What Scarlett Whitening does

Scarlett Whitening is an Indonesian direct-to-consumer skincare and body care brand founded in 2017 and headquartered in Jakarta. The company formulates and markets an affordable mass-market line spanning facial skincare (gel cleansers, ceramide moisturizers, tone-up creams, niacinamide serums), body care (glucinamide and 10% niacinamide brightening body serums, AHA/BHA/PHA body boosters, fragrance body lotions), sun care (ultra-light daily sunscreen), hair care (sea salt conditioner), and a growing fragrance portfolio across Extrait De Parfum and Eau De Parfum variants in multiple scent profiles. Core formulations are built on commodity actives — 10% niacinamide, 7X ceramide complex, glucinamide, and AHA/BHA/PHA exfoliants — packaged and branded for an Indonesian 'lokal' positioning around skin brightening and barrier repair.

The business model is multi-channel direct-to-consumer commerce. The owned e-commerce storefront scarlettofficial.id is the primary sales surface, with an active catalog of 17+ SKUs priced in Indonesian Rupiah at Rp37,500–Rp98,000 (typically sold at 18–50% off listed prices). Distribution is augmented by social commerce on TikTok Shop and YouTube — channels that together account for nearly 80% of Indonesia's 2024 digital transactions — plus a formal Reseller Resmi Scarlett wholesale program and offline placement in major minimarket chains Indomaret and Alfamart. Payment acceptance spans Indonesian bank transfers (BCA, BRI, Mandiri, BNI, BJB, Permata, BSI, BNC, CIMB), the national QRIS standard, and e-wallets (GoPay, ShopeePay, OVO). Marketing is concentrated on Instagram, TikTok, and Facebook, supported by a Beauty Insider educational blog.

The primary customer segment is Indonesian women seeking affordable, locally-formulated daily skincare, body care, and fragrance, with secondary reach into religious/travel consumers via the 'Umroh Bareng Scarlett' bundled pilgrimage offering that introduces a Middle East footprint. Founder Felicya Angelista remains the public face of the brand. Headcount is in the 251–500 range, the company is privately held, and no institutional funding or revenue has been disclosed.

Name

Scarlett Whitening

Legal name

Scarlett Whitening

Website

https://scarlettwhitening.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

251–500 employees

Short description

Scarlett Whitening is an Indonesian direct-to-consumer skincare, body care, and fragrance brand founded in 2017, selling affordable mass-market products with brightening actives (niacinamide, ceramide, glucinamide) across owned e-commerce, TikTok Shop, YouTube, an authorized reseller network, and minimarket retail, primarily targeting Indonesian women.

Ownership category

akta.pro rank

Product category

Skincare and Body Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Fine Fragrance (Women’s/Men’s/Unisex) (CRABADAA)

Keywords

• Skin brightening products
• Body care serums
• Fragrance perfumes
• Facial skincare creams
• Niacinamide cosmetics

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Revenue generated from direct-to-consumer sales through owned e-commerce platform scarlettofficial.id. Products include skincare, body care, and fragrances sold at various price points in Indonesian Rupiah. Primarily one-time purchase model with no subscription mentioned.
2. Reseller Network Revenue: Revenue from authorized reseller network ('Reseller Resmi Scarlett') who purchase products wholesale and resell to end consumers. Provides additional distribution capacity and market penetration across Indonesia.
3. Social Commerce Sales: Revenue from social commerce platforms including TikTok Shop and YouTube, which account for significant portion of digital transactions in Indonesia (nearly 80% of digital transactions in 2024 per industry data).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

Scarlett Whitening is an Indonesian direct-to-consumer beauty brand that formulates, markets, and sells skincare, body care, hair care, sun care, and fragrance products under its own label. The portfolio includes brightening body serums with niacinamide and glucinamide, ceramide-based facial moisturizers, low-pH gel cleansers, tone-up creams, AHA/BHA/PHA body boosters, sunscreen, sea salt hair conditioner, and a line of Extrait de Parfum and Eau de Parfum fragrances, sold primarily through its own e-commerce site scarlettofficial.id, social commerce platforms, and authorized resellers.

Product overview

Scarlett Whitening is an Indonesian local skincare and body care brand offering a multi-category product portfolio. The product line spans facial skincare (tone-up moisturizers, serums, gel cleansers, ceramide moisturizers), body skincare (fragrance body serums, body lotions, body boosters with AHA/BHA/PHA), hair care (sea salt conditioner), sun care (ultra-light daily sunscreen), and fragrances (Extrait de Parfum and Eau de Parfum variants in multiple scents). Products incorporate key active ingredients including niacinamide, ceramide, AHA/BHA/PHA, and glucinamide for brightening, skin barrier repair, and moisturizing benefits. The brand operates as a direct-to-consumer e-commerce business selling through its official website.

