Cetaphil is the best-selling face cleanser brand on Indonesian marketplaces, with 11.8% of cleanser GMV on Shopee, Tokopedia, Lazada and Blibli from May to July 2026, well clear of Glad2Glow on 8.5%, according to Magpie IQ's SKU-level marketplace tracking. It is also the most expensive brand in the top ten, at about IDR 146,500 an order against Hada Labo's IDR 32,000. In a category where seven out of ten orders cost under IDR 50,000, the leader sells big bottles.
How big is the face cleanser market in Indonesia?
On these four marketplaces, cleanser GMV was US$17.03 million in July 2026 against US$16.42 million in July 2025, up 3.8%. Units rose 3.4%, from 5.73 million to 5.92 million. Unlike serum, where volumes are falling, cleanser is growing steadily on both money and quantity.
It is also the largest of the three skincare categories we track at this level, ahead of facial serum at US$14.3 million a month and sunscreen at US$14.6 million.
How concentrated is face cleanser on Indonesian marketplaces?
1,571 brands recorded cleanser sales on these four marketplaces in July 2026. The top five hold about 34% of GMV and the top ten about 49%. Cetaphil's lead is the largest of any brand in the three skincare categories we publish: it holds about 1.4 times the share of second place, where the sunscreen and serum leaders are barely a point clear.
What are the top face cleanser brands in Indonesia?
Ranked by GMV over May–July 2026, as a share of total tracked cleanser GMV, per Magpie IQ data:
| # | Brand | Share of marketplace GMV | Main marketplace |
|---|---|---|---|
| 1 | Cetaphil | 11.8% | Shopee |
| 2 | Glad2Glow | 8.5% | Tokopedia | Shop |
| 3 | Wardah | 6.5% | Shopee |
| 4 | Hada Labo | 3.6% | Shopee |
| 5 | Garnier | 3.6% | Shopee |
| 6 | Scora | 3.5% | Tokopedia | Shop |
| 7 | Skintific | 3.4% | Shopee |
| 8 | Sombong | 3.1% | Tokopedia | Shop |
| 9 | Kahf | 2.5% | Tokopedia | Shop |
| 10 | Skin1004 | 2.5% | Tokopedia | Shop |
Marketplace sales only (Shopee, Tokopedia including Tokopedia | Shop listings, Lazada, Blibli), not the total online and offline cleanser market. TikTok Shop is excluded; see About the data.
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Ranks four to seven (Hada Labo, Garnier, Scora and Skintific) sit within 0.25 of a percentage point of each other and should be read as a group. Half the top ten make most of their sales on Tokopedia | Shop, which is a higher proportion than in serum or sunscreen.
What sells for the top five cleanser brands?
Prices below are the average amount paid per order (GMV divided by orders) over May–July 2026. An order can be one bottle or a multipack, so these are not comparable between brands; see About the data.
Cetaphil (#1, 11.8%). About IDR 146,500 per order, 70% on Shopee, and 62% of its GMV through the brand's own stores. Two listings carry the brand: Gentle Skin Cleanser 473 mL at about IDR 222,800 an order across roughly 47,900 orders in three months, and the 1000 mL bottle at about IDR 351,000 across 28,000. Those are the two largest cleanser listings in the country by value.
Glad2Glow (#2, 8.5%). About IDR 56,400 per order and 63% on Tokopedia | Shop, where its Deep Pore Clean facial wash sells at about IDR 138,900 an order and a four-piece version at about IDR 113,900.
Wardah (#3, 6.5%). The cheapest way into the top three at about IDR 37,500 per order. Its biggest listing is Crystal Secret NMF Amino cleanser 100 mL, sold at about IDR 32,600 through Merah Jingga Official Store, a reseller, across roughly 202,900 orders. That is more orders than any other cleanser listing in Indonesia, and the same reseller runs the most-bought sunscreen listing in the country.
Hada Labo (#4, 3.6%). The cheapest brand in the top ten at about IDR 32,000 per order, and the most Shopee-weighted at 84%. Gokujyun Moisturising Face Wash 100 g sells at about IDR 42,300 in ROHTO's official store and about IDR 32,000 through a wholesale reseller listing.
Garnier (#5, 3.6%). About IDR 52,700 per order. Both of its biggest listings are two-packs: a general facial wash twin pack at about IDR 64,400 on Shopee and a Garnier Men twin pack at about IDR 62,400 on Tokopedia | Shop.
Why "price" here means price per order
Cleanser sells heavily in twin packs and multipacks, especially on Tokopedia | Shop. Our figures count one order as one unit, whether that order was a single tube or a four-pack, so a brand that sells packs shows a higher average price than one selling singles, even at the same price per tube.
