Indonesia is rapidly emerging as a hotbed for beauty and personal care products. With a burgeoning demand for high-quality cosmetics, Thai beauty brands are well-positioned to capitalize on this growth.
To succeed, however, Thai companies must navigate Indonesia's strict regulatory landscape, particularly the BPOM registration process. Find the untapped potential and how Thai companies can navigate the challenges.
How massive is the cosmetic market in Indonesia?
As the most significant and fastest-growing beauty market in Southeast Asia, Indonesia is projected to reach over US$7.46 billion in the beauty and personal care sector by the end of 2025. The market is expected to grow at a CAGR of 4.33% annually (2025-2030). Several factors are powering this growth:
- Increasing awareness of the younger demographic towards skincare and makeup
- A Rising middle-class population creates demand and purchasing power
- Easier purchase through e-commerce platforms
- Strong demand for halal-certified products
- Massive influencer marketing has shaped purchasing decisions
For Thai cosmetics companies, these factors create a fertile ground for business expansion in Indonesia's cosmetics landscape.
Read more: Unveiling the prospect of the cosmetic industry in Indonesia
The growing demand for Thai cosmetics
Thailand's beauty industry, known as T-Beauty, is making waves across Asia. Thai cosmetics are gaining popularity, including in Indonesia, for their natural ingredients and affordable luxury.
Formulated for Southeast Asia's Climate
As both nation shares the same hot, humid climate, Thai skincare and makeup are ideal for Indonesians. Products like lightweight yet full-coverage foundations, non-greasy sunscreens, and sweat-resistant skincare products better meet local needs than Western formulations.
Natural and Herbal Ingredients
Thai beauty brands are known for using traditional Southeast Asian botanicals such as turmeric, tamarind, lemongrass, and galangal. These ingredients not only appeal to Indonesia's rising preference for clean beauty but also offer proven skin benefits.
Shared Beauty Ideals
Both Thai and Indonesian consumers share a common appreciation for products that brighten, whiten, and even skin tone. This cultural alignment creates a vast market for Thai cosmetics that already prioritize these effects.
Affordable Premium Feel
Thai brands often deliver a premium-quality experience at mid-range prices—a winning combination for Indonesia's value-conscious yet trend-savvy consumers.
Indonesia presents an exciting opportunity for Thai cosmetics brands, and now is the perfect time to tap into this market. However, Thai brands must be aware of key challenges, especially BPOM registration. Without it, your products cannot be legally sold in Indonesia, making it a crucial step in your expansion strategy.
Read more: How to reduce import duties in Indonesia legally
Key market challenge: Understanding BPOM registration
Before Thai cosmetic products can be legally sold in Indonesia, they must be registered with BPOM (Badan Pengawas Obat dan Makanan). This process is crucial for building consumer trust and protecting brand reputation.
What is BPOM Registration?
BPOM registration is the official approval that certifies a cosmetic product is safe, properly labeled, and compliant with Indonesian standards. This includes a wide range of products, including skincare, haircare, and makeup. Without it, these products cannot be imported, advertised, or sold in the country.
To register cosmetic products in Indonesia, Thai brands must prepare:
- A local representative (importer or distributor) acts as a registration holder.
- Comprehensive product information, including product name, function, ingredient list, and Certificate of Free Sale (CFS).
- Safety and quality data, including manufacturing standards, safety evaluations, and Good Manufacturing Practice (GMP).
- Packaging and labeling information in Indonesian.
Step-by-Step Procedure
After completing all the requirements, Thai cosmetic brands will undergo these procedures to obtain BPOM approval:
- Preliminary Check: Verify that the product and ingredients comply with BPOM's positive and negative lists.
- Document Preparation: Gather all required documentation and samples.
- Online Submission via BPOM e-Registration: Submit through the online platform.
- BPOM Review and Evaluation: Authorities review the product for safety, label compliance, and documentation accuracy.
- Approval and Notification Number: Once approved, a unique BPOM notification number is issued and must appear on the product label.
Thai brands that partner with a trusted agent in Indonesia, like Ascentium Indonesia, can significantly streamline the cosmetic registration process, reducing the risk of rejection or delay.
Read more: BPOM Registration made easy: Launch your cosmetics in Indonesia
Non-compliance risk: What can go wrong?
Selling cosmetics in Indonesia without BPOM registration can cause serious problems for your brand. Avoid these risks:
- Unregistered product seizure by customs or authorities
- Heavy fines and legal trouble for selling unapproved products
- Lose customers' trust and have a bad brand reputation
- Online sales blockage by e-commerce platforms
Read more: Essential import approval guide in East Java
Getting your products registered through BPOM shows that your brand is serious, safe, and trustworthy. It helps you gain trust and opens more sales opportunities in Indonesia's growing market.
Launch your cosmetic brand with confidence
Want to sell your Thai cosmetics in Indonesia? You must have a BPOM registration to ensure compliance with safety standards and legal requirements.
Skip the confusion and let the experts handle it. Ascentium Indonesia offers full support for cosmetic product registration, from paperwork to approval.
- Fast and legal market entry
- Full compliance with BPOM rules
- Focus on your brand — we will handle the rest
