Meet ESQA! This Indonesian beauty brand has just raised a $6M Series A! And don't underestimate — this isn't your typical beauty brand at all.

• Founded in 2016, they've launched a wide range of 120 products.
• They're profitable and present in Indonesia, Vietnam, Singapore and Malaysia.

Investor check. Unilever Ventures led the round. East Ventures also joined in!

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💄💋 21st-century woman

They're focused on being "affordable luxury" for the modern woman, which means their products are high quality, have pretty packaging and are pricer than the average.

• With the growing middle class, they see affordable luxury growing in demand.

Yet, they're not out of reach, especially compared to high-end and luxury brands.

• Need a comparison? Oh Wardah blush (drugstore): $4, ESQA blush: $8.5, NARS blush (high-end): $30, Chanel blush (luxury): $52.

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🔍 It's in the details

They're also cruelty-free, vegan, halal-certified and have natural ingredients! So, their products are inclusive for anyone, especially the Muslim population in Indonesia and their other markets.

Hyperlocal. While they quickly spot international trends, they design their products for Asian women and local demands.

• They've launched many first-mover products in Indonesia and claim to be the country's first vegan cosmetics brand.

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🛍 Want to buy?

You can get your hands on their products across online marketplaces, e-commerce platforms and their own D2C website.

• Their products are also sold at offline stores like Sociolla, Sephora and Watsons in Indonesia and Vietnam.
• Expansion strategy? They've leveraged Sociolla's physical stores to expand across Vietnam.

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😉 Next up

With the $$$, they'll be developing their products, growing their team, scaling their omnichannel distribution, expanding internationally and leveling up their marketing game.