Written by the AsiaCommerce Ecommerce Team — B2B cross-border procurement and distribution specialists operating under PT Exim Jaya Abadi and PT Kalimas Mitra Perkasa since 2016. Last updated: August 2026.

ASIACOMMERCE - Beauty stands out as one of the fastest-growing e-commerce categories in 2026.

Indonesia's cross-platform beauty GMV grew roughly 27 percent year over year, reaching around 137 trillion rupiah.

Shopee and TikTok Shop now compete almost neck and neck for this category.

Winning on each platform requires a genuinely different playbook.

Our team manages beauty distribution strategy for client brands across all three platforms.

Where Each Platform Actually Wins in Beauty

Shopee holds roughly 50 percent of Indonesia's beauty category, with TikTok Shop close behind at 47 percent.

Beauty makes up about 26 percent of TikTok Shop's total GMV, compared to 13 percent on Shopee.

Skincare alone accounts for roughly half of all beauty sales across platforms.

TikTok Shop performs strongest in skincare and fragrance specifically.

Shopee performs more evenly, with stronger relative strength in makeup.

Average skincare prices sit around 70,000 rupiah on TikTok Shop, reflecting a promo-driven buying pattern.

Shopee's average sits closer to 100,000 rupiah per item.

Bundling drives real sales lift across both platforms, especially volume bundles, curated sets, and full-routine regimens that support premium pricing.

What Every Listing Must Get Right Under 2026 Rules

Every seller now needs a valid business ID matching the correct business classification code under this year's e-commerce regulation.

Accounts missing this get restricted directly by the platform.

Every cosmetic listing needs an active BPOM notification number in a dedicated qualification field before it can go live.

Physical packaging and the product detail page both need matching ingredient lists, usage instructions, and an expiry date of at least six months.

Producer or distributor details must match exactly what appears on the business registration.

Cosmetics cannot claim drug-like effects, promise unrealistic instant results, or claim to cure skin conditions.

BPOM actively monitors live shopping for overclaiming, with TikTok Shop under particularly heavy scrutiny due to frequent creator overclaim incidents.

Beauty products count as non-returnable once the seal is broken, unless clear unboxing video evidence shows damage or a wrong item.

Platforms now run controlled sampling programs, sending trial sizes only to verified, performance-qualified affiliate creators.

Why Live Shopping Decides Who Wins This Category

Video commerce drives roughly 25 percent of Southeast Asia's total e-commerce GMV, with beauty as the second-largest category inside it at 21 percent.

Shopee Live remains the most preferred live shopping platform overall, chosen by 76 percent of surveyed shoppers.

Its strength lies in flash sales, built-in store coupons, and strong penetration among 30 to 45 year olds in smaller cities.

TikTok Live ranks second at 56 percent preference but converts far more aggressively among Gen Z and Millennial shoppers.

Live session conversion rates on TikTok reach 8 to 12 percent, an unusually high figure for e-commerce.

Shopee still captures 78 percent of affiliate link clicks from outside social platforms, ahead of TikTok Shop's 44 percent.

Many beauty creators post on Instagram or X but still route followers to buy through Shopee.

How Brands Are Adjusting Their Creator Strategy

Brands increasingly manage creator relationships in-house rather than through third-party agencies this year.

Keeping this control internal helps maintain consistent product education and avoid BPOM overclaim penalties.

Recommendation algorithms no longer favor the cheapest listing alone.

Products need strong click-through rate, long live viewer retention, and genuine five-star reviews to get algorithmic push.

How AsiaCommerce Runs Beauty Distribution for Client Brands

Winning across three platforms with three different dynamics requires coordinated, ongoing management.

Our team handles BPOM listing compliance, live shopping strategy, and creator coordination for client cosmetics brands together.

As a cross-border operator running e-commerce distribution across Indonesia, Malaysia, and the Philippines since 2016, we build platform-specific strategy instead of one generic approach across all three.

That means client brands avoid compliance penalties while still capturing each platform's specific strength.

If your beauty brand treats Shopee and TikTok Shop the same way, this data shows exactly why that approach leaves growth on the table.

📲 Consult your beauty marketplace strategy now via WhatsApp: +62 877-7704-7097 (*)

AsiaCommerce: Cross-Border Supply Chain Enabler for Southeast Asia