Factors Influencing Cosmetic Purchasing Decisions
The abundance of cosmetic products available has led to various factors influencing consumers’ decisions when purchasing these products. Based on a 2017 survey conducted by Sigma Research Indonesia involving 1,200 Indonesian women aged 15-55, the primary factors considered by consumers are:
- Suitability of the formula for facial skin (79.4%)
- Long-lasting product (67.4%)
- Lightweight formula (62.2%)
- Color choice, halal certification, and price, with percentages above 50%.
Data from Sende, I.F. and Yunianto, E.P. 2020. Tren Baru Kosmetika Share in Jar Ilegal di Media Daring

The suitability of the formula is the primary consideration for female consumers across all age groups. However, cosmetics sold on the market are often only available in large sizes or in uneconomical packaging at relatively high prices. This makes consumers hesitant to buy cosmetics in large sizes, as they worry that it may not meet their needs, such as a mismatch in skin color or the risk of irritation.
This phenomenon has encouraged some cosmetic businesses to introduce the concept of “share in a jar.”
What is Share in Jar Cosmetics?
‘Share in Jar’ cosmetics refers to the practice of dividing larger cosmetic products into smaller containers (jars), allowing consumers to try products without purchasing the full-sized version.
Legality of Share in Jar Cosmetics
Even if the original cosmetic product is approved by BPOM, share in jar cosmetics are categorized as illegal/unregistered products (TIE) due to the following reasons:
The new type and size of packaging created through the share in jar process are classified as illegal products.
Repackaging cosmetics is part of the cosmetic production process, which can only be carried out by licensed cosmetic industries.
Cosmetics on the market must meet safety, efficacy, quality requirements, and be produced according to Good Manufacturing Practices (GMP) for cosmetics.
Why Share in Jar Cosmetics Can Be Dangerous
There are several risks associated with using share in jar cosmetics, including:
- The process of transferring the product to a new container often isn’t done in a clean environment.
- The new container might react with the cosmetics, causing changes to the product.
- These products are often made in places that don’t follow strict safety guidelines.
- There’s no guarantee that the product will remain stable in the new container.

Distribution of Share in Jar Cosmetics on Online Platforms
Share in jar cosmetics are commonly found on e-commerce platforms (Shopee, Tokopedia, Bukalapak, Lazada, Blibli, JD.ID) and social media (Facebook, Instagram). Some key facts about their distribution include:
- Facial skincare is the most common category of share in jar products.
- Share in jar cosmetics are generally imported products with relatively high prices.
- In 2020, out of 40 cosmetic brands identified in share in jar packaging on e-commerce platforms, 65% were imported brands, mostly produced in Korea. The high price of imported cosmetics compared to local ones has led consumers to prefer trying smaller quantities to avoid losses due to skin incompatibility. Additionally, Indonesian consumers tend to prefer imported products over local ones.
- Most sellers are located on the island of Java, especially in the Jakarta, Bogor, Depok, Tangerang, and Bekasi (Jabodetabek) area.
