¹Anastasia Cindy Delicia, ²Anastasya Dea Grace Anggraeni, ³Evelina Witanama

^1,2,3LSPR Institute of Communication & Business, Jakarta, Indonesia

DOI : https://doi.org/10.58806/ijsshmr.2025.v4i1n30

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ABSTRACT

The phenomenon of “Fast Beauty” has brought a transformative shift to the beauty industry in Indonesia especially in the digital era. This concept refers to the trend of rapid innovation, mass production, and the distribution of beauty products in Indonesia that effortlessly meet market demands. Furthermore, the industry’s emphasis on frequent product releases and aggressive promotions has heavily influenced consumer behavior, embedding patterns of impulsive buying and overconsumption that are hallmarks of consumerism. Continuous new product launches often prompt consumers to purchase items without critical consideration, further fueling unsustainable consumption. This article aims to explore how the Fast Beauty phenomenon has shaped consumer behavior by creating new perceptions of local products strategy, and sustainability within the beauty industry in Indonesia. Through a qualitative approach through literature studies and market trend analysis with audience discussion on X social media platform, this research examines the dynamics of Fast Beauty. The role of digitalization and social media platforms in accelerating the growth and popularity of Fast Beauty, also will be explored in this study. Analyzes discussion originate from a post by a beauty community member called @ohmybeautybank, and their member @liangjemala, to understand how digital platforms can shape consumer narratives and trends. Social media’s role in amplifying trends has further fueled the industry’s rapid pace. However, by spotlighting these dynamics, the study will provide valuable insights for stakeholders to align innovation by maintaining product quality also with ethical and sustainable goals.

KEYWORDS:

Fast Beauty; social media; Consumer Behavior; Consumerism

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VOlUME 04 ISSUE 01 JANUARY 2025