K-Beauty Functional Cosmetics Gain Attention in Indonesia, Riding the Hallyu Wave
The global K-Beauty industry has once again gained attention in Indonesia, a central country in Southeast Asia. Korean companies focusing on functional cosmetics and eco-friendly technology are making strategic inroads, further amplifying the influence of K-Beauty, riding the wave of the Hallyu phenomenon.
‘CosmoBeauty Indonesia 2025’ Reinforces K-Beauty’s Status
Held from October 9 to 11, 2025, at ICE (BSD City) in Jakarta, Indonesia, ‘CosmoBeauty Indonesia 2025’ marked the third in the CosmoBeauty series in Indonesia following Malaysia and Vietnam, celebrating its 18th edition this year. With participation from 17 countries, over 500 companies showcased some 1,300 different beauty products, marking significant growth in scale.
The theme of this exhibition was ‘Inclusive Beauty, Sustainable Future’. It extended beyond mere product promotion to explore sustainable and ethical values for global transformation while seeking strategic alignment with the local market.
“This exhibition has become a strategic tool for accelerating the global transformation of Indonesia’s beauty industry.”
– Juanita Soerakoesoemah, Portfolio Director of CosmoBeauty Indonesia –
Growth Potential of Indonesia’s Beauty Market in the Most Populous Southeast Asian Country
According to Indonesia’s Ministry of Industry, the cosmetic market size is expected to reach $2.09 billion by 2025, with stable annual growth projected at 4.73% through 2028. This growth is driven by increasing demand for halal certification, an eco-friendly lifestyle, and a rapidly evolving consumer culture that values functional innovation.
“The cosmetics industry is directly linked to Indonesia’s economy, contributing significantly not just as a consumer product but also by creating jobs and strengthening competitiveness.”
– Taufiek Bawazier, Director General of the Chemical, Pharmaceutical and Textile Industry, Ministry of Industry, Indonesia –
As the most populous nation in Southeast Asia, Indonesia is expanding its presence in the global beauty market, where K-Beauty acts as a strong benchmark.
Over 40 Korean Companies Participated in the Korea Pavilion; Local Reaction Was ‘Wild’
The Korea Pavilion at this event, managed by KOECO, featured participation from over 40 leading Korean companies, showcasing the diverse technological advances and market strategies of K-Beauty to global buyers. Skin care, functional cosmetics, beauty devices, and aesthetic products tailored to local consumer preferences were prominently featured.
Six companies, along with the Pukyong National University GTEP Business Team, jointly operated booths with the support of Busan City and the Busan Economic Promotion Agency, conducting lively business meetings. Numerous consultations and contract discussions took place during the exhibition, with most participating companies expressing satisfaction with tangible results.
“Indonesia is a strategic area with a steady rise in interest in K-Beauty. Success here signifies an expansion into the ASEAN region.”
– Jowan Soo, CEO of KOECO –
The Divided Exhibition Hall and Positive Reaction to the Beauty Specialty Hall
This exhibition was organized into three main halls. Hall 5 served as a finished product specialty hall with a focus on integrated functional technology cosmetics, including Cosmax Indonesia. Hall 6 was the Aesthetic Hall, highlighting injectors, skin boosters, and beauty devices. Hall 7, the Supply Chain Zone, showcased packaging and container technology companies.
Such varied exhibition setups faithfully reflected the needs of Indonesian buyers. Especially high was interest in eco-friendly packaging, sustainable ingredients, and customized care solutions, and visitors’ concrete purchasing intentions were detected.
“Local consumers are increasingly considering not just beauty effects but also product philosophy and sustainability.”
– Quoted from a participant company representative on-site –
Wellness Trend and Eco-Friendly Consumption Boost K-Beauty’s Wings
The preference for eco-friendly packaging and products focused on functional efficacy is high among Indonesian beauty consumers. With the local market’s active response to wellness trends combined with cosmetic products aimed at skin function improvement, K-Beauty has established a vital foundation for enhancing brand influence beyond mere export.
There was a notable increase in the number of buyer meetings focusing on functional cosmetics compared to last year, fostering positive expectations for future export outcomes.
“The achievements of this exhibition are directly connected to the expansion potential of K-Beauty in the Indonesian market. It serves as a measure of brand competitiveness.”
By encompassing brand philosophy, design, and functionality, K-Beauty transcends simple trends and is now recognized in the local market for its ‘sustainable consumption’ potential based on quality.
Targeting the ASEAN Market Through the CosmoBeauty Series
Following the success of this Indonesian exhibition, KOECO announced strategic plans to continue hosting the Korean Pavilion in ASEAN countries, including Vietnam and Malaysia, starting in 2026. This series has proven its value as a practical platform for disseminating the Korean Wave in the beauty industry.
There are concrete plans to ensure that Korean companies can secure sustainable business networks by showcasing products tailored to each country’s needs and connecting with new buyers.
This Indonesian exhibition has elevated the value and potential of K-Beauty by focusing on functional cosmetics and eco-friendly trends. continues to contribute to the development of the cosmetics industry as a reliable partner in this global market.
