Utama Spice

What Utama Spice does

Utama Spice, legally operated as PT. Supa Dupa, is a privately held 100% natural skincare and aromatherapy company founded in 1989 in Ubud, Bali by Dayu Suci and Melanie Templer. The company applies traditional Balinese herbal knowledge to a hand-crafted portfolio spanning aromatherapy (essential oils, blends, diffusers, carrier oils), face care (serums, masks, washes, pure oils, lip balms, toners), bath and body (moisturizers, hair care, bath and shower, scrubs, deodorants, body mists, suncare), wellness (hand sanitizer, house soaps, bug sprays, yoga mat spray, candles, incense), eco-friendly refills, and curated gift sets. Production takes place in a Ubud facility with stainless-steel sterile surfaces and strict stage-by-stage quality control, with raw materials sourced from local organic, bee, and seaweed farming communities operating under the company's stated Tri Hita Karana philosophy. The team is small (1-10 employees) and comprises primarily young local women from surrounding villages, many with over ten years of tenure.

Utama Spice operates a direct-to-consumer business model with no subscription or recurring billing, relying on unit pricing across both individual SKUs and bundled gift kits. Products are priced in Indonesian Rupiah (IDR) and US Dollars (USD), with examples ranging from IDR 26,900 lip balms to IDR 273,400 gift kits. Distribution is conducted through a Shopify-powered e-commerce storefront at utamaspicebali.com and physical retail stores in Bali, including a flagship near Monkey Forest in Ubud that also captures wellness tourism foot traffic. Marketing is conducted through organic Instagram content, an Indonesian-language educational blog, influencer giveaway campaigns via Gleam.io, and a YouTube podcast series focused on sustainability topics.

The customer base is horizontally segmented into conscious consumers seeking natural skincare, eco-conscious buyers prioritizing refill and aluminum packaging, and aromatherapy and wellness enthusiasts; there are no named enterprise or wholesale accounts. Strategic activity in 2024-2026 has centered on catalog expansion (Sensitive Skin Collection, gift kits, Forest Soul Incense Holder) and the launch of probiotic deodorants marketed as Indonesia's first roll-on probiotic deodorants, alongside a sustainability buildout through aluminum packaging and an Eco-Friendly Refill product line. The company has no disclosed funding rounds, no external investors, and no AI/ML technology layer.

Name

Utama Spice

Legal name

PT. Supa Dupa

Website

https://utamaspicebali.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Utama Spice is a privately held, Bali-based 100% natural skincare and aromatherapy company founded in 1989, selling hand-crafted products formulated from traditional Balinese herbal ingredients directly to consumers via Shopify e-commerce and physical stores in Ubud.

Ownership category

akta.pro rank

Product category

Natural Skincare

NAICS

Soap and Cleaning Compound Manufacturing (32561), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)

akta.pro secondary industry

Body Sprays & Mists (CRABADAC)

Keywords

• Natural skincare
• Aromatherapy products
• Herbal body care
• Essential oil blends
• Botanical cosmetics

Headquarters

HQ city

Bali

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Direct-to-Consumer E-commerce Sales: Utama Spice sells its natural skincare and aromatherapy products directly to consumers through its Shopify-powered e-commerce website, offering products in both Indonesian Rupiah (IDR) and US Dollar (USD) currencies.
2. Physical Retail Sales: Products are sold through physical store locations in Bali, including a store in Ubud area, allowing walk-in customers to purchase products directly.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Utama Spice manufactures and sells 100% natural skincare, aromatherapy, and wellness products including body oils, massage oils, soaps, body scrubs, bath salts, face oils, face creams, fragrances, and incense. All products are hand-made in Bali using traditional Balinese recipes and locally sourced natural ingredients, and are sold directly to consumers via the company's own e-commerce platform and physical retail stores.

Product overview

Utama Spice is a 100% natural skincare and aromatherapy company based in Ubud, Bali, founded in 1989. The product portfolio consists of multiple interconnected product lines centered on traditional Balinese herbal knowledge and natural ingredients. Core categories include Aromatherapy (essential oils, blends, diffusers, carrier oils), Face Care (serums, masks, facial washes, pure oils, lip balms, toners), Bath & Body (moisturizers including body oils/lotions/body butters, hair care, bath & shower products, scrubs/masks, deodorants, body mists, suncare), Wellness (hand sanitizer, house soaps, bug sprays, yoga mat spray, candles, incense), Eco-Friendly Refill products, and Gift Sets. Key featured products include Face and Body Clay (volcanic ash-based detox mask), Tangerine and Cocoa Lip Balms, Castile Soaps (Antiseptic, Peppermint, Lavender variants), Begone Bug natural insect repellent, Ocean Breeze and Mint Crush body mists/lotions, Pure Energy Body Butter, and Lemongrass Ginger Body Oil. The company also launched innovative Probiotic Deodorants (Nayla and Sage & Cedar) marketed as Indonesia's first roll-on probiotic deodorants. All products are formulated with 100% pure natural ingredients, adhering to the Tri Hita Karana philosophy of harmonious living with humanity, nature, and the divine.

Differentiator

Problem solved

Functional benefit

Products and services

• Saraswati Massage Oil

Quantifiable outcome

• 100% natural ingredients with no synthetic chemicals, parabens, sulfates, or artificial fragrances across all products
• +1 more outcomes

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Herbivore Botanicals: Premium natural skincare brand focused on botanical formulations across face, body, and aromatherapy categories; comparable clean/natural positioning and DTC-led growth model, though US-based and newer.
• Tata Harper: High-end natural and non-toxic skincare brand with farm-to-face supply chain narrative; comparable emphasis on botanical ingredients, ingredient transparency, and premium positioning.

Broad incumbents

• Weleda: Established natural and biodynamic skincare and body care brand with global presence; comparable in 100% natural formulation philosophy and broad aromatherapy/skincare portfolio.
• The Body Shop: Iconic natural-ingredient personal care retailer with global stores and strong sustainability positioning; overlaps in natural soaps, body care, and aromatherapy categories but with vastly larger distribution.
• L'Occitane en Provence: Global natural personal care brand with plant-based heritage, broad bath, body, and aromatherapy range; comparable product categories (soaps, body oils, lotions) and DTC-plus-retail model, but at much greater scale.
• Burt's Bees: Natural personal care brand owned by Clorox with broad distribution; overlaps in natural lip balm, body care, and ingredient-led storytelling, but at mass-market scale.
• Aēsop: Premium natural and botanical skincare brand owned by L'Oréal with global retail footprint; comparable premium positioning and ingredient-led narrative, but significantly larger scale and broader distribution.

Direct peers

• Bali Body: Australian-founded, Bali-rooted natural skincare and tanning brand selling through DTC e-commerce and global retail; comparable in leveraging Bali origin story and targeting the natural/eco-conscious consumer.
• Dr. Hauschka: Natural and biodynamic skincare brand with facial care, body care, and aromatherapy lines; comparable ingredient-driven, ritual-based positioning targeting the same conscious consumer segment.
• Sensatia Botanicals: Bali-based natural skincare and aromatherapy brand with a similar hand-crafted positioning and DTC + retail model; directly comparable in product range (soaps, lotions, essential oils) and target wellness traveler segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/utamaspice
• Pinterestpinterest.com/utamaspice
• Xx.com/utamaspice
• Facebookfacebook.com/UtamaSpiceBali
• LinkedInlinkedin.com/company/utamaspice

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Utama Spice