What Beauty Haul does

BeautyHaul, operating under the legal entity PT Beaute Haul Indonesia, is an Indonesian beauty e-commerce and omnichannel retailer founded in 2014 and headquartered in Jakarta (with operating presence in Tangerang). The company sells a broad assortment of beauty and personal care products across six core verticals — makeup, skincare, haircare, bath and body, fragrance, and accessories — alongside adjacent categories such as beauty drinks, bundles, travel-size, and contact lenses. Its catalog mixes local Indonesian brands (Somethinc, Skintific, Wardah, Emina, Dear Me Beauty) with international names, and the platform is positioned around an authenticity guarantee and competitive promotional pricing (discounts up to 60%, flash sales, free shipping). The technology stack is a standard e-commerce architecture: a desktop and mobile web storefront (beautyhaul.com), native iOS and Android applications, and back-end integration with nationwide delivery logistics plus a network of physical retail stores that support buy-online-pickup-in-store fulfillment. Supporting features include a membership loyalty points program, a user-generated review and rating system, an editorial blog with beauty tutorials, and active social channels on Facebook, Instagram, YouTube, and TikTok.

The business model is direct retail: the company purchases inventory from brands and resells to Indonesian consumers at unit prices ranging from approximately Rp22,500 to Rp390,000 (roughly $1.4 to $25), with revenue recognized on a transactional basis. Payment options span bank transfers (BCA, Mandiri), card networks (Visa, Mastercard), e-wallets (GoPay, ShopeePay), and cash-based payments at convenience stores (Indomaret, Alfamart). Distribution is multi-channel: owned e-commerce website, mobile applications, physical stores, and home delivery across Indonesia. Two additional commercial programs — a Reseller Program for individuals and a Partnership Program for brands and retailers — extend reach beyond direct-to-consumer transactions, while promotional campaigns and content marketing serve as the primary customer acquisition and engagement vehicles. The company employs 251–500 people, closed a $10 million funding round in September 2022 from Prosus Ventures and Peak XV Partners, and self-describes as the #1 beauty e-commerce platform in Indonesia.

Name

Beauty Haul

Legal name

PT Beaute Haul Indonesia

Website

https://beautyhaul.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

BeautyHaul (PT Beaute Haul Indonesia) is an Indonesian omnichannel beauty retailer operating an e-commerce platform, iOS and Android apps, and physical stores, selling makeup, skincare, haircare, bath and body, fragrance, and accessories from local and international brands to Indonesian consumers.

Ownership category

akta.pro rank

Product category

Online Beauty Retail

NAICS

Health and Personal Care Retailers (4561)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940)

akta.pro primary industry

Beauty & Personal Care-Focused Catalog Department Store Retailers (CRAGAIAC)

Keywords

• Beauty e-commerce
• Skincare products
• Makeup retail
• Haircare products
• Fragrance marketplace

Headquarters

HQ city

Tangerang

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Operations, Marketing or Sales, Supply Chain, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct retail sales of beauty products including makeup, skincare, haircare, bath & body, accessories, and fragrances. Products are sold at varying price points with regular promotional discounts, flash sales, and free shipping offers to drive transactions.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Beauty Haul is an Indonesia-based online beauty retailer that sells authentic makeup, skincare, haircare, bath and body, fragrance, and accessories from local Indonesian and international brands through its website, iOS and Android mobile applications, and an in-store pickup network. The platform supports multiple payment methods, customer reviews, and a loyalty points program, supplemented by active promotional campaigns and brand-onboarding programs for resellers and partners.

Product overview

Beauty Haul is a beauty e-commerce platform operating in Southeast Asia, primarily in Indonesia, owned by PT Beaute Haul Indonesia. The platform offers a comprehensive marketplace for authentic beauty products across six main categories: Makeup (including face, eye, and lip products), Skincare (cleansers, moisturizers, serums, treatments, sunscreens), Haircare, Bath & Body, Fragrance, and Accessories. The platform features a mobile app alongside its website, a membership loyalty points system, and provides multiple fulfillment options including delivery across Indonesia and pick-up in store. Additional services include a beauty blog with reviews and tutorials, as well as reseller and partnership programs. The platform connects customers with both local Indonesian brands (such as Somethinc, Skintific, Wardah, Emina) and international brands.

