Image courtesy of Female Daily

Rosé All Day Cosmetics (RADC) is a prominent Indonesian beauty brand established in 2017 by Tiffany Danielle, Samantha Wijaya, and Cindy Gunawan. The brand was conceived to offer everyday beauty essentials that are easy to use, functional, and suitable for all, from beginners to makeup enthusiasts. RADC emphasizes clean beauty, with products that are vegan, halal-certified, cruelty-free, and free from parabens. 

Product Philosophy and Offerings. Inspired by the natural beauty of Indonesian women, RADC promotes a 'no-makeup makeup look,' encouraging users to embrace their natural features confidently. Their product range spans across eyes, face, lips, and skincare, all formulated with high-quality ingredients. Notably, their products often combine makeup with skincare benefits, reflecting their commitment to multifunctional beauty solutions. 

RADC is also dedicated to environmental sustainability. They have pioneered the use of Limex, a recyclable packaging material made from limestone, in Southeast Asia. This innovation reduces plastic usage by 50–80% and significantly lowers CO2 emissions during production and disposal. 

Growth and Recognition. Starting with a modest capital of US$10,000, RADC has experienced substantial growth, expanding its product line to 77 items, including makeup and skincare products. The brand has received accolades from BeautyFest Asia, Tokopedia Beauty Awards, and Female Daily. In 2022, they launched their first international collaboration with the Harry Potter franchise, which was met with enthusiasm from beauty enthusiasts in Indonesia. 

In September 2023, RADC faced a significant setback when their product storage warehouse was destroyed by fire, leading to delays in product launches and temporary cessation of sales. Despite this, the brand demonstrated resilience, supported by loyal customers, influencers, and fellow local brands, and continued to innovate and expand its offerings.

Tiffany Danielle – Co-founder, CMO & Head of Product Development

A graduate in Organizational Communication from Pepperdine University, she was inspired to create a brand that provides superior products at attainable prices, addressing the lack of local brands matching international standards. She emphasized the brand's mission to provide high-quality, affordable beauty products. “In 2017, my co-founders and I identified a burgeoning need for beauty brands that offered superior products at attainable prices: ” She also highlighted the brand's commitment to community engagement and creative campaigns: “Our creative campaigns resonate with our customers and, recognizing the growing demand, we’re committed to strengthening our supply chain to meet these needs.” Under her leadership, RADC has expanded its product line to 77 items, including makeup and skincare products, and has achieved significant growth.

Cindy Nyoto Gunawan – Co-founder & CEO

Holding a Bachelor of Commerce from the University of Melbourne, Cindy is the Chief Executive Officer (CEO) of RADC. She emphasizes the brand's commitment to creating everyday essentials that are easy to use and functional, aiming to make users feel comfortable and confident in their natural skin. “We started with a desire to create products that are 'Everyday Essentials, Easy to Use, and Functional' with clean beauty formulas that are vegan and halal certified. We want everyone, from beginners to makeup enthusiasts, to use our products comfortably in their daily activities.” She also discussed the brand's growth strategy: “We began with an initial capital of $10,000. Over the first three years, RADC experienced organic growth with minimal marketing expenses. Even during the pandemic from 2020 to 2022, RADC saw rapid growth by keeping marketing expenses below 20% of revenue.” Cindy emphasized the importance of adapting to market trends and consumer needs, leading to the brand's expansion plans in Southeast Asia.

Samantha Wijaya – Co-founder

With a degree in Fashion and Textiles Retailing from The University of Manchester, Samantha brings a unique perspective to the brand, contributing to its diverse makeup styles and product offerings, contributed to the brand's diverse makeup styles. Her preference for glamorous makeup contrasts with Tiffany's minimalist approach and Cindy's functional style, leading to a product line that caters to various beauty preferences. 

These insights from the founders illustrate RADC's commitment to providing high-quality, accessible beauty products that resonate with a diverse consumer base.

