Inspired by the Natural Beauty of Indonesian Women, Rosé All Day Cosmetics Introduces Local Cosmetic Products

The development of the beauty industry has had an impact on the makeup preferences of Indonesian women. Many are starting to look for makeup types that can support their daily activities and appearance. Therefore, the selection of makeup products must be done correctly, so that these Indonesian women can look their best and show their best side.

This is what opens up opportunities and drives the advancement of the local cosmetics industry in Indonesia with various innovations and creations of the products presented. Rosé All Day Cosmetics, or commonly known as RADC, presents makeup and skincare products for women and men that are tailored to the needs of its target users. Initiated by Tiffany Danielle, Samantha Wijaya, and Cindy Gunawan since 2017, this local brand presents a variety of selected products with excellent quality. These three inspirational women see great opportunities in the development of local cosmetics and the beauty community in Indonesia, and decided to start building a cosmetics brand.

Drawn Inspiration from the Beauty of Indonesian Women

Inspired by the natural beauty of Indonesian women, Rosé All Day Cosmetics has successfully maintained its distinctive characteristics while also following beauty trends that have increased its popularity, as seen from the overall increase in RADC sales by up to 6 times. RADC offers products from all categories of eyes, face, and lips with selected ingredients to become companions and solutions for everyone's needs. With the concept of 'no-makeup makeup look', users are invited to become the best version of themselves and feel comfortable with their own skin, so they can confidently show their natural beauty without the need for too many products. Not only that, they are now even venturing into skincare for skin care named Skin by Rosé.

Cindy Nyoto Gunawan, Director of Rosé All Day Cosmetics, said, "Running this Rosé All Day business began with our desire to create products that are 'Everyday Essentials, Easy to Use and Functional'. With clean beauty, vegan, and halal certified formulas, we want everyone, from beginners to makeup enthusiasts, to be able to use our products comfortably. Rosé All Day started with differences in makeup styles from each founder. In the end, everyone will have makeup products that they use daily. Therefore, we also make our products pioneers in creating makeup that contains skincare. As a brand, we want everyone to feel comfortable being themselves when using our products."

Conducted Research and Trials for This Product

Since its establishment, various research and product trials have been conducted to produce products of the highest quality. The Lip & Cheek Duo product is RADC's first product to make the cheeks and lips of Indonesian women rosy but still look healthy. And in 2018, RADC gave birth to a product that became a game changer for its business, The Realest Lightweight Foundation, which sold thousands of units in the first month. The decision to start and develop online selling strategies was proven to be the right decision.

During this 7.7, the Lip and Cheek duo as RADC's first product will be reintroduced with a new reformulation and new packaging. The Lip and Cheek Duo has a formula equipped with 5x Moisture-rich Agents that will moisturize the lips. This product is also the first in Southeast Asia to use Limex packaging material, which is made from limestone that can be recycled. RADC chose this packaging material because it uses 50-80% less plastic, 50 times less CO2 emissions during production, and 58% less CO2 emissions during disposal. This further strengthens RADC's goal of not only creating new product innovations for the local beauty industry but also becoming an environmentally friendly beauty brand.

Reaching a Broader Market

Driven by the success of its products, which have been enthusiastically received by makeup lovers in Indonesia, Rosé All Day Cosmetics is increasingly consistent in developing its business by launching various new products. After joining Shopee since its inception, this brand has started actively selling and promoting its products on Shopee to strengthen its online presence on e-commerce platforms and social media. Finally, RADC began to venture into offline sales in 2019.

During the pandemic, various challenges and adaptations had to be made by the team, but unexpectedly, sales continued to increase. In fact, the rapid development can also be seen from the increasing number of team members, leading to the decision to move to a more adequate office space after previously operating in one of the founder's garage. As a result, RADC expanded its product collection by launching new products almost every month.

2022 was a transformative year for RADC, starting with a nearly tripled increase in sales and the launch of its first international collaboration with Harry Potter, which received tremendous enthusiasm from beauty enthusiasts in Indonesia. Unfortunately, unexpected challenges can sometimes occur. In this year, the RADC team also experienced an unforeseen disaster when the warehouse where the product stock was stored caught fire in September. This forced RADC to postpone the launch of the product that was supposed to be their new hero SKU, cancel customer orders, and stop sales on all online and offline platforms. However, with the support from loyal users, influencers, and other local brands, RADC is even more motivated to rise again.

In 2023, RADC is actively developing its business together with Shopee. Not only participating in various thematic campaigns, RADC also utilizes various interactive features provided by Shopee, one of which is Shopee Live. Through the live shopping feature, buyers can consult directly with hosts who have extensive knowledge about the products to provide the best possible answers and product recommendations. The presence of Shopee Live, which allows brands to interact with buyers in real time, has proven to contribute to the increase in RADC sales on Shopee. In fact, during the exclusive live shopping session with Raffi Ahmad in the 7.7 Shopee Live Bombastis Sale campaign, RADC's Thunder Lash Mascara sold out within one minute.

"Various features and campaigns from Shopee that we have participated in have helped Rosé All Day Cosmetics achieve a significant increase in sales by more than 2 times compared to last year on Shopee. Like a mutual support, our main mission as a brand to introduce cosmetic products that prioritize the natural beauty of Indonesian women can be realized with the innovations that Shopee has, such as attractive campaigns and promotions as attractions for consumers, as well as the existing consumer base throughout Indonesia. Therefore, we do not want to miss the 7.7 Shopee Live Bombastis Sale campaign, as we also see high enthusiasm for our products from users, especially when we utilize the Shopee Live feature. What's even more special, in this 7.7 campaign, we offer the best promotions for consumers to try various cosmetic and skincare products," concluded Cindy.

To add excitement for users, on the peak campaign on July 7, 2023, Shopee will once again provide the best offers that can be used to fulfill the need for beauty products, including Free Shipping IDR 100,000, Flash Sale IDR 1, and All Skincare IDR 10,000.

Get more information about the 7.7 Shopee Live Bombastis Sale campaign by visiting https://shopee.co.id/7-7-peakday. Also, download the Shopee app for free from the App Store or Google Play.