Pt. Citra Lestari Sempurna

What Pt. Citra Lestari Sempurna does

PT. Citra Lestari Sempurna operates the Tull Jye skincare and cosmetics brand in Indonesia, producing and selling day and night creams, soothing creams, serums, cleansers, toners, sunscreens, treatment sets, and peeling solutions. The current entity was formed in October 2010 through the merger of PT. Senshido Beautyana Semesta (founded February 1999) and PT. Gernetindo Raya, serving as the official importer and distributor of Tull Jye products in Indonesia under the brand's "Pioneer of Day and Night Cream" positioning.

The company's core technology is skincare formulation expertise centered on a proprietary melanin-suppressing approach designed for Indonesian skin diversity, including the "Sawo" (tanned) skin tone. Product formulations incorporate scientifically proven active ingredients — Niacinamide, Kojic Acid, Hyaluronate, Ascorbic Acid, Hydrolyzed Collagen — alongside natural botanical extracts (Rosa Damascena, Calendula, Chamomile, Witch Hazel). Products carry BPOM NA regulatory certifications, are manufactured using modern scientific equipment with strict quality control, and have evolved through nine generations of packaging design to combat counterfeiting. Recent product launches (2024) include F-Series, H-Series Treatment, and Peeling Solution Series.

The business operates exclusively through direct-to-consumer e-commerce via a Shopify-powered storefront (tulljye.com), with no third-party retail, marketplace, or wholesale distribution. Revenue is generated through one-time product sales at individual price points of IDR 100,000–IDR 330,000 and bundled sets up to IDR 880,000, supplemented by promotional campaigns (Sista Deals with weekly rotating discounts up to 7%, warehouse clearance sales) and a Sista Tull Jye Loyalty Program. The company maintains a small team of 1–10 employees, is privately held with no external funding, and serves the domestic Indonesian market exclusively. Marketing relies on Instagram (@tulljye_official), LinkedIn, an "All About Skincare" educational blog, email newsletter, and WhatsApp customer care.

Name

Pt. Citra Lestari Sempurna

Legal name

PT. Citra Lestari Sempurna

Website

https://tulljye.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

PT. Citra Lestari Sempurna operates the Tull Jye skincare brand, selling Indonesian-market cosmetics and skincare products directly to consumers through its Shopify e-commerce site, serving domestic women with formulations tailored to local skin tones.

Ownership category

akta.pro rank

Product category

Skincare and Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (45612), Toilet Preparation Manufacturing (32562)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Sensitive Skin & Barrier Repair (CRABAAAG)

Keywords

• Skincare products
• Day night cream
• Brightening serum
• Cosmetic distribution
• Dark spot treatment

Headquarters

HQ city

Petukangan Utara

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Product Sales (E-commerce): Revenue generated from direct-to-consumer online sales through the official Tull Jye website. Products are sold individually at various price points ranging from IDR 155,000 to IDR 330,000. The company also offers bundled product sets at discounted prices.
2. Warehouse Clearance and Promotional Sales: Periodic promotional campaigns including warehouse clearance sales with discounts (e.g., 20% off for products near expiration) and weekly 'Sista Deals' promotional periods with varying product offerings and discount levels up to 7% off.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels7 records

Core offering

PT. Citra Lestari Sempurna produces, imports, and distributes the Tull Jye skincare and cosmetics brand in Indonesia through its own e-commerce website. The product range includes day and night creams, soothing creams, brightening serums, gentle cleansers, calming toners, sunscreens, treatment creams, peeling solutions, and cosmetic items such as cushions and powders, formulated specifically for Indonesian skin tones and tropical climate conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Tull Jye Day & Night Cream The flagship two-in-one day and night cream product serving as the brand's hero offering for Indonesian women seeking comprehensive daily skincare. The cream is formulated for daily use with skin-brightening and moisturizing properties tailored to Indonesian skin tones.
• Soothing Cream A soothing cream formulated to calm irritated or sensitive skin. Priced at IDR 240,000 and targeted at customers with skin sensitivity and irritation concerns.
• JoSaMide Brightening Serum A brightening serum positioned for skin illumination and dark spot reduction. Priced at IDR 186,000–200,000.
• CiSaMide Gentle Cleanser A gentle facial cleanser for daily cleansing suitable for sensitive and acne-prone skin. Priced at IDR 148,800–160,000.
• MePaMide Calming & Brightening Toner A dual-action toner combining calming and brightening properties for daily skin preparation. Priced at IDR 204,600–220,000.
• F-Series Skincare Line A new skincare line featuring fruit-derived ingredients and herbal formulations combined with scientifically proven actives like Niacinamide. Targeted for all skin types addressing dullness, uneven skin tone, acne, and signs of aging in Asian/Indonesian skin.
• H-Series Treatment An at-home facial treatment range featuring Ascorbic Acid, Hydrolyzed Collagen, Rossa Extract, and Calendula Extract. Positioned for brightening and anti-aging benefits with claimed visible results within 2 weeks, suitable for acne-prone and sensitive skin.
• Peeling Solution Series An exfoliation product series inspired by Korean and Taiwanese skincare techniques, designed for nighttime use 2-3 times per week to achieve 'Glass Skin' results.
• Tull Jye Big A Cream Big A Cream product targeted at acne-prone and oily skin, featured in warehouse clearance promotional sales at IDR 168,000–210,000.
• Tull Jye Sunscreen SPF 43++ A sunscreen product offering SPF 43++ UV protection in a 50g format, positioned to protect skin from UV exposure, strengthen the skin barrier, brighten, and moisturize. Priced at IDR 230,000.
• Tull Jye Day Treatment Cream and Night Treatment Cream Day Treatment Cream (IDR 300,000) and Night Treatment Cream (IDR 310,000) offering at-home facial treatment experiences as part of the H-Series product range.
• Tull Jye Aurora Cushion and Loose Powder Collection Cosmetic face makeup products including Aurora Cushion (IDR 330,000), Aurora Cushion Refill (IDR 120,000), Vellish Crystal Powder (IDR 205,000), Loose Powder (IDR 190,000), and Two Way Cake (IDR 175,000) for makeup application and setting.
• Tull Jye Treatment Bundled Sets Multi-product bundled treatment sets at discounted pricing ranging from IDR 250,000 to IDR 880,000, addressing specific routines including H-Series treatment, peeling, dark spot reduction, glowing/anti-aging, brightening & protection, and oily control.
• Tull Jye Peel Off Mask A peel-off facial mask product available in Blue and Yellow variants, designed for simple application (apply, dry 15-20 minutes, peel off) to remove blackheads, brighten skin, and moisturize. Priced at IDR 100,000.