Rosé All Day Cosmetics (RADC) offers a diverse range of beauty products that emphasize clean, functional, and skin-friendly formulations. Below is an overview of some of their standout offerings:

The Realest Lightweight Concealer. Description: A lightweight concealer that provides natural coverage, suitable for daily use. Rating: 4.9/5 (865 reviews). Price: Rp 99,250

Lip Mousse Records 2.7g. Description: A creamy lip mousse that offers rich pigmentation and a soft finish. Rating: 4.9/5 (1,500 reviews). Price: Rp 79,200

Lip & Cheek Duo. Description: A versatile product that can be used both as a lip color and blush, ideal for on-the-go touch-ups. Rating: 5.0/5 (35 reviews). Price: Rp 87,200

The Realest Lightweight Essence Cushion 15g. Description: An essence-infused cushion foundation that offers medium-high coverage with a lightweight feel. Rating: 4.8/5 (84 reviews). Price: Rp 132,300

The Realest Lightweight Compact Powder 10g. Description: A compact powder that provides a matte finish, perfect for setting makeup and touch-ups. Rating: 4.9/5 (305 reviews). Price: Rp 104,000

Brow Fix Eyebrow Pencil Dark Brown 0.3g. Description: An eyebrow pencil that helps define and shape brows with precision. Rating: 4.9/5 (750 reviews). Price: Rp 84,150

The Realest Lightweight Powder Foundation. Description: A powder foundation that offers buildable coverage while maintaining a natural look. Rating: 5.0/5 (3 reviews). Price: Rp 69,500

The Realest Lightweight Loose Powder. Description: A loose powder that sets makeup and controls shine throughout the day. Rating: 4.6/5 (5 reviews). Price: Rp 111,750

Available at: Love & Flair, Sephora, Beauty Haul, Sociolla, Shopee, Watsons Indonesia, Tokopedia. Flagship Store: Pondok indah Mall 2, Central Park, Tunjungan Plaza 6.

Harry Potter Collection: Features themed lip balms and tints inspired by the magical world of Harry Potter. The Powerpuff Girls Edition: Includes exclusive PR packages, eyeshadow palettes, mascaras, lip mousses, and tints, all inspired by the iconic animated series. 

Rosé All Day Cosmetics (RADC) positions itself uniquely in Indonesia’s beauty landscape by combining clean beauty, mid-range affordability, and lifestyle branding. Here's how it compares to other local and regional cosmetics brands:

Market Positioning: Rosé All Day Cosmetics

Category: Mid-range / Premium-mass. USP: Everyday essentials that are vegan, halal-certified, clean, and multifunctional. Target Audience: Gen Z and Millennials looking for natural, skin-loving products that are stylish yet practical. Sales Channels: Online (official website, Shopee, Tokopedia), modern retail (Watsons, Sociolla). Branding Style: Instagrammable, feminine, minimalist, and lifestyle-oriented.

Competitive Advantages of RADC. Clean Beauty Commitment, One of the few local brands deeply committed to clean ingredients and transparency (vegan, halal, cruelty-free). Viral Collaborations,  Special edition collections like The Powerpuff Girls and Harry Potter tap into pop culture, driving virality. Efficient Branding & Packaging, Their minimalist, pastel aesthetic appeals to Instagram culture and lifestyle trends. Product Performance: High customer satisfaction (ratings often 4.8–5.0), especially for concealers, lip mousse, and cushions.

RADC is positioned as a style-conscious, skincare-meets-makeup brand for urban Indonesian women who value efficacy, clean ingredients, and aesthetics. Its closest competitors in positioning are ESQA and BLP Beauty, but RADC distinguishes itself through its clean formulations and branding collaborations.

Indonesia’s beauty industry has seen explosive growth in recent years, with homegrown brands rising to meet the demands of an increasingly savvy and trend-driven consumer base. Among these, Rosé All Day Cosmetics (RADC) has carved out a distinctive identity—blending clean beauty principles with minimalist aesthetics and functional elegance. 

Founded in 2017, RADC has positioned itself in the mid-range price tier, targeting young urban women—especially Gen Z and Millennials—who crave beauty products that are not only effective but also ethical and stylish. The brand’s offerings are vegan, halal-certified, cruelty-free, and free from controversial ingredients. Its sleek pastel packaging, modern branding, and collaborations with pop culture franchises like Harry Potter and The Powerpuff Girls add lifestyle appeal.

RADC products, such as the Realest Lightweight Concealer and Lip Mousse, have earned high customer praise for their comfort, ease of use, and versatile formulas. The brand thrives in both online channels (Shopee, Tokopedia, Sociolla) and modern retail outlets like Watsons.