We checked that this does not distort the GMV or the ranking. Within each marketplace, pack listings draw about the same rate of reviews per order as single-unit listings, which would not be true if a four-pack were being counted as four sales. The ranking is built on money, and the money is right. Read the per-order prices as basket sizes, not shelf prices.
Price points: volume at the bottom, value spread evenly
Grouping listings by the average amount paid per order over May–July 2026:
- Under IDR 25,000: 30% of orders, 10% of GMV.
- IDR 25,000 to 50,000: 41% of orders, 29% of GMV.
- IDR 50,000 to 100,000: 19% of orders, 26% of GMV.
- IDR 100,000 to 200,000: 9% of orders, 23% of GMV.
- IDR 200,000 and above: 2% of orders, 12% of GMV.
Seven in ten orders cost under IDR 50,000 and together they are 39% of the money. The top two bands are 11% of orders and 35% of GMV. About four fifths of Cetaphil's GMV comes from orders above IDR 100,000, which is how the most expensive brand in the category ends up the largest.
Who is gaining and losing share?
Change in share of cleanser GMV between July 2025 and July 2026, in percentage points:
- Gaining: Cetaphil (+2.6), Sombong (+2.1), Wardah (+2.1), Scora (+1.1), Garnier (+0.9).
- Losing: Kahf (−1.8), Glad2Glow (−1.2), Skintific (−1.1), Hada Labo (−1.0).
Sombong is the one to watch. It was a US$63,000 brand in July 2025 and a US$426,000 brand a year later, almost entirely on Tokopedia | Shop, where 95% of its sales sit. It entered the top ten in that time.
Which marketplace sells the most face cleanser in Indonesia?
Cleanser GMV by marketplace, May–July 2026, per Magpie IQ data:
- Shopee: about 59%.
- Tokopedia: about 39%, nearly all through Tokopedia | Shop listings.
- Lazada: about 2%.
- Blibli: under 0.2%.
This is the most Tokopedia-weighted of the three skincare categories: serum is 27% Tokopedia and sunscreen 32%. Five of the top ten cleanser brands make most of their GMV there, and two of them barely sell anywhere else: Sombong takes 95% of its GMV there and Kahf 84%.
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Which face cleanser brand sells the most in Indonesia?
Cetaphil is the best-selling face cleanser brand on Indonesian marketplaces (Shopee, Tokopedia, Lazada, Blibli) for May–July 2026, with 11.8% of GMV, followed by Glad2Glow with 8.5%, per Magpie IQ data. TikTok Shop is excluded from these figures.
What are the top 10 face cleanser brands in Indonesia?
On Indonesian marketplaces (Shopee, Tokopedia, Lazada, Blibli), ranked by GMV for May–July 2026: Cetaphil, Glad2Glow, Wardah, Hada Labo, Garnier, Scora, Skintific, Sombong, Kahf and Skin1004. Together they hold about 49% of tracked cleanser GMV, per Magpie IQ data.
How big is the face cleanser market in Indonesia?
Tracked face cleanser GMV on Shopee, Tokopedia, Lazada and Blibli was US$17.03 million in July 2026, up 3.8% from US$16.42 million a year earlier, on 5.92 million orders, per Magpie IQ data. These are marketplace sales only and exclude offline retail.
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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 Shopee, Tokopedia (including Tokopedia | Shop listings), Lazada and Blibli in Indonesia. GMV is price after discount × orders, in US dollars; quoted prices are the average amount paid per order (GMV ÷ orders), converted to rupiah at the rate carried in the same records. One order counts as one unit whether it was a single tube or a multipack, so per-order prices are not comparable between brands that sell different pack sizes; we verified that pack listings draw the same rate of reviews per order as single-unit listings within each marketplace, which is what rules out multipacks being double-counted. Market share is a brand's GMV as a percentage of total tracked cleanser GMV over May–July 2026, the three most recent months in our panel. Scope follows marketplace classification of listings as face cleanser, so foaming washes, gel cleansers, cleansing balms and micellar products filed there are included. TikTok Shop is excluded from this page: our Indonesian TikTok feed has carried forward unchanged rows since March 2026, and separately its listings record list prices rather than transaction prices, so including it would overstate the category. Unbranded and multi-brand listings, about 0.5% of GMV, count toward the category total but are not ranked. These are marketplace sales only: they exclude pharmacies, supermarkets, minimarkets and other offline retail, and are not a measure of Indonesia's total face cleanser market.