Popular Japanese Cosmetics Manufacturers in Indonesia
- Publish
- 2023/05/30
- Update
- 2025/08/16
- You can read this article in 7minutes
Japanese cosmetics manufacturers (including skincare and makeup brands) that have entered the Indonesian market are introduced here. This article highlights nine companies ranging from premium makeup brands to those offering popular products in the low-price range (around a few hundred yen).
In this article, we define “companies that have entered the Indonesian market” as those that have established a local entity in Indonesia or operate dedicated websites, social media accounts, or official online stores targeting the Indonesian market.
Product prices referenced are based on official online stores, including brand websites and e-commerce platforms.
● Domestic corporation ⮕ Foreign companies cannot be shareholders
Are you curious about how other companies are expanding into Indonesia?
Popular Japanese Cosmetics Manufacturers in Indonesia (Part 1)
1. PT Shiseido Cosmetics Indonesia
Main Brands
Shiseido, Anessa, Senka
Representative Product Prices (Shiseido)
- Liquid Foundation / Tint Foundation: IDR 518,000–750,000 (approx. USD 33–48)
- Lipstick: IDR 170,000–378,000 (approx. USD 11–24)
Overview
Shiseido’s Indonesia-focused Instagram account has been integrated into its official global account. Product lineups can be viewed on the official website, while online sales are conducted via e-commerce platforms such as Shopee, Lazada, and Sociolla. Offline, the products are available at major cosmetics stores and department stores that carry premium-priced goods.
Shiseido-brand cosmetics are positioned as luxury items and are primarily supported by urban working women in the millennial generation and older. On the other hand, Senka’s facial cleansers are affordably priced—starting at just a few dollars—and are widely accepted by a broader consumer base.
2. Kanebo Cosmetics Indonesia
Main Brand
Kanebo
Representative Product Prices
- Powder Foundation: IDR 550,000–610,000 (approx. USD 35–39)
- Lipstick: IDR 465,000 (approx. USD 30)
Overview
In Indonesia, Kanebo is widely recognized alongside Shiseido as a “premium Japanese cosmetics brand.”
Kanebo does not operate an official website in Indonesia but has official online stores on e-commerce platforms. A unique feature is its provision of online beauty consultations and skin analysis services using webcams.
Offline stores are available in department stores located in major cities such as Jakarta, Bandung, and Surabaya. The product packaging is characterized by a minimalist black or white design.
3. SK-II Indonesia (P&G)
Main Brand
SK-II
Representative Product Prices
- Facial Treatment Essence (75ml): IDR 1,280,000 (approx. USD 82)
- SKINPOWER Cream (80g): IDR 2,760,000 (approx. USD 177)
Overview
SK-II is a Japanese cosmetics brand under the umbrella of Procter & Gamble (P&G). In Indonesia, it offers approximately 30 products, which are nearly identical to those sold in Japan.
The brand operates an official website and multiple social media accounts. On YouTube, commercials originally produced in Japan are presented with Indonesian narration. Online sales are conducted via specialized beauty and fragrance e-commerce platforms such as Sephora, while offline sales take place in department stores and similar retail outlets.
4. L’Oréal Japan
Main Brand
shu uemura
Representative Product Prices
- Powder Foundation: IDR 1,120,000 (approx. USD 72)
- Lipstick: IDR 475,000–960,000 (approx. USD 30–62)
Overview
Shu Uemura, a Japanese-born brand now under the French L’Oréal Group, is introduced in Indonesia as a Tokyo-based brand.
Its products are available at physical stores within various shopping malls and department stores in Jakarta. Online, they are sold through beauty and fashion-specialized e-commerce platforms such as Zalora and the Indonesian version of Sephora. The brand does not have a dedicated website for the Indonesian market, and its official Facebook and Twitter accounts have been deactivated.
5. PT Indonesia KOSÉ (KOSÉ Indonesia)
Main Brands
Sekkisei, Infinity, One By KOSÉ, Esprique
Representative Product Prices (Sekkisei)
- Lotion (24ml): IDR 88,000 (approx. USD 5.6)
- Essential Souffle (emulsion, 30ml): IDR 121,000 (approx. USD 7.8)
- Powder Foundation Case: IDR 161,000 (approx. USD 10.3)
- Powder Foundation Refill: IDR 621,000 (approx. USD 39.8)
Overview
In Indonesia, KOSÉ offers three skincare brands—Sekkisei, Infinity, and One By KOSÉ—along with the makeup brand Esprique. The company uses the same Japanese brand ambassadors as in Japan, including actress Yui Aragaki, actress Keiko Kitagawa, and figure skater Yuzuru Hanyu.
