10 Potential "Femtech" Startups in Indonesia

Research done Frost & Sullivan mention female technology (femtech) globally could become a $50 billion market by 2025. Femtech can mean businesses founded by women and mostly targeting the special needs of women.

In Indonesia itself, slowly but surely, there have been many startups founded by women. Several startups are predicted to launch smoothly in the next 2 to 3 years, including those targeting beauty products, e-commerce services and fashion marketplaces, fresh product needs, and baby food and necessities.

Welcome warning Kartini's day This April, here is a rundown of 10 startups founded and led by women and providing services and products to Indonesian women.

1. Base

Base is a beauty e-commerce service that provides product recommendations based on the user's skin condition. Recommendations will appear after consumers fill in all the questions asked. This startup was founded by Yaumi Fauziah Sugiharta and Ratih Permata Sari.

All of Base's beauty products are self-produced. At the end of 2019, a method-based beauty product startup direct-to-consumer (DTC) announced the acquisition of early-stage funding led by East Ventures and Skystar Capital.

"The beauty industry in Indonesia is currently growing rapidly. This happens in line with the development of consumer needs as well as technological advances. With easy access to information and buying and selling products from abroad, consumers currently have a demand for high quality products. This phenomenon encourages beauty industry players to raise the standard of product quality.Gen Z audience as well as millennials are segments that we can categorize as smart buyers, want to know carefully about the products they use and are well-literated," said Yaumi.

In 2020, Base has a target of developing new products in accordance with consumer input and introducing brands and education to a wider audience. The company will also make technology improvements to optimize data analysis using Artificial Intelligence, which is then used for product development and company development strategies.

2. Vegetablebox

Sayurbox is here to try to meet the needs of fresh fruit and quality vegetable products to the citizens of the capital. This online platform provides fresh ingredients and quality healthy products from local Indonesian farmers and producers. Sayurbox was originally founded by Amanda Susanti Cole and Rama Notowidigdo, then Metha Trisnawati joined the team as COO.

Sayurbox carries the business concept farm-to-table which allows consumers to get a variety of fresh ingredients and quality products directly from local farmers and producers. Sayurbox is one of the startups that has received several rounds of funding, including from Patamar Capital in 2018 and possibly Tokopedia last year.

3. Love and flair

Founded by Emily Jaury, Love and Flair is a multibrand e-commerce service curated for Indonesian women. By implementing a consumer-oriented business, all inputs from consumers become the focus of the company. Besides being able to be accessed online, Love and Flair also has a permanent store in a leading mall in Jakarta.

In 2018, Love and Flair joined the accelerator program made by them Gojek and Digitalaya, Gojek Xcelerate second batch, which focuses on startups created by Indonesian and Asia Pacific female founders.

4. Kotoko

Founded in Singapore in 2019 by Cynthia Krisanti, Kotoko is a retail and technology startup that provides an online and offline ecosystem for independent brands, including DTC, in Indonesia to market their products to more consumers. The company secured seed funding from Antler.

Currently, Kotoko has around 60 well-known independent brands with a cumulative number of 1 million followers on Instagram. The company has opened multi brand store The first is at Plaza Indonesia and is preparing for expansion to major cities outside Jabodetabek, such as Bandung, Surabaya, Makassar, and Bali.

5. gigel

Gigel was founded by married couple Putri Arinda and Muhammad Syahdani. This platform contains rental products that are needed by young couples who have just had children, such as strollers, toys, and so on.

Earlier this year, Gigel aggressively expanded its service coverage and rental marketplace business model. Not only products for babies, users can rent items such as winter jackets, travel suitcase, or camera. Gigel claims to have around 500 partners and 15 thousand active users. Still limited to the Greater Jakarta area, this year Gigel has plans to expand its services to other big cities.

"Currently we have angel investors and have no plans to do any fundraising yet. Still focusing on traction and serving more users. It is hoped that this year we can also increase product choices for users," said Arinda.

6. Flat

Startup Rata was founded by drg. Edward Makmur, Danny Limanto, Jason Wahono, and drg. Deviana Maria A to overcome the problems of dental aesthetics assisted by technology artificial intelligence.

"We want to create clear aligners accessible to everyone, and certainly much better than using braces. Problems such as piercing braces, having to come to the dental clinic regularly and disturbing their appearance, which in turn makes people make dental aesthetic problems their umpteenth need,” said Deviana.

Getting an investment from Alpha JWC Ventures, Rata also provides free online consultation opportunities and performs engagement directly use social media.

7. Bubays

Bubays was founded by husband and wife Ifatul Khasanah and Muhammad Faiz Ghifari. This platform sells complementary food products for breast milk (MPASI). The idea for business development arose when the founder joined the program generator startup Antler in Singapore. Bubays has also booked pre-seed funding from Antler worth 1,5 billion Rupiah.

Bubays presents healthy baby food for young families in Indonesia, which can be delivered to their homes. This platform ensures food made with fresh, delicious and highly nutritious ingredients needed for baby's growth and development. This platform allows users to specifically order their baby's food based on baby's age, allergies, and also helps track their baby's growth and development.

Currently, the scope of Bubays' market share is around Jabodetabek.

8. Greenly

Greenly was founded by Liana Gonta Widjaja and Edrick Joe Soetanto. Liana is a bachelor in nutritional science, dietetics, and has also pursued a career as a health nutritionist.

Concept new retail adopted by Greenly offers a variety of healthy foods and beverages. During its one year journey, Greenly claims to have managed to grow up to five times with hundreds of orders every day.

Entering its second year, Greenly has successfully secured early-stage funding led by East Ventures. The fresh funds obtained are planned to be used by the company to innovate products, develop technology, and expand its network in Surabaya, including expansion in other cities.

9. Style Theory

Launched in 2016 in Singapore by Raena Lim and Chris Halim, the fashion product rental platform Style Theory is here to offer rental options for more than 50 thousand fashion collections that can be accessed through the application. The company offers monthly subscriptions and has been officially present in Indonesia since 2017. The company wants to reduce the consumption of clothing (in the form of purchases) among the public, which in the end is expected to have an effect on the environment.

Currently, Style Theory has more than 13 users spread across Indonesia, Singapore and Hong Kong. Early last December Style Theory secured a Series B round of funding led by SoftBank Ventures Asia.

10. Woobiz

Woobiz was founded by Putri Noor Shaqina, Rorian Pratyaksa, Josua Sloane, and Hendy Wijaya in December 2018. This platform offers access to technology for Indonesian women to become micro-entrepreneurs. One of them is to connect partners, who are mostly housewives, with brand. Woobiz claims the business it runs, as social commerce, has a mission to empower Indonesian women, especially housewives, to improve their quality of life and be financially independent.

"In our ecosystem, partners or users will sell using channel social neighborhood community and we support it with features for social sharing online," said Woobiz Chief Growth and Marketing Putri Noor Shaqina.

In terms of funding, Woobiz has received funding since the end of 2018. For business monetization, it claims to have also received a share of the products that were successfully distributed. So far, they have collaborated with third parties who have logistics infrastructure.

“In the future, we plan to strengthen ourselves, build hub or pick-up points,said the Princess.