Scarlett was founded in 2017 with the objective of providing accessible beauty products tailored to consumers in Indonesia’s tropical climate. The company initially gained recognition through its body care line before expanding into facial skincare, hair care, perfumes, and beauty accessories.

Under the leadership of founder Felicya Angelista, Scarlett rapidly expanded its product portfolio and distribution channels, establishing itself as a leading local beauty company in Indonesia.2

Scarlett operates under PT Opto Lingkar Sejahtera and positions itself as a beauty ecosystem focused on research, innovation, and accessible skincare solutions. Key operational pillars include:

• Affordable pricing
• Science-backed formulations
• Dermatological testing
• Registration with Indonesia’s BPOM (Food and Drug Supervisory Agency)
• Halal certification for applicable products
• Continuous product innovation

The brand’s current philosophy, “Reveal Your Beauty”, encourages consumers to embrace their individual beauty and self-confidence.3

Scarlett manufactures products across several beauty categories.

Body Care

The body care range remains a flagship category for the company and includes:

• Brightening Body Lotion
• Body Serum
• Body Scrub
• Shower Scrub
• Body Toner
• Hand Cream

These products are noted for their moisturizing ingredients and scents inspired by popular fragrances.4

Face Care

The skincare line addresses hydration, acne treatment, brightening, and anti-aging concerns. Products include:

• Facial Cleanser
• Facial Toner
• Moisturizer
• Serum
• Sunscreen
• Clay Mask
• Eye Cream

Many formulations incorporate active ingredients such as niacinamide, glutathione, hyaluronic acid, vitamin C, salicylic acid, and ceramides.5

Hair Care

Scarlett’s hair care offerings are designed to address common issues such as dryness, damage, and scalp health. The range includes:

• Shampoo
• Conditioner
• Hair Mask
• Hair Serum
• Hair Vitamin6

Fragrance

The brand has expanded into the fragrance market with:

• Eau de Parfum
• Extrait de Parfum
• Body Mist

These perfumes feature floral and woody scent profiles inspired by international fragrance trends.7

Scarlett states that its products are developed using modern cosmetic research and undergo rigorous quality assurance measures, including:

• Dermatological testing
• BPOM registration
• Safety evaluations
• Halal notification where applicable

The company continually updates formulations to enhance product performance while maintaining affordability.8

The brand’s growth has been driven by digital marketing strategies that include:

• Influencer partnerships
• Celebrity endorsements
• Social media campaigns
• E-commerce promotions
• Product reviews by beauty content creators

Collaborations with both Indonesian and international celebrities have helped expand Scarlett’s visibility across Southeast Asia.9

Scarlett has received multiple industry awards recognizing its performance within the Indonesian beauty sector. These accolades include recognition from e-commerce platforms and branding organizations, particularly in the body care, perfume, and digital marketing categories. The brand has also been featured by the World Branding Awards as a leading Indonesian beauty label.10

Scarlett aims to provide high-quality, affordable beauty products that assist consumers in skin care and confidence building. The company seeks to continue expanding product innovation while strengthening its position in both domestic and international markets.11

Scarlett products are available through various channels:

• Official website
• Official online stores on major Indonesian e-commerce platforms
• Beauty retailers
• Selected offline stores
• Authorized resellers

The company has established a nationwide distribution network across Indonesia and continues to expand internationally.12

Since its launch in 2017, Scarlett has evolved from a local skincare startup into one of Indonesia’s most recognized beauty brands. Its success is attributed to affordable pricing, extensive digital marketing, continuous product development, and a comprehensive range of skincare, body care, hair care, and fragrance products targeted at everyday consumers.

1. Home | Scarlett
2. Tentang Kami – Scarlett Official, Skincare Lokal Terpercaya
3. Produk | Scarlett
4. Scarlett Indonesia: Semua yang Perlu Kamu Tahu
5. Scarlett Indonesia | LinkedIn
6. Scarlett | World Branding Awards
7. Home | Scarlett
8. Scarlett Official | Skincare & Body Care Lokal Terbaik
9. Scarlett Indonesia | LinkedIn
10. Scarlett Indonesia | LinkedIn
11. Scarlett Indonesia | LinkedIn
12. Scarlett Indonesia | LinkedIn