Influencer Marketing for Beauty Brands in Indonesia

Beauty is one of the toughest categories to cut through. Consumers are skeptical of paid content, ingredient claims get scrutinized, and every competitor is running the same playbook of unboxing videos and swatch reviews. What moves the needle is picking the right voice for the right product moment — a dermatologist-adjacent creator for a skincare launch, a beauty guru for a color cosmetics drop, a lifestyle KOL for a gifting campaign.

Our approach combines KOL agency services, content production, and event attendance management under one roof, so a product launch isn't three separate vendors trying to sync calendars. That's how we've supported campaigns like Wardah's Glasting Lip Grand Launch and Erha's Endless Innovation Week — from talent sourcing through to on-ground event execution.

• Wardah — "Ever Glasting Shine" (Glasting Lip Grand Launch): KOL agency, content production, and event attendance delivered 50M+ social media reach.
• Erha — "Endless Innovation Week" (The Riserva by Erha): full-funnel KOL and content support generated 30M+ social media reach.
• Avoskin — "3.3 Bombastic Deal" and family travel content with Caca Tengker: combined KOL and content campaigns reached 30M+ on social media.
• Betadine — KOL and content campaign including a TS Talks segment: 2M+ impressions per campaign.
• Make Over — YouTube session with Isyana on TS Talks: 1M+ social media reach.

These aren't isolated wins. They sit inside a broader track record of 300+ brand collaborations and 500+ completed projects, with an average of 100M+ monthly impressions and 50M+ monthly reach across our managed campaigns.

Every beauty campaign we run follows a structure, not guesswork:

• KOL selection and negotiation: we match creators to your product category, price point, and audience — not just follower count.
• Content production: from short-form video to long-form YouTube segments (including our own channels, TS Talks and Travel Secrets), we produce content that fits the platform it's meant for.
• Event attendance and activation: product launches, media days, and brand events staffed with the right talent mix, on-site.
• Reporting: reach and impression data tracked against what was agreed at the start, so you know what the campaign actually delivered.

This is the same process behind our work with beauty clients and other categories we serve, including Telkomsel, Asics, Kopiko, and Hakuhodo Digital Indonesia.

Beauty brands don't launch once a year — they launch every quarter, sometimes every month. That means an agency partner needs to move at that pace without sacrificing the vetting that keeps a campaign credible. Our KOL network of 10,000+ creators gives us the bench depth to staff a launch on short notice, whether it's a single-city event or a nationwide content push.

We also understand that beauty content lives differently on each platform — a TikTok GRWM, an Instagram carousel breaking down ingredients, a YouTube deep-dive. We plan content by platform, not a one-size-fits-all asset dumped everywhere.