climate. Products normally contain active ingredients such as ketoconazole and salicylic acid. Customers buy these for therapeutic value and observable results. Local chemists and dermatologists continue to fuel demand in this segment. Domestic and international brands such as Selsun and Erha actively market medically endorsed treatments, affirming confidence among health-conscious consumers, particularly in urban and suburban regions.
Non-medicated shampoos are rapidly gaining momentum in the Indonesia shampoo market as consumers seek solutions that primarily focus on aesthetics and nourishment of the hair on a regular basis. These products contain ingredients such as argan oil, aloe vera, and fruit enzymes and are sulphates- and paraben-free in most cases. These products target style-conscious younger crowds who are drawn to colour care, volume injection, and silken textures. Dove, Love Beauty & Planet, and Natur are among those brands that have been adding wider ranges with environmentally friendly, ethically driven formulations aimed at beauty-focused millennials and Gen Z consumers.
By Price, Mass Market Shampoos Register the Largest Share of the Market
Mass-market shampoos have a commanding presence in the Indonesian shampoo market as they are affordable and widely available in urban and rural retail outlets. These shampoo products largely appeal to the masses through large-size packaging and family-friendly products. Clear, Sunsilk, and Emeron maintain solid market share with a focus on performance at competitive prices. Promotions, bundling, and intense TV advertising support their market leadership.
Premium shampoos are expanding rapidly, fuelled by lifestyle changes, rising income levels, and desire for high-performance, salon-quality products, as per the - Indonesia shampoo industry analysis. Exotic ingredients such as caviar protein, hyaluronic acid, and keratin are present in many of these shampoos, and they deliver visible transformation. Foreign brands such as L'Oréal, Kérastase, and TRESemmé are making large investments in Indonesia through digital campaigns and salon collaborations. Premium shampoos are particularly favoured by urban consumers in Jakarta, Surabaya, and Bali, who crave a luxurious self-care experience with proven efficacy.
By End User, Women Continue to their Dominance in the Indonesia Shampoo Market
Women have majorly boosted the Indonesia shampoo market expansion. Women-specific shampoo addresses different hair textures and lifestyles. Brands create products directed towards long hair maintenance, hijab-friendly scalp freshness, and UV protection. Social media, beauty influencers, and cosmetic counters are driving robust consumer engagement, further driving the market growth. Well-known products from brands like Pantene, Dove, and Ellips resonate well with Indonesian women across all age groups and levels of income.
As grooming becomes a well-accepted part of male self-image, men's shampoos have been gaining traction in the Indonesia shampoo market. This high-growth segment is driven by targeted marketing, male scents, and solutions for problem areas such as thinning hair and oily hair. Shampoos such as Head & Shoulders Men and Clear Men lead with cooling menthol products and anti-hair loss platforms. Men are also becoming increasingly brand aware, interacting with content from influencers and buying through online channels. Urban millennials and Gen Z professionals show the highest growth.
|
CAGR 2026-2035 - Market by |
Distribution Channel |
| Online |
13.2% |
| Drug Stores and Pharmacies |
4.5% |
| Convenience Stores |
XX% |
| Supermarkets and Hypermarkets |
XX% |
| Others |
XX% |
By Distribution Channel, Supermarkets and Hypermarkets Lead the Market Growth
Supermarkets and hypermarkets remain the major channel of sales, propelling the - Indonesia shampoo market revenue share, owing to the variety of products, promotional offers, and consumer trust. In fact, most consumers prefer physical stores for product comparison, label checking, and family-size pack purchases. Retail chains like Indomaret, Alfamart, Carrefour, and Hypermart are heavily accelerated in demand in the market. These stores offer in-store displays, seasonal discount promotions, and free sample booths to enhance consumer experience. Their network across Java, Sumatra, and Bali also secures their dominance in the market.
Online channels account for the fastest growth rates in the Indonesia shampoo market due to high internet penetration and mobile-first behaviour. The most prominent examples are Shopee, Tokopedia, and Sociolla, thanks to the convenience they provide in addition to rich product content, customer reviews, and fast delivery options. However, for most consumers, new and niche brands can now be discovered through TikTok Shop and Instagram Reels. Subscription models and special discounts have primarily retained consumers in this segment.
The Indonesia shampoo market players mostly focus on innovations, localization, and digital engagement strategies. The key focus areas include personalization of products, incorporation of herbal and natural ingredients, and sustainability-led packaging. Indonesia shampoo companies are also adopting e-commerce and influencer partnerships for strengthening consumer bonds. Brands that localize their formulations and marketing while maintaining maximum quality standards are well positioned to lead in this diverse and ever-changing market landscape. One notable innovation in Indonesia's shampoo market is the development of halal-certified products tailored for hijab-wearing women. These shampoos address specific scalp issues like dandruff and hair fall, often exacerbated by limited airflow due to head coverings. Brands are formulating products with natural ingredients such as aloe vera and coconut oil to meet these needs. This trend aligns with the country's growing demand for ethical and religiously compliant personal care items.
PT. PILLARS COSMETICS INDONESIA was established in 2017 and is headquartered in Jakarta. The company mainly emphasizes herbal and Halal-certified personal care solutions. They innovate blending local botanicals conducive to traditional wellness to target middle-income consumers.
Founded in 1909, L'Oréal SA is headquartered in Paris. In Indonesia, the company localizes its Kérastase and L'Oréal Paris product ranges for the tropical hair needs and the premium customer expectation.
Unilever Plc is based in London, founded in 1929. The company’s products are marketed primarily by massive brands like Sunsilk. Moreover, they maintain a strong retail distribution throughout Indonesia while developing digital campaigns and gender-targeted products.
Established in 1886, Johnson & Johnson Consumer Inc. offers products that are dermatologically tested under brands like Aveeno and Johnson's. The company focuses on gentle, safe formulations, catering to health-conscious or family-oriented consumers.
*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 market are Procter and Gamble Company, PT LION WINGS, Kao Corporation, and Mandom Corp., among others.
Unlock strategic insights with our expertly curated report on the Indonesia shampoo market trends 2026. Download your free sample today to explore the Indonesia shampoo market forecast 2026 and 2035, key growth drivers, and competitive landscape. Stay ahead with data-driven insights from a trusted source. Ideal for investors, policymakers, and manufacturers eyeing Southeast Asia’s rising electronics hub.
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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 2025, the Indonesia shampoo market reached an approximate value of USD 550.00 Million.
The market is projected to grow at a CAGR of 3.70% between 2026 and 2035.
The key players in the market include PT. PILLARS COSMETIKLON INDONESIA, L'Oréal SA, Unilever Plc, Johnson & Johnson Consumer Inc., Procter and Gamble Company, PT LION WINGS, Kao Corporation, and Mandom Corp., among others.
Key strategies driving the market include leveraging herbal ingredients, broadening e-commerce reach, localizing formulation, investing in influencer campaigns, and highlighting sustainability to address changing consumer tastes and capture growth in urban and rural Indonesia.
The major product types considered in the market report are medicated and non-medicated.
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 | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Product Type |
|
| Breakup by Price Category |
|
| Breakup by End User |
|
| Breakup by Distribution Channel |
|
| Market Dynamics |
|
| Competitive Landscape |
|
| Companies Covered |
|
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