Halal certification is extending in Indonesia and M Beauty continues to expand in the region with new services & products dedicated to Muslimah consumers. The pandemic has also accelerated the boom of online local brands, showing a fast shift from a make-up centered market to skin curious and even skintellectual consumers, heavily influenced by Korean and Japanese beauty.

Along with these outside influences, strong local needs and identities have started to emerge and redefine the region beauty landscape: a demand for inclusive representation and adapted offer, a need for suitable products in regard to harsh climatic conditions, a growing appeal for a healthier life through new active lifestyle and in and out beauty; a new interest for premium and personalized products … without forgetting the new green and sustainable wave reaching the region pushed by both brands and consumers, and emerging topics such as body image, wellness and mental health.