What mamaschoice does

Mama's Choice is an Indonesia-headquartered direct-to-consumer personal care brand that develops and sells skincare, supplements, and accessory products targeted at three tightly-defined consumer segments: pregnant women, breastfeeding mothers, and infants/young children (0–3 years). The company is the legal entity Mama's Choice Indonesia, operating under the domain mamaschoice.id, and has expanded its commercial footprint to Singapore, Malaysia, Thailand, and the Philippines through country-specific storefronts, plus a global site, while distributing domestically through its own website, Shopee, Tokopedia, and an independent reseller program.

The product portfolio is organized into a Mama Series (Stretch Mark Cream and Serum, Daily Protection Face Moisturizer SPF 20 PA++, Gentle Face Wash, aluminum-free Dry Serum Deodorant, ASI/breastfeeding boosters in capsule and almond milk powder formats), a Baby Series (Skin Vitamin Lotion, Rash Cream, Hair Vitamin Lotion, Daily Nourishing Face Cream, Natural Shampoo, Kids Toothpaste, Sun Protection Kit), and Bundle packages combining complementary mother-baby products. Underlying product technology is described as natural-ingredient formulations combining traditional herbal knowledge with modern dermatological science, with formulations such as 92% natural-oil stretch mark serum (Mugwort, Niacinamide, Alpha Bisabolol), a Fenugreek-plus-DHA almond milk powder ASI booster, and an 8-herbal baby rash formula. All products are positioned as clinically tested, dermatologically tested, hypoallergenic, BPOM-registered, and MUI Halal-certified, with select SKUs carrying Ecocert Organic Certification.

Mama's Choice generates revenue through one-time product sales across direct e-commerce (mamaschoice.id), third-party marketplaces (Shopee, Tokopedia), and wholesale to resellers, with bundle pricing (typically 12–37% discounts on multi-piece purchases) and a referral program (Rp 20,000 first-referral credit, Rp 10,000 subsequent) used to drive repeat purchase and word-of-mouth. The brand is privately held with no disclosed funding rounds, revenue figures, or headcount, and its scale is best characterised by qualitative customer count disclosures ('1,000+ mothers and counting'), marketplace review volumes on individual SKUs, and a portfolio of regional brand and parenting-platform awards accumulated from 2020 through 2022.

Name

mamaschoice

Legal name

Mama's Choice Indonesia

Website

https://mamaschoice.id

Company type

Private

Operating status

Operating

Short description

Mama's Choice is an Indonesia-based direct-to-consumer brand selling halal, BPOM-registered skincare, supplements, and care products for pregnant and breastfeeding mothers and their babies, distributed via owned e-commerce sites, Shopee, Tokopedia, and regional storefronts across Southeast Asia.

Ownership category

akta.pro rank

Product category

Maternal and Baby Personal Care

NAICS

Health and Personal Care Retailers (456)

akta.pro primary industry

Prenatal & Postnatal Maternal Nutrition (Lactation Support) (CRADAEAJ)

akta.pro secondary industry

Organic & Clean-Label Baby Nutrition (CRADAEAK)

Keywords

• Maternal care products
• Baby care products
• Personal care cosmetics
• Breastfeeding supplements
• Pregnancy skincare

Headquarters

HQ city

Indonesia

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. Product Sales - Direct E-commerce: Direct sales of maternal and baby care products through owned e-commerce website (mamaschoice.id), featuring individual products, bundles, and combo packages at varying price points in Indonesian Rupiah.
2. Product Sales - Marketplace: Sales through third-party e-commerce marketplaces including Shopee and Tokopedia, enabling broader reach to Indonesian consumers.
3. Reseller Program: Join Reseller program enabling independent distributors to purchase and resell Mama's Choice products, generating revenue through wholesale relationships.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Mama's Choice develops, manufactures, and sells halal-certified, BPOM-registered personal care products for pregnant women, breastfeeding mothers, and babies. The product portfolio spans stretch mark treatments, facial care, deodorants, ASI (breast milk) boosters, baby skincare, baby hair care, and bundled packages, sold primarily direct-to-consumer through its own e-commerce site and marketplaces.

