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Indonesia’s market potential for dōTERRA

What is the potential of dōTERRA in opening Indonesia?

The potential is *. Indonesia is the 4th most populous country in the world, with over **275 million people.  It has a rising wealthy middle class of over 60 million people, and a rapidly growing interest in natural health options.

The size of the cities has created in some cases an unintended outcome of poor air quality which leads to some respiratory health conditions that we can meet head on with our essential oils.  The diet as in many developing nations can be very carbohydrate, fried and sugar loaded which has seen amazing results and uptake with our MetaPWR range.

There is also a huge focus on skin and beauty and anything different that will yield results is highly sought after regardless of cost.

Natural remedies and herbal medicine (jamu) are already culturally embedded.

Wellness trends, especially among millennials and Gen Z, are on the rise. The digital economy is booming, with over 200 million internet users, supporting e-commerce and online community building—both essential for dōTERRA-style network marketing.  Daily use on social platforms is massive.

The Indonesian market is perfect for premium wellness products paired with a strong community model—exactly what dōTERRA offers.

We also already have powerful co-impact sourcing stories to tell from Indonesia where we source Citronella, Clove, Patchouli, Cinnamon, Kaffir Lime and Cananga

Verdict: With the right local leadership, education, and culturally-sensitive messaging, Indonesia could become one of the largest Southeast Asian markets for dōTERRA.

What size of market could be created there?

Indonesian people are no strangers to Network Marketing.  They love it.  It has been so successful in many cases because people need to earn an income from the company in order to continue the purchasing due to income level in the country.  This typically means that there is a far higher concentration of people that choose to grow a business with dōTERRA rather than just be a customer.  This speeds up growth exponentially.

While it’s hard to give exact projections, we can estimate based on comparison:
dōTERRA other South East Asia markets reached tens of thousands of Wellness Advocates within the first few years.
If dōTERRA captures even 1% of the health & wellness market in Indonesia, that represents millions in annual revenue.
Indonesia’s network marketing industry is valued at over $1 billion, according to WFDSA. If dōTERRA captured just 5-10% of that with premium positioning, it could reach $50–100 million in annual sales in the coming years.

What is likely to happen according to timelines of other companies and growth trajectories?**
Young Living and other natural wellness companies saw explosive mid-stage growth once local leadership and education took hold—typically within 2–5 years.  What we are seeing specific to young living is a lot of people disenfranchised and ready to move over to dōTERRA easily.
dōTERRA typically moves through a pattern:
1. Pre-launch buzz
2. Founding leaders establish foundations
3. Official launch creates massive spikes
4. Steady growth and momentum for 3–7 years

If groundwork begins now, early adopters in 2025 could be leading six-figure teams by 2028–2030, especially if they replicate models used in the Philippines, Malaysia, or Brazil.

Why would a current dōTERRA leader want to expand their teams into Indonesia?
Because timing and leadership create legacy. A current leader has the chance to:
-Be first in: Create generational income by building with early adopters.
-Multiply impact**: Bring essential oil education and emotional wellness to a country hungry for holistic solutions.
-Duplicate leadership: Raise new leaders and stabilize long-term rank advancements.
-Establish cross-cultural legacy: Indonesian teams can expand into Malaysia, Singapore, and globally through the diaspora and digital platforms.
-Ride the momentum: With a full launch or soft-entry within the next year or two, those who start building now will be positioned to ride the exponential wave.

Nu Skin Indonesia: Growth and Market Presence**
Established Presence: Nu Skin has been operating in Indonesia since 2010

Revenue Growth In 2019, Nu Skin Indonesia reported retail revenue of approximately IDR 1.5 trillion (around USD 100 million), marking a 10% increase from the previous year

Recent Performance In 2023, the company experienced a modest net sales revenue increase of 0.58%, with a slight decrease in total assets by 2024.

Distributor Network of Nu Skin Indonesia has cultivated a network of approximately 50,000 entrepreneurs, with about 10% achieving leadership level.

Indonesia’s Direct Selling Market Outlook
The direct selling industry in Indonesia is valued at approximately USD 1.6 billon.

Growth Potential: The market is projected to grow at a compound annual growth rate (CAGR) of 5% from 2025 to 2029, driven by increasing consumer demand for health and wellness produts.

Digital Transition: The rise of e-commerce and digital platforms is reshaping the direct selling landscape, offering new avenues for growth and customer engagement.

Here is an updated performance chart with Nu Skin Indonesia integrated alongside other major direct selling companies operating in Indonesia:

Performance of Direct Selling Companies in Indonesia
Company Revenue 2023 (USD Million) | Growth Rate

Amway   7,700     -5%         Long-standing presence since 1992; faced a slight decline recently.

Herbalife   5,100   -2%         Maintained a stable market with a minor revenue decrease.             |

Nu Skin       ~100 (Indonesia only)    +10%*   Operating since 2005; over 50,000 distributors; modest growth.        |

PM International   3,030        +19%   Demonstrated significant growth, indicating strong market expansion.
Atomy         1,710     +11%    Achieved strong market penetration and consistent expansion.          |
Young Living 2,000   0%       Maintained steady revenue and market position.                        |
Nu Skin Indonesia growth rate based on 2018–2019 data. More recent detailed regional figures not publicly available.