What Spotless does

Spotless (PT. Bersih Seperti Baru) is an Indonesian shoe care brand founded in 2015 and headquartered in East Jakarta, operating as a bootstrapped direct-to-consumer e-commerce company. The company offers a portfolio of 15 products spanning cleaning (Multi Purpose Cleaner, Foam Cleaner, Whitening, Shoe Unyellowing), protection (Leather Lotion, Water Repellent), repair (Shoe Glue, Shoe Paint), and maintenance accessories (Premium and Standard Brushes, Microfiber Cloth, Shoe Perfume, Shoe Tree). The underlying technology is natural-ingredient cleaning and protection formulations engineered for compatibility across all major shoe materials (canvas, suede, nubuck, knit, mesh, leather, rubber), with notable features including 4X faster cleaning versus detergent, water-free foam cleaning, hydrophobic coating with months-long durability, and specialized yellow-oxidation removal for midsoles.

The business operates on a one-time purchase model with products priced between Rp 36,000 and Rp 630,500 (approximately $2.30-$40 USD), positioning as an affordable local alternative to imported overseas shoe care brands for Indonesian consumers who own shoes under Rp 1,000,000. Distribution is multi-channel across the company's own e-commerce store (spotless.co.id) and three major Indonesian marketplaces — Shopee, Tokopedia, and TikTok Shop — with free shipping and a content-driven marketing approach centered on shoe care education blogs, marketplace customer reviews, and an email newsletter (Minspots). The company has served 100,000+ consumers since founding and self-identifies as the largest and most trusted shoe care brand in Indonesia since 2018. The customer base is almost entirely individual consumers, with a secondary segment of aspirational home-based shoe laundry entrepreneurs targeted via the bundled Shoe Laundry Package.

Name

Spotless

Legal name

PT. Bersih Seperti Baru

Website

https://spotless.co.id

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Spotless is an Indonesian shoe care brand (PT. Bersih Seperti Baru) founded in 2015, selling a 15-product portfolio of natural-ingredient cleaners, protection, repair, and maintenance solutions to Indonesian consumers via its own e-commerce store and major marketplaces.

Ownership category

akta.pro rank

Product category

Shoe Care Products

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

Shoe & Leather Care (Polishes, Protectants, Cleaners) (CRADAKAL)

akta.pro secondary industries

Shoe Cleaning & Polishing Services (HSAJAIAA), Shoe Deodorizing, Sanitization & Odor Removal (HSAJAIAI)

Keywords

• Shoe care products
• Shoe cleaning solutions
• Leather shoe protection
• Sneaker maintenance kits
• Water repellent spray

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, Operations, Marketing or Sales, Personnel, Others

Revenue model

1. Direct Product Sales: One-time purchase of physical shoe care products sold through own e-commerce store and third-party marketplaces. Revenue generated from individual product sales and bundled kit packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Spotless manufactures and retails a complete line of shoe cleaning, protection, repair, and maintenance products under its own brand for Indonesian consumers. The portfolio spans liquid and foam cleaners, whitening and unyellowing treatments, leather lotion, water repellent, shoe glue, shoe paint, perfume deodorizer, and accessories (brushes, microfiber cloths, shoe trees), sold individually and in bundled kits through spotless.co.id and Shopee, Tokopedia, and TikTok Shop.

Product overview

Spotless is a consumer shoe care brand (PT. Bersih Seperti Baru) established in 2015 in Indonesia, offering a comprehensive portfolio of cleaning, maintenance, and protection products for shoes and leather accessories. The product lineup centers on multi-purpose cleaners (liquid and foam formats) as core products, complemented by specialized kits (Starter Kit, Premium Kit), targeted solutions (Whitening, Unyellowing, Leather Lotion), repair products (Shoe Glue, Shoe Paint), and maintenance accessories (brushes, microfiber cloths, shoe trees, perfume, water repellent). The portfolio serves all major shoe materials including canvas, suede, nubuck, knit, mesh, leather, and rubber. The company also offers a business-oriented Shoe Laundry Package for aspiring entrepreneurs.

