True.LAB Enters Indonesia, Targets Growing Hair Care Market

JAKARTA, JakartaWeekly.com—South Korean hair care brand True.LAB has entered Indonesia, targeting the country’s growing hair care market.

Jung Soo Han, President of Seoul Cosmetics and CEO of ICOSKOREA, said Indonesia’s hair care market has strong growth potential, particularly as interest in K-beauty and other cosmetics continues to grow.

“In my view, Indonesia’s hair care market is one of the fastest-growing markets,” Han told JakartaWeekly.com on Thursday, October 29, 2026.

Han said many Gen Z consumers are coloring their hair, changing hair colors, and getting perms. These activities make hair more susceptible to damage, increasing demand for products designed to repair damaged hair.

According to Han, hair characteristics among Asian populations are relatively similar, making Korean hair care products easier to adapt to the Indonesian market than products from Europe or the United States, where hair characteristics differ.

He explained that Seoul Cosmetics draws on more than 50 years of experience in cosmetic formulation. In his view, product quality depends not only on the ingredients used but also on how they are blended and formulated.

Ryan Jang, Managing Director of PT Indo Nomor Satu Abadi, said the company has medium- and long-term business development plans for the next three years.

“I hope we can match our sales scale in Korea. That is my dream. For now, my target is to achieve sales of at least 1.5 million units a year,” Jang said.

Jang said all hair care products currently sold by the company in Indonesia are imported from South Korea. The company positions its products in the mid-range price segment. One of its shampoos, in a 420-milliliter bottle, retails for around Rp110,000.

He explained that the company set its prices after conducting market research for more than six months, visiting supermarkets, beauty stores, and other retail outlets. The research included monitoring price changes and promotional offers in the market.

In addition to expanding sales of its existing products, the company plans to introduce additional products in December 2026 or January 2027.

Jang said the company would launch seven hair care products for the natural segment and another seven for the professional segment. The professional products are intended for consumers seeking professional-level hair care through a “salon at home” concept.

Local Production in Indonesia

Han said the company has a long-term plan to manufacture its products locally in Indonesia, although no timeline has been established.

Jang added that the company had begun discussions with local manufacturers in Indonesia regarding the possibility of local production.