Report: 54% of Indonesian beauty shoppers trust peer reviews over influencers

Indonesian beauty buyers are the most trusting of user-generated content (UGC) in Southeast Asia—beating out regional neighbours Thailand and Singapore, according to a new study by global research firm YouGov.

The report, titled "From Screen to Shelves: How Content Creators Are Driving Consumer Behaviour in the Makeup Industry," surveyed over 6,000 consumers across the three countries. Among Indonesian respondents, 54% said they trust peer reviews more than influencer content—making them the most peer-driven audience in the region.

Interestingly, this trust grows stronger with income. Among high-income consumers in Indonesia, 62% place greater trust in UGC, compared to just 33% among lower-income groups. The data suggests that affluent shoppers are more likely to value transparency and shared experience over polished endorsements.

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"YouGov has a unique advantage in blending the power of our global panel with deep local insight," said Edward Hutasoit, general manager of YouGov Indonesia. "These findings show how Indonesian digital behaviour is evolving in its own direction, offering guidance to beauty brands crafting relevant strategies in the region."

The research highlights Indonesia as a rising epicentre of digital engagement in the beauty space. The most persuasive content is honest reviews. A full 60% of Indonesian respondents pointed to genuine user feedback as the most influential type of content—above expert advice, product demos, or formal ads.

And when it comes to format, short-form video is king. Content under three minutes is the most consumed, preferred by 68% of Indonesian consumers, ahead of their Thai (59%) and Singaporean (56%) peers.

Video doesn't just entertain—it converts. After watching beauty content, 43% of Indonesian consumers said they visit a brand's website or social media page, a behaviour echoed in Thailand (49%) but notably lower in Singapore (32%).

Live streaming, too, has found a loyal audience—especially among millennials. While 27% of Indonesian millennials favour live formats, only 18% of Gen Z say the same. In fact, nearly a third of all Indonesian respondents tune in regularly to beauty livestreams, with 94% of those viewers admitting they've made purchases during the sessions.

Despite the rise of peer reviews, professional credibility retains its place. In Indonesia, 73% of respondents still prefer content from beauty experts such as dermatologists or makeup artists over celebrities and public figures.

"While UGC is more trusted for its authenticity and relevance, influencers still play a vital role in shaping conversations and curating content," Hutasoit noted. "Brands should aim to combine both to build trust while expanding their reach."

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