This branch has the potential to be the cornerstone for more extensive market expansion.
After nearly eight years of selling products exclusively online and in stores such as Watsons, Indonesia’s Dear Me Beauty intends to launch its very own flagship store. This move aims to strengthen their presence in the retail sector ahead of expanding internationally.
"We aspire to enhance and finalize our range of beauty products by incorporating skincare advantages, while keeping our emphasis on research and development (R&D), particularly within the realm of make-up," stated Nikita Wiradiputri, CEO and co-founder of PT Garland Cantik Indonesia, owner of the Dear Me Beauty cosmetics line, during an interview with Retail Asia.
"We plan to initiate digital marketing efforts, improve our social media strategy, and extend customer relationships beyond Java in the coming year," she said.
Nikita mentioned during a Zoom call that the expansion is being discussed, and the flagship store might act as the cornerstone for expanding into larger markets.
The beauty and personal care market in Indonesia is expected to expand at an annual rate of 4.3% up to 2030, starting from $9.7 billion this year, as reported by the German data platform Statista.
Dearest Beautiful One, established in November 2017 with products that have undergone rigorous safety tests and hold Halal certification, currently serves 15 regions such as Sumatra, Kalimantan, and Sulawesi. In the past year, their physical store count grew by an impressive 50%.
The company's expansion was credited to digital platforms, customer surveys, external studies, and personal engagements during live gatherings, according to Nikita.
“Shopper feedback, such as color preferences and personalisation by naming products after individuals’ names, has been a key aspect of product development,” she said.
"This guarantees that our offerings match consumer demands and assists us in keeping our products relevant despite the fast-changing trends and the lengthy development processes typical for beauty items," she explained.
Market insights have also influenced pricing strategies. For example, Dear Me Beauty reduced the price of its Serum Lip Tint to about $3 to attract teenagers.
"Originally, we aimed at customers between 20 and 25 years old, but this item enabled us to attract buyers as young as 14," Nikita explained. At that time, Dear Me Beauty's inaugural offering—a lip balm—was priced nearly double what it is now.
Dear Me Beauty has leveraged cross-category partnerships to enhance brand visibility. Collaborations with brands such as Yupi candy, Sasa seasoning, Nissin wafers, and KFC have generated distinctive shopping experiences, thereby boosting consumer interest.
“During our initial year of collaboration, the brand value multiplied ten times over, and sales grew eightfold from 2017 to 2019,” Nikita stated.
She mentioned that Dear Me Beauty would keep producing items with high-quality components, upgraded with cutting-edge technology and offered at accessible prices.