About Base
Base is an Indonesian beauty and personal-care brand established in 2019. Originally focused on personalized vegan skincare, the company operates under PT Basis Inovasi Global and is headquartered in Jakarta, Indonesia 2. The brand’s proposition combines skincare science, plant-derived ingredients, personalization, and sustainability 1.
Base describes itself as a pioneer of vegan beauty in Indonesia. Today, it sells skincare, makeup, and body-care products, with an emphasis on sensitive skin, clinically supported active ingredients, and responsibly sourced botanicals 1.
Foundation (2019)
Base was established in 2019 after its founders, Yaumi Fauziah Sugiharta and Ratih Sari, identified a gap in the Indonesian skincare market 2. According to the brand’s account, consumers often had to choose between effective skincare and products that aligned with values such as veganism and responsible sourcing. Base was created to demonstrate that efficacy and conscious beauty could coexist 1.
The initial concept distinguished itself by focusing on personalization rather than just vegan formulations. Consumers could complete a Smart Skin Test, providing data on their skin type, concerns, goals, and lifestyle. An algorithm would then recommend appropriate active ingredients and products 3. This approach gave Base a technology-oriented identity uncommon for young beauty brands at the time.
Early Positioning: Personalized Skincare
The original model followed a specific flow: consumer data collection, skin assessment, personalized recommendation, and finally, a tailored skincare routine. Rather than requiring consumers to navigate hundreds of ingredients independently, Base aimed to simplify the process through this personalized service, differentiating itself from conventional skincare brands 3.
Expansion
Over time, Base evolved from a personalized-skincare service into a broader vegan beauty platform. Its product portfolio expanded beyond skincare to include makeup and body care. The company now positions itself as a science-backed beauty brand rather than solely a customization service 1.
Brand Philosophy
Base’s philosophy centers on the idea that individuality dictates skincare needs. The company emphasizes helping people develop healthier skin and confidence without forcing them into standardized beauty ideals 1. Key recurring themes in the brand’s messaging include:
- Individuality: Acknowledging that different people have different skin requirements.
- Efficacy: Ensuring products are supported by cosmetic science and effective ingredients.
- Vegan Beauty: Designing products around plant-based principles.
- Responsible Sourcing: Emphasizing ethically and sustainably sourced ingredients.
- Accessibility: Providing conscious beauty options that do not sacrifice effectiveness or affordability.
- Sustainability: Incorporating environmental responsibility into the brand’s core positioning 14.
Product Portfolio
Base currently offers three main categories of products.
Skincare
Skincare remains the core category. The brand organizes its offerings around specific concerns such as aging, dryness, acne, and oily skin. Current product types include cleansers, toners, serums, sunscreens, exfoliating products, and face mists. Specific items listed on their website include the Daily Renewal Natural Exfoliating Pads, All Day Quick Comfort Face Mist, Ultra Soothe Natural Sunscreen SPF 50 PA+++, Rich Moisture & Youthful Firming Serum, and Centamide Gentle Hydrating Cleanser 1.
Makeup
Base has expanded into makeup, reinforcing its status as a comprehensive beauty brand rather than a pure skincare company 1.
Body Care
Body-care products extend the brand’s skincare philosophy to the rest of the body 1.
Ingredients and Formulation
A key differentiator for Base is the combination of science-backed formulation with plant-derived ingredients. The brand states it uses carefully selected plant-based ingredients, including those certified by ECOCERT, an international standard associated with responsible sourcing and sustainable production 1. Materials related to Base Beauty in Singapore describe the products as “plant-powered and science-backed,” with ingredients sourced globally according to ethical and sustainability criteria 4.
The formulation philosophy balances natural ingredients with modern cosmetic science, avoiding the notion that “natural” is inherently superior to scientific actives.
Vegan and Cruelty-Free Positioning
Veganism is central to Base’s identity. The company claims its products are 100% vegan, cruelty-free, halal, and BPOM certified. It also highlights the use of vegan/organic raw materials and ethically sourced ingredients 4. These claims are integral to the brand’s reason for existing, rather than being presented merely as marketing add-ons 1.
Business Model and Target Market
Base primarily targets consumers interested in modern skincare who value ingredients, ethics, and sustainability. Its positioning resonates particularly with Gen Z and Millennials in Indonesia 5. The target customer is characterized as someone who wants scientifically credible products, may have sensitive skin, values vegan/cruelty-free options, and is comfortable buying beauty products online 3.
The company began as a direct-to-consumer (DTC) brand, relying heavily on its digital ecosystem and the Smart Skin Test for sales 2. It has since developed an omnichannel approach, combining DTC platforms with other retail channels 5. This strategy aims to build long-term relationships with consumers throughout their beauty journey.
Corporate Structure
Base operates under PT Basis Inovasi Global, an Indonesian private company classified within Retail Health and Personal Care Products. LinkedIn reports the company size as approximately 51–200 employees 5. This indicates growth from a niche startup into a more established beauty business.
Significance
Base represents the rise of digitally native local beauty brands in Indonesia. By leveraging data, personalization, and DTC models, it demonstrated that an Indonesian brand could compete through brand philosophy and technology rather than solely through low pricing 1. As of 2026, Base continues to offer science-backed skincare, makeup, and body care, maintaining its focus on sensitive skin and clinically supported actives 1.
