Top 20 Popular Japanese Cosmetics in Indonesia
- Publish
- 2023/06/11
- Update
- 2025/08/16
- You can read this article in 5minutes
Several Japanese cosmetics brands, including Shiseido and Kanebo, have entered the Indonesian market. Which products are most popular in Indonesia?
This article introduces the five most popular Japanese cosmetics in each of the following four categories: skincare, face makeup, eye makeup, and lip makeup. To clarify what aspects are particularly favored, we have also included selected customer reviews posted on e-commerce platforms.
The rankings are independently compiled based on the popularity rankings on the beauty-focused e-commerce platform Sociolla and the sales data from official online stores of each brand. For products that are identical to those sold in Japan, the Japanese product names are included in the headings.
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Top 5 Most Popular Skincare Products
Many Japanese cosmetics brands that have entered the Indonesian market specialize in skincare. Among the wide variety of skincare products, this section introduces the top five most popular items, focusing on lotions, milks, and face masks.
No.1 – Hatomugi “Skin Conditioner”
Price
IDR 116,500 (approx. USD 7.4)
Description
A lotion containing natural moisturizing ingredient Job’s tears (hatomugi) extract. In Indonesia, it is promoted as “Japan’s No.1 Bestseller.” It soothes irritation and redness from sun exposure while maintaining skin softness.
Reviews
- Large volume and economical
- Suitable for sensitive skin
- Helps calm skin troubles quickly
No.2 – Senka “Perfect Aqua Rich Mask / White Mask”
Price
Rich Mask: IDR 30,500 (USD 1.9) / White Mask: IDR 36,500 (USD 2.3)
Description
Facial masks with collagen, vitamin C, and double hyaluronic acid for high moisture retention. The “Rich” and “White” versions are exclusive to overseas markets.
Reviews
- High moisturizing power
- Soft, comfortable sheet
- Generously soaked in lotion
No.3 – Hadalabo “Gokujyun Ultimate Moisturizing Lotion / Milk”
Price
Lotion: IDR 50,500 (USD 3.2) / Milk: IDR 39,500 (USD 2.5)
Description
Popular for its affordability and hydrating effects. Formulated with three types of hyaluronic acid.
Reviews
- Very moisturizing
- Blends well into skin
- Affordable and effective
No.4 – KOSE “Sekkisei Lotion”
Price
200ml: IDR 821,000 (USD 52.5) / 360ml: IDR 1,198,000 (USD 76.6)
Description
Brightens skin tone and reduces pigmentation. Packaging is almost identical to the Japanese version.
Reviews
- Light and easy to apply
- Skin becomes softer and brighter
- Expensive but satisfying
No.5 – Kanebo “Graceful Flow Lotion”
Price
IDR 1,325,000 (USD 84.8)
Description
Anti-aging lotion with botanical extracts. Same product as sold in Japan.
Reviews
- Moisturizing and smoothing
- A favorite for repeat purchase
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.
Top 5 Most Popular Face Makeup Products
No.1 – KOSE “Sekkisei White BB Cream / CC Cream”
Price
BB: IDR 454,000 (USD 29.0) / CC: IDR 477,000 (USD 30.5)
Description
6-in-1 multifunctional creams covering skincare to foundation needs.
Reviews
- Long-lasting and natural finish
- Does not cause acne
- Lightweight with good coverage
No.2 – DHC “Velvet Skin Coat”
Price
IDR 315,000 (USD 20.1)
Description
Gel primer that smooths fine lines and pores, controlling oil and dryness.
Reviews
- Excellent oil control
- Minimizes pores
- Improves makeup longevity
No.3 – Shiseido “Synchro Skin Self-Refreshing Liquid Foundation”
Price
IDR 750,000 (USD 48.0)
Description
Provides fresh, long-lasting coverage with skincare benefits.
Reviews
- Smooths skin texture
- Good coverage
- Long-lasting
No.4 – Shiseido “Synchro Skin Radiant Lifting Foundation”
Price
IDR 790,000 (USD 50.6)
Description
Gives radiant skin under any lighting, covers imperfections, hydrates.
Reviews
- Natural glow, long wear
- High coverage
- Makes skin look luminous
No.5 – Shu Uemura “Unlimited Fluid Foundation”
Price
IDR 820,000 (USD 52.5)
Description
Lightweight with strong coverage. Matches Japanese best-selling formula.
