Local Beauty Brands Rival Global Giants on Shopee Indonesia
The Indonesian beauty market on Shopee is highly competitive in 2025. Maybelline lip products lead, but face price challenges from local brands. OMG and BELIA are emerging, while DAVIS leverages low prices to penetrate lower-tier markets. Deep localization is crucial for success. The landscape requires brands to understand local preferences and adapt their strategies accordingly to gain a competitive edge in this dynamic e-commerce environment.









