Beauty in Unity at Oh Beauty Festival 2025

In a time of economic uncertainty and fluctuating stock markets, Oh Beauty Festival 2025 proved that beauty and lifestyle remain a stronghold of consumer interest. Held over two weekends—from March 13 to 16 and March 20 to 23—at Pasaraya Blok M, Jakarta, the festival welcomed a record-breaking 72,863 visitors. It was a bold statement that despite challenges in purchasing power and the declining IHSG, Indonesia’s beauty industry continues to thrive, powered by community, creativity, and consumer loyalty.

The timing, just ahead of the Lebaran season, combined with aggressive promotional strategies and major discounts from local brands, sparked a shopping wave that turned the festival into more than just a commercial event—it became a celebration of local excellence. Visitors weren’t just there to shop—they came to connect, to learn, and to celebrate the rise of local talent. From skincare to makeup, fragrances to wellness products, every booth told a story of passion, perseverance, and purpose. Each interaction between brands and consumers built a stronger foundation for a more resilient local beauty ecosystem.

According to Rara Emiria, Co-Founder of Overheard Beauty Universe, Oh Beauty Festival was never just about beauty products. In the middle of all the negative news, we often forget to celebrate the good things around us. Oh Beauty Festival isn’t just about products—it’s about a shared spirit to grow together, especially as local brands. We don’t just want to survive—we want to be part of something bigger. Her fellow Co-Founder, Rika Linata, echoed the same spirit of unity and hope. In the face of today’s challenges, we’re deeply grateful to all the brands, communities, and visitors who made this festival extraordinary. We believe that when we support each other, this industry won’t just survive—it will grow and stay relevant.

The team behind Oh Beauty Festival has observed firsthand the incredible growth of local skincare and cosmetic brands. They are not only innovating but producing quality that can stand beside international names. At Oh Beauty, showcasing a brand isn’t just about selling—it’s about sharing the brand’s journey and how they create solutions that are truly relatable to local needs. This is about empowerment and the positive impact that can be created when brands, communities, and consumers move forward together.

Looking ahead, the hope for Indonesia’s beauty industry is clear: to keep growing, keep innovating, and always stay rooted in local values. This vision goes beyond skincare and makeup—it includes everything that supports the idea of self-care, from fragrances and fashion to food. All of these elements are connected, and by supporting one another, the ecosystem becomes not only stronger but also more relevant and impactful.