Top Shampoo Brands in Indonesia 2026: Marketplace GMV Share

Makarizo is the best-selling shampoo brand on Indonesian marketplaces, with 11.3% of shampoo GMV on Shopee, Tokopedia, Lazada and Blibli from February to April 2026, more than twice the share of second-placed L'Oréal (4.7%), according to Magpie IQ's SKU-level marketplace tracking. Below Makarizo the ranking is tight: Harva, Selsun, Zinc, Kérastase and Pantene each hold between 3% and 5%. This article ranks the top ten by GMV and shows the listings, price points and marketplaces behind them.

How concentrated is shampoo on Indonesian marketplaces?

More than 700 brands in our tracked panel recorded shampoo sales on these four marketplaces between February and April 2026. The top five brands hold about 28% of GMV and the top ten about 42%. Marketplaces file shampoo-and-conditioner bundles, treatment packs, sachet strips and some hair masks under shampoo, so the figures here cover shampoo and hair-care packs, not shampoo alone.

What are the top shampoo brands in Indonesia?

Ranked by GMV over February–April 2026, as a share of total tracked shampoo GMV (hair-colouring shampoo brand My Iwe excluded; see About the data), per Magpie IQ data:

#	Brand	Share of marketplace GMV	Main marketplace
1	Makarizo	●●●	Tokopedia
2	L'Oréal	●●●	Shopee
3	Harva	●●●	Tokopedia
4	Selsun	●●●	Shopee
5	Zinc	●●●	Shopee
6	Kérastase	●●●	Shopee
7	Pantene	●●●	Shopee
8	Head & Shoulders	●●●	Shopee
9	CBD	●●●	Tokopedia
10	TRESemmé	●●●	Shopee

Marketplace sales only (Shopee, Tokopedia including Tokopedia | Shop listings, Lazada, Blibli), not the total online and offline shampoo market. Shampoo and hair-care packs; hair-colouring shampoo brand My Iwe excluded. Most of Harva's sales in the window came through one listing in an official Mall store on Tokopedia; treat ranks 3–10 as a close group.

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Below the leader the gaps are small. Ranks four to seven (Selsun, Zinc, Kérastase and Pantene) are within half a percentage point of each other over the window, most of Harva's sales came through a single listing (see below), and TRESemmé at tenth is less than 0.1 percentage point ahead of Natur and Sunsilk. Read ranks three to ten as a close group whose order can change between periods.

What sells for the top five shampoo brands?

Prices below are average realised selling prices per listing unit (GMV divided by units sold) over February–April 2026.

Makarizo (#1, 11.3%). About 60% of its GMV came through Tokopedia, led by the brand's own stores there: Salon Daily hair-care packs (about IDR 187,000–203,000 per pack) and Advisor Dual Defense Shampoo 200 mL (about IDR 90,000 per bottle), which also sells in Makarizo's official Shopee store. Hair Energy sachet strips (12 × 9 mL, about IDR 13,000 per strip) add low-price volume. Makarizo ranked first in each of February, March and April 2026.

L'Oréal (#2). About 88% of its GMV came from Shopee, led by the L'Oréal Paris official store's Fall Resist 3X anti-hair-fall twin packs (620 mL × 2, about IDR 171,000) and Elseve shampoo-and-conditioner bundles.

Harva (#3). About 86% of its GMV came through Tokopedia, and its best sellers are 600 mL Soft & Smooth shampoos. About two-thirds of Harva's GMV in the window came through one listing in an official Mall store on Tokopedia.

Selsun (#4). An anti-dandruff brand with widely spread sales: about 80% of GMV on Shopee, top listings of 60 mL to 120 mL bottles sold through reseller and retailer stores, and no single listing above 5% of the brand's GMV.

Zinc (#5). About three-quarters of its GMV came from Shopee, led by 680 mL pump bottles and three-bottle packs from the Watsons and Wings official stores, plus sachet bundles sold by resellers.

Further down, Kérastase (#6), at an average of around IDR 560,000 per 250 mL bottle, places sixth by GMV on far fewer units than the mass-market brands around it, while the best sellers of CBD (#9) are hair masks and shampoo, conditioner and mask bundles.

Price points: volume at the bottom, value at the top

Per listing unit sold (a bottle, a sachet strip or a bundle), listings priced under IDR 25,000 were more than 40% of units but under 15% of GMV in February–April 2026, while listings at IDR 100,000 and above were about 12% of units and more than 40% of GMV. Sachets and small bottles drive volume; larger packs, bundles and salon brands drive value. That is why this ranking uses GMV rather than units.

Which marketplace sells the most shampoo in Indonesia?

Shampoo GMV by marketplace across Shopee, Tokopedia (including Tokopedia | Shop listings), Lazada and Blibli, February–April 2026, per Magpie IQ data:

Shopee: about 67%, and the main channel for seven of the top ten brands.
Tokopedia: about 31%, almost all of it (30% of the category) through Tokopedia | Shop listings.
Lazada: about 2%.
Blibli: under 1%.

Shopee decides most of the ranking, but not all of it: Makarizo, Harva and CBD each made most of their GMV through Tokopedia.

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Frequently asked questions

Which shampoo brand sells the most in Indonesia?

Makarizo is the best-selling shampoo brand on Indonesian marketplaces (Shopee, Tokopedia, Lazada, Blibli) for February–April 2026, with 11.3% of GMV, followed by L'Oréal with 4.7%, per Magpie IQ data. Figures cover shampoo and hair-care packs, excluding hair-colouring shampoo brand My Iwe. Makarizo ranked first in each of the three months.

What are the top 10 shampoo brands in Indonesia?

On Indonesian marketplaces (Shopee, Tokopedia, Lazada, Blibli), ranked by GMV for February–April 2026: Makarizo, L'Oréal, Harva, Selsun, Zinc, Kérastase, Pantene, Head & Shoulders, CBD and TRESemmé. Together they hold about 42% of GMV for shampoo and hair-care packs, excluding hair-colouring shampoo brand My Iwe, per Magpie IQ data.

Which marketplace sells the most shampoo in Indonesia?

On Indonesian marketplaces (Shopee, Tokopedia, Lazada, Blibli) in February–April 2026, Shopee accounts for about 67% of GMV for shampoo and hair-care packs, Tokopedia about 31%, Lazada about 2% and Blibli under 1%, excluding hair-colouring shampoo brand My Iwe, per Magpie IQ data.

More brand rankings

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 × units sold, in US dollars; quoted prices are average realised selling prices per unit (GMV ÷ units sold). Market share is a brand's GMV as a percentage of total tracked shampoo GMV over February–April 2026, the most recent window in which our shampoo listing coverage was stable; later months are not used. Scope follows marketplace classification, so shampoo-and-conditioner bundles, treatment packs and some hair masks are included. My Iwe, a hair-colouring (grey-cover) shampoo brand, is excluded from both the ranking and the category total; colour shampoos sold under other brands remain included. Unbranded listings (about 0.6% of GMV) count toward the total but are not ranked. L'Oréal combines the L'Oréal, L'Oréal Paris and L'Oréal Professionnel labels in our data; Kérastase is counted separately. A strip of sachets or a bundle counts as one unit. These are marketplace sales only: they exclude supermarkets, minimarkets and other offline retail, and are not a measure of Indonesia's total shampoo market.