Revealing the Success of Local Brand True to Skin, 52% of Sales Come from Shopee Live

Kapanlagi.com - The beauty industry in Indonesia is increasingly playing a vital role in the national economy, with contributions that continue to grow rapidly. According to data from the Coordinating Ministry for Economic Affairs, the national cosmetics sector has seen a significant surge thanks to the rapid development of e-commerce. Between 2018 and 2022, personal care and cosmetic products consistently ranked among the top three with the highest sales in the marketplace, reaching transactions worth IDR 13.2874 trillion and a transaction volume of up to 145.44 million. This trend opens up opportunities for many local cosmetic brands to compete, innovate, and stand out in the market, one of which is True to Skin.

True to Skin has become one of the local skincare brands that has successfully gained popularity by offering flagship products based on natural ingredients from within the country. Riska Elastria, Owner of True To Skin, explained, “Since the establishment of True to Skin, we have been striving to present products that are relevant to the needs of Indonesian consumers through continuous innovation and high-quality formulations. Some of our flagship products include Skinlike Porefecting Cushion SPF 35 PA++++, a product with medium to high coverage, a satin matte finish, and a lightweight feel on the skin, as well as Matcha Oat Gentle Cleanser and Sunfriends Sunscreen Gel SPF 50 PA++++, which effectively protects the skin from UV exposure with a formulation that is comfortable for tropical climates,” Riska explained.

Founded in December 2020, True to Skin actually arose from Riska's personal experience dealing with skin issues, namely acne. At that time, Riska had tried various skincare products and medications from doctors, but her skin still often irritated because she did not yet know the right ingredients for her skin condition. Starting from that experience, Riska was inspired to create a skincare product made from natural ingredients that is safe for all ages, from teenagers aged 14 to adults, which can be tailored to the specific needs of each skin.

“At True to Skin, there are only 3 Serums, namely Bakuchiol, Niacinamide, and Hyaluronic acid, where these three serums become the basic skincare and are safe to use every day (including all skin types). True to Skin makes skincare from natural ingredients so that everyone can try it without fear or age limitations, yet it has extraordinary benefits,” explained Riska.

1. Effective Strategy of True to Skin: Leveraging Digital Interaction for Sales Growth

In the midst of fierce competition in the beauty industry, True to Skin continues to innovate with adaptive and creative marketing strategies. Selling on e-commerce platforms like Shopee has become an effective way for True to Skin to connect with its buyers. By utilizing the Shopee Live feature to interact directly with consumers, True to Skin has successfully created a more personal and interactive experience. Consumers can get to know the products directly, fostering a closer connection between the brand and customers.

“Shopee Live has contributed 52% to True to Skin's total revenue, demonstrating the power of direct interaction with consumers,” Riska stated.

True to Skin also builds a community through an Affiliate program, where consumers and product enthusiasts can become partners, promoting products through their social media and earning commissions. “With this initiative, we not only expand our reach but also create a community of loyal brand advocates, strengthening consumer awareness and trust,” Riska added.

2. Not Easily Satisfied, True To Skin Will Present New Exclusive Products on Shopee!

To provide a new and exciting experience for customers, True to Skin is launching an exclusive product on Shopee, namely Concealer starting from November 20, 2024. Users can also enjoy various attractive offers for this latest product, and have the chance to get the Skinlike Cover Concealer from True to Skin for Rp 69,000 only on Shopee. Riska added, “We want the entire community to experience our latest product innovation and easily find the right shades. Therefore, for the launch of this new product, we collaborated with Shopee to reach a wider market and provide attractive promotions so that more people can try this product.”

Riska said that this strategy was taken to create a bigger hype and build enthusiasm among users. True to Skin is also committed to expanding its product line with a focus on natural ingredients and innovation, following consumer demand trends for quality products at affordable prices.

With maintained product quality and effective digital marketing strategies, True to Skin is optimistic about continuing to grow and taking local skincare products to a higher level. Riska also expressed appreciation to Shopee for being a platform for local skincare players to expand their market.

“We hope the local cosmetics industry can continue to grow and become a pride of Indonesia. With the support of platforms like Shopee, we believe local skincare products will be increasingly loved, not only in the domestic market but also internationally. True to Skin will continue to innovate to present the best quality products to compete in the global beauty industry," concluded Riska.

(kpl/glo)