Indonesian beauty firm turns US$40k investment into profitable business in two years

Around a decade ago, best friends Cindy Angelina and Kezia Trihatmanto studied together at Pepperdine University in Los Angeles. The two had known each other since childhood, and their friendship has sparked a revolutionary idea for the beauty industry in their home country of Indonesia.

How beauty is changing in 2023

Behind its allure and aesthetic appeal, the beauty industry has proven to be recession-proof in the face of various macroeconomic shocks over the past two decades. The "Lipstick Effect" or "Lipstick Index"– an economic indicator from the beauty category, suggests that during periods of recession or economic hardship, women will indulge in discretionary purchases, splurging on small, affordable luxuries, such as lipstick, that boosts their mood without putting a strain on their finances. Hence, despite a shifting backdrop, our beauty sector outlook remains bullish and we expect it to continue as a bright spot in 2023.