Product overview

Mama's Choice is an Indonesian mother and baby care brand offering a comprehensive portfolio of skincare, supplements, and personal care products. The product line is organized into three main series: Mama Series (stretch mark treatments, facial care, deodorants, breastfeeding supplements) for pregnant and nursing mothers, Baby Series (skin lotions, rash creams, hair care, face creams) for infants and children, and Bundle packages combining complementary products. Key products include Stretch Mark Cream/Serum for pregnancy skin care, Almond Milk Powder and Breastfeeding Support capsules as ASI boosters, Baby Skin Vitamin Lotion and Baby Rash Cream for baby skin care, and Gentle Face Wash/Daily Protection Face Moisturizer for maternal skincare. All products emphasize natural ingredients, BPOM registration, halal certification, and hypoallergenic formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Stretch Mark Serum Serum for reducing stretch marks, dark spots, and evening skin tone using 92% natural oil active ingredients including Mugwort, Niacinamide, and Alpha Bisabolol, formulated for pregnant and breastfeeding mothers.
• Stretch Mark Cream Stretch mark cream for pregnant and breastfeeding mothers, complementing the Stretch Mark Serum line within the maternal skincare portfolio.
• Daily Protection Face Moisturizer SPF 20 PA++ Daily facial moisturizer with SPF 20 PA++ sun protection, formulated for pregnant and breastfeeding mothers.
• Gentle Face Wash Sulfate-free facial cleanser with Rice Extract and Hydrolyzed Collagen Extract designed for hormonal and sensitive skin of pregnant and breastfeeding mothers.
• Dry Serum Deodorant Aluminum-free and paraben-free underarm brightening deodorant with Triple Active Formula combining Dead Sea Mineral, Niacinamide, and Lemon Extract, safe for pregnant and breastfeeding mothers.
• Almond Milk Powder (ASI Booster) Plant-based ASI (breast milk) booster combining Fenugreek and DHA, made from 27.5% almonds; lactose-free and designed to increase breast milk quality and quantity for nursing mothers.
• Breastfeeding Support (ASI Booster) Breast milk booster supplement formulated with 6 superfoods (Fenugreek, Almond, Soybean, Daun Katuk, Fennel seed, Moringa leaf) intended to increase milk production and quality for breastfeeding mothers.
• Baby Skin Vitamin Lotion Body lotion for babies and children enriched with avocado, olive oil, and multivitamins to nourish skin and help diminish mosquito bite marks.
• Baby Rash Cream Diaper rash cream with Fast Active Formula combining 8 herbal ingredients (Centella Asiatica, Rosemary, Green Tea, Sweet Almond, Chamomile, Japanese Knotweed, Licorice, Skullcap) clinically proven to relieve rash.
• Baby Hair Vitamin Lotion Hair and scalp treatment lotion containing Candlenut, Organic Aloe Vera, and Chamomile to nourish and stimulate healthy hair growth in babies.
• Baby Daily Nourishing Face Cream Face cream formulated with Sweet Almond and Aloe Vera to moisturize and hydrate sensitive baby facial skin.
• Baby Natural Shampoo Natural shampoo formulated for baby hair and scalp care, part of the Baby Healthy Hair Kit offering.
• Baby Kids Toothpaste Toothpaste formulated for babies and children, designed to support safe oral hygiene routines.
• Refreshing Feminine Wash Feminine hygiene wash for women's daily intimate care, marketed within the maternal personal care line.
• Mama & Baby Face Moisturizer Bundle Bundle combining mother's Daily Protection Face Moisturizer SPF 20 PA++ (with Hyaluronic Acid and Rice Extract) and baby's Face Cream (with Ceramide and Sunflower Omega 3) for combined maternal and baby facial skincare.
• 2in1 Face Care Bundle Bundle combining Gentle Face Wash and Daily Protection Face Moisturizer SPF 20 PA++ for pregnant and breastfeeding mothers.
• Double ASI Booster Bundle Bundle combining two ASI booster products (Almond Milk Powder and Breastfeeding Support) to help mothers increase breast milk production and quality.
• Baby Sun Protection Kit Bundle combining Baby Gentle Sunscreen SPF30++ and Baby Skin Vitamin Lotion for sun protection for babies and children.

