The beauty industry in Southeast Asia is diverse, with products ranging from premium skincare to affordable makeup and halal-certified haircare brands. One common trend across the region is the growing popularity of local beauty brands. The Zap Beauty Index 2023 found that 96.8% of Indonesian women used local skincare products in 2022, with 19% using only local brands. While the pandemic has played a role in boosting support for local businesses, there are various factors contributing to the success of these local beauty brands.
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