KOSÉ maintains both an official website and an Instagram account for the Indonesian market. It also operates official online stores on e-commerce platforms such as Tokopedia, Shopee, and Sociolla.
Precautions when conducting an on-site inspection in Indonesia
Some visitors consider, "My primary purpose is to conduct maintenance work at the factory, but the visa application process appears cumbersome. I will simply enter on a Visa on Arrival (VOA) and carry out the work discreetly."
However, there have been numerous cases where entering without the appropriate visa for the intended activities has resulted in significant legal and operational issues. It is therefore strongly advised to obtain the correct visa prior to travel.
Here are the types of visas and their purposes.
Popular Japanese Cosmetics Manufacturers in Indonesia (Part 2)
6. PT. Rohto Laboratories Indonesia
Main Brands
Hada Labo, SKIN AQUA, OXY
Representative Product Prices (Hada Labo)
- Gokujyun Lotion: IDR 49,600 (approx. USD 3.2)
- Shirojyun Lotion: IDR 62,200 (approx. USD 4.0)
Overview
Rohto Pharmaceutical offers well-known Japanese skincare brands such as Hada Labo, Skin Aqua, OXY, and Mentholatum in the Indonesian market. Additionally, it sells Halal-certified lip balms under the Mentholatum and locally developed Khalisa brands.
Among Japanese skincare products, Rohto’s offerings are competitively priced and enjoy popularity across a wide range of consumers. Online sales are conducted via official stores on Tokopedia and Shopee, while offline sales take place in supermarkets and drugstores.
The company operates an official website and has launched a membership-based “Rohto Influencer Community.” Each brand also manages its own social media account, including Instagram.
Furthermore, as a pharmaceutical company, Rohto actively engages in corporate social responsibility (CSR) initiatives under the “Rohto Peduli” (Rohto Care) program, supporting cataract surgeries and donating eyeglasses to elementary and junior high school students.
7. PT Kao Indonesia
Main Brands
Biore, Men’s Biore
Representative Product Prices (Biore)
- Makeup Remover (30ml): IDR 74,000 (approx. USD 4.7)
- UV Aqua Rich Sunscreen Watery Essence SPF 50 PA++++ (15g): IDR 41,100 (approx. USD 2.6)
Overview
Kao offers a wide range of products in Indonesia, including household care items such as detergents, as well as skincare, body care, feminine hygiene products, and hair coloring products.
The Biore brand’s skincare and body care products are promoted with the tagline “#LoveYourSkin.” These products are affordable and widely available at supermarkets and drugstores, showing a strong presence comparable to local brands. Official online stores are operated on Tokopedia, Shopee, and Lazada, and some products are Halal-certified for the Indonesian market.
Kao also operates an online media platform called “KAO Life Academy,” which provides information on health, beauty, and lifestyle. In addition, Kao collaborates with Indonesia’s Ministry of Health to conduct health education programs in elementary and junior high schools.
8. DHC Corporation
Main Brand
DHC
Representative Product Prices
- Deep Cleansing Oil (150ml): IDR 289,000 (approx. USD 18.5)
- Color Lip Cream: IDR 199,000 (approx. USD 12.8)
Overview
In Indonesia, DHC is more widely recognized as a supplement brand. The official online stores on Tokopedia and Shopee are primarily focused on supplement products, while cosmetics are available only through specialized beauty e-commerce platforms and the online store of the drugstore chain Watsons.
Offline, DHC cosmetics are handled by relatively upscale supermarkets and AEON Malls in urban areas. The product lineup is limited, mainly consisting of skincare items.
9. PT Pias Intercosmex Indonesia (Imju)
Main Brands
dejavu, Eye Putti, Hatomugi
Representative Product Prices (dejavu)
- “Paint-On False Lashes” Mascara: IDR 150,000–188,000 (approx. USD 9.6–12.1)
- Precision Eyeliner: IDR 92,000–108,000 (approx. USD 5.9–6.9)
Overview
Among the products Imju offers in Japan, it has introduced the dejavu mascara and eyeliner series, Eye Putti, and the “Hatomugi” skincare series to the Indonesian market.
