Cosmetics firms see beauty in Indonesian consumers


Vanya Sunanto never used any makeup until she was 25. But now, at 30, she uses 10 layers of cosmetics on her face every day.

Sunanto is one of the growing millions of young Indonesians that giant international firms such as L’Oreal and Unilever are targeting with increased investment this year in a variety of hair and skincare products.

“I love wearing them…These skincare products are still expensive but they really make a lot of impact on your skin,” said Sunanto, a website account manager, who now spends a hefty $150 a month, or about a tenth of her salary, on cosmetics.

Sunanto has long had to import some of her “must-have” products, such as SKII Miracle Water, Clinique Moisture Surge and Cover Girl mascara, via the internet or friends travelling from abroad, since many are not yet available in Indonesia.

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