Indonesian ecommerce personal care is a ~$40M per month market as of June 2026 (−8% year on year), and it is Indonesia's most fragmented big beauty bucket — body, hair, oral and deo combined — where local body-care brands (White Inc, MeToo, Purbasari) outrank most global names and no brand holds even 5%; body lotion alone is ~44% of GMV. — according to Magpie IQ's SKU-level tracking across Shopee, TikTok Shop, Tokopedia and Lazada. This page ranks the top personal care brands by actual GMV.
Who are the top personal care brands in Indonesia by market share?
Ranked by GMV over April–June 2026, as a share of total Indonesian ecommerce personal care GMV, per Magpie IQ data:
| # | Brand | Market share | Origin / tier |
|---|---|---|---|
| 1 | White Inc | ●●● | Local · body care · rising |
| 2 | Vaseline | ●●● | Global (Unilever) |
| 3 | Nivea | ●●● | Global (Beiersdorf) |
| 4 | MeToo | ●●● | Local |
| 5 | Purbasari | ●●● | Local |
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The top five brands hold about ~18% of the market and the top ten about ~26% — White Inc leads with 4.2%.
Which platform sells the most personal care in Indonesia?
- Shopee — 57.2%
- Tokopedia | Shop — 35.9%
- TikTok Shop — 5.0%
- Lazada — 1.4%
What sells within the category?
- Body Lotion — 43.7%
- Shampoo — 19.7%
- Deodorant — 13.5%
- Toothpaste — 9.5%
- Hair Color — 6.8%
- Body Scrub — 6.2%
Who is gaining and losing share?
Gainers: White Inc, Nivea, Moicare, Vaseline. Decliners: Noera by Reisha, Scarlett.
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.