Diri Care has opened its second clinic at Arteri Pondok Indah in South Jakarta, expanding its services in skin and hair care.

The company, which began offering treatments in Kebon Jeruk, West Jakarta, aims to meet the increasing demand for accessible care.

Since 2022, Diri Care has assisted over 500,000 patients through its digital platform.

It provides customized skincare and haircare solutions across Indonesia.

Diri Care’s CEO Christian Suwarna noted that the expansion supports the integration of online and offline services to enhance customer experience.

🔗 Source: Diri Care

🧠 Food for thought

1️⃣ Omnichannel strategy reflects Indonesia’s evolving beauty market dynamics

DIRI CARE’s expansion from digital consultations to physical clinics reflects a broader trend in Indonesia’s beauty industry where balancing online and offline presence has become essential for growth.

The company’s approach mirrors findings from Kantar’s 2025 market research showing that successful beauty brands in Indonesia are strategically developing both digital platforms and physical retail experiences to create seamless customer journeys 1.

This “phygital” (physical + digital) strategy addresses the unique Indonesian market where online shopping is growing rapidly, yet in-person experiences remain highly valued, particularly for treatments requiring professional expertise.

The 16% year-on-year growth in Indonesia’s beauty market, significantly outpacing the overall FMCG sector, creates abundant expansion opportunities for companies capable of bridging digital convenience with physical experiences 2.

DIRI CARE’s two-year journey from digital-only to establishing multiple physical locations demonstrates how Indonesian healthtech startups are evolving their business models to capture market share across multiple customer touchpoints.

2️⃣ Personalization emerges as key differentiator in Indonesia’s competitive beauty landscape

DIRI CARE’s emphasis on personalized skincare and haircare solutions aligns with a significant shift in consumer expectations, where one-size-fits-all products are giving way to tailored treatments.

This personalization trend is forecasted to dominate beauty in 2025, with AI-powered beauty solutions expected to become mainstream, creating customized routines based on individual skin analysis and conditions 3.