Healthy Skin and Natural Makeup Trends Dominate the Beauty Industry

Illustration of natural makeup trends. (Freepik)

JAKARTA - Indonesia's beauty industry continues to show dynamic development in recent years. Not only skincare, makeup products are also increasingly in demand as people's awareness of self-care and more personal beauty expression increases.

If previously the beauty trend was dominated by thick and full coverage makeup looks, now consumers tend to look for products that can highlight the natural character of the skin while still being comfortable to use in daily activities.

This change in preferences also affects the choice of products sought by consumers. They are no longer just following the trend that is viral, but have begun to consider the factor of comfort, the quality of the formula, and the suitability of the product to the condition of the skin and each person's lifestyle.

The trend of complexion, for example, which looks natural, light, and gives an end result resembling the original skin, is also increasingly gaining attention among makeup lovers in Indonesia.

Amid this development, South Korean beauty brand JUNGSAEMMOOL Beauty marked its one-year presence in Indonesia. During this period, the brand, known for its complexion artistry philosophy, recorded positive growth and expanded its product portfolio in the local market.

This beauty brand first came to Indonesia in February 2025 through a partnership with Social Bella and Skincara as official distributors. Within a year, the number of products offered has grown from around 32 SKUs to more than 60 SKUs, covering the categories of complexion, skincare, and makeup essentials.

This development is considered to reflect the increasing interest of consumers in a makeup approach that emphasizes the uniqueness of the skin character of each individual.

The philosophy of complexion artistry carried by the brand focuses on a healthy and natural skin appearance, not just creating a perfect makeup result.

"Indonesia is one of the most meaningful markets for us, and the enthusiasm we received proves that our complexion artistry philosophy is well received," said Jung Saem Mool, Founder of JUNGSAEMMOOL Beauty.

This enthusiasm is in line with the development of the national beauty industry which continues to grow. Indonesian consumers are now more selective in choosing beauty products and tend to prioritize benefits that can be felt in real terms rather than just following the latest trends.

According to Chrisanti Indiana, Co-founder & CMO of Social Bella, the makeup category still shows a positive performance amid changes in consumer preferences.

"Based on the data from Insight Factory by SOCO, the makeup category recorded a growth in quantity of 19%, which shows the high interest of consumers in this category. According to us, the complexion artistry philosophy carried by JUNGSAEMMOOL Beauty managed to answer the current consumer's need for natural, personal, and comfortable makeup results. In the future, we will continue to support the growth of this brand and provide shopping experiences and beauty education that are relevant for Indonesian consumers," said Chrisanti Indiana.

Jungsaemmool beauty pop up store. (doc. Jungsaemmool Beauty)

As part of the celebration of its one-year presence in Indonesia, JUNGSAEMMOOL Beauty held a pop-up booth titled "Beauty Starts from You, Just Believe" which took place from June 23 to July 5, 2026 at Central Park Mall, Jakarta.

Through this activity, visitors can get closer to various flagship products of the brand as well as participate in a number of interactive activities related to the world of beauty while introducing a number of innovations that are tailored to the needs of local consumers, including the addition of shade options for various skin colors of the Indonesian people.

This step is carried out in line with the increasing awareness that the needs of Indonesian consumers are very diverse and require an approach that is more relevant to the characteristics of the local market.

A number of complexion lines such as Skin Nuder Cushion have been one of the lines that have received positive responses since they were first launched. In addition, skin prep products such as Essential Mool Cream and Essential Mool Micro Fitting Mist also introduce the importance of skin preparation before using makeup to Indonesian consumers.

In the future, the company also plans to expand its product portfolio through the launch of BeginS, a skincare line designed to support skin health as the main foundation before makeup use.

"Carrying the philosophy of 'Gentle but Powerful', BeginS helps build a foundation for healthy and glowing skin so that complexion artistry can perform optimally. With the launch planned for the end of this year, we want to present a comprehensive beauty journey from skincare, skin prep, base makeup, to color makeup in one complete philosophy," concluded Rya Jeon, CMO Skincara.