Wardah is the best-selling sunscreen brand on Indonesian marketplaces, with 9.8% of sunscreen GMV on Shopee, Tokopedia, Lazada and Blibli from May to July 2026, ahead of Facetology on 8.5%, according to Magpie IQ's SKU-level marketplace tracking. The more interesting number is the one underneath the ranking: the category sold US$14.6 million in July 2026 against US$14.5 million in July 2025. After several years of fast growth, marketplace sunscreen in Indonesia has stopped growing.
Has sunscreen stopped growing in Indonesia?
On these four marketplaces, sunscreen GMV was US$14.58 million in July 2026 and US$14.49 million in July 2025, a rise of 0.6%. Units went the other way, from 4.39 million to 4.24 million, a fall of 3.6%. GMV held up only because the average price per unit sold rose over the year.
That is a different picture from the one sunscreen had in 2024 and 2025, and it changes what a share point is worth. In a category growing 20% a year, a brand can add sales while losing share. In a flat category, one brand's gain is another brand's loss.
How concentrated is sunscreen on Indonesian marketplaces?
Just under 1,200 brands recorded sunscreen sales on these four marketplaces in July 2026. The top five hold about 35% of GMV and the top ten about 49%. Sunscreen is one of the more fragmented categories we track: for comparison, the top ten baby formula brands in Indonesia hold about 72%.
What are the top sunscreen brands in Indonesia?
Ranked by GMV over May–July 2026, as a share of total tracked sunscreen GMV, per Magpie IQ data:
| # | Brand | Share of marketplace GMV | Main marketplace |
|---|---|---|---|
| 1 | Wardah | 9.8% | Shopee |
| 2 | Facetology | 8.5% | Shopee |
| 3 | Azarine | 6.5% | Shopee |
| 4 | Skintific | 5.2% | Shopee |
| 5 | Skin1004 | 5.1% | Tokopedia | Shop |
| 6 | Scora | 4.4% | Shopee |
| 7 | Labore | 3.1% | Shopee |
| 8 | Skin Aqua | 2.6% | Shopee |
| 9 | Emina | 2.1% | Shopee |
| 10 | OMG | 2.0% | Shopee |
Marketplace sales only (Shopee, Tokopedia including Tokopedia | Shop listings, Lazada, Blibli), not the total online and offline sunscreen market. TikTok Shop is excluded; see About the data.
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The gap between fourth and fifth is 0.05 of a percentage point, so read Skintific and Skin1004 as a tie. Ranks six to ten sit between 2.0% and 4.4% and their order can change between periods.
What sells for the top five sunscreen brands?
Prices below are average realised selling prices per listing unit (GMV divided by units sold) over May–July 2026.
Wardah (#1, 9.8%). The cheapest of the top five at about IDR 41,800 per unit, and the most Shopee-dependent: 83% of its GMV. Its biggest single listing is UV Shield Acne Calming SPF50, sold at about IDR 28,700 per unit through Merah Jingga Official Store, a reseller, which moved about 198,000 units over the three months — more than any other sunscreen listing in the country. Wardah's own Shopee store runs a single listing covering the whole UV Shield series at about IDR 36,400 per unit.
Facetology (#2, 8.5%). About IDR 85,800 per unit, roughly twice Wardah's price, and 68% of its GMV on Shopee, almost all through its own official shop. Its Triple Care Sunscreen SPF 40 40 mL sells at about IDR 76,000, the tinted SPF 50 version at about IDR 88,800, and the 100 mL size at about IDR 203,000.
Azarine (#3, 6.5%). About IDR 53,500 per unit. Hydrasoothe Sunscreen Gel SPF 45 50 mL sells at about IDR 64,000 in the brand's Shopee store, while on Tokopedia | Shop the same brand's twin packs go at about IDR 120,800 and its Calm My Acne sunscreen at about IDR 38,600. Azarine is the top-five brand most evenly split between the two marketplaces, at 64% Shopee and 34% Tokopedia | Shop.
Skintific (#4, 5.2%). About IDR 91,300 per unit. UV Shield SPF 50+ sells at about IDR 82,000 on Shopee, the Bright Fit serum sunscreen at about IDR 123,100 on Tokopedia | Shop, and the All Day Light Sunscreen Mist 120 mL at about IDR 67,000.
Skin1004 (#5, 5.1%). At about IDR 147,200 per unit it is the most expensive brand in the top five, and the only one that sells mostly on Tokopedia | Shop, at 69% of its GMV. Its Madagascar Centella Poremizing Velvet Finish Sunscreen 50 mL sells at about IDR 119,100 there and about IDR 129,400 on Shopee; the Hyalu-Cica Water-Fit Sun Serum 100 mL goes at about IDR 203,100.
