These days, the variety of hair care products has expanded significantly.
Our recent survey in August 2025 discovers that more Indonesians are now paying attention to a variety of products such as conditioners, hair vitamins, tonics, masks, and many more.
However, how many Indonesians include these products in their hair care routines, and how many still rely mainly on shampoo?
Read this article to find out the answer and explore Indonesians’ preferences in using hair care goods.
This study shows that 22% of Indonesians use additional hair care products every day, while 42% use them a few times a week. Interestingly, men are more likely than women to maintain a daily routine, with 35% of male respondents using products beyond shampoo every day compared to only 18% of female respondents. Despite this rising trend, there is still a portion of the population—about 10%—that relies only on shampoo and does not use any additional products at all.
The main reason Indonesians turn to these products is to treat hair problems such as damage, dandruff, or hair fall, with 57% citing this as their motivation. Others focus on maintaining healthy and beautiful hair, which is especially common among men, while a smaller group—around 7%—admit they are influenced by recommendations from friends or experts. Trends also play a role, as 5% of consumers adopt products simply because they are popular or widely promoted, though this remains a less significant factor compared to practical concerns like treatment and maintenance.
Nevertheless, not everyone feels the need to explore hair care beyond shampoo. A total of 25% of respondents believe shampoo alone is sufficient, while 20% say they simply do not have the time to use more products. Another 16% admit they are not aware of what additional hair care items are available or what benefits they provide, which hinders their adoption. Cost is also a consideration, as 10% feel that these products are too expensive.
The Most Popular Hair Care Products in Indonesia
Our research reveals that conditioner is by far the most widely used additional product, with 53% of respondents including it in their routine. Hair vitamins and serums follow closely, used by 40% of respondents, while 31% rely on hair tonic and 21% on hair masks. Brand preferences also play an important role in consumer behavior. Pantene, Sunsilk, and Makarizo dominate the conditioner market, while Ellips, Makarizo, and Natur are the leading choices for hair vitamins and serums. In the hair mask category, Makarizo remains a favorite, followed by Ellips and CBD.
Furthermore, when choosing which products to buy, Indonesians are most influenced by affordability, with 38% highlighting price as the key driver. However, price is not the only factor. Many consumers are becoming more health-conscious, with 32% preferring products that contain natural ingredients or are free from harmful chemicals like parabens and sulfates. Effectiveness is also a priority, with 24% wanting to see real results from their investment. In addition, 21% rely on positive reviews from other users, while 20% are influenced by the popularity and reputation of well-known brands.
To be continued in Part 2.
Need to learn more about consumers’ habits and product preferences? Contact us at partners@snapcart.global.
