Lipstick sales surged significantly in early 2024, driven by the growth of e-commerce and a preference for long-lasting products like Maybelline’s “Superstay Matte Ink.” Shopee dominated the market with a 77.3% share, while local brands like Wardah also saw substantial gains in Indonesia’s beauty market. Magpie E-commerce Intelligence provides insights for businesses to capitalize on these trends.
The beauty category in e-commerce continues to show remarkable growth. According to research by Magpie E-commerce Intelligence, there was an 8% increase in sales compared to the same period in 2023. The beauty industry is projected to reach USD 22.17 billion globally and USD 359.3 million in Indonesia in 2024. E-commerce has become one of the most preferred platforms for purchasing lip products, with 82% of beauty enthusiasts in Indonesia choosing to shop online.
The Gross Merchandise Value (GMV) of the lip market reached IDR 516.6 billion, with 16.7 million products sold on Shopee and Tokopedia. Despite a 14.7% decrease compared to Q3 2023, Shopee maintained market dominance with a 77.3% share, while Tokopedia showed more growth compared to Q4 2023. Maybelline led the market on both platforms, generating twice as much GMV on Shopee compared to Tokopedia.
The lipstick category dominated the lip products market with a 91.5% share. The lip cream category became the favorite in Q1 2024, with long-lasting products like Maybelline’s “Superstay Matte Ink” topping the list. Affordable lip balm and lip care products from brands like The Originote also gained popularity, particularly due to bulk purchases.
This Press Release has also been published on VRITIMES
