NPURE
NPURE is an Indonesian skincare and cosmetics brand founded in 2017, selling natural-ingredient products across acne care, sensitive skin, anti-aging, brightening, and makeup categories via its DTC website, Shopee, and a nationwide reseller network serving Indonesian consumers.
- Company typePrivate
- Founded2017
- HeadquartersJakarta Pusat, Indonesia
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
What NPURE does
NPURE is an Indonesian skincare and cosmetics brand founded in 2017 and operated by PT Penta Natural Kosmetindo, a private limited company that operates as a member of the Sukses Corp International conglomerate. The brand develops a portfolio of natural-ingredient products organized into four core skincare series — Centella Asiatica (Cica) for acne-prone skin, Noni Probiotics for sensitive skin, Marigold for anti-aging, and Licorice for brightening — plus a makeup sub-line (Power Powder, Power Primer, Flawless Matte Power Cushion, Power Glow Lip Oil), totaling 53+ SKUs. Product technology rests on proprietary formulation complexes (11x Acne Power Fighter, 9X Probiotics Complex, 5X UV Protection Agents, Metagram patented cushion technology, Vegan DNA) and a multi-certification stack covering BPOM, Halal, Dermatologically Tested, Hypoallergenic, Vegan, Non-Comedogenic, Alcohol-Free, Paraben-Free, SLS-Free, and Bumil & Busui Friendly (safe for pregnant and breastfeeding women). The brand is positioned for Indonesian skin types and tropical climate conditions.
The go-to-market is product-led and omnichannel. NPURE sells directly through its Shopify-powered storefront (npureofficial.id) and on the Shopee marketplace, complemented by an extensive official reseller network spanning Jabodetabek, Java, Sumatra, Sulawesi, Kalimantan, Bali, Lombok, and Papua. Pricing sits in the mass-market band, with individual SKUs ranging from Rp 15,000 to Rp 270,000 and frequent promotional discounting of 30–70% off listed prices; bundle SKUs (4-pc routines, 5-pc acne care packages) push AOV higher. Marketing runs through Instagram (@npureofficial), email newsletter, an NPURE Story blog, and a flagship influencer collaboration with Tasya Farasya. The brand claims to have served 'millions of customers' since inception, with primary segments spanning acne-prone Indonesian consumers, sensitive-skin users, anti-aging buyers, and pregnant/breastfeeding women, plus a B2B reseller channel.
Revenue mechanics are entirely first-party DTC and wholesale-to-reseller transactions in Indonesian Rupiah; no public revenue, headcount, funding, or management team data is disclosed. The company is privately held within Sukses Corp International, with no evidence of VC backing, public listing, or M&A activity.
NPURE firmographics
Firmographics- Name
- NPURE
- Legal name
- PT PENTA NATURAL KOSMETINDO
- Website
- https://npureofficial.id
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- NPURE is an Indonesian skincare and cosmetics brand founded in 2017, selling natural-ingredient products across acne care, sensitive skin, anti-aging, brightening, and makeup categories via its DTC website, Shopee, and a nationwide reseller network serving Indonesian consumers.
- Ownership category
- akta.pro rank
NPURE industry classification
Industry- Product category
- Natural Skincare and Cosmetics
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Natural/Organic & Clean Skincare (CRABAAAH)
- akta.pro secondary industry
- Body Skincare (Lotions, Creams, Body Oils) (CRABAAAD)
Keywords
Where NPURE is headquartered
LocationHeadquarters
- HQ city
- Jakarta Pusat
- HQ country
- Indonesia
- HQ region
- Asia
Offices1 record
Markets served
NPURE 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 E-commerce Sales: NPURE generates revenue primarily through direct-to-consumer sales via its Shopify-powered e-commerce store (npureofficial.id). Customers purchase directly through the website with various payment methods including bank transfers (Mandiri, BRI, Permata, BNI), e-wallets (OVO, DANA, LinkAja), and credit cards.
- Marketplace Sales: Sales through Shopee marketplace platform, reaching customers who prefer marketplace shopping. Products are listed on Shopee with the same pricing and promotional campaigns as the main website.
