August 2, 2024
JAKARTA – There used to be a time when Indonesian glam was defined by several layers of foundation, chiseled contours and thick faux lashes. But given the dynamic landscape of beauty trends, Indonesia’s youth are redefining their standards, influenced by a mix of global and local inspirations.
Nowadays, makeup usage in Indonesia is more often viewed as a way to look more put together instead of being a mask.
While global social media trends continue to play a significant role in shaping preferences, there is also a noticeable shift toward embracing local brands and products. This evolution is driven by a combination of affordability, accessibility and a growing awareness of ethical issues.
A 2022 EY consumer insight study showed that over 40 percent of Indonesian Gen Zers actually care about the values promoted by brands, and would only purchase their products if a common belief is shared.
Skincare
Before even putting on the first layer of make-up, Indonesians now increasingly prioritize having glowing and healthy skin first. In fact, spending on good and healthy skin is seen as an investment, as it encourages one to wear less makeup and be confident anyway.
On that front, there is a plethora of local skincare brands to choose from for each category. From sunscreens to serums for each of your pesky skin concerns, you can easily find them at the nearest drug stores or beauty retailers.
My personal pick for local skincare is For Skins Sake, which aims to make high-quality skincare products affordable to Indonesians. They carry a lineup of carefully formulated products suitable for just anyone, including chemical exfoliants of various strengths, different vitamin-based serums and even two types of sunscreens.
Base products
When it comes to base products, people are opting for a more natural look. Skin tints, cushions and lightweight concealers have been popular as they provide enough coverage but feel more breathable. Shade selection seems to still be a problem for some local brands, but others have proven to have done their homework.
Personally, I use Mad for Makeup’s Spotless+ Concealer. The gel-creme formula comes in a compact size and spreads out to a thin, skin-like finish. On top of catering to a wide range of skin tones – it comes in 14 shades with four undertones — the company promotes itself as a “people-first brand” that recently raised over Rp 20 million (US$1,230) for Palestine.
Enhancers
Back in the day, blushes were for some reason not that popular. Some found the look unnatural, or that it was too glamorous for daily usage. But blushes are all the hype these days, particularly liquid, balm or cream formulas. They are easy to apply on bare skin, and do not require any tools aside from your fingers.
Truth be told, the best tool you can use to apply just about any makeup is your hands — this is a tip all senior makeup artists will tell you.
If you are looking for a local brand to try, check out the Kusuma Kosmetika Balm Blush. With a buttery balm texture, it blends seamlessly with the warmth of your fingers. Although it only comes in four shades, they are designed to compliment local skin tones. Honoring the beauty of Indonesian heritage through its inspiration and design, Kusuma Kosmetika should be on your radar.