Top Facial Serum Brands in Indonesia 2026: Marketplace GMV Share

Skin1004 is the best-selling facial serum brand on Indonesian marketplaces, with 7.3% of serum GMV on Shopee, Tokopedia, Lazada and Blibli from May to July 2026, ahead of Hanasui on 6.1%, according to Magpie IQ's SKU-level marketplace tracking. Behind that ranking the category is shrinking in a specific way: Indonesians bought 12% fewer serums in July 2026 than a year earlier, while the money spent stayed almost flat.

Is the facial serum market in Indonesia shrinking?

On these four marketplaces, serum GMV was US$14.33 million in July 2026 against US$14.50 million in July 2025, down 1.2%. Units fell much further, from 3.27 million to 2.88 million, down 11.9%. Fewer serums are being sold, and the ones that sell cost more.

The share numbers say where that money went. Over the same year the three largest mass-market brands all lost ground: Glad2Glow fell 3.2 percentage points, Hanasui 2.4 and Skintific 2.2. The brands that gained are at the top of the price range, led by Glow Fx (+2.5), La Roche-Posay (+1.6) and Skin1004 (+1.6).

How concentrated is facial serum on Indonesian marketplaces?

2,045 brands recorded serum sales on these four marketplaces in July 2026. The top five hold about 29% of GMV and the top ten about 44%. That makes serum the most fragmented category we publish: for comparison the top ten sunscreen brands hold 49%, and the top ten baby formula brands 72%. No serum brand is close to owning this category.

What are the top facial serum brands in Indonesia?

Ranked by GMV over May–July 2026, as a share of total tracked serum GMV, per Magpie IQ data:

#	Brand	Share of marketplace GMV	Main marketplace
1	Skin1004	7.3%	Shopee
2	Hanasui	6.1%	Shopee
3	Glad2Glow	5.5%	Tokopedia \| Shop
4	Skintific	5.3%	Shopee
5	Glow Fx	4.8%	Tokopedia \| Shop
6	D'Alba	4.5%	Shopee
7	Wardah	3.8%	Shopee
8	La Roche-Posay	3.3%	Shopee
9	Avoskin	1.7%	Shopee
10	Cosrx	1.6%	Shopee

Marketplace sales only (Shopee, Tokopedia including Tokopedia | Shop listings, Lazada, Blibli), not the total online and offline serum market. TikTok Shop is excluded; see About the data.

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Ranks two to five sit between 4.8% and 6.1%, close enough that their order can change between periods. The gap that matters is at the top: Skin1004 is more than a point clear of second place.

What sells for the top five serum brands?

Prices below are the average amount paid per order (GMV divided by orders) over May–July 2026. An order can be a single bottle or a multipack, which is why they are not directly comparable between brands. The section after this one explains why that distinction matters here more than in most categories.

Skin1004 (#1, 7.3%). About IDR 162,500 per order, and 56% of its GMV on Shopee. Its Madagascar Centella Tone Brightening Capsule Ampoule 100 mL is the single biggest serum listing in the country, at about IDR 220,700 an order across roughly 29,400 orders in three months; the plain Madagascar Centella Ampoule 100 mL sells at about IDR 211,200.

Hanasui (#2, 6.1%). The cheapest brand in the top five at about IDR 34,800 per order. Its biggest sellers are Power Serum triple packs on Tokopedia | Shop at about IDR 106,700, listed twice by two different official stores, which is worth knowing if you are counting listings rather than brands.

Glad2Glow (#3, 5.5%). About IDR 64,000 per order, 58% of it on Tokopedia | Shop. Its Peeling Solution serum is the clearest example of the pack effect in this category: the 3-pack on Tokopedia | Shop is about IDR 111,800 an order, while the single bottle in its Shopee store is about IDR 47,500.

Skintific (#4, 5.3%). About IDR 107,700 per order and the most Shopee-weighted of the top five at 80%. Its 12% Acid Peeling Solution sells at about IDR 104,900 and the Niacinamide Brightening Serum 50 mL at about IDR 125,000.

Glow Fx (#5, 4.8%). About IDR 93,200 per order and 69% on Tokopedia | Shop. A single product carries the brand: the Glow Bomb Serum twin pack, which sells at about IDR 126,000 an order and appears in two official stores.

