Entering the Indonesian Clean Beauty Market: A Case Study of Grown Alchemist

Yaling Liu

doi:10.54097/z58f8m84

Authors

Yaling Liu

DOI:

https://doi.org/10.54097/z58f8m84

Keywords:

Clean beauty, market entry strategy, Indonesia skincare market, sustainable consumption, emerging markets

Abstract

The rapid expansion of the global clean beauty industry has created significant opportunities for international skincare brands seeking to enter emerging markets. Indonesia, with its large population and growing demand for sustainable and ethically produced personal care products, represents a particularly attractive destination for market entry. Despite the increasing importance of the Indonesian skincare market, limited academic research has examined how clean beauty brands can effectively position themselves within this rapidly developing environment. This‍‌‍‍‌‍‌‍‍‌ research focuses on how sustainable skincare brands enter the market in Indonesia, specifically through an analysis of the Australian brand Grown Alchemist. The research, based on secondary market data from various industry sources like Euromonitor Statista Nielsen and other reports, uses a qualitative case study methodology to analyze consumer behavior, market trends and competition in the Indonesian skincare ‍‌‍‍‌‍‌‍‍‌industry. The‍‌‍‍‌‍‌‍‍‌ research suggests that Indonesian buyers, especially those young urban consumers of generation Z and millennials, are highly motivated for green beauty products. Nevertheless, buying behavior is still very much dominated by such things as price awareness, seeking of halal label, and advice through social networks. Results point to celebrity campaigns on social media, tie-ups with established local cosmetics stores, and appropriate product marketing as major factors paving the way for success in the ‍‌‍‍‌‍‌‍‍‌market. This research adds to the body of work in international marketing and sustainable consumption by unveiling ways in which clean beauty brands may adjust their tactics when entering emerging markets. The results also provide actionable insights for worldwide skincare companies aiming at growing their footprint in Southeast ‍‌‍‍‌‍‌‍‍‌Asia.

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