When Indonesian local beauty brand House of Hur launched its first product line in November 2020, its two co-founders had low expectations. “We didn’t know what to expect. We were just in awe that that many people were interested,” said Chris Okano, co-founder and the brand’s business director.
Crucially, the new product—a multi-purpose skincare-infused makeup meant to be used on the eyes, cheeks, and lips—came in six different shades meant to complement Indonesian skin tones. This was a concept central to the brand’s identity, which also functioned as a bridge between the Indonesian beauty industry and the wildly popular Korean one.