Jakarta, Business Asia – Amid the booming Indonesian beauty industry, one name has been stealing the spotlight: Harlette Beauty, a local skincare brand now setting its sights on the global market.
The young woman behind this rising brand is Valencia Nathania—a content creator and entrepreneur who successfully turned her personal experience into a business with great potential.
Valencia founded Harlette Beauty in 2019, starting from her own struggle with skin problems. After discovering the right formula, she took the bold step of producing Harlette Beauty on a larger scale.
“I became interested in developing a skincare business because I initially struggled with skin issues, especially acne. From that personal experience, I began learning about formulation and eventually saw a big opportunity in the beauty industry,” Valencia explained.
Carrying the concept of superfood skincare, Harlette offers safe, gentle formulations suitable for all skin types—including sensitive skin. The brand has grown rapidly, expanding from a single sleeping mask product to a lineup of essentials such as facial wash, day cream, sleeping mask, and serum.
According to Valencia, the skincare business still holds huge potential. However, the Dongguk University (Seoul, South Korea) graduate emphasized that continuous innovation is the key to surviving in the competitive skincare world.
“Although the competition is tough, the demand for skincare products never stops—in fact, it keeps increasing,” said Valencia. “The real challenge is creating products that are not only effective but also relevant to current trends and consumer needs. The key lies in innovation,” she stressed.
Now, under PT Valencia Organika Global, Harlette employs dozens of staff and is preparing to expand internationally. The United States and Europe have been chosen as the first export destinations, as both regions are global beauty trendsetters.
“We want to prove that a local brand from Southeast Asia, especially Indonesia, can be recognized globally. If Harlette can penetrate the U.S. and European markets, the path to broader recognition will open even wider,” Valencia stated with confidence.
With a community-based marketing strategy, Valencia’s active presence on social media, and thorough preparation in terms of legality and distribution, Harlette Beauty has positioned itself as one of the most ready local brands to compete on the world stage.