The biggest sunscreen seller is not a brand
Merah Jingga Official Store, a multi-brand reseller on Shopee, sold about 774,000 units of sunscreen over May–July 2026, more than any other store in the category and more than twice the volume of Wardah's own Shopee shop. It runs the two most-bought sunscreen listings in Indonesia: Wardah UV Shield Acne Calming at about 198,000 units and Emina Sun Battle at about 166,000.
By value it ranks second, at about US$1.16 million against Facetology Official Shop's US$1.76 million, because it sells cheaper products. The gap between the two is the whole story of this category in one comparison: one store wins on volume at around IDR 26,000 a unit, the other wins on value at around IDR 88,000.
Price points: most units are cheap, most value is not
Grouping listings by their average realised price per unit over May–July 2026:
- Under IDR 25,000: 15% of units, 4.5% of GMV.
- IDR 25,000 to 50,000: 46% of units, 28% of GMV.
- IDR 50,000 to 100,000: 26% of units, 31% of GMV.
- IDR 100,000 and above: 13% of units, 36% of GMV.
Three out of five sunscreens sold on these marketplaces cost under IDR 50,000, and together they are about a third of the money. The IDR 100,000-plus shelf is one unit in eight and more than a third of GMV. That is why this ranking uses GMV rather than units: on units alone the order would look very different.
Who is gaining and losing share?
Change in share of sunscreen GMV between July 2025 and July 2026, in percentage points:
- Gaining: Scora (+1.9), Skin1004 (+1.6), Facetology (+0.8), Wardah (+0.7), Anessa (+0.6).
- Losing: Unitary (−1.4), OMG (−0.7), Skintific (−0.7), Skin Aqua (−0.6), Azarine (−0.5).
In a category that is not growing, both leaders added share while third-placed Azarine and fourth-placed Skintific gave some up. The gains are at the two ends of the price range: Scora sells at about IDR 48,400 per unit, while Anessa, at about IDR 352,700, is the most expensive brand of any size in the category.
Which marketplace sells the most sunscreen in Indonesia?
Sunscreen GMV by marketplace, May–July 2026, per Magpie IQ data:
- Shopee: about 66%, and the main channel for nine of the top ten brands.
- Tokopedia: about 32%, nearly all of it through Tokopedia | Shop listings.
- Lazada: about 1%.
- Blibli: under 1%.
Skin1004 is the exception that matters. It is the only top-five brand whose sales sit mostly on Tokopedia | Shop, and a Shopee-only view of this category would rank it eighth rather than fifth.
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Which sunscreen brand sells the most in Indonesia?
Wardah is the best-selling sunscreen brand on Indonesian marketplaces (Shopee, Tokopedia, Lazada, Blibli) for May–July 2026, with 9.8% of GMV, followed by Facetology with 8.5%, per Magpie IQ data. TikTok Shop is excluded from these figures.
What are the top 10 sunscreen brands in Indonesia?
On Indonesian marketplaces (Shopee, Tokopedia, Lazada, Blibli), ranked by GMV for May–July 2026: Wardah, Facetology, Azarine, Skintific, Skin1004, Scora, Labore, Skin Aqua, Emina and OMG. Together they hold about 49% of tracked sunscreen GMV, per Magpie IQ data.
Is sunscreen still growing in Indonesia?
Not on these marketplaces. Tracked sunscreen GMV was US$14.58 million in July 2026 against US$14.49 million in July 2025, a rise of 0.6%, while units fell 3.6% from 4.39 million to 4.24 million, 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 × units sold, in US dollars; quoted prices are average realised selling prices per unit (GMV ÷ units sold), converted to rupiah at the rate carried in the same records. Market share is a brand's GMV as a percentage of total tracked sunscreen GMV over May–July 2026, the three most recent months in our panel. Scope follows marketplace classification of listings as sunscreen, so tinted sunscreens, sun serums and sunscreen sprays are included and body sunblock filed elsewhere is not. TikTok Shop is excluded from this page: our Indonesian TikTok feed has carried forward unchanged rows since March 2026, so including it would mix stale figures into a live comparison. Unbranded and multi-brand listings, about 0.6% of GMV, count toward the category total but are not ranked. Some brands run a single listing covering several variants; where that happens the per-variant split is not separable and the listing is reported at its realised average price. A bottle, a tube or a twin pack each count as one unit. These are marketplace sales only: they exclude pharmacies, supermarkets, minimarkets and other offline retail, and are not a measure of Indonesia's total sunscreen market.