Base Receives Initial Funding, Develops Digital Platform for Beauty and Wellness Products

Base, a beauty and product startup direct-to-consumer wellness (DTC) announced that it has secured early-stage funding of an undisclosed amount. Investment led by East Ventures and Skystar Capital. Funds will be used to pursue consumer growth and recruit more talent.

Base is situs E-commerce beauty that provides product recommendations based on the user's skin condition. Recommendations will appear after the consumer fills in all the questions asked. All of Base's beauty products are self-made with prices starting at IDR 98.

This startup is only six months old, led by the former Head of Marketing Gojek Yaumi Fauziah Sugiharta who currently serves as Co-Founder and CEO of Base. Originally Base was a skin care blog since 2017, Yaumi has been actively building relationships with the community through her social media accounts.

Since then, she has received many questions from Indonesian women about how to choose the right skin care products for them. Then, he saw a real challenge in the business. Together with CPO Base Ratih Pertama, who previously worked as Product Manager for DBS Singapore, Yaumi was determined to take Base seriously.

"Base was born to eliminate the difficulty in choosing products, by simplifying the product discovery process and getting personalized products using technology. Our consumers can get a beauty product and wellness with a high-quality, vegan formula, directly from the Base website," explained Yaumi in an official statement.

Ratih added, with a strong database, Base will analyze how the environment and lifestyle can affect skin conditions. The company cooperates with research and development (R&D) laboratories in London and Seoul to develop product development and produce it locally in Jakarta.

Representatives from each investor also gave their responses. Partner from East Ventures Melisa Irene said, Base is building an important innovation in the Indonesian beauty industry by ensuring skin care products remain relevant to local consumers.

Quoting research results, the potential for the Indonesian beauty industry alone has reached $3 billion (around 42 trillion Rupiah) with the skin care category growing positively at 9% last year. This figure exceeds other categories such as cosmetics.

However, the fact is that the majority of important players in the local market are controlled by brand global market that has not been able to meet the diverse skin care needs of Indonesian women.

Currently Base can only be accessed via the desktop/mobile site, the application is not yet available.