Medan, Indonesia – On any given day, Egsanti, a beauty consultant for Indonesian cosmetics brand Warda, wears what she calls a “full face” of makeup: eyeshadow, eyeliner, foundation, concealer, blush, and lipstick.

But as the fasting month of Ramadan draws to a close, Xanti is preparing to make a change.

For her new style, Xanti is stocking up on makeup products like simple eyeliner and nude lip gloss instead of the bright matte shades she usually wears.

“In Indonesia, Eid al-Fitr celebrations are a time for families to come together, and we always take a group photo as a family to commemorate this occasion,” Eksanti told NDMT.

“When I go home on vacation, my makeup looks completely different. I want it to look more natural and more glowy. I want my face to look clean and beautiful.”

Exanti isn’t alone in wanting to refresh her look ahead of the holidays, as she’s noticed an increase in her clientele in recent weeks as companies pay out year-end bonuses.

The run-up to Eid is peak shopping season for Indonesian consumers.

According to Indonesian market research firm Compass, skin care and makeup sales increased by 20% during Ramadan last year compared to before the festival.

In addition to cosmetics, total sales of fast-moving consumer goods such as processed foods and toiletries will reach 57.6 trillion rupiah ($3.6 million) in 2023, an increase of 1.03% from the previous year.

The sales boom is not limited to Indonesia.

Retail sales across Southeast Asia rose 47% in the first two weeks of Ramadan last year, with Malaysia posting the highest personal growth rate at 40%, followed by Singapore at 30%, according to a report by advertising agency Criteo. was.

According to Criteo, sales of apparel and accessories increased by 30%, followed by sales of food and beverages by 23% and sales of health and beauty products by 16%.

Taranjeet Singh, managing director of APAC enterprise at Criteo, said the surge in beauty product sales during Ramadan is an opportunity for retailers to diversify their sales portfolio and experiment with different sales strategies.

“Given Southeast Asia’s diverse economic conditions and heightened demand during Ramadan, marketers need to rethink their strategies to effectively reach their audiences,” Singh said in the report’s publication in 2023. mentioned later.

Many Indonesian companies are turning to online sales for this purpose, hoping to enhance revenue from brick-and-mortar businesses.

Body Shop Indonesia and Warda are among the beauty brands with a strong online presence, selling their products through platforms such as e-commerce site Shopee and video app TikTok.

Both brands are running promotions specifically targeted at shoppers during the holiday period, featuring titles such as ‘Ramadan Sale’ and ‘Eid-Making Offers’, and livestreaming throughout the day ahead of the holiday.

Warda, Indonesia’s largest skin care and cosmetics brand, is running a Ramadan campaign this year called “Continue Your Good Steps.”

“For Warda, the month of Ramadan is a special time that reminds us to deepen our values ​​of goodness and unity. Apart from that, Ramadan is looked forward to by Muslims as a time of heightened gratitude and adoration to draw closer to Allah. It’s time,” Novia Sukumawati, head of the brand’s beauty group, said in a statement last month.

Warda has also partnered with brand ambassadors to deliver talks online related to its Ramadan sales campaign.

“Warda has been consistently implementing Ramadan campaigns, especially aimed at helping Indonesian women consistently carry out various initiatives and good deeds that impact and benefit those around them.” Sukumawati he said.

Ella, a salesperson at the Body Shop Indonesia branch in Medan, said she believes it is important to “look pretty” for holiday celebrations.

However, unlike Xanti’s toned-down approach, Ella’s holiday look includes even more over-the-top makeup than usual.

Ella said many of Body Shop Indonesia’s customers feel the same way.

“They start buying skincare products a few weeks before the holidays to prepare their skin and make sure it looks its best with makeup,” Ella told NDMT.

“As the holidays approach, they start buying cosmetics.”

According to Ella, products such as brightly colored lipsticks and blushers are especially popular during the festival.

“During the holidays, people often attend parties and family gatherings from morning until night, so makeup needs to have staying power,” she said.

“Sales of products such as foundation, face powder, eyebrow gel, matte lipstick, and setting spray have skyrocketed.”