ANTARA's Choice

Home-grown brands changing the face of beauty

Home-grown brands changing the face of beauty

ANTARA FOTO/Arif Firmansyah/wsj.

Slowly but surely, we are fighting against toxic beauty standards. Remember that having curly hair is nothing shameful, rather, it is a blessing
In the past few years, the Indonesian beauty industry has witnessed soaring growth, with the online community dedicated to sharing tips, tricks, and products continuing to thrive even as it redefines beauty standards.

According to the Central Agency of Statistics, in 2020, a year when the COVID-19 pandemic devastated economies across the globe, the industry recorded Rp99.33 trillion, or around US$7 billion, in revenue. The positive growth of 2.84 per cent has been attributed to a lifestyle shift among Indonesians.

A number of national media reports have chalked up this growth to an increase in online commerce amid the pandemic. The time spent at home to curb the infection curve perhaps heightened exposure to local beauty brands via online platforms, said market-watchers.

Nikita Wiradiputri, chief executive officer of Dear Me Beauty, said she believes that while trends are always changing, the standardization of beauty in Indonesia has only grown, with consumers continuously expecting something better than what they have seen before.

The beauty industry itself has grown out of the constraints of make-up and skincare products, she observed. Consumers now want to see the value behind local beauty brands and their identities, for things that they themselves can align with, she said.

The growing attention and demand for home-grown beauty brands has continued to push companies to continuously innovate, not only to create products but also to direct the narrative of the local beauty industry.

In the spirit of challenging the beauty standards and norms that have been embedded in Indonesia, Dear Me Beauty’s recent campaign #MakingBeautyBetterfocused on inclusivity.

“We want to revolutionize the existing stereotypical view of beauty. There are no limitations when it comes to beauty, not in terms of gender, skin color, age, or other people’s opinions, Dear Me Beauty believes that everyone has a right to determine their own beauty standards and we will continue to support that (notion),” Wiradiputri asserted.

Their launch campaign for a liquid foundation featured mature and male models and received positive feedback from consumers on Instagram, who embraced the brand’s fresh and innovative take on beauty.






View this post on Instagram












A post shared by Dear Me Beauty (@dearmebeauty)



“This campaign is groundbreaking!” an Instagram user commented on the campaign post for the new liquid foundation product, while another said, “Wow, I can buy this for my husband.”

Similarly, up and coming hair care brand,, founded by Gracia Indriani, is aiming to restore pride in curly locks.

Through its Instagram page and physical salon, the brand is not only promoting products that can help treat and care for curly hair, including their own concoction, which is currently in the process of getting certified by the Indonesian Food and Drug Agency (BPOM), but also educational information on how to revive naturally curly hair that has been exposed to hot hair tools or chemical procedures, such as during hair-straightening treatment known as ‘smoothing’.

Aside from promoting natural curly-heads, the brand is also bringing attention to perm services and providing tips on caring for hair that has been permed.

Following a recent question-and-answer session on its Instagram page, invited followers to share unpleasant experiences they faced for having curly hair. “We are brokenhearted, but on the other hand we are proud of you who have learned to love your curly hair,”'s post said.

“Slowly but surely, we are fighting against toxic beauty standards. Remember that having curly hair is nothing shameful, rather, it is a blessing,” said the post, adding the brand's motto #CurlPower.

When it comes to inclusivity in the beauty world, perhaps one of the aspects that cannot be ignored is affordability. Whilst makeup-focused brands have come up with solutions to the challenge by providing locally made products that are affordable and reliable in terms of quality, it is fair to say that the same is yet to apply for skincare products.

One of the independent brands paving the way in this segment is Somethinc, a brand inspired by those who are looking for high-quality products but without the hefty price tags.

The brand appears to rely on a simple, stripped-down philosophy, where products feature one or two main ingredients or concerns.

Nixing flowery words often found on retail products, and instead displaying the name of active ingredients on product packaging, allows the brand to also spread information about the ingredients themselves, how they work, and the skin concerns they are targeting.

Their campaign also focuses on inclusivity, with their makeup collection providing a wide selection of colors to allow those with deeper and warmer skin tones to find the shade they want at an affordable price. It is worth noting that a limited shade range in local makeup products is still often seen as one of the weaknesses of the bustling industry.






View this post on Instagram












A post shared by SOMETHINC (@somethincofficial)





It has become increasingly apparent that Indonesian beauty brands, especially independent ones, are playing a substantial role in setting the direction of beauty standards in the country. The general response to the varying degrees of breakthroughs, carried out by industry players, has indicated consumers’ jadedness towards the glorification of a one-size standard of beauty and their desire for reimagining how Indonesians perceive beauty. This is where home-grown brands have the power to advocate for new, innovative voices in the industry. (INE)



Related news: Second-semester target to administer 1.5 million vaccine shots daily

Related news: Indonesia ropes in military, police to boost vaccinations