Hair Care in Indonesia: Market Overview & Outlook 2026-2030

Market Overview

In Indonesia, shampoo is bought the way bread is bought elsewhere: often, cheaply and close to home. Strips of single-use sachets hang in front of almost every warung, and a 10 ml sachet costs about IDR X,XXX. At the other end of the market, salon brands such as Kérastase sell for hundreds of thousands of rupiah a bottle on Shopee. Between those two points sits one of the largest beauty categories in the country.

We estimate retail sales of hair care at about IDR 25.3 trillion in 2024 and about IDR 26.8 trillion in 2025, roughly USD 1.63 billion at IDR 16,400 per dollar. That covers shampoos, conditioners and treatments, styling agents, colourants, salon professional products and 2-in-1s, sold in shops, online and through direct sellers. Value grew about 4.4% in 2024 and an estimated 5.8% in 2025.

Our figures sit a little above published audit data because we add sales of online-native local brands. Names such as Myiwe, Cultusia and Lavojoy ranked among the ten best-selling shampoo brands on Shopee in the first quarter of 2025, according to Compas marketplace data, yet they barely appear in store-based audits. Company results support the 2025 estimate: Mandom Indonesia's sales rose XX% to IDR X.XX trillion, and Unilever Indonesia returned to growth in its continuing business after a difficult 2024.

The market is overwhelmingly mass. Premium products, mostly salon brands, are only about X% of value, though their share has grown every year since 2019. Spending per person is about IDR XX,XXX a year, or under USD X. Growth comes less from new users, since almost everyone already washes their hair with shampoo, and more from people adding conditioner, masks, serums and styling products to their routine.

Growth has been steady rather than spectacular. Sales jumped about XX% in 2020, when hygiene and home routines took priority, then grew between X% and X% a year as brands raised prices and launched more targeted products. The slowdown to about X% in 2024 was less about demand than about disruption: boycotts hit some of the biggest brands, and shoppers switched to rivals and local labels rather than buying less. Because shampoo is an essential, total spending held up even as the middle class shrank from XX.X million people in 2019 to XX.X million in 2024, according to BPS.

Who Buys Hair Care in Indonesia

Three groups define demand. The first is the daily sachet buyer. Many lower-income households, especially in rural areas, are paid daily or weekly and shop the same way, buying a sachet or two at the warung as needed. Sachets keep hair care affordable, and they are why brands compete on price points of IDR X,XXX to 1,500 rather than price per millilitre.

The second is the hijab-wearing Muslim woman, a very large share of buyers in a country where about XX% of people are Muslim. Halal certification increasingly shapes her choice, and many products are designed for hair that stays covered for hours in a hot, humid climate. The third, growing fast, is men. More men now want products made for them, from anti-dandruff shampoos to pomades. Head & Shoulders partnered with Grab on a campaign called "Kalem Pake Helm", giving helmets and shampoo to motorcycle drivers in Greater Jakarta and Bandung, while Mandom's Gatsby dominates men's styling.

Across all three groups, the common thread is problem-solving. Indonesians are paying more attention to hair fall, dandruff, damage and scalp health, and they are willing to pay a little more for products that promise a visible result. That is why the most important launches of the past two years borrow ingredients from skin care, such as niacinamide, hyaluronic acid, biotin and collagen.

Regulation: Halal Deadline and BPOM Rules

The biggest regulatory event for the industry is the halal deadline. Under Law 33/2014 and Government Regulation 42/2024, halal certification becomes mandatory for cosmetics, including hair care, on 18 October 2026. By mid-2026 only about XX% of cosmetics with a BPOM distribution number also held a halal certificate. A survey of 243 cosmetic businesses by the industry association PERKOSMI found that only about one in ten had certified all their products, while more than XX% had certified none.

The hardest part is the supply chain. The Ministry of Industry estimates that about XX% of cosmetic raw materials are imported, so every surfactant, fragrance and active ingredient needs documentation that it is halal. Multinationals moved early: L'Oréal showcased halal-certified L'Oréal Paris, Garnier, Matrix and Biolage at the Halal Indonesia Expo 2024. Smaller brands, importers and online-native labels that rely on contract manufacturers are the most exposed, and some products are likely to leave the market after the deadline.

Beyond halal, every hair care product needs a BPOM notification number before it can be sold, labels must be in Indonesian, and claims such as "anti-dandruff" or "anti hair fall" must be supported without implying a medical cure. As more beauty sales move online, BPOM and the marketplaces have stepped up take-downs of unregistered and counterfeit products. For a deeper look at the wider sector, see our report on the beauty and personal care industry in Indonesia.

Categories: Shampoos, Treatments, Styling and Colour

Shampoos account for about three-fifths of hair care value, and standard shampoos make up almost all of that, with medicated brands such as Selsun and Nizoral a small but steady niche. Conditioners and treatments, which include masks, oils, serums and scalp treatments, are just under a quarter of value. Styling agents, mostly men's pomades and gels, are about a tenth, and home colourants about X%.

The growth pattern is clear. Shampoo grew only about X.X% in 2024, while conditioners and treatments grew X.X%, styling X.X% and salon professional products about XX%. Brands are pushing targeted lines: Pantene's Daily Hair Supplement conditioners with biotin, collagen and keratin; Dove's Total Hair Fall Treatment series; Clear's XXx Super Vitamin formula with niacinamide; and Head & Shoulders Supreme with argan oil and hyaluronic acid. Salon brands for home use are still tiny but growing fastest, helped by K-beauty routines and easy access online. Category growth rates, price tiers and forecasts by category are in the full report.

