Wellness and Beauty Sector a Golden Opportunity for MSMEs: Deputy Minister

Deputy Minister of Micro, Small, and Medium Enterprises (MSMEs) Helvi Moraza believes the health, wellness, and beauty tourism sector presents a major opportunity for MSMEs to expand their markets and boost the global competitiveness of Indonesian products. Speaking at the opening of the Bali Wellness and Beauty (BWB) Expo 2026 in Sanur, Denpasar, Helvi invited MSMEs to utilise Indonesia’s natural wealth to develop high-value health and beauty products. “The potential natural wealth owned by various regions in Indonesia, including Bali, is very promising for development into quality wellness and beauty products. This potential can be Indonesia’s strength to emerge as a world-class lifestyle and health tourism centre,” Helvi said in a press statement. According to her, Indonesia has the advantage of rich biodiversity, with more than 30,000 plant species that can potentially be used as raw materials for body care, beauty, herbal therapy, and fitness services. Helvi said MSMEs have the opportunity to combine these natural ingredients with modern innovation and technology to produce goods that meet international market standards. She added that the growth of the local beauty industry in recent years shows that Indonesian products are increasingly able to compete in the global market. “This can be seen from the growth of local beauty brands, which in recent years have become one of the fastest in Southeast Asia. This demonstrates that Indonesian products have increasingly recognised quality and competitiveness,” she said. Based on data from the MSME Single Data Information System (SIDT), Indonesia has more than 57 million MSMEs. Of these, 92,689 are engaged in the healthy lifestyle and beauty sector. Data from the Coordinating Ministry for Economic Affairs indicates that the value of the national cosmetics industry reached Rp35.6 trillion in 2025 and is expected to continue increasing. Meanwhile, the research firm Inkwood Research recorded that Indonesia’s beauty and body care market generated an economic value of more than Rp161 trillion in the same period. This potential is further reinforced by data from the Global Wellness Institute, which places Indonesia as the seventh-largest wellness economy market in the Asia-Pacific region, with a value exceeding Rp1,000 trillion in 2024. According to Helvi, the sheer size of this market represents a golden opportunity for MSMEs to scale up their businesses and expand their marketing reach both domestically and internationally. To support the development of this sector, Helvi stated that the Ministry of MSMEs continues to strengthen guidance and assistance through various programmes, including SAPA UMKM and the MSME Holding. Additionally, the ministry is collaborating with the Ministry of Tourism, the Ministry of Creative Economy, the Ministry of Women’s Empowerment and Child Protection, universities, and the banking sector to strengthen the wellness and beauty business ecosystem.