ID cosmetics brand targets Malaysia after 4x revenue growth in 2022

RADC co-founders Cindy Nyoto Gunawan (left) and Tiffany Danielle / Photo credit: RADC

In September 2022, a warehouse fire destroyed the inventory of Rosé All Day Cosmetics (RADC) for the rest of the year.

“It was nerve-wracking because we didn’t know if we could even survive the next few months,” co-founder Tiffany Danielle tells Tech in Asia in an interview.

The Indonesian halal-certified beauty brand managed to overcome the disaster after working with its manufacturing partners to recover around 70% of its stock.

Since then, it has been growing fast. RADC posted a 4x year-on-year revenue growth in 2022, which the management team attributes to product traction and the right combination of online and offline distribution channels.

Danielle established the firm in 2017 with Cindy Nyoto Gunawan and Samantha Wijaya with an initial investment of US$10,000. It aims to provide high-quality and affordable makeup products to consumers in Indonesia.

“At the time, buying higher-end beauty products often meant traveling abroad and primarily purchasing from international brands,” Danielle says.

Her team realized the importance of localizing. For example, it has made efforts to cater to Indonesia’s diverse skin tones as well as to produce the country’s first vegan, anti-pollutant skin tint.

RADC’s product pricing ranges from 45,000 rupiah (US$3.01) for its eyebrow pencil refill to 175,000 rupiah (US$11.70) for its moisturizer.

Despite being a direct-to-consumer brand, the company also attributes its revenue growth to social media platforms such as TikTok, which has a relatively low customer acquisition cost.

RADC recently opened a flagship store in Jakarta. It estimates that 40% of its sales come from offline channels, including those sold at 53 physical Sociolla stores across Indonesia.

According to Gunawan, RADC is on track to achieve a 6x revenue growth this year. The brand also wants to target Malaysia as its first international market in the second half of 2023.

“We feel like there’s a very similar demographic there and we’re already halal-certified. That market is very big in Malaysia,” she said.

In 2020, RADC raised US$500,000 in seed funding from AC Ventures.