Rosé All Day Ready to Expand Business to Global After Reaching Profitability

As online product shopping increases, cosmetic brand owner D2C plays a significant role in driving the beauty industry in Indonesia. With a focus on innovation, transparency and consumer engagement, the D2C platform is poised to change the standards of the beauty industry.

Rosé All Day Cosmetics (RADC) is an Indonesian beauty brand that presents products tailored to the target user. RADC received an injection of funding from AC Ventures in 2020.

In his interview with DailySocial.id, RADC founders revealed their expansion plans after the business achieved profitability last year.

Overseas expansion

RADC was founded in 2017 by Cindy Nyoto Gunawan, Tiffany Danielle, and Samantha Wijaya. RADC claims to have achieved profitability with significant annual growth since 2021.

Its revenue will experience a 4-fold annual increase in 2022, and is on track to achieve 6-fold growth in 2023. This growth is said to be a combination of product traction, increased online and offline distribution channels, and good customer retention.

"We started with initial capital of $10.000 (around IDR 148 million). During the first three years, RADC experienced organic growth with minimal marketing spend. Even during the pandemic in 2020-2022, RADC experienced rapid growth by keeping marketing spend below 20% of revenue," said RADC CEO and Co-Founder Cindy Nyoto Gunawan.

Furthermore, RADC plans to expand distribution throughout Indonesia and presence omnichannel, and do rebranding on its skincare collection as part of its expansion strategy. For long-term plans, the company hopes to take RADC to a global level.

RADC will also be recruiting in a variety of areas, including marketing, social media, operations, finance, supply chain leaders, product development, community building, and creative development. Currently, the number of employees is 50 people.

"We believe there is huge untapped potential in placing brand Indonesia, like ours, on the world map. It's not just about spreading our wings, but proving who we are brand Indonesia, can stand tall next to big names globally. "This is not just an idea, it is also the fuel that drives every decision we make towards our ambitions," said RADC Co-Founder, CMO & Head of Product Development Tiffany Danielle.

Affordable and quality products

In recent years, beauty consumer behavior has undergone a significant shift with the emergence of Direct-to-Consumer (D2C) platforms. This innovative approach disrupts traditional distribution channels by empowering easy access to high-quality beauty products. Indonesia, with its diverse beauty market and population tech-savvy existing today, has provided opportunities for the growth of D2C cosmetics.

Since its inception, RADC has identified an increasing demand for affordable, high-quality beauty products, which has not been met in Indonesia. Inspired by the success of the international brand, its founders decided to create Rosé All Day Cosmetics (RADC), a premium, accessible beauty brand for the modern woman. Currently RADC has halal certification as a beauty brand in Indonesia.

"Even though our lifestyles are different, we all recognize a set of 'everyday necessities' in our routines makeup we. "This insight drives us to create multi-purpose products that can simplify and enhance every woman's daily beauty routine," said Tiffany.

RADC launches lip and cheek duo, a multifunctional skin care product, supports the lipstick trend matte which is long lasting. The company's goal is to encourage the appearance of "no-makeup" which supports natural beauty. RADC then began to expand products for skin care, leading the trend skincare-infused makeup in Indonesia.

"We always prioritize transparency, clean beauty, and vegan formulations, with a strong commitment to customer engagement. Our goal is to offer innovative products, user-friendly which can become an everyday beauty product for everyone," said Tiffany.

According to Tiffany, what differentiates RADC from other players is their commitment to inclusivity, transparency, simplicity, convenience and affordable prices. Regarding the skin color of the Indonesian people, RADC's product innovation and quality are claimed to be reflected in its offerings, such as realest lightweight skin tint, vegan skin tint The first in Indonesia that also protects from pollution.

"We offer easy online shopping through various platforms and are currently expanding our offline presence throughout Indonesia. We maintain affordable prices by ensuring high quality products," he concluded.

Currently, there are several local brands of cosmetics and facial skin and hair care that offer a similar approach. Among others are BEAUTIFUL NAME, owner of the D2C brand of skin care and beauty products.

Self Care is also here to offer personalized healthcare solutions on demand (On-demand) and affordable to customers throughout Indonesia, Base known as skincare brands which offers personalized skin care recommendations with exclusive technology.