Indonesian ecommerce makeup is a roughly USD 48 million per month market as of June 2026, growing about 9% year on year and led by local Indonesian brands, according to Magpie IQ's SKU-level tracking across Shopee, TikTok Shop, Tokopedia and Lazada. This page ranks the top makeup brands by actual GMV, and shows how the category splits by platform and product type.
Who are the top makeup brands in Indonesia by market share?
Ranked by GMV over April–June 2026, as a share of total Indonesian ecommerce makeup GMV, per Magpie IQ data:
| # | Brand | Market share | Origin / tier |
|---|---|---|---|
| 1 | OMG | ●●● | Local · mass · rising |
| 2 | Maybelline | ●●● | Global |
| 3 | Wardah | ●●● | Local · mass |
| 4 | Make Over | ●●● | Local · rising |
| 5 | Hanasui | ●●● | Local · value |
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The top five brands together hold about 33% of the market and the top ten about 50% — more concentrated than skincare. Local brands lead: OMG has consolidated the #1 spot ahead of Maybelline, with Wardah, Make Over, Hanasui, Implora and Timephoria all homegrown and Maybelline the leading global player.
Which platform sells the most makeup in Indonesia?
- Shopee — ~61%. The dominant makeup marketplace.
- Tokopedia ecosystem — ~35%, mostly via Tokopedia | Shop (Mart).
- TikTok Shop — ~3.7%, notably smaller than in skincare (~10%) — makeup demand sits on Shopee + Tokopedia.
What sells within makeup?
By GMV: Lipstick (~29%), BB Cream (~16%), Powder (~14%) and Lip/Cushion (~6% each) lead — lip and complexion products carry the category. Demand spikes around Ramadan/Lebaran (a pronounced March 2026 peak).
Who is gaining and losing share?
OMG and Make Over are gaining, along with heritage professional lines Inez and LT Pro; the skincare crossover brand Glad2Glow is cooling sharply in makeup — its GMV roughly halved quarter on quarter — with Skintific, Hanasui and Timephoria also softening.
About the data
Figures are drawn from Magpie IQ's ecommerce intelligence platform, which tracks SKU-level sales across Shopee, Tokopedia, TikTok Shop, Lazada, Blibli and Bukalapak in Indonesia. GMV = post-discount price × units sold. Market share is a brand's GMV as a percentage of total tracked category GMV over April–June 2026. Rankings reflect real transactions, not surveys.