Everwhite
Everwhite is an Indonesian direct-to-consumer nutricosmetics brand selling collagen drinks, beauty capsules, and brightening creams to beauty-conscious Indonesian consumers via its D2C website and major local marketplaces including Shopee, Tokopedia, Lazada, and Sociolla.
- Company typePrivate
- Founded2016
- HeadquartersJakarta, Indonesia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What Everwhite does
Everwhite, operating under the legal entity PT. Natura Deca Kosmetika, is an Indonesian direct-to-consumer beauty and personal-care brand founded in 2016 and headquartered in Jakarta. The company is positioned as "Indonesia's Nutricosmetics" brand, marketing an inside-out approach to skincare that combines ingestible beauty supplements with topical skincare. Its core product line consists of three SKUs: the Everwhite Hicolla Drink (a collagen beverage containing 2,500mg collagen plus 9 AntiOx Glow antioxidants sold in sachet format), the Everwhite Hicolla Capsule (a fish-collagen, glutathione, and vitamin C supplement marketed as no-added-sugar and diabetic-friendly), and the Everwhite Axillary Cream (a body-fold brightening topical formulation).
The commercial model is asset-light retail distribution: sales flow through the brand's D2C e-commerce site (everwhite.co.id) and official storefronts on five Indonesian marketplaces — Shopee, Tokopedia, Lazada, Sociolla, and Glowtopia — targeting beauty-conscious individual consumers across Indonesia. Pricing is not publicly disclosed. Demand generation is driven primarily through organic social channels, with Instagram as the flagship platform and the branded hashtag #1KunciGlowing serving as the central community-engagement vehicle. Customer testimonials surfaced on the site (translation: positive skin brightening, supple skin, and body-fold care outcomes) and the indication of multi-year repeat consumption suggest a base of habitual consumers, though no subscriber or loyalty program is documented.
Strategically, the company operates as a privately held, single-geography CPG with 51-100 employees and no disclosed institutional investors, funding history, M&A activity, or leadership transitions in the input data. The website contains anomalous third-party slot/gambling links (e.g., MPO555, BAMBU99) on template pages, which is a notable brand-integrity risk factor for any prospective investor despite being unrelated to the core CPG business.
Everwhite firmographics
Firmographics- Name
- Everwhite
- Legal name
- PT. Natura Deca Kosmetika
- Website
- https://everwhite.co.id
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Everwhite is an Indonesian direct-to-consumer nutricosmetics brand selling collagen drinks, beauty capsules, and brightening creams to beauty-conscious Indonesian consumers via its D2C website and major local marketplaces including Shopee, Tokopedia, Lazada, and Sociolla.
- Ownership category
- akta.pro rank
Everwhite industry classification
Industry- Product category
- Nutricosmetics and Beauty Supplements
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
- akta.pro secondary industry
- K-Beauty/J-Beauty & Global Skincare Regimens (CRABAAAI)
Keywords
Where Everwhite is headquartered
LocationHeadquarters
- HQ city
- Jakarta
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
Everwhite business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Product Sales: Direct sales of nutricosmetics products including collagen drinks, beauty capsules, and body care creams through e-commerce marketplaces and direct website. Products sold in various formats (sachets, capsules, creams).
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
Everwhite product offering
Product offeringCore offering
Everwhite is an Indonesian nutricosmetics brand that sells beauty supplements and topical skincare products combining nutritional ingredients (collagen, antioxidants, glutathione, vitamin C) with cosmetic function. The product portfolio includes the Hicolla Collagen Drink (2500mg collagen sachets), the Hicolla Capsule (fish collagen, glutathione and vitamin C supplement, sugar-free and diabetic friendly), and the Axillary Cream (body fold brightening cream). Products are positioned around an inside-out beauty concept branded as #1KunciGlowing.
Product overview
Everwhite is Indonesia's Nutricosmetics brand operated by PT. Natura Deca Kosmetika. The product portfolio centers on three core skincare and beauty supplement offerings: Everwhite Hicolla Drink (collagen beverage with antioxidants), Everwhite Hicolla Capsule (beauty supplement with fish collagen, glutathione, and vitamin C), and Everwhite Axillary Cream (body fold brightening cream). The brand positions itself around the science-backed synergy of nutritious ingredients combining inner health and outer beauty, marketed under the tagline '#1KunciGlowing' (The Key to Glowing).
Differentiator
Problem solved
Functional benefit
Products and services
- Everwhite Hicolla Drink Collagen drink containing 2500mg collagen and 9 AntiOx Glow antioxidants, designed to support health and achieve glowing skin. Sold in 20-sachet box format for individual consumers seeking inside-out beauty nutrition.
- Everwhite Hicolla Capsule Beauty supplement capsule containing Fish Collagen, Glutathione, and Vitamin C to help maintain healthy skin. No Added Sugar and Diabetic Friendly formulation, targeted at individual consumers seeking daily beauty nutrition.