Quantifiable outcome

• 9 out of 10 mothers satisfied with stretch mark reduction results
• +8 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

Two partnerships are on record, tiered core.

• Shopee IndonesiacoreChannel Partner/ Reseller/ DistributorOfficial store presence on Shopee marketplace enabling product distribution to Indonesian consumers through one of Indonesia's largest e-commerce platforms. Products featured with ratings, reviews, and promotional campaigns.
• Tokopedia IndonesiacoreChannel Partner/ Reseller/ DistributorOfficial store on Tokopedia marketplace for product distribution to Indonesian consumers. Enables accessibility through Indonesia's major e-commerce marketplace.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Mamaearth: Mamaearth is a direct peer: an India-headquartered DTC brand selling natural, toxin-free personal care products targeted at mothers and babies via owned e-commerce, marketplaces, and a wide reseller/retail footprint. Same core proposition (natural ingredients + safety positioning) for the same maternal/baby buyer.
• The Moms Co. The Moms Co. is a direct peer operating a natural, dermatologically tested maternal and baby care brand distributed via owned D2C site and marketplaces. Closely mirrors Mama's Choice in product taxonomy (stretch mark care, baby lotions, lactation support) and natural-ingredient positioning.
• Buds Organics: Buds Organics is a Singapore-based organic baby and maternal skincare brand certified by Ecocert, directly comparable to Mama's Choice on natural/organic certifications and Southeast Asia positioning. It is a closer peer geographically given Singapore's overlap with Mama's Choice's regional markets.

Broad incumbents

• Mustela: Mustela is a global incumbent specializing in pregnancy and baby skincare (stretch mark, baby bath, diaper care). It is the closest broad incumbent to Mama's Choice in category scope and clinical claims, though it operates at significantly larger global scale and via mass retail channels.
• Cetaphil Baby: Cetaphil Baby (Galderma) is a broad incumbent in the gentle baby skincare category, widely stocked in pharmacies and modern retail across Southeast Asia. Mama's Choice competes in the same shelf alongside Cetaphil Baby, but Cetaphil has far greater institutional retail presence and brand recall.
• Himalaya BabyCare: Himalaya BabyCare is an established regional incumbent offering baby lotions, massage oils, and skincare across Southeast Asia with strong retail distribution. It overlaps with Mama's Choice on the baby skincare side but operates at a much larger, multi-category scale.
• Pigeon: Pigeon is a Japanese-headquartered maternal and baby care incumbent with broad product coverage across skincare, feeding, and toiletries, distributed across Indonesia and the wider region. Comparable on maternal/baby care scope but at much larger scale and via offline retail.
• Cussons Baby: Cussons Baby (PZ Cussons) is a broad incumbent in baby skincare and toiletries with strong distribution across Indonesia via modern trade and pharmacies. Overlaps with Mama's Choice's baby skincare line but at a much larger, mass-market scale.
• Sebamed Baby: Sebamed Baby is a German-incumbent pH-balanced baby skincare brand widely distributed in Southeast Asian pharmacies and modern trade. Comparable to Mama's Choice on the dermatologically tested, sensitive-skin positioning, though at larger scale.

Emerging players

• Budsnblush: Budsnblush is an emerging Indonesian natural baby and maternity skincare brand with comparable halal/natural positioning. It is a relevant emerging peer within Indonesia specifically, competing for the same conscious-mom segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

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 mamaschoice