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• PT. Gernetindo RayacoreStrategic or Co-development PartnerPT. Gernetindo Raya collaborated with PT. Senshido Beautyana Semesta to strengthen market position in the cosmetics industry. In October 2010, these two companies merged to form PT. Citra Lestari Sempurna, which became the official importer and distributor of TULL JYE products in Indonesia.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Emerging players

• Avoskin: Indonesian indie skincare brand focused on actives (Niacinamide, AHA/BHA, retinol) and education-led marketing. Comparable to Tull Jye's 2024 F-Series/H-Series trajectory around active-ingredient formulations for Indonesian consumers, though with a more clinical/youth brand image.
• Somethinc: Indonesian indie skincare brand popular among Gen Z and millennials, with a strong content/influencer-led DTC presence. Comparable to Tull Jye on category (serums, treatments, brightening) and Indonesian-market focus, but targets a younger, more urban consumer.
• Kahf: Indonesian men's grooming and skincare brand under the same halal-focused umbrella as Wardah/Emina (Paragon network). Comparable as an Indonesian mass-market halal-positioned skincare brand with brightening/UV protection, though in the men's segment Tull Jye does not currently address.

Broad incumbents

• Pond's: Unilever's mass-market face care brand with deep roots in Indonesia through brightening creams (Pond's White Beauty). Comparable to Tull Jye's day/night cream brightening heritage, though Pond's has far larger distribution, marketing budgets, and an Indonesian manufacturing footprint.
• Olay: Global mass-market anti-aging and brightening skincare brand from Procter & Gamble. Comparable as a broadly distributed skincare competitor with brightening and treatment products targeting the same Indonesian consumer, though it operates as one of many categories for P&G rather than a focused specialist.

Direct peers

• MS Glow: Indonesian mass-market skincare brand built heavily on multi-level marketing and influencer channels. Comparable to Tull Jye on target customer (Indonesian women seeking brightening and acne solutions), price tier, and category mix, but operates with much larger scale and broader distribution.
• Mustika Ratu: Heritage Indonesian skincare and jamu-inspired cosmetics brand with decades of history. Comparable to Tull Jye as a long-standing Indonesian beauty brand leveraging natural/botanical ingredients and offering day/night treatments, though it operates more in traditional retail than pure DTC.
• Wardah: Indonesia's largest halal mass-market skincare and cosmetics brand, owned by PT Paragon Technology and Innovation. Directly comparable as an Indonesian mass-market skincare brand targeting Muslim women and broad consumer segments with brightening, day/night cream, and treatment lines sold across modern trade and DTC.
• Emina: Youth-positioned skincare and cosmetics brand also under PT Paragon, sold in Indonesia and regionally. Comparable to Tull Jye as a mass-affordable Indonesian skincare brand with brightening, acne, and barrier-care lines, distributed both DTC and through modern trade.
• Purbasari: Indonesian mass-market skincare and body care brand known for brightening lotions and treatments. Comparable on target customer (Indonesian women seeking brightening) and product positioning, with broader distribution into traditional trade than Tull Jye's DTC-only approach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/pt-citra-lestari-sempurna-tull-jye
• Instagraminstagram.com/tulljye_official

Revenue estimate

Valuation estimate

Number of profiles

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 Pt. Citra Lestari Sempurna