BEAUTY IN INDONESIA: IDEAS, CUSTOMS, AIDS, CONTESTS

WHAT IS CONSIDERED ATTRACTIVE IN INDONESIA

Maudy Ayunda, an actress and singer regarded as one of the most beautiful women in Indonesia, she also has degrees Stanford and Oxford

In Indonesia, both men and women traditionally expressed themselves through refined manners and a sense of grace, while also adopting new fashions to attract attention. In many areas, young women wear skirts that reach the knees or higher, revealing their calves, which had traditionally been frowned upon. Because women’s legs had customarily been covered by ankle-length clothing, even glimpses of thighs, calves, or ankles could draw notice from men. Young men, meanwhile, were expected to dress neatly and fashionably (rapi), typically wearing jeans or slacks. [Source: Jill Forshee, “Culture and Customs of Indonesia”, Greenwood Press, 2006]

Long, shiny hair was long considered a key element of female beauty, though shorter, chin-length styles became increasingly popular with changing trends. Over the past couple decades, the media has increasingly emphasised the beauty of white skin through advertisements for skin lightening creams. This mostly applies to women, as those with a light complexion have long been held in high esteem. The preference for paler skin stems from the class biases of those who are not forced to work outdoors. Most Western Indonesians view darker skin as unattractive and often denigrate people from West Papua and the eastern islands as 'primitives'.

Indonesians generally disapproved of anything perceived as animal-like in human appearance or behavior. In places such as Bali, this belief was reflected in the practice of ceremonial tooth filing at puberty, which evened out pointed canine teeth. While certain animal metaphors—like the rooster—were associated with ideal male traits such as bravery and virility, physical refinement and proper behavior remained essential. Even the bravest man would fail to impress if he appeared unkempt or crude in dress and manners.

Beauty Aids and Customs in Indonesia

Indonesian cosmetics advertisement

On the streets of Indonesian cities and towns you sometimes see people with a mole with long hair coming out of it. This custom, according to one person who posted on Reddit, is from Chinese culture. “Old Chinese love long mole hair and they take pride in keeping it as long as they can. They believe that a mole is a good luck charm and if there is a hair grow out of it, you have won a jackpot. So they don’t pluck it.

Sometimes on the streets of Indonesia you will see men with one or two very long nails, usually the thumbnail or their pinkie fingernail. This is intended to show their high status and is an indication they don’t do manual or physical labor. Some Indonesia wear long curved fake fingernails made of metal.

Indonesia is a major producer of wigs, It gets some hair from China and exports many of its wigs to the United States. Victoria Secret bras and lingerie has been produced in Indonesia.

Skin whitening products are popular among some women in Indonesia. In some places women and children put a paste on their face similar to what you see in Myanmar. In the 2000s, less than 20 percent of women in Indonesia dyed their hair, compared to more than 60 percent in Japan and South Korea.

Cosmetics in Indonesia

Indonesia’s cosmetics market has been largely dominated by local, halal-certified brands that cater to the country’s tropical climate and cultural preferences. Popular names such as Wardah, Make Over, and Somethinc have gained widespread recognition for offering products designed for heat and humidity, including lightweight sunscreens, lip products, and cushion foundations. Consumers tend to favor affordable yet high-quality products featuring ingredients like Vitamin C and niacinamide, along with simple, everyday makeup routines that emphasize practicality and skin health. [Source: in-cosmetics Connect]

Several local brands have carved out strong identities within this growing market. Wardah has been a pioneer in halal cosmetics, offering a full range of skincare and makeup, including widely used matte lipsticks. Somethinc has built a reputation for its ingredient-focused serums and high-coverage cushion foundations, while Make Over has targeted consumers seeking more professional, highly pigmented products, particularly through its Powerstay line. Other notable brands include Azarine, known for affordable and lightweight sunscreens; Emina, which appeals to younger users with colorful and budget-friendly products; Skintific, recognized for skin-barrier repair moisturizers; Luxcrime, which focuses on long-lasting complexion products; and BLP Beauty, known for its simple, natural aesthetic.

In terms of product trends, lip products—such as lip creams, tints, and matte lipsticks—have consistently ranked among the best-sellers. Sunscreens and serums have also become essential daily items, especially those with high SPF and lightweight, non-greasy formulas suited to Indonesia’s climate. Cushion foundations remain popular for their convenience and natural finish, with brands like Somethinc and Make Over leading in this category. At the same time, traditional and natural ingredients continue to influence the market, with brands like Mustika Ratu and Sariayu incorporating elements such as coconut oil and rice extract. Halal certification remains a major factor shaping consumer choices, with Wardah at the

