Indonesia, with a population of 270 million, is the largest market in Southeast Asia, as well as in the field of beauty. Due to the vast consumer base and their increasing income levels, the Indonesian beauty and personal care market has reached 7 billion USD and is still in rapid expansion. Local low-end brands can hardly meet the demands for beauty products from the middle class. Meanwhile, the popularity of social media also enables young consumers to quickly discover new brands and give their products a try.

Currently there is no dominant brand in the Indonesian market, presenting more business opportunities for brands that want to enter Indonesia. But the huge market potential coexists with complex compliance requirements. Indonesia FDA (BPOM) requires cosmetics to be approved for registration, and a certificate SKI Post Border is mandatory for exporting cosmetics to Indonesia. To navigate stakeholders through the legal framework, requirements, and restrictions of exporting cosmetic products to Indonesia, leading Southeast Asian law firm Tilleke