Indonesian Beauty E-Commerce Platforms See 40% Surge in Brush Sales: Curved-Bristle Designs Top Searches

Indonesian beauty e-commerce platforms are reporting a striking 40% year-on-year surge in makeup brush sales, with curved-bristle designs emerging as the most searched category, according to recent market data. This growth underscores the rapid expansion of Southeast Asia’s professional beauty tool sector, driven by evolving consumer habits and digital retail innovation.

As Southeast Asia’s largest beauty market, Indonesia’s cosmetics industry has been buoyed by a young, digitally savvy demographic—over 50% of the population is under 30—and the rise of beauty influencers on platforms like TikTok and Instagram. These trends have shifted consumer focus from basic makeup products to specialized tools, as users increasingly seek salon-quality results at home. “Indonesian shoppers are no longer just buying lipstick or foundation; they’re investing in the tools that elevate their routine,” notes a senior analyst at a regional e-commerce insights firm.

Central to this boom is the popularity of curved-bristle brushes, which now account for 35% of total brush searches. Technically engineered to mimic facial contours, these brushes address a longstanding consumer pain point: uneven application. Unlike straight bristles, curved designs feature a gentle arc (typically 15-30 degrees) crafted via precision heat-setting, where high-grade synthetic fibers—often nylon 6 or 66—are molded to retain shape through repeated use. This ergonomic design ensures better contact with cheekbones, nasal bridges, and jawlines, enabling seamless blending for contour, blush, and bronzer.

“Curved bristles distribute product more evenly and reduce waste,” explains a product developer at a leading brush manufacturer. “Indonesian consumers, who prioritize value and efficiency, appreciate that less product is needed per use, while the rounded bristle tips minimize skin irritation—a key concern in a market where sensitive skin care is a top trend.” User reviews on platforms like Shopee and Lazada frequently highlight “natural-looking finish” and “time-saving” as top benefits, with 72% of surveyed users reporting they’ve replaced traditional straight brushes with curved alternatives.

From a manufacturing perspective, demand for customizable curved designs is rising. Indonesian brands are increasingly requesting tailored arc angles and bristle densities to cater to diverse face shapes, reflecting a shift toward personalized beauty. “We’ve seen a 30% uptick in orders for curved brushes with adjustable bristle softness over the past quarter,” says a representative from a global brush production firm. “This signals a move beyond one-size-fits-all tools to solutions that adapt to individual needs.”

Looking ahead, sustainability and tech integration may further fuel growth. Biodegradable bristle materials and antimicrobial coatings are gaining traction, aligning with Indonesia’s growing eco-conscious consumer base. Meanwhile, AR try-on features on e-commerce platforms are expected to drive trial, as users visualize how curved brushes enhance their unique facial structure.

In summary, Indonesia’s 40% brush sales surge and the dominance of curved-bristle designs highlight a market maturing from basic to sophisticated beauty tool consumption. As digital education and innovation continue to shape preferences, curved-bristle technology is set to remain a cornerstone of Southeast Asia’s evolving beauty landscape.