Competitive Landscape
Leading Manufacturers Experience Gradual Share Shifts Amid Mild Market Fragmentation
Men’s grooming in Indonesia displayed a moderately fragmented structure in 2025, with the leading manufacturers collectively holding significant but gradually declining shares. Mandom Indonesia Tbk PT retained its position as market leader with a 10% value share, declining from 13% in 2020, while Unilever Indonesia Tbk PT held the second-largest share at 7%, down from 9% over the same period.
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Overview:
Understand the latest market trends and future growth opportunities for the Men's Grooming industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Men's Grooming industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Men's Grooming in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Men's Grooming in Indonesia?
- Which are the leading brands in Indonesia?
- How are products distributed in Indonesia?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Men's Grooming in Indonesia - Category analysis
Key Data Insights
Lifestyle-Led Engagement and Social Commerce Drive Men’S Grooming Growth
Lifestyle-Led Engagement and Social Commerce Drive Men’S Grooming Growth
Ai-Driven Personalisation Accelerates Men’S Adoption of Skin Care
Practical Sustainability Drives Repurchase in Men’S Grooming
Men’S Skin Care Is Set to Lead Growth as Skincare Conversion Expands the Consumer Base
Doctor Influencer-Led Communities to Shape Men’S Grooming Engagement
Ai Personalisation Is Set to Become a Mainstream Enabler
Leading Manufacturers Experience Gradual Share Shifts Amid Mild Market Fragmentation
Convenience Stores Lead Offline Retail While E-Commerce Grows Rapidly
Pop-Up and Experiential Retail Drive Brand Engagement
Beauty and Personal Care in Indonesia - Industry Overview
Lifestyle Marketing and Community Engagement Drive Broad-Based Growth
Key Data Insights
Lifestyle Marketing and Community Engagement Drive Broad-Based Growth
Barrier Protection Emerges as a Cross-Category Value Driver as Hybrid Formulations Redefine Expectations
Inclusive Ambassador Strategies Broaden Target Audiences
Demand for Skin Care Benefits to Drive Formula Innovation and Blur Category Boundaries
Retail to Transform as Social Commerce Reshapes Discovery and Conversion
Emerging Consumer Groups and Educational Marketing to Unlock the Next Wave of Growth
Leading Companies Consolidate Positions Amid Strong Competition and Fragmentation
Emerging Niche Brands Gain Traction through Innovation and Targeted Marketing
Offline Retail Leads as Brand-Retailer Collaborations Elevate In-Store Experience
E-Commerce Serves as Both a Sales Engine and Digital Marketing Amplifier
Country Reports Disclaimer
The following categories and subcategories are included:
Men's Grooming
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- Men's Post-Shave
- Men's Pre-Shave
- Men's Razors and Blades
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- Premium Men's Bath and Shower
- Mass Men's Bath and Shower
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- Premium Men's Deodorants
- Mass Men's Deodorants
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- Premium Men's Hair Care
- Mass Men's Hair Care
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- Premium Men's Skin Care
- Mass Men's Skin Care
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- Premium Men's Fragrances
- Mass Men's Fragrances
Men's Grooming
This is the aggregation of men’s shaving products, men’s toiletries and men's fragrances.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Men's Grooming research and analysis database.
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