Somethinc Beauty
Somethinc Beauty is an Indonesian halal-certified skincare and makeup brand selling 109+ products direct-to-consumer online and via resellers, targeting Gen Z and Millennial consumers in Southeast Asia with celebrity and K-pop brand collaborations.
- Company typePrivate
- Founded2019
- HeadquartersKembangan, Indonesia
- Headcount501–1,000
- GTM typeB2C
- OfferingHardware or Manufacturing
What Somethinc Beauty does
Somethinc Beauty is an Indonesian local beauty brand operated by PT Beaute Haul Indonesia, producing skincare, makeup, bodycare, haircare, and beauty tools targeted primarily at Gen Z and Millennial consumers in Indonesia and broader Southeast Asia. The catalog spans 109+ products across franchises such as Calm Down! (sensitive/barrier repair), ACNEDOT (acne), SKINGLOW® (brightening), Diamond Glow PhytoCell (anti-aging), Ceraplump® (advanced actives), Hooman Breathable Cushion and CoverBlur Pro Filter (base makeup), and the Forever Stay lip line, with proprietary formulation trademarks including COVERBLUR®, Hyalubloom™, and Breathable Technology. All products are halal-certified (MUI/BPJPH), BPOM-registered, dermatologically tested, and non-comedogenic certified, addressing the regulatory and cultural requirements of Indonesia's Muslim-majority consumer base.
The business operates a product-led DTC model through somethinc.com with multi-currency support (USD, IDR, MYR, SGD), supplemented by a formalized reseller/stockist program, a physical store locator, and bundle/refill pricing mechanics. Brand acquisition is driven by flagship celebrity and IP partnerships — Korean actress HanSoHee, K-pop group NCT Dream, local artists Sabrina and Lifni Sanders, plus licensed collaborations with Batman and One Piece — combined with MoEngage and Insider for lifecycle marketing and Meta/Google Ads for paid acquisition. An online skin analysis quiz and shade finder provide basic recommendation personalization. The company raised $10M in Series 2 funding in September 2022 from Prosus Ventures and Peak XV Partners, and as of March 2026 was reportedly evaluating a strategic sale of the brand.
Somethinc Beauty firmographics
Firmographics- Name
- Somethinc Beauty
- Legal name
- PT Beaute Haul Indonesia
- Website
- https://somethinc.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- Somethinc Beauty is an Indonesian halal-certified skincare and makeup brand selling 109+ products direct-to-consumer online and via resellers, targeting Gen Z and Millennial consumers in Southeast Asia with celebrity and K-pop brand collaborations.
- Ownership category
- akta.pro rank
Somethinc Beauty industry classification
Industry- Product category
- Skincare & Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industry
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE)
Keywords
Where Somethinc Beauty is headquartered
LocationHeadquarters
- HQ city
- Kembangan
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Somethinc Beauty business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- Direct Product Sales: One-time purchase model through e-commerce website where customers buy individual skincare, makeup, and beauty tool products at listed prices. Products are offered at various price points from budget-friendly to premium, with periodic promotions, bundles, and discounts.
- Reseller/Stockist Program: Wholesale distribution through official resellers and stockists who purchase products in bulk at wholesale prices for resale. The company provides 100% support and rewards for stockists.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual products with tiered pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Somethinc Beauty product offering
Product offeringCore offering
Somethinc Beauty manufactures and sells halal-certified, BPOM-registered skincare, makeup, bodycare, haircare, and beauty tools under its own SOMETHINC brand. The catalog includes cleansers, toners, serums, moisturizers, sunscreens, cushion foundations, lip products, eyeliners, brow products, blushes, body creams, hair treatments, applicators, and limited-edition IP collaborations (Batman, One Piece). Products are sold directly through the somethinc.com e-commerce storefront and through an authorized reseller/stockist network serving Indonesian and international consumers.
Product overview
Somethinc Beauty is an Indonesian local beauty brand producing skincare and makeup products using high-quality ingredients with halal certification. The product portfolio spans multiple categories: Makeup (face base products including cushions and foundations like CoverBlur Pro Filter and Hooman Breathable Cushion, eye products such as eyeliners and brow products, and lip products including the Forever Stay lip matte and lip glaze lines), Skincare (cleansers, toners, moisturizers, sunscreens, and specialized serums including the Calm Down! line for sensitive skin, ACNEDOT for acne-prone skin, SKINGLOW for brightening, and Diamond Glow with phytoCell technology), Bodycare, Haircare, and Tools & Merchandise. The brand also collaborates with entertainment franchises like Batman and One Piece for limited edition collections. Products are sold individually and as bundles/packages, with refill options available for select items.
