Indonesia’s anti-ageing opportunity grows as awareness outstrips behaviour: YouGov

Anti-ageing is increasingly top of mind in Indonesia, but a wide gap remains between what consumers say and what they do, according to a new report from YouGov.

The firm’s Forever Young study shows that 77% of Indonesians believe preventing the signs of ageing is important, yet only 17% are actively taking steps to address it – highlighting a significant conversion challenge for brands operating in the category.

The report points to a fragmented market shaped by differing attitudes toward ageing. While the majority fall into the ‘ageing preventers’ segment, 8% take a neutral, maintenance-led view, and 12% remain indifferent.

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Women are the most engaged, with 87% prioritising prevention, followed by Gen Z (80%) and Millennials (78%), indicating strong intent among younger groups.

A key shift identified in the study is the growing emphasis on prevention over correction. Younger Indonesians are increasingly investing in skincare early, aiming to maintain long-term skin health rather than address visible concerns later.

This is reflected in behaviour: nearly half of Gen Z and Millennial respondents (49% each) say they have already tried or used anti-ageing products or treatments, pointing to rising early adoption.

Category expands beyond traditional audience

While women continue to dominate the category, with 53% reporting usage of anti-ageing solutions, men are closing the gap. Some 43% of male respondents say they have used such products or treatments, suggesting the market is broadening beyond its traditional base.

Despite this, adoption remains selective. Traditional skincare formats lead, with 23% of Indonesians having used anti-ageing skincare and a similar 24% open to trying it.

Interest in more advanced treatments is also emerging, including vitamin booster injections (17%), cellular skincare (16%) and laser resurfacing (16%), particularly among female consumers.

Trust and technology reshape discovery

Healthcare professionals remain the most trusted source for treatment discovery, with 51% of Indonesians relying on dermatologists and aesthetic experts. Social media (37%) and word of mouth (29%) also play an influential role.

At the same time, AI-enabled skincare is gaining traction. The report finds that 71% of Indonesians would trust AI-driven facial analysis tools to recommend personalised treatments or products, rising to 80% among those already focused on prevention.

For brands, the findings underline a clear opportunity. While awareness and interest are high, converting that intent into sustained behaviour remains limited.

“Our data shows a clear split between those who see preventing signs of aging as important, those who take a more neutral, maintenance-oriented view, and those who simply don’t prioritise it. That distinction matters for brands. It shapes not only what consumers say they want to try next but also what they’re willing to pay today and where they go to learn about new solutions,” said Edward Hutasoit, general manager of YouGov Indonesia and India.

The study was conducted between 16 December 2025 and 12 January 2026 across 17 markets, with more than 1,000 respondents in Indonesia.

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