What Rose All Day does

Rose All Day (legally PT Rose Cosmetics International, operating as Rosé All Day Cosmetics) is a private Indonesian direct-to-consumer beauty brand founded in 2017 and headquartered in Jakarta. The company manufactures and sells coordinated portfolios of makeup and skincare products across eye (mascaras including the award-winning Thunder Lash and High Voltage Lift + Length lines, eyeliner, brow products), face (skin tints, cushion foundations, concealers, loose setting powders, contour sticks, and blushes), lip (lip mousse, gloss, liners, tints, oils, and a dual Lip & Cheek Duo), and skincare (cleansers, lip care, toners, moisturizers, and a multi-format sunscreen collection, plus a The Powerpuff Girls collaboration line). Products are differentiated by proprietary formulation technologies, including the patented Nusa Biome ingredient derived from Sakura Sumba flower, alongside Geltrix cream-to-powder technology, Airy Beads setting technology, Lift Lock lash-setting technology, and a Triple Nourish Formula.

The company's go-to-market is an omnichannel hybrid built on a Shopify-powered DTC storefront at roseallday.co (shipping to Indonesia, Singapore, and Australia), combined with third-party marketplace presence on Tokopedia, Shopee, Sociolla, and Love and Flair, plus offline retail placement in Sephora Indonesia locations and Sociolla/Love and Flair boutiques. Pricing is unit-based in Indonesian Rupiah (IDR 49,000–IDR 208,000 per item) with free domestic shipping above IDR 300,000, targeting Indonesian consumers seeking affordable, clean, vegan, cruelty-free, halal-certified, and BPOM-registered cosmetics formulated for local skin tones and humid climates. The brand also emphasises skincare-infused makeup, with formulations containing ingredients such as Cica, Squalane, Niacinamide, Watermelon Extract, Triple Peptides, and locally sourced botanicals like Green Caviar Extract from Bali.

Rose All Day is backed by venture capital, having raised an estimated US$5.91 million cumulatively across a 2020 seed (AC Ventures) and a December 2023 US$5.41 million Series A led by SWC Global with participation from AC Ventures and DSG Consumer Partners. The Series A is explicitly designated for international expansion and strengthening Asia Pacific (including China) market share. Ownership is private with no parent company; leadership comprises three co-founders, including Cindy Nyoto Gunawan (Co-founder and CEO) and Tiffany Danielle (Co-Founder, CMO and Head of Product Development).

Name

Rose All Day

Legal name

PT Rose Cosmetics International

Website

https://roseallday.co

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

101–250 employees

Short description

Rose All Day is a private Indonesian direct-to-consumer cosmetics brand, founded in 2017 and headquartered in Jakarta, that manufactures and sells inclusive, skincare-infused makeup and skincare products targeting Indonesian consumers through its own Shopify storefront, major marketplaces, and Sephora Indonesia retail.

Ownership category

akta.pro rank

Product category

Color Cosmetics and Skincare

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ)

akta.pro secondary industries

Eye Makeup (Eyeshadow, Eyeliner, Mascara, Brow Products, Eye Primer) (CRABACAB), Eye & Lip Skincare (CRABAAAC), Sun Care & After-Sun (Non-color) (CRADANAH)

Keywords

• Indonesian beauty brand
• Direct-to-consumer cosmetics
• Vegan makeup products
• Skincare-infused makeup
• Clean beauty manufacturer

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: The company sells its cosmetics and skincare products directly to consumers through its owned Shopify-powered online storefront at roseallday.co, serving customers in Indonesia, Singapore, and Australia with free shipping available within Indonesia on orders above IDR 300,000.
2. Third-Party Marketplace Sales: Products are also sold through online marketplaces including Tokopedia, Shopee, Love and Flair, and Sociolla, as well as through offline retail channels including Sephora stores, Love and Flair outlets, and Sociolla outlets in Indonesia.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Rose All Day manufactures and sells clean, vegan, cruelty-free, and halal-certified color cosmetics and skincare products (mascaras, eyeliners, brow products, complexion bases, blushes, contour sticks, lip products, cleansers, lip care, moisturizers, toners, and sunscreens). Products are sold direct-to-consumer via the company's Shopify-powered online store at roseallday.co and through third-party online marketplaces and offline retail partners (including Sephora, Sociolla, and Love and Flair) in Indonesia, Singapore, and Australia, serving consumers seeking affordable, inclusive, lightweight beauty products suited to Southeast Asian skin tones and humid climates.