- Reseller/Wholesale Distribution: Revenue generated through official reseller network across Indonesia. Resellers purchase products at wholesale rates and resell to end consumers. Network covers Jabodetabek, Java, Sumatra, Sulawesi, Kalimantan, Bali, Lombok, and Papua regions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual skincare and makeup products |
| Subscription | One time | First-time customer discount |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
NPURE product offering
Product offeringCore offering
NPURE is an Indonesian skincare and cosmetics brand that formulates, manufactures, and sells natural organic skincare and makeup products designed for Indonesian skin types. The portfolio spans four core product series — Centella Asiatica (acne care), Noni Probiotics (sensitive skin), Marigold (anti-aging), and Licorice (brightening) — plus a makeup line and product bundles, distributed through a Shopify-powered D2C website, Shopee marketplace, and an official reseller network across Indonesia.
Product overview
NPURE is a local Indonesian skincare brand founded in 2017 offering a comprehensive portfolio of skincare and makeup products organized into four main series: Centella Asiatica (Cica) Series for acne care, Noni Probiotics Series for sensitive skin, Marigold Series for anti-aging, and Licorice Series for brightening. The product lineup spans cleansers (face wash, gel cleanser, micellar water), toners, serums, moisturizers, sunscreens, masks (clay mask, sheet mask), and makeup (powder, primer, cushion, lip oil). Products are sold individually and in bundled packages (4-Pcs routines, 5-Pcs acne care, sheet mask bundles). The brand emphasizes natural organic ingredients, halal certification, BPOM registration, dermatological testing, and non-toxic formulations tailored for Indonesian skin types.
Differentiator
Problem solved
Functional benefit
Brands
- Cica Series: Acne-focused skincare line featuring Centella Asiatica extract for soothing and calming acne-prone skin.
- Noni Probiotics Series
- Marigold Series
- Licorice Series
Quantifiable outcome
- Acne dries within 1 night with spot treatment products
- +3 more outcomes
Companies that use NPURE
Customer profileSegments5 records
Ideal customer profiles5 records
NPURE technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
NPURE partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- PT PENTA NATURAL KOSMETINDOcoreLegal entity and manufacturer of NPURE products. The company is operated as PT PENTA NATURAL KOSMETINDO and serves as the official business entity behind the NPURE brand.
- Sukses Corp InternationalminorNPURE is a member of Sukses Corp International, which appears to be the parent company group. This affiliation provides corporate backing and potential synergies within the group.
- Official Reseller NetworkcoreNetwork of official resellers across Indonesia including: jakarta-tangerang (jakarta-tangerang, The Coco Shop, Mega Beauty Fashindo, Kmarketid, Erfestore, Dskinhouse, Indo Sehat, Make Up Beauty House, etc.), kalimantan (Rumah Make Up Sangatta, Moeye Cosmetic Store, Rumahskincarebpp, Grandshop, Fourr Shop, etc.), jawa timur (Fhbeauty.sby, Vns Shop, Npure Official Surabaya, Gajahmada.Id, Tuesbelle.id, etc.), jawa barat (Dapro, Glow beauty bar, Makepuccino, etc.), diy (Jelitacosmetic_, Restbeauty__, Ara.beautyshopyk, etc.), jawa tengah (Pumsbeauty, Stuffbyms, Maskerbeaute.id, Kumara Store), sumatera (Underprice.skincare, Emma Boutique, Padang Makeup Store, Healthyandglow.id, etc.), sulawesi (Kangbeauty, Mnbeauty, New Central Palu, Semangatbaru2luwuk, etc.), and other regions.
Scale indicators4 records
Recent moves6 records
Expansion highlights7 records
NPURE competitors and assessment
Company assessmentDirect peers
- Emina: Youth-targeted sister brand of Wardah (Paragon Corp), offering affordable skincare and color cosmetics to young Indonesian consumers with halal certification. Directly comparable positioning to NPURE on price, target demo, and channel mix (Shopee + offline).