Differentiator
Problem solved
Functional benefit
Products and services
- Forever Stay LightComfort™ Lip Matte
Quantifiable outcome
- Products tested and certified safe for daily use by dermatologists
- +2 more outcomes
Companies that use Somethinc Beauty
Customer profileSegments2 records
Ideal customer profiles2 records
Somethinc Beauty technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
AI capability2 records
Feature3 records
Somethinc Beauty partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship and core.
- HanSoHeeflagshipCollaboration with Korean actress and style icon HanSoHee for branded products and promotional campaigns. Features exclusive product collections co-developed with the celebrity.
- NCT DreamflagshipCollaboration with K-pop group NCT Dream for limited edition product collections and brand ambassador activities targeting young millennial and Gen Z fans.
- SabrinacoreCollaboration with local Indonesian artist Sabrina for exclusive product collaborations and brand promotion in Indonesian market.
- Lifni SanderscoreCollaboration with local Indonesian artist Lifni Sanders for creative product collaborations and brand content.
- Batman IPflagshipLicensed Batman IP partnership for limited edition beauty products featuring Batman branding and designs.
- One Piece IPflagshipLicensed One Piece anime IP partnership for extensive limited edition product collection featuring One Piece characters and designs across multiple product categories.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Somethinc Beauty competitors and assessment
Company assessmentDirect peers
- Avoskin:
- Scarlett Whitening: Indonesian local beauty brand famous for bodycare and skincare lines with celebrity ambassador (Ariel NOAH) and Instagram-led acquisition. Comparable in influencer-driven GTM, halal-friendly positioning, and Gen Z / millennial target segments within Indonesia.
- Wardah Cosmetics: Indonesia's largest halal-certified mass beauty brand across skincare, makeup, and haircare. Most direct local competitor given overlapping halal positioning, broad category coverage, BPOM-registered formulations, and similar Indonesian Gen Z/millennial targeting.
- MS Glow: Indonesian local beauty brand with multi-level marketing and broad e-commerce distribution across skincare and color cosmetics. Comparable in DTC-heavy GTM, celebrity endorsements, and affordable-premium price positioning to mass-market Indonesian consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Somethinc Beauty social profiles
Digital presenceSomethinc Beauty compliance and trust
Trust signalCompliance5 records
Somethinc Beauty financial estimates
Financial estimateRevenue estimate
Valuation estimate
Somethinc Beauty leadership team
Management profileNumber of profiles
Profiles3 records
Somethinc Beauty funding detail
Funding detailFunding overview
Funding rounds1 record
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Somethinc Beauty M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Somethinc Beauty
What does Somethinc Beauty do?
Somethinc Beauty manufactures and sells halal-certified, BPOM-registered skincare, makeup, bodycare, haircare, and beauty tools under its own SOMETHINC brand. The catalog includes cleansers, toners, serums, moisturizers, sunscreens, cushion foundations, lip products, eyeliners, brow products, blushes, body creams, hair treatments, applicators, and limited-edition IP collaborations (Batman, One Piece). Products are sold directly through the somethinc.com e-commerce storefront and through an authorized reseller/stockist network serving Indonesian and international consumers.
Is Somethinc Beauty a public or private company?
Somethinc Beauty is a private company. It is classified as venture growth investor backed and is currently operating.
When was Somethinc Beauty founded?
Somethinc Beauty was founded in 2019. It employs 501 to 1,000 people.
Where is Somethinc Beauty based?
Somethinc Beauty is headquartered in Kembangan, Indonesia, in the Asia region.
How does Somethinc Beauty make money?
Two revenue lines are on record. Direct Product Sales are the primary driver. The others are reseller/Stockist Program.
Who are Somethinc Beauty's main competitors?
Direct peers on record are Avoskin, Scarlett Whitening, Wardah Cosmetics and MS Glow.
Does Somethinc Beauty have an API?
No public API is recorded for Somethinc Beauty.
What industry is Somethinc Beauty in?
Somethinc Beauty's product category is Skincare & Cosmetics. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 456120 and its SIC code is 2844.