E-commerce and social media have further accelerated the growth of Indonesia’s beauty industry. Platforms like TikTok and online marketplaces have helped both local and hybrid international brands reach wider audiences. Brands such as Focallure and Glad2Glow have gained traction through online sales channels like Shopee, often ranking among top sellers for budget-friendly makeup and skincare. Meanwhile, niche segments such as fragrance have also expanded, with local brands like Alchemist attracting attention for unique, high-quality scents Overall, the Indonesian cosmetics industry continues to evolve through a blend of local innovation, global influence, and strong digital engagement. [Source: Harper’s Bazaar Malaysia]

Indonesian Muslim-Style Beauty Contest

In November 2014, eighteen finalists from countries including Tunisia, Bangladesh, India, Singapore, and Britain competed in the World Muslimah Award pageant in Indonesia, an event organizers described as an alternative to Western beauty contests, according to AFP. The finale was held at Prambanan, a ninth-century Hindu UNESCO World Heritage site. Organizers said choosing a Hindu venue was intended to demonstrate Muslim acceptance of other religions. [Source: Agence France-Presse, November 21, 2014]

Contestants were required to wear the Muslim headscarf and were judged on appearance, their ability to recite verses from the Koran, and their views on Islam in the modern world. “We want to see that they understand everything about the Islamic way of life — from what they eat, what they wear, how they live their lives,” said organizer Jameyah Sheriff.

The pageant, first held in 2013, was presented as a response to Miss World, which was staged in Bali the same year. Miss World has faced criticism in some countries for degrading women, particularly for its bikini round. Organizers removed that segment during the Bali event, but protests by hardline groups continued, with demonstrators calling it a “whore contest,” AFP reported.

British contestant Dina Torkia said the Muslim pageant aimed to challenge stereotypes. “I think the most important thing is to show that we are really normal girls, we are not married to terrorists. This scarf on my head isn’t scary,” she told AFP.

The 2014 competition faced logistical problems, with seven finalists withdrawing. Organizer Sheriff said most left because their families did not want them traveling alone. An Indian contestant initially missed her flight after being questioned by officials suspicious of a woman traveling alone while wearing a headscarf, though she later arrived. Singaporean participant Masturah Binte Jamil left her teaching job after being denied time off to compete.

Contestants, aged 18 to 27, included a computer scientist from Tunisia and a newly qualified doctor from Bangladesh. Events leading up to the finale included an online audition and two weeks of activities in Indonesia, such as visits to orphanages and nursing homes and photo sessions at Borobudur.

Protests Over the Miss World Pageant to 2013

In 2013 Indonesian Muslim clerics called for the cancellation of the Miss World contest in Indonesia, arguing it violated Islamic teachings. The Indonesian Ulema Council said the pageant should not be held because Islam prohibits women from publicly “exposing their bodies in a contest,” according to Religion News Service. Chairman Amidan Shaberah said, “Our position is clear, we reject Indonesia being the host of Miss World… because exposing their bodies in a contest is against Islamic teachings,” as reported by The Associated Press. [Sources: Richard S. Ehrlich, Washington Post. Religion News Service, September 3 2013; AFP, September 28, 2013; AFP, September 8, 2013]

The council’s position followed an August meeting in which clerics rejected compromises by organizers, including replacing bikinis with sarongs. A senior official told Agence France-Presse that the change was insufficient because the garments still exposed too much of the body. The council described its stance as a recommendation rather than a binding ruling, though it acknowledged its influence in a country of about 240 million people, more than 80 percent of whom are Muslim.

Hardline groups escalated opposition. The Islamic Defenders Front vowed to disrupt the pageant regardless of location. Leader Rizieq Shihab said, “The Miss World pageant is only an excuse to exhibit women’s body parts… We are obliged to disband it if the government allows it to be held in any region of Indonesia,” according to the Associated Press. The group had previously staged confrontations, including attacks on Western embassies and protests that led to the cancellation of a concert by Lady Gaga after she was labeled a “devil worshipper.”

Demonstrations spread across Java in August and September 2013. Protesters burned effigies of pageant organizers and staged rallies, including one in Yogyakarta where goats were dressed in Miss World sashes to mock the contest. In Surabaya, students carried banners reading, “We are ready to die for the Miss World contest to be scrapped,” according to AFP.

Opposition extended beyond hardliners. A human rights commissioner, a government minister, and mainstream Muslim organizations also criticized the pageant, describing it as exploitative and a symbol of Western hedonism. Despite these objections, organizers proceeded with preparations for a month-long series of events scheduled throughout September 2013.

Moving the Miss World Pageant to to Bali

Indonesian officials relocated the Miss World final and later rounds from Java to Bali after days of protests. Coordinating Minister for People’s Welfare Agung Laksono said the government had “listened to what the people wanted,” according to AFP. The decision followed demonstrations involving about 600 protesters and growing pressure from religious groups. [Sources: Richard S. Ehrlich, Washington Post. Religion News Service, September 3 2013; AFP, September 28, 2013; AFP, September 8, 2013]

Organizers had originally planned to stage the final near Jakarta in a 10,000-seat venue in Sentul on September 28, 2013. After the move, the event was shifted to a 2,000-seat center at the Nusa Dua resort in southern Bali. Earlier rounds had already begun on the island when the contest opened on September 8.

