Copy South Korea, Indonesia beauty rise

07/31/2021 li Anne


When House of Hur, an Indonesian beauty brand, launched its first product line in November 2020, its two co-founders didn’t have high expectations. We didn’t know what to expect, but so many people were interested.

The brand’s new multi-purpose product, which can be used for eyes, cheeks and lips, comes in six different shades to suit The skin tone of Indonesians — a core concept of the brand image and a bridge between the Indonesian and Korean beauty industries, according to the company.

Hanmakeup’s 10-step skincare regimen is sweeping the world, and k-pop idols smooth and soft skin has become its standard. It starts with a double cleanse, using an oily cleanser first, then a water-soluble cleanser, then an exfoliator, toner, essence, serum, flaky mask, eye cream, moisturizer, and finally sunscreen.

The question now is whether South Korean brands will be able to dominate the halal beauty market share, Salaam Gateway wrote. “In Indonesia, about 80 percent of the cosmetics market share includes halal certified cosmetics. Local brand Wardah, the first to launch halal cosmetics in the country, has been rewarded with a loyal followingJakpat’s survey showed that the brand, which was launched in 1995, has become the preferred brand among Indonesian consumers.

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