How does RADC stack up against other major Indonesian cosmetics brands? Let’s explore.

Make Over: The Bold and Professional Alternative. Make Over is one of the most recognizable Indonesian brands, operating under the PT Paragon umbrella. It leans heavily into professional-grade formulations with a bold aesthetic and is often considered a go-to for makeup artists or beauty enthusiasts seeking pigmented, long-wear products. While RADC focuses on wearable everyday essentials, Make Over delivers statement looks, with high-performance foundations, eyeliners, and lipsticks. Their branding is more edgy and assertive, appealing to a slightly older, more performance-oriented audience.

Wardah: The Accessible Halal Beauty Pioneer. Wardah, also part of PT Paragon, is one of the earliest and most established halal beauty brands in the country. It caters to a broad, mass-market demographic and is particularly trusted by Muslim women across Indonesia. While RADC also holds halal certification, its appeal is more niche and style-driven. Wardah’s pricing is more accessible, and its wide distribution in both traditional and modern retail ensures reach across urban and rural markets—something RADC is still building toward.

ESQA: The Vegan Glamour Player. Like RADC, ESQA also champions vegan beauty. However, ESQA positions itself slightly higher in the market with more luxurious packaging and glamorous branding. Their products often feature sleek rose-gold accents and a focus on influencer marketing. Both brands attract trend-aware consumers, but ESQA leans toward those who desire a more upscale, elegant feel, while RADC keeps its aesthetic youthful, soft, and playful.

BLP Beauty: The Community-Focused Neighbor. Founded by beauty influencer Lizzie Parra, BLP Beauty emphasizes inclusivity, everyday wearability, and community connection. Similar to RADC in price and product range, BLP differentiates itself through strong storytelling, diverse shade ranges, and grassroots marketing that deeply resonates with Indonesian women. RADC, while equally community-driven, differentiates with its clean beauty message and pop-culture product collaborations.

Mineral Botanica: The Nature-Inspired Contender. Mineral Botanica champions botanical and nature-based formulations at a more budget-friendly price. It appeals to environmentally conscious consumers who are also price-sensitive. Though both Mineral Botanica and RADC promote gentle, skin-friendly ingredients, RADC maintains a tighter, more curated product line with more emphasis on design, branding, and clean beauty certification.

In a crowded market filled with strong players, Rosé All Day Cosmetics holds its ground by blending ethics, aesthetics, and effectiveness. It sits at the intersection of function and fashion—offering clean, skin-friendly formulations with Instagram-ready packaging. While Make Over offers drama, Wardah delivers reach, ESQA exudes elegance, and BLP fosters community, RADC makes a compelling case for beauty that’s easy, ethical, and effortlessly chic.

Brand Philosophy and Growth

RADC promotes a 'no-makeup makeup look,' encouraging users to embrace their natural features confidently. Their product range includes items for eyes, face, lips, and skincare, all formulated with high-quality ingredients. The brand has experienced significant growth, expanding its product line to 77 items and achieving a sixfold increase in annual revenue. 

Rosé All Day Cosmetics (RADC) targets a well-defined urban, digitally savvy, and socially conscious demographic in Indonesia, with the following profile:

Age Group: 18–35 years old, primarily Gen Z and younger Millennials. This group is trend-aware, active on social media, and open to trying new brands that align with their values.

Gender: Primarily female, though the brand's inclusive tone and aesthetic appeal also attract some non-binary and male users interested in beauty and grooming.

Location: Predominantly urban and semi-urban areas—Jakarta, Bandung, Surabaya, Bali, and other metropolitan cities. Customers in these areas are more exposed to beauty trends, pop culture, and global skincare movements.

Psychographics: Value-conscious, but not necessarily price-sensitive—they are willing to pay a mid-range price for quality, clean formulations, and strong branding. Ethically and aesthetically driven—they care about product ingredients (vegan, halal, cruelty-free), as well as how the product looks and feels on their vanity or in social media content. Influenced by social media, local influencers, and pop culture collaborations (e.g., Powerpuff Girls, Harry Potter). Seek minimalist, practical, and multifunctional products that are easy to use daily and suit fast-paced lifestyles.