Styling and colour behave like separate markets. Styling is mostly men buying pomades, gels and waxes, and Gatsby holds about a third of it, with L'Oréal Studio Line a strong second. Home colourants are bought largely by women covering grey hair or trying fashion shades, and here a local brand, Miranda, leads ahead of L'Oréal Excellence and Mandom's Tancho, which has been losing ground. The 2-in-1 category, once a convenient choice for men, keeps shrinking as buyers move to separate shampoo and conditioner.

Channels: Warung, Minimarkets and Online

Small local grocers remain the largest channel for hair care, because sachets sell best where people shop daily. But convenience stores have almost caught up. Indomaret and Alfamart offer year-round promotions, smaller packs and a growing presence in rural areas, and even village shoppers increasingly use them. Supermarkets and hypermarkets, where families once bought large bottles on monthly trips, are losing share.

Online is where the market changes fastest. Compas estimates that FMCG e-commerce reached IDR XXX trillion in 2025, up from IDR XX trillion in 2022, with beauty and personal care growing about XXX% over that period. Shopee, Tokopedia, Lazada and TikTok Shop offer wider ranges, frequent discounts and products that rarely reach minimarket shelves, from halal-certified treatments to salon brands. The Shopee shampoo ranking for the first quarter of 2025 shows how different online looks: Makarizo led with X.X%, followed by Selsun at X.X% and Pantene at X.X%. Channel shares over time are in the full report.

Regionally, hair care follows population more closely than most beauty categories because sachets are sold everywhere. We estimate that Java buys about three-fifths of hair care value, with Greater Jakarta over-indexing on treatments, salon brands and online buying. Outside Java, warung and sachets dominate, and minimarkets are the main route for bottles and treatments.

Competitive Landscape

Procter & Gamble is the market leader with about XX% of value in 2024, through Pantene, Rejoice and Head & Shoulders. Pantene alone holds about XX% of the whole market, twice the size of the next brand. Unilever Indonesia, which led until 2021, is second at about XX% with Sunsilk, Clear, Lifebuoy, TRESemmé and Dove. L'Oréal Indonesia is third at about XX%, followed by Mandom Indonesia (Gatsby) and Lion Wings (Zinc, Emeron).

The most dramatic change of recent years was Unilever's fall. Its share dropped by about eight points between 2020 and 2024 as Sunsilk and Clear lost ground, and the decline steepened in 2024 when consumer boycotts linked to the Israel–Hamas war hit several multinational brands. Unilever Indonesia reported domestic sales down X.X% that year. Procter & Gamble took advantage: Head & Shoulders was the fastest-growing hair care brand in 2024, helped by men's lines, more shelf space and deep discounts. In 2025 Unilever Indonesia's continuing business grew X.X% to IDR XX.X trillion and profit rose XX.X%, suggesting the worst has passed.

Each segment has its own winner. Gatsby holds about a third of styling. The local brand Miranda leads colourants ahead of L'Oréal Excellence and Tancho. L'Oréal controls about seven-tenths of salon professional through L'Oréal Professionnel and Kérastase. Mandom, which returned to a net profit of IDR XX.X billion in 2025 after a loss of IDR XXX.X billion the year before, shows that specialists can thrive alongside the giants. Five-year share trends, brand shares and full profiles of the five leading companies are in the full report.

Below the leaders, the market is crowded. Lion Wings, a partnership between Japan's Lion Corporation and the Wings Group, has gained share every year since 2020 with affordable anti-dandruff and hair care brands sold through Wings' deep distribution network. Paragon's Wardah brings halal credentials and strong recognition among Muslim women, and Kino's Ellips is known for its hair vitamin capsules and oils. The fastest-growing group, though, is "others": local beauty brands and online natives that use contract manufacturers and marketplace sales to launch quickly. The halal deadline is their biggest test, because certifying every input is far harder for a small brand than for a multinational.

What This Means for Brands, Investors and Suppliers

For brand owners, the lesson of 2024 is that loyalty in a mass category can shift quickly when values and price collide. Halal certification, local trust and visible problem-solving benefits now matter as much as advertising weight. For ingredient suppliers and contract manufacturers, the October 2026 deadline creates urgent demand for certified, traceable inputs and capacity. You may also be interested in our reports on bath and shower products, fragrances and convenience retailers in Indonesia.

For a foreign hair care brand, Indonesia rewards those who come prepared. Halal certification and BPOM notification come first, followed by an online launch on Shopee and TikTok Shop to build awareness cheaply, and only then a move into minimarkets, where sachet price points and promotions decide success. Brands that skip the sachet tier can still build a profitable premium business online, but they will remain small next to the mass leaders.

This article describes the market as it stands today. The full report adds the price build-up of a shampoo bottle, business models, Porter's Five Forces, seven mega trends, an impact assessment of drivers and restraints, segment leaders, regional estimates, five company profiles and bear, base and bull forecasts to 2030.

Key Questions Answered in the Full Report

Hair Care in Indonesia: Market Overview & Outlook 2026-2030 Executive Summary

The three slides below summarise the full report. The complete 40-slide version, with the outlook to 2030, value chain, regulation and company profiles, is available on Gumroad.

What the Full Report Includes