JAKARTA – The year 2025 witnessed a wave of closures among local beauty brands in Indonesia, with at least six homegrown cosmetics companies shutting their doors. Industry experts point to intense competition and the influx of cheap imported products as the primary factors behind these business failures.

Recent Casualties in the Beauty Industry

The latest casualty is Aeluna Beauty, which announced its closure in early December 2024. Founded by Indonesian influencers Almiranti Fira (CEO & Co-Founder) and Nadya Aqilla (CMO & Co-Founder), Aeluna specialized in skincare-infused makeup products that focused on both aesthetic appeal and functional benefits. Despite its innovative approach, the brand could not sustain its operations in the increasingly competitive market.

SYCA, a cosmetics and skincare brand established in 2019 by Pamela Wirjadinata and Monica Tan, also ceased operations in 2024. Known for its popular lip tint products and a viral collaboration with the TV series “Emily in Paris,” SYCA announced its departure on September 30, 2024, through its official Instagram account.

“With heavy hearts, we must announce that SYCA’s journey will come to an end. This wasn’t an easy decision, but we believe it’s time to turn a new page,” the brand stated. After conducting a major warehouse clearance sale, SYCA officially closed on October 31, 2024, deactivating all its websites, e-commerce stores, and social media platforms.

Other Notable Closures

Runa Beauty, established in 2019, bid farewell to its loyal customers through its Instagram account @madebyruna. The brand was particularly beloved for its cleansing butter, a product that effectively removed makeup. The announcement shocked many beauty enthusiasts who had been faithful users of the brand’s facial cleansing products.

Beet Beauty, despite being only three years old, was forced to close its business in early November 2024. As a parting gesture, the brand offered massive discounts on its signature products: lip blanket and lip blaze. The company was founded by two women who transitioned from beauty enthusiasts to beauty entrepreneurs.

Noolab, a local skincare brand, exited the Indonesian beauty industry on June 5, 2024, three months before SYCA’s closure. The official announcement came through Instagram on May 15, 2024. In their statement, Noolab revealed that the closure was due to their trademark being rejected by Intellectual Property Rights authorities for the second time—first as “Noola” and then as “Noolab.” The brand cleared its remaining inventory with 60% discounts before officially closing.

Innertrue, a skincare brand, was among the earliest to announce its departure, doing so on June 15, 2023. Through an official Instagram statement, the brand expressed gratitude to all who had been part of their journey.

“After much consideration over the past year, the company has decided to change direction. Therefore, Innertrue will no longer produce skincare products, and sales through official stores will end on July 16, 2023,” the statement read.

Market Challenges

The collapse of these local beauty brands reflects the harsh realities facing Indonesia’s domestic cosmetics industry. With an oversaturated market, fierce competition from both local and international players, and the ongoing pressure from low-cost imported products, many homegrown brands have found it increasingly difficult to maintain profitability and market share.

The trend highlights the need for stronger support systems and differentiation strategies for local beauty brands to survive in an increasingly challenging marketplace.

Original Article:

Kontan.co.id. (2025, October 8). Daftar 6 Brand Kecantikan yang Bangkrut di Indonesia. Retrieved from https://id.headtopics.com/news/daftar-6-brand-kecantikan-yang-bangkrut-di-indonesia-73961698