BeautyTreats isn’t actually closed. Instead, the service now only serves particular products under the name of SecretKey, Romeo Reijiman, BeautyTreats’ Founder, claimed. SecretKey is a Korean-based beauty product brand. The decision was taken, Reijiman said, in order to increase the revenue the service gains.
Every visit made to BeautyTreats will be redirected to SecretKey.
“Although the margin in cosmetic industry is really huge, we find difficulties in growing our services. Therefore, it’s better for us to focus only on several brands rather than going for many brands and having problems with scaling up.”
Reijiman added that this step was taken based on BeautyTreats’ experience. Customers don’t purchase all brands, as they only select those meeting their needs. He stated, “There were only 10 brands that get ordered intensively out of 20 brands we offer. So it’s better to focus only on the most desired ones.”
Despite the fact that the cosmetic industry in Indonesia has undoubtedly huge potential, a number of challenges faced by players of the industry slow down their growth. While unclear e-commerce regulation and strict BPOM regulation are the underlying challenges they face, Indonesians’ preference of trying the products first before purchasing them serves as another problematic issue that hinder players from growing.
However, Reijiman was optimistic of his SecretKey. So far, the service has had 50 thousand registered loyal users. Moreover, it targets on providing items that people can’t find in ordinary or regular cosmetic stores, both online and offline, in Indonesia. “This is SecretKey’s save value. Providing products that aren’t available in Indonesia at affordable price,” Reijiman commented.
Those products include Stem Cell Line, Honey Bee Line, and Snail Line. “The most wanted items are starting treatment (cream),” Reijiman concluded.