Differentiator

Problem solved

Functional benefit

Products and services

• Spotless Shoe Cleaner Premium Kit Package Complete cleaning kit for sensitive shoe materials including Multi Purpose Cleaner, Premium Brush (horsehair bristles), and Microfiber Cloth. Removes dirt and stains while preventing yellowing. Priced at Rp 198,000.
• Spotless Multi Purpose Cleaner (MPC) Liquid shoe cleaner made from natural ingredients, safe for all shoe materials and colors. Available in 100ml and 250ml variants, priced from Rp 56,000.
• Spotless Multi Purpose Foam Cleaner Water-free foam cleaner that dissolves stains and dirt quickly. Spray and wipe application for practical, no-rinse cleaning of shoes and fashion accessories, priced from Rp 72,000.
• Spotless Whitening Whitening solution that removes yellow stains from white shoes and clothing. Effective on canvas, cotton, polyester, and fabric materials, priced at Rp 78,000.
• Spotless Shoe Unyellowing Solution for removing yellow stains from rubber midsole shoes. Application involves coating, plastic wrapping, and sun drying for 2-3 hours, priced at Rp 78,000.
• Spotless Shoe Cleaner Starter Kit Entry-level cleaning kit containing Standard Brush (nylon) and Microfiber Cloth for basic shoe cleaning needs, targeting outsole and midsole areas, priced at Rp 130,500.
• Spotless Premium Brush (Horsehair) Horsehair brush for cleaning sensitive shoe upper materials including suede, knit, leather, and nubuck without causing damage, priced at Rp 73,000 per unit.
• Spotless Standard Brush (Nylon) Nylon bristle brush for heavy-duty cleaning of midsole and outsole areas, priced at Rp 48,500 per unit.
• Spotless Leather Lotion Multi-purpose leather lotion that protects leather shoes and accessories from mold, cracking, and surface damage while maintaining color and material quality, priced at Rp 70,500.
• Spotless Microfiber Cloth High-absorbency microfiber cleaning cloth (40x40 cm) for all shoe materials including suede, nubuck, knit, leather, canvas, mesh, denim, and rubber, priced at Rp 45,000.
• Spotless Shoe Glue Strong adhesive for repairing detached midsole sections. Quick-drying formula with strong bonding for durable shoe repairs. Available in basic and combo (with clips) variants, priced from Rp 45,000.
• Spotless Shoe Laundry Package Complete home shoe laundry business package including 2x Multi Purpose Cleaner 250ml, Shoe Perfume, Leather Lotion, Premium Brush, 2x Standard Brush, 2x Microfiber Cloth, and 4x Shoe Tree. Includes free promotion support and consultation for business setup, priced at Rp 630,500.
• Spotless Shoe Paint Water-based shoe paint for restoring faded colors on upper, midsole, or custom designs. Available in multiple colors with doff and gloss finishes including Black, Blue, Red, Yellow, Green, Grey, Orange, White, and Broken White, priced at Rp 71,000.
• Spotless Shoe Perfume Deodorizing shoe spray with natural ingredients that eliminates odors and prevents bacterial growth. Available in Lemon, Lemon+Vanilla, Lotus, Vanilla, and Bubblegum scents. Also suitable for bags and helmets, priced from Rp 58,500.
• Spotless Shoe Tree Saddle Shoe tree to prevent deformation and maintain shoe shape. Fits shoe sizes 38-46 with flexible design that reaches the shoe tongue. Available in single pair and combo (two pairs) variants, priced from Rp 36,000.
• Spotless Shoe Water Repellent Hydrophobic spray coating that creates water-resistant protection lasting months. Provides leaf-like water beading effect preventing liquid absorption. Available in 50ml and 100ml variants, priced from Rp 120,000.

Quantifiable outcome

• 4X faster cleaning compared to detergent
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Reshoevn8r: US-based shoe cleaning brand selling branded cleaning solutions, brushes, and microfiber towels direct-to-consumer. Direct category peer to Spotless with similar starter kit / premium kit bundle structure and sneaker-head customer base.
• Crep Protect: UK-based global shoe care brand offering cleaning kits, water repellents, and sneaker accessories. Comparable to Spotless across full product ecosystem (cleaning, protection, accessories) and target customer (sneaker enthusiasts), though operating globally rather than in Indonesia.
• Angelus Brand: US-based specialty shoe care brand known for leather paint, dye, and sneaker restoration products. Highly comparable to Spotless's shoe paint and unyellowing product lines, serving sneaker customizers and restorers.
• Jason Markk: US-founded premium shoe cleaning brand selling branded cleaning solutions, brushes, and kits DTC and through retail. Closest direct peer to Spotless in product mix, DTC GTM, and category leadership positioning within their respective markets.
• Sneaker LAB: South African-origin eco-friendly sneaker cleaning and care brand selling cleaners, brushes, and protection sprays. Comparable to Spotless on natural-ingredient positioning, DTC model, and complete ecosystem of cleaning and protection products.

Emerging players

• Bickmore: US-based heritage leather and shoe care brand offering cleaners, conditioners, and water repellents. Comparable to Spotless's Leather Lotion and Water Repellent product positioning, with similar specialty retail and DTC distribution.
• Pedag International: German specialty brand focused on shoe care and leather maintenance products. Overlaps with Spotless on leather lotion and cleaning offerings for premium and sneaker footwear customers, though smaller and more regionally focused.

Broad incumbents

• KIWI (S.C. Johnson): Global mass-market shoe polish and care brand owned by S.C. Johnson, sold across retail worldwide. Comparable to Spotless as the dominant legacy brand in shoe care that Spotless is disrupting in Indonesia with a modern, natural-positioned alternative.
• TARRAGO Brands: Spanish heritage brand producing a full range of shoe and leather care products (cleaners, dyes, polishes, protectors) distributed globally. Comparable to Spotless in product breadth across cleaning, color restoration, and protection, though with a more B2B/wholesale heritage.
• Saphir (Avel): French premium leather and shoe care brand (part of Avel) widely considered the gold standard in shoe polish and leather maintenance. Comparable to Spotless on leather care depth, though competing at a much higher price tier and broader geographic footprint.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@spotless_id
• LinkedInlinkedin.com/company/spotlessindonesia

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 Spotless