The Indonesian beauty industry is changing rapidly, driven by intense competition, new international brands, and shifting consumer preferences. In this evolving landscape, several local beauty brands have struggled to maintain their presence and eventually exited the market. Many consumers are now searching for reasons behind the closure of their favorite beauty brands and which names have officially declared bankruptcy.
For beauty enthusiasts, these closures highlight larger challenges faced by local brands, such as oversaturation, price wars, and difficulties in maintaining brand differentiation. Here is a comprehensive look at six beauty brands that have closed their operations in Indonesia, based on the latest data and official statements.
1. SYCA
SYCA was once a prominent local cosmetics and skincare brand, founded by Pamela Wirjadinata and Monica Tan. It quickly gained popularity among beauty lovers with standout products like its liptints. The brand even benefitted from viral collaborations with global series, such as Emily in Paris.
Despite this early success, SYCA announced its official departure from the industry via its Instagram account. In an emotional message, SYCA stated, “This is not an easy decision, but we believe it’s time to start a new chapter.”
SYCA’s closure involved a significant clearance sale, after which its website, official stores, and social media were all deactivated. Their exit marks one of the most talked-about beauty brand shutdowns by the local community.
2. Runa Beauty
Runa Beauty said goodbye to its loyal customers through a heartfelt post on its official Instagram. The brand, founded in 2019, was best known for its cleansing butter, a favorite for removing makeup residue gently and effectively.
Runa’s farewell sale saw considerable attention, especially from customers who had relied on their skincare products for years. Their sudden exit came as a surprise to many followers, reflecting the unpredictable nature of the beauty industry.
3. Beet Beauty
Beet Beauty managed to create a buzz in just three years before announcing its closure. The founders, originally beauty enthusiasts turned entrepreneurs, built the brand on innovative lip products. Their signature lines, Lip Blanket and Lip Blaze, received positive reviews for quality and design.
When news broke about the closure, Beet Beauty held a major discount event as a “parting gift” for their customers. The announcement arrived through a public statement, drawing attention to the difficult business environment currently faced by many local players.
4. Noolab
Noolab, a skincare brand recognized for its unique approach, officially ceased operations due to a trademark issue. The announcement was delivered to the brand’s community, known as “warganool,” explaining that the decision came after their name was repeatedly rejected by the national Intellectual Property authority.
After exhausting their remaining stock with significant discounts, Noolab discontinued all their products in the market. This trademark conflict proved to be a significant barrier for the brand’s continuity, even with loyal customer support.
5. Innertrue
Innertrue left the Indonesian skincare scene roughly a year before the most recent wave of closures. In a statement to their users, Innertrue’s management thanked all supporters and confirmed the decision to stop production after long deliberations.
The brand confirmed it would no longer offer skincare products, and all sales officially ended on the stated date. Fans lamented the loss of Innertrue, highlighting how quickly even promising skincare businesses can vanish from the market.
6. Aeluna Beauty
Aeluna Beauty brought a unique approach by incorporating skincare benefits into makeup products. Founded by well-known influencers Almiranti Fira and Nadya Aqilla, Aeluna became known for its lip oil, which combined moisturizing properties with a touch of color.
Despite building a strong reputation among makeup lovers, Aeluna struggled to fend off market competition. The brand officially announced its closure, joining other local names that were unable to sustain their businesses.
List of Six Indonesian Beauty Brands That Went Out of Business:
- SYCA
- Runa Beauty
- Beet Beauty
- Noolab
- Innertrue
- Aeluna Beauty
These six brands share common factors behind their closures, including intense competition from domestic and international products, challenges in brand registration, and rapidly changing market trends. The domination of imported products with lower prices and aggressive digital marketing has placed additional pressure on many local businesses.
The departure of these brands leaves a significant gap for loyal customers and signals a call for innovation among remaining local players. With evolving regulations and consumer expectations, brands must be agile to survive. Future beauty businesses in Indonesia may need to focus on stronger differentiation and legal preparedness to face ongoing industry disruption and unpredictable market forces.
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