Natur-E is the best-selling beauty supplement brand on Indonesia's marketplaces, by GMV across Shopee and Tokopedia between January and June 2026, ahead of Noera and Newlab. This is a concentrated list by the standards of the supplements we track: the ten brands below hold just over half of category GMV between them. It is also a category where a ranking by units sold would look nothing like the ranking by GMV, for reasons that come down to pack format.
How concentrated is the beauty supplement category in Indonesia?
Concentrated at the top and close in the middle. Natur-E and Noera are the two brands that stand clear of the field; below them Newlab, Swisse and Blackmores sit within a narrow band of one another, and ranks six to ten are closer still. Read the first two positions as a ranking and the rest as a group. The lead also changed hands inside the window: Noera led in January and February, and Natur-E has led every month since March.
Which beauty supplement brands sell the most in Indonesia?
Ranked by GMV from January to June 2026, as a share of tracked beauty supplement GMV on Shopee and Tokopedia.
| # | Brand | Share of marketplace GMV | Segment |
|---|---|---|---|
| 1 | Natur-E | ●●● | Mass |
| 2 | Noera | ●●● | Premium |
| 3 | Newlab | ●●● | Mass-premium |
| 4 | Swisse | ●●● | Premium |
| 5 | Blackmores | ●●● | Premium |
| 6 | Sido Muncul | ●●● | Mass |
| 7 | Cool-Vita | ●●● | Mass |
| 8 | Neoalgae | ●●● | Premium |
| 9 | Glawfyskin | ●●● | Mass-premium |
| 10 | Kapsida HS | ●●● | Mass |
Marketplace sales in the beauty supplement sub-category of Magpie's own taxonomy, on Shopee and Tokopedia, January–June 2026 — not the total Indonesian supplement market. Segment groups the top ten by their average realised price over the window: mass around or below the category average, mass-premium above it, premium at the top of the range. The underlying prices are not published here. One brand is excluded from this ranking as a pricing artifact; see About the data below.
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Why the sixth brand on GMV sells the most units
Sido Muncul ranks sixth by GMV and first by units, by a wide margin over everything else on the list. Its sales in this category are sachet-format herbal products sold as single-serve units, so one unit is one sachet, not a bottle of capsules. That is why it carries the lowest realised price in the top ten, and why its unit count cannot be set against the brands above it: the two numbers describe different objects. On the row above it, Blackmores reaches fifth place from the opposite direction, on the smallest unit volume of the top five and the highest realised price on the list.
Two routes to the top of the list
The leaders arrive by opposite paths. Natur-E leads on volume from the mass segment; Noera, Swisse and Blackmores make their GMV in the premium segment on far fewer units. Newlab and Glawfyskin sit between the two in mass-premium, while Cool-Vita and Kapsida HS sell mass-segment volume at prices close to Natur-E's, and Neoalgae reaches eighth on the smallest volumes in the premium band.
The practical reading is that this category has no single winning shape, and that the two shapes should not be compared with each other. Setting a sachet brand's unit count against a bottle brand's, or either one's realised price against the other's, produces a number that looks like a finding and is not one.
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Market overviews: Indonesia ecommerce 2026: market overview · TikTok Shop Indonesia 2026
About the data
Source: Magpie IQ's SKU-level tracking of Indonesian marketplace listings, taken from the Health & Wellness › Supplements › Beauty Supplement sub-category of Magpie's own product taxonomy. The window is H1 2026, January to June 2026 inclusive, and every statement on this page is for that window. These are marketplace sales on Shopee and Tokopedia in Indonesia. Lazada and Blibli carry no listings in this category in our Indonesian panel, so they are absent rather than excluded, and they exclude pharmacies, supermarkets, minimarkets, direct selling and every other offline channel, so they are not a measure of Indonesia's total supplement market.
GMV is price after discount × units sold. Share is a brand's GMV as a percentage of tracked category GMV; listings we cannot attribute to a named brand are excluded from both the ranking and that total. Segment groups the top ten by their average realised price over the window: mass around or below the category average, mass-premium above it, premium at the top of the range. The underlying prices are not published here.
One brand is excluded from this ranking. Its average realised price moved during the window in the way our checks flag as a pricing artifact rather than as a change in what it sold, and we would rather leave a brand out than rank it on a figure we cannot stand behind. We apply the same test before publishing any ranking. One month of this window is thinner in our coverage than the others. The measures this ranking uses — GMV, units, realised price, share and rank — hold across it. We publish no product counts, listing counts or assortment width for this window, and no year-on-year comparison.