JAKARTA - The local beauty industry continues to show significant growth in line with changing consumer behavior. Now, people are no longer only interested in conventional advertising, but rather believe in real experiences, authentic reviews, and recommendations from creators who feel close to their daily lives. This change is what drives digital ecosystems such as TikTok to become an important space for beauty brands to grow.
In addition to growth in terms of content, the total transaction value or Gross Merchandise Value (GMV) of the beauty and self-care category on TikTok Shop by Tokopedia has also experienced growth of more than 60 percent every year. This figure shows that more and more beauty brands are utilizing the TikTok ecosystem not only to build awareness, but also to encourage direct purchase decisions.
Supported by strong community interaction, TikTok For Business advertising solutions, and commerce activities through TikTok Shop by Tokopedia, the TikTok ecosystem helps brands deliver more relevant, interactive, and impactful marketing strategies.
Christopher Junaidi, Client Partnerships Solution Manager TikTok Indonesia, said that changes in audience behavior are one of the main factors in the development of the digital beauty industry today. This was revealed in the Media Workshop: It's Time to Find Your Beauty on TikTok ForYouBeauty 2026.
"Now the audience is smarter in choosing beauty products. They don't just see ads, but look for experiences that feel real and relevant to themselves," said Christopher, when met at Melas Dining & Lounge, Jl. Pakubuwono VI, South Jakarta on Tuesday, May 26, 2026.
"TikTok is present as a discovery space, where users can find recommendations, trends, and more personal and authentic beauty inspiration," he continued.
According to him, the TikTok ecosystem allows creators, communities, and brands to connect in one complete experience.
"Through TikTok ForYouBeauty, we want to present a space that is not only entertaining, but also educational and inclusive. Visitors can try products, understand personal color, find a style that suits their character, to experience a more personal beauty experience," he added.
The same thing was felt by the local brand Hanasui. Kidung Jagad Wening, Head of Brand Hanasui, explained that the integration between content, community, and commerce is an important factor in the growth of their business.
"For Hanasui, collaboration with TikTok is based on the power of connecting content, creators, communities, and commerce activities in a mutually supportive ecosystem. Through the combination of TikTok Ads, relevant content, community interaction, and integration with TikTok Shop by Tokopedia, we can turn audience attention into real business growth," explained Kidung.
He added that through TikTok, Hanasui managed to reach a more relevant audience while driving sales growth of up to 35 percent in the first quarter of 2026.
On the other hand, the development of the digital beauty industry also opens up new economic opportunities for creators and affiliates. Authentic and consistent content is considered easier to build audience trust than a too formal promotional approach.
TikTok beauty creator, Farra Jaidi (@farrajaidi), believes that consumers are now more aware of the needs of their skin and their own character.
"In the past, many people chose products because they followed certain standards, now consumers are more focused on finding products that really match their skin color and needs. People are starting to ask if this product is suitable for warm undertones or cool undertones, not just following trends," said Farra.
According to him, this change makes beauty education increasingly important on social media.
"Beauty content now is not just about good makeup, but also helping people understand themselves and feel comfortable with their best version," he continued.
Meanwhile, Alma Tando (@catlovers29), a beauty creator and TikTok affiliate, sees audiences now more interested in everyday content that feels honest and relatable.
"Now people trust more to see real experiences than ads that are too made-up. When they see someone wearing a product in everyday activities, it feels closer and more convincing," said Alma.
Alma added that social media opens up space for anyone to express themselves without having to follow a certain standard of beauty.
"In my opinion, beauty is not about following other people's standards. Just be yourself and find your own version of beauty." he said.
In the midst of this digital beauty trend, TikTok presents a beauty campaign and festival titled #TemukanCantikmu on TikTok ForYouBeauty. This festival is presented in both online and offline formats by combining trends, creators, brands, and communities in one interactive experience.
Online activation has been taking place since May 2026 through various creative content, hashtag challenges, LIVE sessions, to collaborations with creators and beauty brands on TikTok. Meanwhile, the peak of the offline festival will be held at Senayan City, Jakarta, on June 12-14, 2026, with more than 60 local and international beauty brands.
Visitors can try various beauty products, interact directly with creators, enjoy AI beauty filters, beauty salon experience, blind box vending machines, photobooth, and educational talkshow about beauty trends and personal color analysis.
This festival will also be enlivened by a number of musicians such as Sal Priadi, Ghea Indrawari, Naykilla, Indahkus, Reality Club, and Nadhif Basalamah.
Through this campaign, TikTok wants to encourage people to see beauty as a more inclusive and personal form of self-expression, while opening up wider opportunities for local brands, creators, and communities to continue to grow together in the digital age.
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