PIKIRAN RAKYAT – Indonesia’s vibrant beauty industry boasts a thriving domestic cosmetics market. Recently, this trend has expanded internationally, with several local makeup brands gaining recognition in the global beauty market. Let’s explore three of Indonesia’s most successful makeup brands that have captivated a global audience.
The rise of Indonesian makeup brands on the international stage can be attributed to several factors.
Ilustrasi make up.
Firstly, there is a growing appreciation for diversity and inclusivity in the beauty world, opening doors for brands catering to a wider range of skin tones and features.
Secondly, Indonesian makeup is known for its high-quality ingredients, often incorporating natural and local botanicals. This resonates with consumers seeking more sustainable and ethically sourced products.
Finally, the rise of social media has played a crucial role. Influencers and beauty enthusiasts worldwide have shared their experiences with Indonesian makeup, generating international buzz and fostering a sense of community.
Let’s delve into the stories of three prominent Indonesian makeup brands making waves in the global beauty scene.
1. BLP Beauty
Founded in 2016 by Cindy Hirawan, BLP Beauty (originally standing for “Breaking Out of Limitations Project”) has carved a niche in the high-end makeup market. The brand emphasizes high-performance, long-lasting formulas, and sleek, minimalist packaging.
BLP’s hero product, the Lip Glaze, showcases its dedication to quality, offering a wide range of shades with a comfortable, non-drying matte finish. The brand’s success is due to its focus on inclusivity, providing a diverse shade range for various skin tones, especially in its foundation and concealer products.
Recognizing the power of social media, BLP actively engages with beauty enthusiasts globally, creating a loyal customer base beyond Indonesia.
2. Sariayu
With a heritage dating back to 1975, Sariayu blends traditional Indonesian beauty practices with modern makeup formulations. The brand prioritizes natural ingredients, incorporating local botanical extracts like turmeric and candlenut into its products.
Sariayu caters to a broad audience, offering affordable makeup and skincare products for everyday wear.
The brand’s international recognition stems from its commitment to cultural authenticity, allowing global consumers to experience Indonesian beauty traditions.
3. Inez Cosmetics
Established in 2014, Inez Cosmetics has captured the hearts of budget-conscious makeup lovers. The brand offers high-quality, trendy makeup products at accessible prices. Inez is particularly popular for its pigmented eyeshadow palettes, offering various color combinations to suit different preferences.
The brand’s vibrant packaging and commitment to halal ingredients have fueled its international appeal. Inez’s success highlights the growing demand for affordable, high-performing makeup, especially within Southeast Asia and Muslim-majority countries.
These three Indonesian makeup brands represent a growing trend of local beauty brands achieving international recognition. Their success paves the way for other Indonesian companies to enter the global market, showcasing the innovation and quality that Indonesian beauty offers.
With a continued focus on inclusivity, high-quality ingredients, and effective marketing strategies, Indonesian makeup brands are poised to make a lasting impact on the global beauty landscape. (Ahyaithannisa Taufik/Politeknik Negeri Bandung)***