- Everwhite Axillary Cream Topical body fold brightening cream with the latest axillary formula designed to help brighten and care for underarm and body fold areas. Features a fresher and longer-lasting formula, targeted at individual consumers seeking targeted skincare.
Quantifiable outcome
- Positive customer reviews reporting glowing skin, improved skin texture, and body fold brightening effectiveness
Companies that use Everwhite
Customer profileNamed customers4 records
Segments1 record
Ideal customer profiles1 record
Everwhite technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Everwhite partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- PT. Natura Deca Kosmetikaparent_companyParent company of Everwhite brand. PT. Natura Deca Kosmetika is the registered legal entity operating the Everwhite nutricosmetics business.
Scale indicators1 record
Recent moves4 records
Expansion highlights3 records
Everwhite competitors and assessment
Company assessmentEmerging players
- Glowinc Beauty: Indonesia-based beauty brand offering skincare and beauty supplements to young Indonesian consumers via marketplaces. Partial overlap with Everwhite in target segment and product mix.
- Tiens Indonesia: Multi-level-marketed nutricosmetics and health supplement brand active in Indonesia with collagen and glutathione product lines. Comparable to Everwhite's ingestible beauty category, though distributed primarily through a network/MLM model rather than D2C/marketplace.
Direct peers
- Npure: Indonesian natural-ingredient skincare brand with strong marketplace presence and brightening-focused product line. Comparable to Everwhite in target buyer and emphasis on skin glow/brightening benefits.
- MS Glow: Indonesia-based beauty and nutricosmetics brand combining skincare with ingestible beauty products (collagen drinks, glutathione supplements). Closest direct competitor to Everwhite given similar inside-out beauty proposition and Indonesian mass-market positioning.
- Skintific: Indonesian skincare brand with strong marketplace presence (Shopee, Tokopedia) and viral product-led positioning. Comparable to Everwhite in target demographic (Indonesian beauty consumers), channel mix, and reliance on hero SKUs, though with a topically focused portfolio.
- Avoskin: Indonesia-based skincare brand with DTC + marketplace distribution and a science/ingredient-led brand voice. Comparable to Everwhite in target buyer (beauty-conscious Indonesian consumers) and product-positioning approach.
- Whitelab Beauty: Indonesian skincare brand selling through Shopee, Tokopedia, and DTC. Comparable to Everwhite in channel mix, price tier, and Indonesian mass-market beauty positioning.
- Glad2Glow: Indonesian beauty brand targeting young women with affordable skincare and beauty supplements distributed across major Indonesian marketplaces. Direct overlap with Everwhite in target segment and channel strategy.
Broad incumbents
- Olay (Procter & Gamble): Global mass-market skincare brand with established brightening and anti-aging lines distributed in Indonesia. Competes with Everwhite at the mass-market beauty tier but as part of a much larger portfolio and without a nutricosmetic focus.
- Ponds (Unilever): Global skincare brand with a strong brightening/white-balance line distributed across Indonesian retail and online channels. Overlaps with Everwhite on the brightening skin benefit and Indonesian consumer base, though positioned as a broad incumbent rather than a nutricosmetic specialist.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Everwhite social profiles
Digital presenceEverwhite financial estimates
Financial estimateRevenue estimate
Valuation estimate
Everwhite leadership team
Management profileNumber of profiles
Everwhite funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Everwhite 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 Everwhite
What does Everwhite do?
Everwhite is an Indonesian nutricosmetics brand that sells beauty supplements and topical skincare products combining nutritional ingredients (collagen, antioxidants, glutathione, vitamin C) with cosmetic function. The product portfolio includes the Hicolla Collagen Drink (2500mg collagen sachets), the Hicolla Capsule (fish collagen, glutathione and vitamin C supplement, sugar-free and diabetic friendly), and the Axillary Cream (body fold brightening cream). Products are positioned around an inside-out beauty concept branded as #1KunciGlowing.
Is Everwhite a public or private company?
Everwhite is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Everwhite founded?
Everwhite was founded in 2016. It employs 51 to 100 people.
Where is Everwhite based?
Everwhite is headquartered in Jakarta, Indonesia, in the Asia region.
How does Everwhite make money?
One revenue line is on record: product Sales.
Who are Everwhite's main competitors?
Emerging players on record are Glowinc Beauty and Tiens Indonesia. Direct peers are Npure, MS Glow, Skintific, Avoskin, Whitelab Beauty and Glad2Glow. Broad incumbents are Olay (Procter & Gamble) and Ponds (Unilever).
Does Everwhite have an API?
No public API is recorded for Everwhite.
What industry is Everwhite in?
Everwhite's product category is Nutricosmetics and Beauty Supplements. Its primary akta.pro industry code is CRABAAAF, Dermocosmetics & Medical-Grade Skincare, with a secondary code of CRABAAAI, K-Beauty/J-Beauty & Global Skincare Regimens. Its NAICS code is 456120 and its SIC code is 2844.