Mineral Botanica Founder Anita Loeki Shares Her Entrepreneurial Journey

Photo courtesy of Heri B. Heryanto. Shot on location at Gaia Tea and Cakes in Kemang.

In the midst of tight competition among existing and new local make-up brands, there is one brand that has surreptitiously stolen the attention of the millennial generation with its high-quality innovative products. Indonesia Tatler recently had an exclusive chat with Anita Loeki, the founder and creative director of Mineral Botanica, who shared her journey in building the breakthrough brand.

In the beginning, Anita’s dad requested for her to continue running their 30-year-old family business, which focuses on contract cosmetics manufacturing. Anita and her husband Widy Susindra, who had been living in the US for 10 years, finally came back to Indonesia, and in three years, they managed to revamp the company. In 2014, they decided to establish Mineral Botanica, a local make-up brand with international standards—which quickly grabbed the attention of young adult girls, with their tagline “halal, paraben-free and cruelty-free”. Read more below.

Could you please explain briefly the background of Mineral Botanica? How did you and your husband build this company from the start?

We started Mineral Botanica in the early spring of 2014 after months of planning. The idea originally was to develop a local make-up brand with “LA flair”, reason being that we had just returned from Los Angeles after living there for more than 10 years. It was not easy, but we had the support of our own factory in Bandung. Along the way, there have been many hurdles to overcome, but we caught a few lucky breaks with our innovative products.

What is the philosophy behind the name Mineral Botanica?

We initially wanted all-natural-ingredient make-up and skincare products that would perform well. However, due to lack of good suppliers for such natural ingredients, we had to resort to the next best thing, which would be the use of minerals that are beneficial for the skin and also plant extracts with potent skin-healing properties, hence the name Mineral Botanica.

What are the challenges you face in running a cosmetics company?

Honestly, there are plenty of challenges. Firstly, my husband’s background is in Internet sales and furniture wholesale while mine is in accounting. Secondly, it has not been easy to find good people in Indonesia. Even allowing for that, we needed to build and establish a culture that would enhance work ethics and creative freedom while maintaining discipline and enthusiasm. Along the way, we had help which were hits and misses, but those are bittersweet memories that have made us stronger as a team.

Anita Loeki and Widy Susindra, founders of Mineral Botanica. Photo courtesy of Anita Loeki.

What are your latest projects and near-future plans for the company?

We recently collaborated with Alleira Group, and with its strong management under Lisa Mihardja’s leadership and her team, we hope to be able to expand into new opportunities in the modern market. In the past, we have only focused on general trade, but there is strong potential—along with the general public’s acceptance of quality local cosmetic products—in online and the upmarket segment.

What is your vision and mission for Mineral Botanica?

Our vision is to be a cosmetics brand globally recognised for its innovative and easy-to-use, no-fuss products and effectiveness. We believe that by establishing strong cooperation with our business partners, we jointly work to develop the right products using the most relevant technology and applying know-how from previous, successful engagements to further our growth. It is also important to maintain our integrity and reliability.

Who is your target market?

Our target market is middle-class Indonesian citizens in their late teens to mid-30s.

What is your strategy to develop products that appeal to the millennial generation?

The attention span of the millennial generation is so short, and from the data that we have gathered, their shopping habits are very different from the previous generation. However, there are a few similarities: they want products that are high quality, reliable, and which offer great value. This is what we aim for.

What has been the highlight of your career?

I would like to say that our company was the first local company to launch lip cream and air cushion foundation, but at the end of the day what I would consider my career highlight was being able to sell off 90 per cent of this year’s collaboration product within four days instead of the planned three months.

What is your typical day?

I wake up early at around 5:30am to tend to my 16-month-old baby girl and play with her for a bit until 7:30am before heading to meetings with the operational team and/or design team. In the afternoon, I have lunch around the office area before coming back to finish work that needs my attention. I will be out of office by 2pm to 3pm to outside meetings before coming home at around 5:30pm to tend to my baby and put her to bed at 8:30pm. After that, I check my phone and reply to chats with my team members before lights off by 10:30pm. My routine is pretty mundane, but I enjoy spending time with our baby.

What do you like to do in your spare time?

I like to read up on the newest product launches in the US market and do the typical meet-ups with friends over coffee or tea. A new favourite pastime is dressing up my baby girl.

Do you have any tips for early entrepreneurs and start-ups?

Believe in your ideas, meditate on them to see how you can achieve your goals, do not be discouraged, and always have a clear business plan to fall back on if things go off track. Success doesn’t happen overnight but building habits of doing things that successful people do will eventually bring you closer to that dream. For me, success is not a destination but a journey.

In conjunction with Breast Cancer Awareness Month, how does Mineral Botanica contribute to the cause and do you have any story to share regarding this movement?

Yes, we are very pleased to donate a portion of our proceeds from the sale of Mineral Botanica Breast Cancer Awareness Month products to Yayasan Kanker Payudara Indonesia (YKPI), which is a member of Union for International Cancer Control (UICC).

Mineral Botanica Breast Cancer Awareness Month products with Alleira Batik special packaging.

Photo courtesy of Heri B. Heryanto.

See also: ESQA Cosmetics Founder Kezia Toemion On Her Business, Exercise Routine, And Favourite TV Show