Reviews
- Lightweight compared to others
- Matte with slight sheen
- Broad shade range
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Top 5 Most Popular Eye Makeup Products
No.1 – Shiseido “Pop PowderGel Eye Shadow”
Price
IDR 350,000 (USD 22.4)
Description
Hybrid of powder and gel for bold color and long-lasting wear.
Reviews
- Vibrant colors
- Rich color variety
- Loved for glitter
No.2 – Shiseido “Controlled Chaos MascaraInk”
Price
IDR 630,000 (USD 40.4)
Description
Curved brush for dramatic volume and length lasting 24 hours.
No.3 – ESPRIQUE “W Eyebrow (Liquid & Powder)”
Price
IDR 377,000 (USD 24.1)
Description
Dual-ended brow pen for precision and softness. Long-wear, waterproof.
Reviews
- Neatly fills brows
- Truly waterproof and durable
No.4 – Dejavu “Fiberwig Ultra Long (Pure Black)”
Price
IDR 188,000 (USD 12.0)
Description
Fiber-rich mascara for natural-looking length. Removes with warm water.
Reviews
- Great curl
- Long lashes naturally
No.5 – Kanebo “T’estimo Eyebrow Coat”
Price
IDR 200,000 (USD 12.8)
Description
Topcoat to set brows for long-lasting hold. Former Japan product still sold in Indonesia.
Reviews
- Makes brows stay put
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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.
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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.
Top 5 Most Popular Lip Makeup Products
No.1 – DHC “Pure Color Lip Cream”
Price
IDR 199,000 (USD 12.8)
Description
4-in-1: treatment, tint, plump, UV care. Same shades as in Japan.
Reviews
- Non-sticky yet moisturizing
- Healthy natural tint
No.2 – Shiseido “VisionAiry Gel Lipstick”
Price
IDR 325,000–340,000 (USD 20.8–21.8)
Description
Smooth gel-based lipstick with vivid colors, 6-hour wear, 28 shades.
Reviews
- Moisturizing
- Long-lasting
- Beautiful, natural color
No.3 – Shiseido “ModernMatte Powder Lipstick”
Price
IDR 390,000–410,000 (USD 25.0–26.3)
Description
Smooth, soft matte finish. 31 shades. 8-hour wear.
Reviews
- Silky application
- Matte and vivid
No.4 – Mentholatum “Lip Ice Tint Rose Pink”
Price
IDR 48,000 (USD 3.1)
Description
Long-lasting tint with hyaluronic acid and vitamins. Halal-certified.
Reviews
- Lasts long
- Sweet scent
- Moisturizing
No.5 – Mentholatum “Khalisa Lip Balm Pink Bubble Gum”
Price
IDR 28,000 (USD 1.8)
Description
Halal balm with a sweet scent and soft finish. Local brand by Rohto.
Reviews
- Moisturizes lips
- Cute and portable
- Adds subtle color
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Characteristics of Popular Japanese Cosmetics in Indonesia
Relatively High Price
Popular cosmetics in Indonesia are typically priced between USD 3–10. Japanese products often exceed this range, targeting upper-middle-income consumers. For example:
- “Sekkisei White BB Cream”
Japan: JPY 2,860 → Indonesia: IDR 454,000 (USD 29.0) - “Controlled Chaos MascaraInk”
Japan: JPY 4,180 → Indonesia: IDR 630,000 (USD 40.4)
Higher prices reflect the cost of local certification and import logistics.
Key Factors Behind Their Popularity
User reviews often state: “expensive but worth it.” Many consumers become loyal to Shiseido or Kanebo after first use.
Other positive feedback includes:
- Compact and portable
- Gifts from official stores
- Excellent customer service
PT. TRICRUISE MARKETING INDONESIA offers trial sales services at department stores and beauty clinics in Indonesian shopping malls for cosmetics manufacturers exploring market entry. Please [click here] for more details.
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.
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What types of Japanese cosmetics are popular in Indonesia?
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Many Japanese cosmetics brands have entered the Indonesian market, with a particularly large number of skincare brands. Products range from several thousand yen to just a few hundred yen, and both ends of the price spectrum are popular.
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Which Japanese cosmetics brands are well-known in Indonesia?
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Shiseido and Kanebo are well-known in Indonesia. Other widely recognized brands include Sekkisei (by KOSÉ) and Hada Labo (by Rohto).
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Why are Japanese cosmetics popular in Indonesia?
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Japanese cosmetics are popular in Indonesia not only for their brand reputation but also for their high functionality, such as long-lasting color, resistance to smudging, and strong moisturizing effects.