Lifestyle: Students, young professionals, digital creators, and beauty enthusiasts who prioritize skincare-infused makeup. Actively engaged in e-commerce platforms like Shopee, Tokopedia, and Sociolla, as well as offline modern retail (e.g., Watsons). Frequently use Instagram, TikTok, and YouTube for beauty content, reviews, and tutorials.

RADC appeals to Indonesia’s new wave of conscious beauty consumers—young, stylish, urban women who want products that align with both their values and their aesthetics. They’re not just buying makeup—they're buying into a lifestyle that celebrates effortless beauty, clean living, and self-expression.

The beauty industry in Indonesia is more dynamic than ever, driven by a growing base of young, informed consumers who know exactly what they want. Among the rising stars in this space is Rosé All Day Cosmetics (RADC)—a brand that has successfully captured the hearts of Indonesia’s modern beauty enthusiasts.

But who exactly is the RADC customer? What makes them choose this brand over more established or budget-friendly options? Let’s take a closer look at the evolving demographic that powers Rosé All Day’s success.

Young, Stylish, and Purpose-Driven. The typical RADC customer falls within the 18–35 age range, a mix of Gen Z and young Millennials. This generation is reshaping how beauty is consumed and talked about. They are digital natives who spend hours on Instagram, TikTok, and YouTube—not only to be entertained but also to learn about new brands, compare reviews, and discover products that reflect their personality and values. For them, beauty isn’t just about looking good. It’s about self-expression, wellness, and lifestyle compatibility. RADC answers that demand by offering makeup that is vegan, cruelty-free, halal-certified, and formulated with clean ingredients—qualities that matter deeply to this audience.

Urban, Educated, and Digitally Engaged. RADC’s customer base primarily resides in urban and semi-urban areas like Jakarta, Bandung, Surabaya, and Denpasar. These are cities where modern retail and e-commerce thrive, and where beauty trends are embraced early. Many RADC users are university students, young professionals, content creators, and creative industry workers who view beauty as part of their daily routine, not just for special occasions. Their purchase behavior is strongly influenced by online platforms—whether it's buying through Shopee and Tokopedia, browsing new launches on Sociolla, or catching product demos and reviews on TikTok.

Aesthetic Meets Ethics. Today’s young beauty consumers are not only interested in how a product performs—they also care about what’s inside the formula and how it aligns with their personal ethics. RADC’s “clean beauty” philosophy appeals to these buyers who are concerned with transparency, health, and sustainability.

Beauty That Fits Everyday Life. Unlike some brands that lean into bold or dramatic looks, RADC focuses on multifunctional products designed for everyday use. From skin-like foundations to tinted lip treatments and concealers that double as skincare, the brand caters to those who prefer effortless, natural glam—perfect for office hours, Zoom calls, or casual weekend brunches.

The brand’s emphasis on lightweight, buildable, and skin-loving formulas means customers don’t have to compromise comfort for coverage. That’s a major plus for busy, active individuals who want makeup that keeps up with their lifestyle.

RADC Consumers Are the Future of Beauty in Indonesia. Rosé All Day Cosmetics has found its sweet spot by serving a demographic that is redefining beauty: young, connected, values-driven, and image-conscious. These consumers expect more from their cosmetics—cleaner ingredients, stronger brand identity, and seamless integration with their daily routines. And RADC delivers just that, with a fresh, ethical, and fashion-forward approach that’s as much about how you feel as how you look.

Challenges and Resilience. In September 2022, RADC faced a significant setback when a warehouse fire destroyed their inventory. Despite this, the brand demonstrated resilience, securing a US$5.41 million Series A funding round in December 2023, led by SWC Global with participation from DSG Consumer Partners and AC Ventures. 

Future Plans. With the new funding, RADC plans to expand its presence in the Southeast Asian market, including Malaysia, and continue to innovate in product development and sustainability initiatives. 

Sources Rosé All Day Cosmetics, suara.com, kumparan, Media Warta, Wolipop, BeautyBeat, Bola, Merdeka, iNews.ID, DSG Consumer Partners, DailySocial.ID, THE ORG, Tech in Asia, HerStory, Marketing in Asia, IDN Times, ACVentures, Her World Indonesia, Sociolla, Jakpat, Statista, Instagram and TikTok, Dailysocial.id