Product overview

Rosé All Day Cosmetics is an Indonesian direct-to-consumer (DTC) beauty brand founded by three women, offering a coordinated portfolio of makeup and skincare products centered on an everyday 'no makeup' makeup aesthetic. The makeup range spans eye products (mascaras including the award-winning Thunder Lash and High Voltage Lift + Length lines, the Power Stroke Precise Eyeliner, and brow products), face products (skin tints, cushions, concealers, loose setting powder, contour sticks, and blushes), and lip products (lip mousse, lip gloss, lip liners, lip tints, and lip oils). The skincare line includes cleansers (Butter Be Gone Cleansing Balm), lip care (Tripeptide Lip Care), moisturizers (24-Hour Hydro Surge and Double Surge Barrier), toners (SKINFIX+ line), and a comprehensive Sunscreen collection (Airy Drop, Silky Lotion, Spray, and Stick formats). The brand also produces a The Powerpuff Girls limited-edition collaboration series. Products are distributed via the official Shopify-powered e-commerce store (roseallday.co) and third-party marketplaces (Tokopedia, Shopee, Sociolla, Love and Flair), with offline retail presence in Sephora, Sociolla, and Love and Flair stores across Indonesia. The company raised US$5.41 million in Series A funding in December 2023 led by SWC Global with participation from AC Ventures and DSG Consumer Partners.

Differentiator

Problem solved

Functional benefit

Products and services

• The Realest Lightweight Skin Tint Lightweight skin tint with SPF 35 PA++++, anti-pollutant Marrubium Vulgare Extract, Cica, Squalane, and Niacinamide; evens skin tone and blurs pores in 10 shades, for Indonesian and Southeast Asian consumers.
• The Realest Airyfit Glow Cushion Hydrating cushion foundation with medium buildable coverage, infused with Nusa Biome and SPF 40 PA+++, providing a satin glow finish for up to 12 hours in 10 inclusive shades.
• The Realest Airyfit Concealer Air-light concealer with medium-to-high coverage powered by Nusa Biome, concealing dark circles, redness, and blemishes with a 12-hour satin finish in 10 shades.
• The Realest Airyset Loose Powder Weightless loose setting powder with Airy Beads Technology providing up to 18 hours of oil control and a pore-blurring matte finish, infused with Nusa Biome and Vitamin E in 4 undertone-based shades.
• The Realest Lightweight Essence Cushion Lightweight cushion foundation offering SPF protection and buildable coverage for daily wear, designed to set makeup and control excess oil.
• Seamless Touch Contour Stick Cream-to-powder contour stick powered by Geltrix Technology that delivers a soft-focus matte finish with buildable pigmentation in three shades (Bronzy Brown, Daily Taupe, Cool Hazel), formulated with Shea Butter, Squalane, and Vitamin E.
• Cheeky Flush Liquid Blush Lightweight serum gel-textured liquid blush with medium pigmentation, satin finish, and a Film Former for water-resistant long-lasting color, powered by Watermelon Extract and 3X Vitamin in 7 shades.
• Cheeky Veil Powder Blush Velvet-finish powder blush delivering a soft flush of color to the cheeks.
• Lip & Cheek Duo Dual-function semi-matte lipstick and blush (also usable as eyeshadow) packaged in LIMEX limestone-based material, marking the first use of LIMEX for cosmetic packaging in Southeast Asia.
• Lip Mousse Records Velvet lip mousse enriched with 4X lip care ingredients (Vitamin E, Argan Oil, Raspberry Seed Oil, Kakadu Plum Extract), delivering lightweight, high-coverage, transfer-proof finish in 7 hyper-pigmented shades.
• Hot Shot Lip Gloss Non-sticky balmy lip gloss with high-shine finish and medium color intensity, enriched with Vegan Collagen, Vitamin E, Evening Primrose Oil, and Jojoba Oil in 6 shades.
• Don't Budge Lip Liner Smudgeproof lip liner with creamy texture and matte pigment, featuring a built-in sharpener and soft blending brush, formulated with Peptide and Vitamin E in 4 shades (Era, Rise, Thrive, Bloom).
• Slip Velvet Lip Ink Smudgeproof, long-wear velvet lip ink delivering transfer-resistant color in a matte finish.
• Plush Lip Tint Soft-finish lip tint offering buildable color with a plush, comfortable wear.
• Frosty Coat Lip Oil Glossy lip oil providing hydration and shine to the lips.
• Lip Gloss Pill Lip gloss product in a pill format for a glossy lip finish.
• Thunder Lash Mascara Award-winning waterproof mascara available in three variants (Lengthening, Volumizing, Hyper-Length), offering sweatproof, smudge-proof, clump-free wear enriched with the Triple Nourish Formula (Vitamin B5, Avocado Oil, Sweet Almond Oil).
• High Voltage Lift + Length Mascara 2-in-1 primer and mascara combining Lift Lock Technology with lengthening fibers to deliver lifted, lengthened lashes that resist smudging, drooping, or flaking for up to 24 hours.
• Power Stroke Precise Eyeliner Liquid eyeliner with an ultra-fine tip delivering bold, precise definition with a smudge-resistant, waterproof black matte finish.
• Brow Fix Gel No-mess, non-clumpy precision brow gel with a soft micro spoolie and Film Fixer formula that adheres all day, available in multiple shades.
• Brow Fix Micro Pencil Refillable brow pencil offering precise brow filling, marketed as the first refillable brow pencil to support environmental reduction and reuse.
• Brow Fix Eyebrow Pencil Brow pencil designed for filling and shaping eyebrows.
• Eyeshadow Palette (The Powerpuff Girls Edition) Limited-edition eyeshadow palette created through a collaboration with The Powerpuff Girls, featuring bold pigment and a versatile palette.
• Butter Be Gone Cleansing Balm Melting cleansing balm that dissolves makeup, excess oil, and impurities in 15 seconds, formulated with 4X antioxidant plant oils and Vitamin E; non-comedogenic and non-acnegenic certified.
• Tripeptide Lip Care Non-sticky lip treatment powered by Triple Advanced Peptides and 10 Superfood plus Shea Butter and Jojoba Oil, blurring lip lines and minimizing fine lines in scented and unscented variants.
• 24-Hour Hydro Surge Moisturizer Moisturizer delivering 24-hour hydration surge for the skin barrier.
• Double Surge Barrier Moisturizer Barrier-boosting moisturizer designed to strengthen and protect the skin barrier.
• SKINFIX+ Triple Hydration + Barrier Boost Toner Toner combining triple hydration with barrier boost benefits for enhanced skin moisture and protection.
• SKINFIX+ Acne + Barrier Treatment Toner Toner formulated for acne-prone skin, targeting blemishes while supporting the skin barrier.
• SKINFIX+ Brightening & Dark Spot Toner Brightening toner designed to address dark spots and even out skin tone.
• Don't Forget Sunscreen Airy Drop SPF 50 PA++++ lightweight sunscreen with Green Caviar Extract and Marrubium Vulgare Extract; fast-absorbing, non-sticky, leaves no white cast, suitable for all skin types including sensitive skin.
• Don't Forget Sunscreen Silky Lotion Silky-finish sunscreen lotion providing broad-spectrum UV protection.
• Don't Forget Sunscreen Spray Spray-format sunscreen for easy application and reapplication throughout the day.
• Don't Forget Sunscreen Stick Stick-format sunscreen for convenient, mess-free application and touch-ups.

