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.

House of Hur itself came about based on the feedback that Sunny Dahye, the co-founder and creative director, received from her YouTube channel’s subscribers. Most of them had similar things to say—that many Korean beauty products didn’t suit their skin types or skin tones. Dahye has nearly 2.5 million subscribers on her channel, SunnydahyeIn, where she regularly talks about beauty, makeup, and skincare in Indonesian.

The launch performed so well that Indonesian beauty e-commerce platform Sociolla, its exclusive partner, awarded it ‘Best Exclusive Launch’. The award was driven by a combination of most amount of sales, reviews, and for it being the first product launch with a pre-order system, said Okano. He was unable to disclose sales figures but Sociolla confirmed that the brand was well-received during its launch campaign.

“A lot of Korean brands, I think, just don’t recreate their products for the Indonesian audience. They just take their Korean products and then just [say], ‘Let’s sell them to Indonesians,’” Okano added.

That’s where many local Indonesian brands like House of Hur come in. They ride on K-beauty trends—taking on the product, the technology, as well as the look of Korean beauty brands—but refashion them for the Indonesian market. To the point that some are indistinguishable from their Korean counterparts.

For instance, Indonesian brand Mireya’s was mistaken mistaken Liputan6.com This local cosmetic brand is mistakenly thought to be from Korea following launch Read more for a Korean brand for the way its new product, a cushion compact, looks. That cushion compacts cushion compacts Cushion compacts Cushion compacts are liquid foundation in a sponge, designed for easy, on-the-go application. are also one of the K-beauty trends being increasingly adopted in the Indonesian market helped that perception.

It’s not just makeup, either. The ingredients used in Korean skincare are also fair game. Local brand Somethinc claims that its retinol retinol Retinol Retinol is a beauty product known for its anti-aging properties. product uses a Korean encapsulating technology called Gentinol-200.

AUTHOR

Yunindita Prasidya

Based in Bali, Dita writes about Indonesia’s growing digital economy, including how technology is shaping the lives of young Indonesians and impacting traditional industries. She was previously a reporter at The Jakarta Post.

View Full Profile

Read this story. Subscribe Now

This story is available across both editions. Subscribe to the one that’s most relevant for you. Questions?

 

Premium

  • 5 original and reported longform business stories every week
  • Access to ONLY India edition
  • Close to 250 exclusive stories every year
  • Full access to over 5 years of paywalled stories
  • Pick up to 5 premium subscriber newsletters
  • 4 original and reported longform business stories each week
  • Access to ONLY Southeast Asia edition
  • Close to 200 exclusive stories every year
  • Full access to all paywalled stories since March 2020
  • Pick up to 5 premium subscriber newsletters

Rs. 2,750 /year

$ 120 /year

India Edition
Subscribe Subscribe
Most Asked For

Borderless

  • 8 original and reported longform business stories each week
  • Access to both India and Southeast Asia editions
  • Close to 400 exclusive stories every year
  • Full access to over 5 years of paywalled stories across India and Southeast Asia
  • Unlimited access to all premium subscriber newsletters
  • Visual Stories

Rs. 4,200 /year

Subscribe
 

Echelon

  • 8 original and reported longform business stories each week
  • Access to both India and Southeast Asia editions
  • Close to 400 exclusive stories every year
  • Full access to over 5 years of paywalled stories across India and Southeast Asia
  • Unlimited access to all premium subscriber newsletters
  • Visual Stories
  • Bonus annual gift subscription
  • Priority access to all new products and features

Rs. 8,474 /year

Subscribe
Or

Questions?

What kind of subscription plans do you offer?

We have three types of subscriptions
- Premium which gives you access to either the India or the Southeast Asia edition.
- Borderless which gives you complete access to The Ken across both editions
- Echelon which gives you complete access to The Ken across both editions along with a bonus gift subscription

What do I get if I subscribe?

The Premium edition gives you access to stories in that edition along with any five subscriber-only newsletters of your choice.

The Borderless and Echelon subscription gives you complete access to The Ken across editions and unlimited access to as many newsletters as you like.

What topics do you usually write about?

We publish sharp, original and reported stories on technology, business and healthcare. Our stories are forward-looking, analytical and directional — supported by data, visualisations and infographics. We use language and narrative that is accessible to even lay readers. And we optimise for quality over quantity, every single time.

Our specialised subscriber-only newsletters are written by our expert, award-winning journalists and cover a range of topics across finance, retail, clean energy, cryptocurrency, ed-tech and many more.

How many newsletters do you have?

We are constantly adding specialised subscriber-only newsletters all the time. All of these are written by our team of award-winning journalists on a specialised topic.

You can see the list of newsletters that we publish over here.

Does a Premium subscription to your Indian edition get me access to the Southeast Asia edition? Or vice-versa?

Afraid not. Each edition is separate with its own subscription plan. The India edition publishes stories focused on India. The Southeast Asia edition is focused on Southeast Asia. We may occasionally cross-publish stories from one edition to the other.

We recommend the Borderless or the Echelon Plan which will give you access to stories across both editions.

Do you have a mobile app?

Yes! We have a top-rated mobile app on both iOS and Android which allows you to read on-the-go and has some amazing features like the ability to bookmark stories, save on your device, dark mode, and much more. It’s really the best way to read The Ken.

Is there a free trial?

You can sign up for a free account to experience The Ken and understand our products better. We’ll send you some free stories and newsletters occasionally, and you can access our archive of previously published free stories. You can stay on the free account as long as you’d like.

The vast majority of our stories, articles and newsletters can be accessed only by a paid subscription.

Do you offer any discounts?

Sorry, no. Our journalism is funded completely by our subscribers. We believe that quality journalism comes at a price, and readers trust and pay us so that we can remain independent.

Do you offer refunds?

No. We allow you to sample our journalism for free before signing up, and after you do, we stand by its quality. But we do not offer refunds.

I am facing some trouble purchasing a subscription. What can I do?

Just write to us at [email protected] with details. We’ll help you out.

I have a few more questions. How can I reach out to you?

Sure. Just email us at [email protected] or follow us on Twitter.