Below the top five, D'Alba (#6) sells at about IDR 254,100 an order and La Roche-Posay (#8) at about IDR 495,800, roughly fourteen times Hanasui's. Both placed in the top ten on far fewer orders than the brands around them.

Why "price" here means price per order

Serum sells heavily in multipacks, and more so on Tokopedia | Shop than on Shopee. Our figures count one order as one unit, whether that order was a single bottle or a triple pack, so a brand that sells packs shows a higher average price than one selling singles, even for the same product at the same price per bottle.

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-bottle listings, which would not be true if a three-pack were being counted as three sales. The ranking above is built on money, and the money is right. The per-order prices are useful for comparing a brand with itself over time, and should not be read as the price of one bottle.

Price points: serum is the premium end of skincare

Grouping listings by the average amount paid per order over May–July 2026:

Under IDR 25,000: 23% of orders, 4.9% of GMV.
IDR 25,000 to 50,000: 26% of orders, 11% of GMV.
IDR 50,000 to 100,000: 23% of orders, 20% of GMV.
IDR 100,000 to 200,000: 20% of orders, 31% of GMV.
IDR 200,000 and above: 8% of orders, 34% of GMV.

Nearly two thirds of serum GMV comes from orders above IDR 100,000. In face cleanser the same band is about a third. Serum is where Indonesian skincare shoppers spend upmarket, and that is consistent with a category whose volumes fell 12% while its revenue held.

Who is gaining and losing share?

Change in share of serum GMV between July 2025 and July 2026, in percentage points:

Gaining: Glow Fx (+2.5), La Roche-Posay (+1.6), Skin1004 (+1.6), D'Alba (+0.4), Wardah (+0.2).
Losing: Glad2Glow (−3.2), Hanasui (−2.4), Skintific (−2.2), Avoskin (−0.1).

Three of the four brands losing share are the mass-market names that led this category a year ago. Three of the five gaining sell at IDR 126,000 an order or more. If you sell serum in Indonesia at a mass price point, the volume decline and the share shift are the same story arriving twice.

Which marketplace sells the most facial serum in Indonesia?

Serum GMV by marketplace, May–July 2026, per Magpie IQ data:

Shopee: about 71%, and the main channel for eight of the top ten brands.
Tokopedia: about 27%, nearly all through Tokopedia | Shop listings.
Lazada: about 2%.
Blibli: under 0.1%.

Serum is more Shopee-weighted than face cleanser, where Tokopedia takes 39%. The exceptions are Glad2Glow and Glow Fx, which make most of their serum GMV on Tokopedia | Shop, and La Roche-Posay, which records none there at all.

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Frequently asked questions

Which facial serum brand sells the most in Indonesia?

Skin1004 is the best-selling facial serum brand on Indonesian marketplaces (Shopee, Tokopedia, Lazada, Blibli) for May–July 2026, with 7.3% of GMV, followed by Hanasui with 6.1%, per Magpie IQ data. TikTok Shop is excluded from these figures.

What are the top 10 facial serum brands in Indonesia?

On Indonesian marketplaces (Shopee, Tokopedia, Lazada, Blibli), ranked by GMV for May–July 2026: Skin1004, Hanasui, Glad2Glow, Skintific, Glow Fx, D'Alba, Wardah, La Roche-Posay, Avoskin and Cosrx. Together they hold about 44% of tracked serum GMV, per Magpie IQ data.

Is the facial serum market in Indonesia growing?

Not by volume. Tracked serum GMV was US$14.33 million in July 2026 against US$14.50 million in July 2025, down 1.2%, while units fell 11.9% from 3.27 million to 2.88 million, per Magpie IQ data. Spending held up because average prices rose. These are marketplace sales only and exclude offline retail.

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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 bottle 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-bottle 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 serum GMV over May–July 2026, the three most recent months in our panel. Scope follows marketplace classification of listings as facial serum, so ampoules, essences and peeling solutions 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 1.2% of GMV, count toward the category total but are not ranked. These are marketplace sales only: they exclude pharmacies, department stores, beauty retail chains and other offline sellers, and are not a measure of Indonesia's total facial serum market.