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Analysis

Online Beauty Shop BeautyTreats Indonesia Might Have Been Shut Down

Hesti Pratiwi - 28 March 2015

BeautyTreats Indonesia is unaccessible right now. DailySocial has contacted Romeo Reijiman, BeautyTreats’ Founder, and has yet received any confirmation in return. Has the platform stopped operating? We don’t know it yet. Our observation found out that this service started its operation at Bukalapak since January 2015.

BeautyTreats started its debut with beauty box in early April 2013. After receiving positive feedbacks, the platform officially announced its online store named BeautyStore on October 16, 2013.

BeautyTreats claimed that in six months, from April to October 2013, it had sent 3000 beauty boxes to all parts of Indonesia and netted 8000 members. Considering that they had what it takes to establish its own online beauty store, it created one.

Reijiman, during a session with DailySocial nine months ago, finally decided to stop his business since the team couldn’t meet the pace of coming demands and had limited brands’ samples.

He predicted that this would happen back then, hence he decided to expand his business by selling beauty products and cosmetics.

In that particular interview, he indicated that this type of business doesn’t encounter too many problems. Back then, BeautyTreats even served 100 orders per day worth Rp 300 thousand each. Based on our investigation, the BeautyTreats.co,id domain has just got extended earlier this month.

Beauty E-Commerce Condition in Indonesia

We discussed once that even though the potential is next to limitless, there has yet been any giant beauty e-commerce player that lasts long in Indonesia. There are still plenty of people who are reluctant to shop beauty products online, but it’s too premature to be blamed as the underlying cause.

The unique thing is, small merchants at marketplace or social media (like Instagram) are full of buyers. Tokopedia also inputs beauty products as one of most wanted sectors. One of challenges in this business is the imported goods’ allowance which often gets complicated.

Beauty e-commerce players in Indonesia are still searching for the right formula to survive in the jungle.

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