Top Trending Local Brands in Indonesia Right Now
Indonesia’s dynamic consumer market is flourishing with innovation, cultural authenticity, and digital transformation. In recent years, local brands have emerged as strong contenders in the domestic and even international markets, resonating with the nation’s young, tech-savvy, and culturally rooted population. From fashion and food to tech and skincare, Indonesian brands are trending hard right now — proving that homegrown entrepreneurship is thriving.
In this blog, we spotlight the top trending local brands in Indonesia, explore the reasons behind their rise, and offer insights into how global businesses can partner or learn from their success. Whether you’re a curious consumer, investor, or planning market entry, Indonesia-Agent.com can help you connect with these innovative players.
Why Indonesian Local Brands Are Booming
Several trends have driven the growth of Indonesia’s local brand ecosystem:
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Digitalization and e-commerce (shoutout to Tokopedia, Shopee, TikTok Shop)
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Support for local pride and “Bangga Buatan Indonesia” (Proudly Made in Indonesia) campaigns
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Cultural storytelling and authenticity
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Price competitiveness and market localization
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Sustainability and eco-conscious branding
Indonesians increasingly prefer local products that reflect their identity, use native ingredients, or support local artisans. Let’s take a look at who’s leading the charge.
1. Erigo – Indonesia’s Fashion Icon
Category: Streetwear and fashion
Founded: 2011
Trend: Urban style with international influence
Erigo has become a flagship of Indonesian youth fashion, with a huge following both locally and internationally. Known for its trendy streetwear, bold designs, and smart marketing (including celebrity collaborations and international runway appearances), Erigo is dominating Instagram, TikTok, and online marketplaces.
2. MS Glow – Beauty with Local Roots
Category: Skincare and cosmetics
Founded: 2013
Trend: Halal, local ingredients, celebrity endorsement
MS Glow has carved a niche by combining effective, halal-certified beauty products with powerful influencer marketing. With products targeting both women and men, they emphasize natural Indonesian ingredients like bengkoang and green tea.
They’ve expanded aggressively both offline and online — a true multi-channel success story.
🔗 Explore Indonesian beauty brands via Indonesia-Agent.com
3. Gojek – The Super App that Changed the Game
Category: Ride-hailing, logistics, payments, food delivery
Founded: 2010
Trend: Everyday convenience and tech ecosystem
You can’t talk about Indonesia without mentioning Gojek, the country’s tech unicorn that started as a motorbike taxi app. Now, it’s a super app offering financial services (GoPay), food delivery (GoFood), courier services (GoSend), and even home cleaning.
Gojek’s success represents the intersection of tech, logistics, and lifestyle in modern Indonesia.
🔗 Read: How Indonesia’s Logistics Infrastructure is Evolving
4. Eiger – Outdoor Gear for the Adventurous Indonesian
Category: Outdoor lifestyle & gear
Founded: 1989
Trend: Sustainable travel and local adventure
With eco-consciousness and domestic tourism on the rise, Eiger is experiencing a resurgence. Its product line — bags, tents, jackets, and more — caters to Indonesia’s growing love for hiking, camping, and adventure sports.
It’s a great example of a legacy brand that has reinvented itself for Gen Z.
🔗 Source Indonesian outdoor gear & lifestyle products
5. Sociolla – Indonesia’s Beauty-Tech Pioneer
Category: E-commerce and cosmetics
Founded: 2015
Trend: Omnichannel beauty retail
Sociolla began as a beauty e-commerce platform and has evolved into a beauty-tech powerhouse, offering its own line of skincare and cosmetics while also distributing local and international brands. With brick-and-mortar stores, a strong digital presence, and personalized shopping tech, it’s leading Indonesia’s beauty innovation wave.
🔗 See how local brands are thriving with digital marketing
6. Janji Jiwa – Indonesia’s Coffee Startup Star
Category: F&B – coffee chain
Founded: 2018
Trend: Local café culture and franchise expansion
With over 1,000 outlets across Indonesia, Janji Jiwa is giving international coffee chains a run for their money. Their unique blend of modern branding and affordable, quality drinks has built a loyal following. They also localize menus for regional taste buds.
The coffee brand is one to watch as they consider regional expansion into Southeast Asia.
🔗 F&B sourcing and franchise partnerships via Indonesia-Agent.com
7. Brodo – Local Men’s Footwear, Global Vibe
Category: Footwear
Founded: 2010
Trend: Craftsmanship meets digital marketing
Brodo is a men’s footwear brand that thrives on authentic craftsmanship and minimalist design. Their e-commerce-first strategy, strong storytelling, and collaborations with local artists have made them a favorite among Indonesia’s young professionals.
Their “Made in Bandung” pride also taps into regional heritage — a recurring theme among today’s successful brands.
8. Kulina – Smart Catering & Meal Planning
Category: Food tech
Founded: 2015
Trend: Meal delivery + AI-powered planning
Kulina offers daily, personalized meal subscriptions for professionals in Jakarta. By using AI for meal recommendations, timing, and logistics, they tap into Indonesia’s demand for convenience and health-conscious living. It’s food tech, with an Indonesian twist.
🔗 Read how AI is shaping retail and logistics in Indonesia
9. SASA – Indonesia’s Culinary Heritage
Category: Food products and condiments
Founded: 1968
Trend: Modern rebranding of traditional products
SASA is one of Indonesia’s most iconic food brands, known for seasonings, coconut milk, and sauces. It’s now undergoing a brand refresh with sleek packaging and millennial-targeted marketing, showing how heritage brands can stay relevant.
🔗 Partner with Indonesian food suppliers
10. Maison Elmesa – Lifestyle Meets Local Art
Category: Home & lifestyle
Founded: 2017
Trend: Artisan lifestyle brand with family values
This Bandung-based brand sells handwoven goods, lifestyle decor, and gifts — all rooted in family stories and local craftsmanship. It has attracted a niche but devoted community and is a poster child for slow living and local sourcing.
How Indonesia-Agent.com Supports Local and Global Collaboration
At Indonesia-Agent.com, we specialize in connecting international businesses with Indonesia’s top-performing brands, suppliers, and market insights. Whether you’re:
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Looking to source products from trending Indonesian brands
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Hoping to enter the market with your own brand
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Searching for partnerships, retail franchises, or influencers
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Wanting to understand local trends and culture
… we can guide you through it all with local expertise and sourcing intelligence.
🔗 Discover how Indonesia-Agent.com helps global brands succeed
Final Thoughts
Indonesia’s booming local brand scene is driven by culture, creativity, technology, and consumer pride. The 10 brands mentioned above are not only trending — they are shaping Indonesia’s economic future. From beauty and fashion to food and tech, these brands reflect the country’s youthful energy, digital adoption, and entrepreneurial spirit.
Whether you’re a buyer, brand owner, investor, or cultural enthusiast — keep your eyes on these brands and the vast potential Indonesia holds.
📩 Want to connect with Indonesia’s top local brands or explore sourcing opportunities?
👉 Contact Indonesia-Agent.com today