Cultural Sensitivities and Localization Tips

1. Halal Certification: Start Preparing, But You Don’t Need It to Launch Yet

Indonesia’s Halal Product Assurance Law requires all cosmetics sold locally to carry halal certification by October 2026. That sounds urgent — but most international brands are still selling today without it.

In 2025, many cosmetics on the market are not yet halal-certified, particularly in e-commerce and modern trade. However, halal positioning resonates strongly with a majority-Muslim market.

What to do now:

• Launch without halal certification, if needed — but be transparent about ingredients.

• Start the certification process in parallel. An existing Thai Halal certificate, if you already has one, will tentatively smoothen the process for the Indonesian Halal.

2. Choose SKUs That Fit Local Skin Needs and Climate

Similar to Thailand, Indonesia’s consumers live in more humid conditions and are often sensitive to pollution, acne, and over-exfoliation. Many wear hijabs, which affects scalp and skin routines. Body hygiene is also a rising concern, while affordable makeup products are getting more trendy with social media influence.

Local product favorites:

• Body fragrance and deodorizing products

• Affordable makeup for young adults

• Lightweight, non-sticky SPF

• Scalp care for hijabi consumers

• Barrier-repairing serums and moisturizers

• Acne-targeting spot treatments

Start with small number of SKUs (eg. 3–5) to test fit and focus your brand message.

Tip: Offer mini sizes or starter kits to drive trial and sampling.

3. Jakarta remains the largest, and most expensive to launch, beauty market

Indonesia is an archipelago with over 17,000 islands and hundreds of ethnic groups. Consumer preferences can vary significantly across regions. Selecting the markets is crucial due to logistical and local requirements that come with serving multiple markets.

Jakarta is still the most developed beauty market — with the highest purchasing power and concentration of premium beauty shoppers. It’s a logical starting point if your brand sits in the mid-premium or premium tier (products priced above IDR 200K / ~THB 400). However, Jakarta is also the most competitive and expensive in terms of influencer marketing, shelf space, and activation.

Other notable markets worth considering and analyzing for market selection include: West Java, Surabaya & East Java, other tier-2 markets such as Medan or Makassar. Bali is usually treated as an international gateway with a special characteristic being a selective market most suitable for natural, organic, spa-like products.

4. Keep Your Thai Identity, And Adapt It for Local Audiences

Consumers in Indonesia trust Thai beauty — they associate it with premium, natural, and safe products. You don’t need to localize everything, but you do need to translate your brand story into language that connects.

Modern Indonesian consumers, especially millennials and Gen Z, are increasingly conscious of ethical and environmental issues. Brands that emphasize cruelty-free testing, sustainable sourcing, and eco-friendly packaging can appeal to this demographic. Organic and naturally-sourced products will land well with Indonesian consumers. Transparency about production processes and corporate social responsibility initiatives can further enhance brand image. ​

5. Know The Way around Indonesia's Marketing

While pitching to Watsons, Sociolla, or Guardian is crucial to distributing your product, Indonesia is now heavily influenced by social media and e-commerce. Brands should be well-informed of these distribution and marketing channels as retailers increasingly expect brands to demonstrate demand through:

• Shopee and Tokopedia stores with proper Bahasa descriptions, local reviews and Q&A, and CS

• WhatsApp reseller groups or local distributors. Indonesia's sales and marketing communication happen through WhatApp A LOT

• Beauty pop-ups in Tier-1 and 2 cities

• Brand recognition. Influencer marketing in Indonesia is trust-driven, not purely follower-driven. Examples of the most effective collaborations are: Micro to mid-tier KOLs (5k–50k followers), Hijabi beauty creators who share daily-use routines, TikTok-first creators who mix humor with honest product reviews

The goal is to learn what resonates, not maximize short-term sales. This data helps you adjust SKUs, pricing, and messaging before going national.

Indonesia is one of the most promising beauty markets in Asia — large, young, social-media-driven, and still underpenetrated in many categories. But it's not just “Thailand, but bigger.” Cultural cues, pricing sensitivity, and consumer behavior vary sharply across regions

Reach out to us today for free consultation

Why Choose Allureth for Your Indonesian Expansion?

Indonesia can be pretty intimidating...

Its multiple regions and islands making up multiple markets in a single country, sheer geographical size, and diverse cultural characteristics to navigate.

Where is the right place to start? How many markets to try? What are the right modes of distribution?

With our deep understanding of both Thai and Indonesian beauty markets, Allureth offers a seamless market entry experience:

Regulatory Expertise: Our team navigates complex certification processes so you don't have to fret over them

Local Market Knowledge: We understand Indonesian consumer preferences and market dynamics

Established Networks: Access our network of reliable distributors and marketplace partners

End-to-End and Ongoing Support: From initial consultation to successful market launch to ongoing support and monitoring

Your Trusted Partner: We Thai speak your language and we are a team of trustworthy, high-credential experts