TikTok launches ForYouBeauty festival to power Indonesia's beauty economy

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TikTok is strengthening its foothold in Indonesia’s fast-growing beauty sector with the launch of TikTok ForYouBeauty, a festival designed to bring together creators, brands and consumers through a blend of content, community engagement and commerce.

Running from May to June 2026 under the theme #TemukanCantikmu (Find your beauty), the initiative combines online and offline experiences aimed at celebrating diverse expressions of beauty while supporting the continued growth of Indonesia’s beauty industry.

The launch comes as Indonesia’s beauty market continues to expand. Industry projections show the sector maintaining steady growth through 2028, while the country is now home to approximately 1,500 cosmetics businesses, the vast majority of which are SMEs.

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A post shared by TikTok Indonesia (@tiktokofficialindonesia)

TikTok said beauty and self-care content on its platform has risen by 57% year-on-year, driven by popular categories such as skincare, makeup, beauty tutorials and product recommendations. The company attributes part of this growth to its personalised recommendation system, which helps users discover content tailored to their interests and needs.

“On TikTok, we are seeing beauty become increasingly personal. People are no longer simply following trends; they are actively expressing their own version of beauty alongside the TikTok community. At the same time, creators and brands are present on TikTok to help people discover their beauty through tutorials, product recommendations and reviews, as well as trends that are easy to incorporate into everyday life. Through TikTok ForYouBeauty, we want to create a space where the beauty community can connect, share inspiration, and celebrate the diversity of beauty expression in Indonesia,” said Christopher Junaidi, client partnerships solution manager at TikTok Indonesia.

Beyond content engagement, TikTok highlighted the growing commercial potential of its ecosystem. According to the company, gross merchandise value (GMV) for the beauty and personal care category on TikTok Shop by Tokopedia has increased by more than 60% annually, reflecting stronger adoption among beauty brands seeking to combine awareness-building with direct sales.

TikTok said its integrated ecosystem - spanning community interaction, TikTok For Business advertising solutions and TikTok Shop by Tokopedia - enables beauty brands to create more relevant and interactive customer journeys while strengthening consumer trust and driving business growth.

One brand that has benefited from the platform is Hanasui. The local beauty brand reported significant sales growth after leveraging TikTok’s combination of advertising, creator partnerships and commerce capabilities.

“Through a combination of TikTok Ads solutions, relevant content, community engagement, and integration with TikTok Shop by Tokopedia, we have been able to turn audience attention into tangible business growth amid an increasingly competitive beauty industry. Through TikTok, Hanasui has been able to reach more relevant audiences, expand its marketing reach through creator collaborations, and drive a 35% increase in sales in the first quarter of 2026,” said Kidung Jagad Wening, head of brand at Hanasui.

The festival also underscores the growing role of creators and affiliates within the beauty economy. TikTok noted that creators are increasingly influencing purchasing decisions through authentic product reviews, tutorials and trend-driven content, creating new commercial opportunities through brand partnerships and affiliate programmes.

Beauty creators Alma Tando (@catlovers29) and Farra Jaidi (@farrajaidi) were highlighted as examples of creators who have built communities and expanded their professional opportunities through consistent and distinctive content. While Tando focuses on local beauty products and everyday recommendations, Jaidi has cultivated a following through experimental makeup looks, including her signature Bollywood-inspired creations.

TikTok ForYouBeauty’s online activations have been running since May, featuring creator collaborations, hashtag challenges, livestreams and branded content. The programme will culminate in a three-day offline festival at Senayan City in Jakarta from 12 to 14 June.

The event will feature more than 60 local and international beauty brands, alongside interactive experiences including AI-powered beauty filters, salon activations, photobooths and vending machine installations. Visitors will also be able to meet creators and attend performances by Indonesian artists including Sal Priadi, Ghea Indrawari, Naykilla, Indahkus, Reality Club and Nadhif Basalamah.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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