Jakarta, February 17, 2025 – Deputy Minister of Creative Economy/Deputy Head of the Creative Economy Agency, Irene Umar, spoke at one of the talk show sessions during the Future of Beauty Summit 2025, an event initiated by Female Daily. On this occasion, Deputy Minister of Creative Economy Irene expressed her appreciation for the event, which fosters innovation, solutions, and collaborations to drive changes in the creative economy, influencing both current and future consumer behavior.
Dok. Biro Komunikasi Kemenekraf/Bekraf - Wamenekraf Irene Umar dukung inovasi dan kolaborasi industri kecantikan di Future of Beauty Summit 2025 untuk dorong pertumbuhan ekonomi kreatif.
Future of Beauty Summit 2025 is an annual forum designed to build networking opportunities and collaboration among professionals in Indonesia’s beauty industry. Under the theme Forging The Next Chapter of Indonesia’s Beauty Industry, Female Daily aims to create a strong beauty ecosystem that bridges innovation, community, and business to ensure continuous growth.
"Beauty can be categorized as a sub-sector of the creative economy, just like fashion. I highly appreciate well-organized events like this. Beauty brands can connect, collaborate, join workshops, and attend talk shows to enhance their skill sets and prepare local beauty brands for growth, despite economic fluctuations and evolving consumer preferences," said Deputy Minister of Creative Economy Irene during the session How Economic Changes Shape Consumer Behavior in the Beauty Industry at The Westin, Jakarta, on Monday, February 17, 2025.
Dok. Biro Komunikasi Kemenekraf/Bekraf.
Deputy Minister of Creative Economy Irene emphasized that the local beauty industry must secure the domestic market while also expanding Indonesian cosmetic products globally. In other words, the beauty industry should not only dominate the local market but also establish a strong presence worldwide.
"New trends, product innovations, and exploratory activities can drive the beauty industry forward. The Ministry of Creative Economy/Creative Economy Agency is aligning its collaboration efforts with other ministries. We have been discussing export and import matters with the Ministry of Trade. Meanwhile, with the Ministry of Industry and the National Economic Council, we have been developing several special profit zones to support a comprehensive end-to-end downstream industry, which will also attract investors," explained Deputy Minister of Creative Economy Irene.
Dok. Biro Komunikasi Kemenekraf/Bekraf.
"We also need to view the beauty industry beyond materials; packaging is a crucial aspect that must be tailored to Indonesia’s market, which is already vast. We are ready to take Indonesian beauty companies global," she added.
Deputy Minister of Creative Economy Irene hopes that Indonesia’s multicultural identity will serve as a unique selling point for each brand. When discussing sustainable products, she emphasized that the industry should not only focus on the domestic market but also expand internationally as part of a market diversification strategy.
Dok. Biro Komunikasi Kemenekraf/Bekraf.
"Every investment made by the government should have a domino effect on the economy. Economic value creation must be evident. Improving business operations is crucial, as the biggest challenges for local beauty industry players lie in production and distribution. This means competition is becoming tougher, with price wars becoming more common. Additionally, the beauty industry must recognize the importance of community building to reach a broader market. Find your brand story and start building your community now," added Deputy Minister of Creative Economy Irene, who was accompanied by the Director for Fashion, Romi Astuti.
The Future of Beauty Summit 2025 has provided a space for individuals to inspire and support each other in unlocking their potential, with a focus on sustainability and innovation from industry experts. Throughout the one-day event, beauty enthusiasts and entrepreneurs participated in talk shows discussing the latest beauty industry developments.
Dok. Biro Komunikasi Kemenekraf/Bekraf.
Meanwhile, Riva Dwitya Akhmad, Scientific and Regulatory Affairs Director of L'Oréal Indonesia, stated that Indonesia’s cosmetics industry is experiencing significant growth.
"According to BPOM (Indonesia’s National Agency of Drug and Food Control), more than 400,000 registered cosmetic products exist in the market. Interestingly, 60% of these products are manufactured domestically. However, despite this growth, the industry remains highly dependent on imported raw materials, raising concerns about value utility," Riva explained.
A representative from VENAS Consulting also presented findings on changes in consumer behavior related to skincare purchases, including shifts in purchasing frequency, monthly budget allocations, and total monthly spending.
Dok. Biro Komunikasi Kemenekraf/Bekraf.
"Skincare and makeup are no longer just non-essential needs; they have become an integral part of self-care and self-actualization. Ideally, government policies should support Indonesia’s manufacturing industry, especially given the beauty industry’s high reliance on imported raw materials," said Affi Assegaf, Co-Founder of VENAS Consulting.
Kiagoos Irvan Faisal
Acting Head of the Communication Bureau
Ministry of Creative Economy/Creative Economy Agency
