Indonesia: What Make-Up Sells Best in 2025

JAKARTA – Indonesia’s colour-cosmetic shelves are now ruled by matte, long-wear and halal-certified products that can survive 32 °C heat, 80 % humidity and a 30-minute motor-bike commute.

According to Shopee, Lazada and TikTok data from Q1-Q3 2025, the five fastest-moving make-up SKUs are:
1. Transfer-proof matte lip tint – 35 % of all colour-cosmetic GMV; IDR 42-79 K price sweet-spot.

2. 24 h wear cushion or liquid foundation with “non-cakey” and “sebum-control” claims.

3. Water-proof, smudge-proof gel or pen eyeliner; 45 % repurchase rate among 18-24 y.o. women.

4. Hybrid sun-cushion (SPF 50 PA+++ plus light coverage) – the daily “base” for 68 % of female users.

5. Multi-use matte lip & cheek mousse in muted rose or terracotta shades, driven by halal local brands Wardah, MakeOver and ESQA.
“Glow” is welcome, but only if it is oil-free. Dewy or shimmer finishes are confined to highlighters and eye-shadows; full-face dewy foundations account for < 8 % of foundation sales. Instead, consumers layer a matte setting spray on top of a matte cushion to lock the look.

Social-commerce drives 78 % of first-time buys; 70 % of orders cluster in the USD 3-15 bracket; and listings carrying the new Halal BPOM logo convert 22 % better than identical non-certified items.
For foreign brands the takeaway is simple: launch matte, long-wear, sweat-proof SKUs, price them under USD 15, secure halal paperwork, and seed them through TikTok micro-influencers who demo “mask-proof” wear tests in Jakarta traffic.