Valencia Nathania Is Ready To Take Harlette Beauty International, Targeting America and Europe

Photo: Special

JAKARTA - Amidst the bustling Indonesian beauty industry, one name has emerged that is stealing attention: Harlette Beauty, a local skincare brand poised to enter the global market.

The young figure behind this brand is Valencia Nathania, a content creator and entrepreneur who has successfully transformed personal experiences into a promising business.

Valencia founded Harlette Beauty in 2019, stemming from her own skin problems. After finding the right formula, Valen ventured into mass-producing Harlette Beauty.

"I was interested in developing a skincare business because I initially experienced skin problems, particularly acne. From that personal experience, I began learning about formulation and ultimately saw a huge opportunity in the beauty industry," said Valencia.

Embedding the concept of superfood skincare, Harlette offers safe, gentle formulations that are suitable for all skin types, including sensitive skin. The brand has grown rapidly from a single sleeping mask to a flagship product line that includes facial wash, day cream, sleeping mask, and serum.

According to Valencia, the prospects for the skincare business remain very promising. Even so, the Dongguk University graduate in Seoul, South Korea, said that continuous innovation is key to surviving in the skincare world.

"Even though competition is fierce, people's demand for skincare products never stops; in fact, it's increasing," said Valencia.

"The challenge is how to present products that are not only effective but also relevant to current consumer trends and needs. The key is innovation," she emphasized.

Now, through PT Valencia Organika Global, Harlette employs dozens of employees and is preparing to penetrate the international market. The United States and Europe were chosen as the initial export destinations, considering that these two regions are centers of global beauty trends.

"We want to prove that local brands from Southeast Asia, especially Indonesia, can be accepted globally. If Harlette can penetrate the American and European markets, the path to wider recognition will be clear," Valencia stated confidently.

With a community-based marketing strategy, Valencia's active presence on social media, and thorough preparation from legal aspects to distribution, Harlette Beauty has proven itself to be one of the local brands most prepared to compete on the global stage.