@ichasoebandono x NFCo.
Home to 264 million people, Indonesia is the world’s fourth most populous country.
The major driver of economic growth is its middle class, which has grown by around 12% annually since 2002. This cohort has a healthy appetite for imported, high-quality products, making Indonesia the fastest growing beauty and wellness market in Asia, especially for female consumers.
There’s also a growing trend of urban men spending more on cosmetics and skincare products, with the sale of men’s grooming products increasing by 7.6 percent in 2019.
(Source: Euromonitor International, Beauty and Personal Care in Indonesia, August 2020).
Finding a Suitable Partner for Your Brand in Indonesia
Under Indonesian law, all imported products must be represented by an Indonesian partner, which must register the products with appropriate government bodies before it can be marketed online or in-store. Badan Pengawas Obat dan Makanan ("BPOM") is the equivalent of the Therapeutic Goods Act (“TGA”) in Australia or the Food and Drugs Agency (“FDA”) in the United States.
BPOM is the main body that regulates the importation of beauty products, cosmetics, food, supplements and drugs to Indonesia. The process of obtaining product registration can take between six months to three years, with rapidly changing rules and legislation.
Distribution Channel in Indonesia
The distribution channels for consumer products in Indonesia still rely heavily on modern retail chains - department stores and specialty stores located in shopping malls. Despite the global e-commerce growth, e-commerce in Indonesia is still less than one per cent of total retail sales, due to heavily regulated cross-border controls. Even more so with the lifting of COVID-19 restrictions, customers are surely returning to the offline shops.
Grow Your Business with PT. MUM
Natural lifestyle starts from early age
PT. MUM is a private company based in Jakarta. We are a team of passionate parents who live and breathe natural lifestyles. We believe everyone has the right to a healthier body and live an active lifestyle, on a greener planet.
Founder Daisy Wirijadinata is a Sydney-based Indonesian entrepreneur who divides her time between Australia and Indonesia. Specialising in natural beauty and lifestyle products, PT. MUM has been actively working with brands from Australia, New Zealand, Norway and USA since 2015.
We work with intellectual property consultants and legal advisers to obtain government registrations, product liability insurance, business licences, work permits, import licences and periodic renewals so that you can be confident that your brand and products are always up to date with the Indonesian regulations. As part of new brand onboarding process, we provide comprehensive checklist of documentations required from you to ensure a smooth and efficient registration process.
Jack N’ Jill Official Shop in Shopee Mall
Our well-established distribution channels mean that we have a footprint in Jakarta and Indonesia’s second-tier cities, covering both offline and online independent baby shops, health food stores, outdoor lifestyle stores and multi-platform retail chains across all the major cities in Indonesia. Our exclusive partnership with Shopee Indonesia, the country’s largest e-commerce operator, means that we have dedicated relationship manager assigned to grow our brands’ official online shop and can assist in minimising price wars and margin erosion among online retailers in the platform.
Our in-house marketing production team consists of in-house graphic designers and a pool of contributors to produce localised content that efficiently engages your target market.