Somethinc

Somethinc

Somethinc is an Indonesian skincare and cosmetics brand known for its affordable, science-based formulations tailored to Southeast Asian skin types. Established in 2019 by Irene Ursula, the brand has rapidly gained popularity through digital marketing and its focus on ingredient transparency and halal-certified products.

Key facts

Founded: 2019

Founder: Irene Ursula

Headquarters: Jakarta, Indonesia

Parent company: Beautyhaul Group

Product range: Skincare, makeup, and beauty tools

Origins and growth

Somethinc emerged as a local response to the rising demand for effective, accessible skincare among young Indonesian consumers. Its parent company, Beautyhaul Group, initially operated as an e-commerce beauty platform before expanding into product development. The brand leveraged social media and influencer partnerships to build a strong online presence and community trust.

Product philosophy

The brand emphasizes dermatologically tested, cruelty-free, and halal-certified products. It highlights active ingredients such as niacinamide, retinol, and hyaluronic acid—commonly found in global brands—while maintaining price points suited to the local market. Somethinc’s formulations are designed for the humid tropical climate and common regional skin concerns like acne and hyperpigmentation.

Market position and recognition

Somethinc has become one of Indonesia’s leading homegrown skincare names, often compared to global mass-market brands for its innovation and accessibility. It has expanded into makeup and eye-care lines and distributes through online platforms and physical stores. Its success reflects the growing influence of local beauty brands in Southeast Asia’s cosmetics industry.