[49980] Skincare Trends & Usage Behavior - Jakpat Beauty Trends Report 2025 #2

[49980] Skincare Trends & Usage Behavior - Jakpat Beauty Trends Report 2025 #2
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Key Research Points:

1. Unmet Skin Expectations: Comedo-free skin is considered the ideal condition, yet it remains the most distant from respondents’ actual skin condition, highlighting a clear perception gap.
2. Core Skincare Routine: Cleanser is the most essential product (91%) with consistent day-and-night usage, while sunscreen and moisturizer complete the top three categories. Sunscreen’s importance continues to grow from 2024 to 2025.
3. Routine Complexity & Decision Drivers: Women show higher overall usage and more complex morning routines led by cleanser and sunscreen, while men maintain simpler routines focused on cleanser. Purchase decisions are driven more by recommendations from close contacts and influencers than by celebrity influence.
4. Market & Consumer Outlook: Skincare is viewed as a long-term investment in skin health. Wardah remains the leading BUMO across key categories, alongside rising local brands such as The Originote, Skintific, and Glad2Glow gaining momentum.

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