- Purbasari: Established Indonesian beauty brand spanning skincare (whitening, acne), body care, and makeup with nationwide distribution. Comparable on halal-friendly positioning, broad Indonesian retail presence, and multi-category portfolio strategy.
- Wardah: Indonesia's largest halal-certified mass-market beauty brand (Paragon Corp), selling skincare, makeup, and body care across BPOM-certified lines. Closest direct competitor to NPURE in halal positioning, ingredient-led marketing, and Indonesian retail breadth.
- Skintific: Fast-growing Indonesian skincare brand built on Shopee and TikTok with hero ingredients (niacinamide, Centella, ceramides) and viral marketing. Comparable on ingredient-led proposition, marketplace-led GTM, and young Indonesian consumer base.
- Pixy: Mandom Indonesia's mass-market color cosmetics and skincare brand targeting young Indonesian women. Comparable on price band, demographic, and Shopee/marketplace-led distribution; broader incumbent rather than indie challenger.
- Somethinc: Local Indonesian skincare brand focused on active-ingredient formulations (niacinamide, AHA/BHA, retinol) sold through e-commerce and marketplace channels. Direct competitor on science/ingredient narrative and digital-first positioning.
Regional players
- Mustika Ratu: Heritage Indonesian natural/herbal beauty brand rooted in jamu tradition, offering skincare and body care with halal positioning. Comparable on natural-ingredient story and Indonesian Muslim consumer focus, though with a more traditional/heritage brand identity.
Emerging players
- Avoskin: Yogyakarta-based Indonesian skincare brand with natural/active-ingredient positioning and direct-to-consumer e-commerce. Comparable on local indie scale, natural-formulation narrative, and Indonesian online retail focus.
- The Originote: Indonesian indie skincare brand built on hyaluronic acid and ceramide hero stories, scaled via Shopee and TikTok virality. Comparable on emerging-brand playbook (ingredient-led, marketplace-led) but earlier-stage scale than NPURE.
Broad incumbents
- Garnier (L'Oréal Indonesia): Global mass-market skincare brand under L'Oréal with strong Indonesian presence across acne, brightening, and sun care. Comparable category overlap (acne, brightening, sunscreen) but as a multinational incumbent with broader portfolio and deeper marketing budget.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
NPURE social profiles
Digital presenceNPURE compliance and trust
Trust signalCompliance15 records
NPURE financial estimates
Financial estimateRevenue estimate
Valuation estimate
NPURE leadership team
Management profileNumber of profiles
NPURE funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NPURE 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 NPURE
What does NPURE do?
NPURE is an Indonesian skincare and cosmetics brand that formulates, manufactures, and sells natural organic skincare and makeup products designed for Indonesian skin types. The portfolio spans four core product series — Centella Asiatica (acne care), Noni Probiotics (sensitive skin), Marigold (anti-aging), and Licorice (brightening) — plus a makeup line and product bundles, distributed through a Shopify-powered D2C website, Shopee marketplace, and an official reseller network across Indonesia.
Is NPURE a public or private company?
NPURE is a private company. It is classified as corporate owned and is currently operating.
When was NPURE founded?
NPURE was founded in 2017. It employs 51 to 100 people.
Where is NPURE based?
NPURE is headquartered in Jakarta Pusat, Indonesia, in the Asia region.
How does NPURE make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are marketplace Sales and reseller/Wholesale Distribution.
Who are NPURE's main competitors?
Direct peers on record are Emina, Purbasari, Wardah, Skintific, Pixy and Somethinc. Mustika Ratu is listed as a regional player. Emerging players are Avoskin and The Originote. Garnier (L'Oréal Indonesia) is listed as a broad incumbent.
Does NPURE have an API?
No public API is recorded for NPURE.
What industry is NPURE in?
NPURE's product category is Natural Skincare and Cosmetics. Its primary akta.pro industry code is CRABAAAH, Natural/Organic & Clean Skincare, with a secondary code of CRABAAAD, Body Skincare (Lotions, Creams, Body Oils). Its NAICS code is 456120 and its SIC code is 2844.