Local brands like Wardah and Hanasui also showed incredible growth during this period, securing spots in the Top 5 on both marketplaces, showing that different segments on each platform could influence market preferences.
Top-Selling Lip Category and Products
The lipstick category dominated the lip products market on both e-commerce platforms, reaching a 91.5% share. Meanwhile, the shares of lip balm and lip treatment products were higher on Shopee than on Tokopedia, showing that more people preferred Shopee as their favorite.
The lip cream category became the favorite in Q1 2024. The top three products in this category were claimed to be “long-lasting” lip cream products. In fact, Maybelline’s long-lasting products such as “Superstay Matte Ink” and “Superstay Vinyl Ink” topped the list.