Differentiator

Problem solved

Functional benefit

Products and services

• Scarlett Extrait De Parfum Garden Of Whisper 30ml Extrait de parfum with garden-inspired scent notes, designed for daily use with long-lasting fragrance; targeted at Indonesian women fragrance consumers.
• Scarlett Extrait de Parfum Safa Ather - Golden SCENTS of Arabia 30ml Unisex fruity clean extrait de parfum with light and fresh scent profile, suitable for daily wear; targeted at consumers seeking halal-conscious fragrance for Umroh travel and daily use.
• Scarlett Extrait De Parfum Velvet Rouge 30ml Extrait de parfum with velvet-inspired red notes for a sophisticated scent experience; for fragrance consumers seeking a refined daily scent.
• Scarlett Extrait De Parfum Biru Samudra 30ml Extrait de parfum with ocean-inspired blue notes evoking a sea/samudra scent profile; for daily fragrance wearers.
• Scarlett Eau De Parfum Dreamy Eau de parfum with dreamy scent notes offering a lighter fragrance concentration than extrait; for daily fragrance consumers.
• Scarlett Whitening Extrait De Parfum Cotton Hug 30ml Whitening-specific extrait de parfum with soft cotton-inspired scent notes; for fragrance consumers seeking brightening-themed daily scents.
• Scarlett Daily Tone Up Moisturizing Cream Daily facial moisturizing cream with tone-up effect to brighten and even skin complexion; for consumers seeking immediate glow and moisturizing in one step.
• SCARLETT GLUCINAMIDE Fragrance Brightening Body Serum Garden of Whisper 170ml Fragrance brightening body serum with glucinamide formula for skin brightening and moisturizing in Garden of Whisper scent; for daily body brightening routines.
• SCARLETT 10% NIACINAMIDE Fragrance Brightening Body Serum Tube Velvet Rouge 170ml 10% niacinamide body serum for brightening with fragrance, packaged in tube format; for body brightening routines.
• SCARLETT GLUCINAMIDE Fragrance Brightening Body Serum Dreamy 170ml Fragrance brightening body serum with glucinamide formula in Dreamy scent; for daily body brightening and scent routines.
• Scarlett Hair Soft and Shiny Sea Salt Conditioner Hair conditioner with sea salt formula for softening and adding shine to hair; for daily hair care routines.
• Scarlett Ultra Light Daily Sunscreen 50ml Ultra-light daily sunscreen for everyday sun protection; for consumers needing daily UV defense in lightweight formulation.
• SCARLETT Low pH Glow Bright Gel Cleanser 100ml Low pH gel cleanser with gentle formula designed to brighten and maintain skin's natural acid mantle; for facial cleansing routines, especially for sensitive skin.
• Scarlett 7X Ceramide Moisturizer 20gr Multi-ceramide complex (7 types) moisturizer for skin barrier repair, brightening, moisturizing, and calming; for sensitive, acne-prone, and dry skin types.
• SCARLETT NEW FORMULA Brightly Ever After Serum - Brightening Serum Niacinamide Brightening face serum with niacinamide formula to brighten and moisturize the face; for daily facial brightening routines.
• SCARLETT Intense Brightening AHA Body Booster 10% AHA BHA PHA PRO-WHITE Intense brightening body booster with 10% AHA, BHA, and PHA exfoliant formula for pro-white skin treatment; for body exfoliation and brightening routines.
• Scarlett Fragrance Brightening Body Lotion Bright Mood Booster Jolly

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• TikTok ShopcoreChannel Partner/ Reseller/ DistributorSocial commerce partnership enabling Scarlett Whitening products to be sold directly through TikTok Shop platform, leveraging TikTok's massive user base in Indonesia and integrated shopping features. TikTok Shop accounts for significant portion of Indonesia's digital commerce transactions.
• YouTubecoreChannel Partner/ Reseller/ DistributorVideo commerce partnership leveraging YouTube's shopping capabilities in Indonesia. YouTube, along with TikTok Shop, accounts for nearly 80% of digital transactions in Indonesia in 2024, making it a significant sales channel for Scarlett Whitening.
• Bank Transfer Partners (BCA, BRI, Mandiri, BNI, BJB, Permata, BSI, BNC, CIMB)minorOthersPayment service partnerships enabling bank transfer and virtual account payments through major Indonesian banks. Supports customer checkout convenience with multiple banking options.
• E-Wallet Partners (QRIS, GoPay, ShopeePay, OVO)minorOthersDigital payment partnerships enabling e-wallet transactions. QRIS (national QR standard), GoPay, ShopeePay, and OVO provide flexible mobile payment options for customers.
• Minimarket Retail Partners (Indomaret, Alfamart)minorChannel Partner/ Reseller/ DistributorPhysical retail distribution through major Indonesian minimarket chains Indomaret and Alfamart, enabling offline product availability alongside e-commerce presence.

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/scarlettofficialpage
• Instagraminstagram.com/scarlettofficial
• TikToktiktok.com/@scarlett_whitening
• LinkedInlinkedin.com/company/scarlett-indonesia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Scarlett Whitening