While the company does not operate its own official online store, it lists its dejavu brand products on the online cosmetics retailer Nihonmart. For media presence, it maintains an official website and an Instagram account for the dejavu brand.
10. Dr. LuLuLun Inc.
Main Brand
Lululun
Representative Product Prices
- Face Sheet Masks (various types): IDR 27,000–30,000 (approx. USD 1.7–1.9)
Overview
Dr. LuLuLun sells face sheet masks in Indonesia, commonly referred to as “moisturizing lotion masks.” These products are mainly available online through specialized beauty e-commerce platforms, and offline through AEON and various supermarkets.
While the company does not operate an official website, it manages an Instagram account, promoting the brand as “Japan’s No.1 Top Selling Sheet Mask.” A news article covering its 2020 launch event featured the phrase: “From Korea’s Glass Skin to Japan’s Mochi Skin,” introducing Lululun’s sheet masks as the embodiment of this concept.
Reference: Merdeka.com – “Lululun, Sheet Mask Nomor 1 Jepang Hadir di Indonesia buat Wujudkan Mochi Skin Impian”
For those seeking information on establishing a corporation
(You can click to go to the article you want to read.)
Regulatory Challenges for Japanese Cosmetics Manufacturers in Indonesia
The above introduces various Japanese cosmetics manufacturers that have entered the Indonesian market. In addition to the companies listed here, there are other Japanese brands whose products are sold through import channels. If your company requires more detailed research, please feel free to contact us.
Although Indonesia is experiencing rapid economic growth and has a large population of young people, making it a rapidly expanding market for mid- to high-priced cosmetics aimed at the middle-income class, obtaining the necessary local certifications is essential for companies seriously considering market entry.
For companies looking to avoid the burden of complex regulatory procedures and conduct test marketing in Indonesia, PT. TRICRUISE MARKETING INDONESIA offers a dedicated service package to handle the entire process on your behalf.
-
Domestic corporation
Recruitment Agency
We set up a domestic capital company in Indonesia using the name of a former employee from Japan’s Specified Skilled Worker program. At first, communication was smooth, but once the business became profitable, they claimed ownership, seized bank accounts and contracts, and disrupted client relations. A contract was in place but ineffective, leaving us to regret relying solely on trust.
-
Foreign-owned corporation
Machinery Manufacturer
We hired a local consulting firm to set up our foreign-owned company in Indonesia, but responses were slow and explanations kept changing. Repeated requests for extra documents and shifting requirements disrupted our schedule, and the process took nearly a year, delaying our business launch. We learned the importance of clearly defining project management and responsibilities in the contract.
The Promising Indonesian Market
Looking at the Japanese cosmetics brands present in Indonesia, we observe that skincare and body care products such as Hada Labo and Biore are priced similarly to local products.
At the same time, brands like Shiseido, Kanebo, and SK-II—whose products are priced at several thousand yen—continue to gain substantial support in a market where best-selling cosmetics are generally priced between a few hundred and 1,500 yen (approx. USD 2.5–10). Their success stands out and can be attributed to effectively capturing the growing upper-middle-income consumer segment in urban areas.
We create a WhatsApp group, allowing you to contact us anytime for free if any issues arise during your business trip. Unexpected troubles can occur during on-site visits, but with our team-based support, we can resolve problems quickly and efficiently.
-
Which Japanese cosmetics manufacturers are well-known in Indonesia?
-
In Indonesia, Shiseido and Kanebo are the most well-known Japanese cosmetics manufacturers. As for skincare brands, KOSÉ's Sekkisei and Rohto Pharmaceutical's Hada Labo are also popular.
-
What is the image of Japanese cosmetics in Indonesia?
-
Japanese cosmetics in Indonesia are generally perceived as high-quality and expensive. However, there are brands like Biore that have become widely adopted by Indonesian households with pricing comparable to local products.
-
What should be considered when selling cosmetics in Indonesia?
-
To sell cosmetics in Indonesia, it is necessary to obtain certification from BPOM (National Agency of Drug and Food Control). In addition, it is important to monitor the implementation status of the newly introduced Halal certification system. Clearly defining the target customer segment is also essential.