Quantifiable outcome

• 18-hour oil control for loose powder (AirySet Loose Powder)
• +2 more outcomes

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Somethinc: Indonesian indie beauty brand with a similar clean-beauty positioning, mass-to-mid price tier, and multi-channel mix across DTC e-commerce and marketplaces in Southeast Asia.
• Make Over: Indonesian color-cosmetics brand owned by Paragon Technology, dominant in mass-mid color cosmetics and broadest local shade portfolio—Rose All Day's most direct local incumbent competitor.
• Dear Me Beauty: Indonesian indie beauty brand with mass-market positioning and a similar mix of color cosmetics plus skincare, distributed across marketplaces and DTC.
• Y.O.U: Indonesian mass-prestige beauty brand distributed through Tokopedia, Shopee, and Sociolla—closely comparable go-to-market motion and price ladder to Rose All Day.
• Hanasui: Indonesian mass beauty brand under Mandom Indonesia with broad color and skincare SKUs sold through major Indonesian marketplaces—comparable mass-market indie trajectory.
• Esqa Cosmetics: Indonesian indie beauty brand with similar mass-premium positioning, halal-conscious messaging, and DTC plus marketplace distribution in Indonesia.
• The Originote: Indonesian mass-prestige skincare-cosmetics hybrid brand with a similar proprietary-ingredient story and TikTok-led DTC growth motion in Southeast Asia.
• Glossier: Global DTC beauty brand built on minimal-aesthetic, 'no makeup' positioning—direct comparable in terms of DTC-first GTM, millennial/Gen-Z community flywheel, and brand-led marketing.

Broad incumbents

• COSRX: Established K-beauty brand that scaled from a domestic player into global mass-prestige retail—an analog for an indie Asian skincare-cosmetics brand pursuing cross-border expansion with limited capital.

Others

• Sociolla: Indonesian beauty specialty retailer and marketplace that currently distributes Rose All Day—both an online and offline competitor ecosystem and a tier-1 channel partner for the brand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/rosealldayco
• YouTubeyoutube.com/@rosealldayco
• LinkedInlinkedin.com/company/pt-rose-cosmetics-international
• Instagraminstagram.com/roseallday.co
• TikToktiktok.com/@roseallday.co?lang=en

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds2 records

Investors3 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 Rose All Day