Maybelline became the winner of this market, leading on both Shopee and Tokopedia in Q1 2024. Although Maybelline holds a larger market share on Tokopedia, they generated twice as much GMV on Shopee compared to Tokopedia.
Local brands like Wardah and Hanasui also showed incredible growth during this period, securing spots in the Top 5 on both marketplaces, showing that different segments on each platform could influence market preferences.
Top-Selling Lip Category and Products
<img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/9c8f6a86-bb96-46b5-01a2-135d9f015000/public" alt="Picture: Brand market share by category” />
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The lipstick category dominated the lip products market on both e-commerce platforms, reaching a 91.5% share. Meanwhile, the shares of lip balm and lip treatment products were higher on Shopee than on Tokopedia, showing that more people preferred Shopee as their favorite.
The lip cream category became the favorite in Q1 2024. The top three products in this category were claimed to be “long-lasting” lip cream products. In fact, Maybelline’s long-lasting products such as “Superstay Matte Ink” and “Superstay Vinyl Ink” topped the list.
The top three products in the lip balm and lip care category were priced below IDR 100k, with the most affordable products coming from The Originote. “Interestingly, these affordable products contributed more to the market due to their popularity in bulk purchases,” added Wilhendra.
Photo thumbnail by: phkorotkova on Canva
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