The relocation was intended to reduce tensions, as Bali has a Hindu-majority population and less influence from hardline Muslim groups. Organizers had also pledged to drop the bikini round and require contestants to wear sarongs in an effort to address criticism. Julia Morley said the contest would respect local culture.

Despite the move, threats continued. Haidar Al-Hamid said, “We will do anything we can to stop Miss World,” and indicated that members would attempt to cross from East Java to Bali. Hundreds of activists were prevented from boarding ferries by police, including female officers backed by elite forces.

Foreign governments issued warnings. The U.S. Embassy in Jakarta said, “Extremist groups may be planning to disrupt the Miss World pageant… potentially through violent means.” Concerns were heightened by memories of the 2002 Bali bombings, which killed more than 200 people, most of them foreign tourists.

2013 Miss World Pageant Itself

The Miss World final took place on September 28, 2013, in Bali with 129 contestants participating after a three-week event broadcast in more than 180 countries, according to AFP. Security was tightened, with hundreds of police and traditional Balinese security personnel deployed around the venue. [Sources: Richard S. Ehrlich, Washington Post. Religion News Service, September 3 2013; AFP, September 28, 2013; AFP, September 8, 2013]

Hardline groups continued to denounce the contest as a “whore contest” and “pornography,” but large-scale disruptions did not occur on the island. About 1,000 members of the Islamic Defenders Front instead held a prayer gathering outside Jakarta, while authorities blocked attempts by protesters to reach Bali.

The competition featured contestants in Indonesian-designed dresses, musical performances, and a question-and-answer segment with judges. Organizers had removed the bikini round and modified the program in response to earlier protests.

Megan Young of the Philippines, a 23-year-old born in the United States, won the title, defeating 126 other contestants. She said she would “be myself in everything I do, to share what I know and to educate people,” according to reports. Marine Lorphelin placed second and Carranzar Naa Okailey Shooter finished third.

The event proceeded under heavy security, including armed patrols and water cannon at the venue in Nusa Dua. No further demonstrations were reported in Bali during the final, despite earlier threats and weeks of nationwide protests.

Contestants in the Miss Universe Indonesia 2023 Say They Were Forced to Disrobe

Contestants in the Miss Universe Indonesia 2023 pageant accused organizers of sexual harassment, alleging they were forced to strip for topless “body checks” and photographed during the process, according to Reuters. An attorney representing six contestants said complaints had been filed with Indonesian police, while local authorities confirmed that a report had been received and an investigation would be launched. [Source: Natalie Musumeci,Anneta Konstantinides, Business Insider, August 8, 2023]

The contestants alleged that five of them were asked to strip to their underwear for physical examinations in front of more than 20 people, including men, Reuters reported. Their lawyer, Mellisa Anggraeni, said the participants were then photographed while topless. One unidentified contestant said during a press conference broadcast by Kompas TV, “I felt like I was being peeked on, I was very confused and uncomfortable.” Anggraeni stated on Instagram that the alleged incident took place in a hotel ballroom in Jakarta on August 1.

The Miss Universe Organization said it had been “made aware of the allegations regarding the Miss Universe Indonesia 2023 pageant and the franchisee in Indonesia that operates the pageant.” The organization added, “Miss Universe takes allegations of sexual abuse and impropriety extremely seriously. Providing a safe place for women is the Miss Universe Organization’s utmost priority, and we are looking into this matter.”

Miss Universe Indonesia 2023 was held in Jakarta from July 29 through August 3. The controversy followed earlier disputes involving the Miss Universe Organization. In October, more than a dozen contestants alleged that the Miss USA 2022 pageant had been rigged in favor of R'Bonney Gabriel. The organization later said a “thorough and extensive investigation” found the allegations “were false,” but Crystle Stewart would no longer serve as president of Miss USA. Separately, Max Sebrechts stepped down after contestants from the 2021 pageant accused him of sexual harassment; the organization said it had been made aware of those allegations in late 2021 and had “immediately requested a review.”

Image Sources: Wikimedia Commons

Text Sources:“Encyclopedia of World Cultures Volume 5: East/Southeast Asia:” edited by Paul Hockings, 1993; “Culture and Customs of Indonesia” by Jill Forshee, Greenwood Press, 2006; National Geographic, New York Times, Washington Post, Los Angeles Times, Smithsonian magazine, Encyclopedia.com, Library of Congress, Indonesia Tourism website (indonesia.travel), Indonesia government websites, Live Science, The Conversation, The New Yorker, Time, BBC, CNN, Reuters, Associated Press, AFP, Lonely Planet Guides, Google AI, Wikipedia, The Guardian and various websites, books and other publications.

Last updated April 2026