Differentiator

Problem solved

Functional benefit

Products and services

• Beauty Haul Online Beauty Marketplace An Indonesia-focused e-commerce platform where Beauty Haul aggregates and sells authentic makeup, skincare, haircare, bath and body, fragrance, and accessories from local and international brands, targeting Indonesian consumers for personal-use beauty purchases.
• Beauty Haul Mobile App (iOS and Android) Dedicated iOS and Android applications that give Indonesian consumers a mobile channel to browse, purchase, and review beauty products from Beauty Haul's aggregated brand catalog, with full payment-method and loyalty-points support.
• Membership Loyalty Points Program A points-based loyalty/membership program tied to Beauty Haul shopper activity, allowing registered members to accumulate and redeem points across purchases of makeup, skincare, haircare, bath and body, fragrance, and accessories.
• Buy Online, Pick Up In Store An in-store pickup service that lets Beauty Haul customers order beauty products online via the website or mobile app and collect them from a physical Beauty Haul store location.
• Skincare Products A category-level offering within the Beauty Haul marketplace covering skincare products from local Indonesian and international brands, sold to Indonesian consumers through the website, mobile apps, and in-store pickup.
• Makeup Products A category-level offering within the Beauty Haul marketplace covering makeup products from local Indonesian and international brands, sold to Indonesian consumers through the website, mobile apps, and in-store pickup.
• Haircare Products A category-level offering within the Beauty Haul marketplace covering haircare products from local Indonesian and international brands, sold to Indonesian consumers through the website, mobile apps, and in-store pickup.
• Bath and Body Products A category-level offering within the Beauty Haul marketplace covering bath and body products from local Indonesian and international brands, sold to Indonesian consumers through the website, mobile apps, and in-store pickup.
• Fragrance Products A category-level offering within the Beauty Haul marketplace covering fragrance products from local Indonesian and international brands, sold to Indonesian consumers through the website, mobile apps, and in-store pickup.
• Beauty Accessories A category-level offering within the Beauty Haul marketplace covering beauty accessories from local Indonesian and international brands, sold to Indonesian consumers through the website, mobile apps, and in-store pickup.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Direct peers

• Sociolla: Indonesia's leading specialized beauty retailer with both online and offline stores. Most directly comparable peer — same vertical (beauty), same geography (Indonesia), omnichannel model, and overlapping assortment of local and international brands.

Broad incumbents

• Shopee (Sea Group): Indonesia's largest marketplace with a deep beauty category, supported by Sea Group's logistics and capital base. Competes with Beauty Haul on assortment, pricing, and traffic; not a beauty specialist but a defining competitor in the same consumer purchases.
• Tokopedia (GoTo): Major Indonesian marketplace with a strong beauty and personal care vertical. Overlaps directly with Beauty Haul's transactional catalog and competes on price, promo cadence, and shipping coverage.
• Lazada (Alibaba): SEA-wide marketplace with a sizable Indonesian beauty category. Competes with Beauty Haul for cross-border beauty brands seeking an Indonesian storefront and for consumer mindshare via flash sales and brand campaigns.
• Sephora Indonesia: Global multi-brand beauty retailer operating in Indonesia online and offline. Comparable assortment of premium and masstige beauty brands, similar omnichannel model, and a key reference point for the "authorized retailer" value proposition.
• Watsons Indonesia: ASEAN health-and-beauty chain with extensive Indonesian physical and online presence. Competes in adjacent SKUs (skincare, body care, wellness) and for the same walk-in + online consumer.
• Guardian Indonesia: Health, beauty, and personal care pharmacy-style chain with strong Indonesian store footprint. Shares the "authentic products, multi-category beauty and wellness" angle with Beauty Haul.

Emerging players

• Althea Korea: Korean beauty-focused online retailer with a SEA-facing presence. Comparable K-beauty curation, content-driven marketing, and consumer demographic (young, beauty-engaged women), though smaller scale and weaker Indonesian footprint.

Regional players

• Zalora Group: SEA-focused fashion and lifestyle marketplace with an Indonesian storefront and an emerging beauty category. Competes for share-of-wallet in similar consumer occasions (wardrobe refresh, gifting) and serves as a complementary reference for SEA e-commerce playbook.
• Orami (formerly Bilna): Indonesian mom-and-baby specialty e-commerce that has expanded into broader family beauty and personal care. Competes for some of the same household-level beauty and personal care spend in Indonesia.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC8XteX6p0YH9XuVlwkCJuMg
• Facebookfacebook.com/BeautyHaulOfficial
• Instagraminstagram.com/beautyhaulofficial
• TikToktiktok.com/@beautyhaulofficial?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Beauty Haul