Cover Flowhite founder, Nina Kaginda with brand ambassador, Luna Maya
Flowhite founder, Nina Kaginda with brand ambassador, Luna Maya
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Having identified a gap in Asia's beauty market, Kaginda launched Flowhite to boost skin radiance with quality ingredients and cool packaging, one luscious bodycare ritual at a time
The business of beauty is a tough nut to crack—and that is exactly the kind of challenge Nina Kaginda is game for. The Singapore‐based Indonesian It girl recently added beauty entrepreneur to her resume after officially launching Flowhite this year, a body care brand that fills the gaps in the fast moving consumer goods segment, specialising in products designed to cleanse, nourish and illuminate the skin from neck to toe, earlier in February this year in her home country. “I launched the brand in my hometown, Indonesia, as not only do I hold the people close to my heart but also because the market was missing a fresh, efficacious beauty brand that caters to the masses,” says the 34‐year‐old.
Above Flowhite founder, Nina Kaginda
Flowhite founder, Nina Kaginda
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Kaginda identified several boxes she had to check when she first embarked on her glowing business idea. Based on her and her team’s research, the Indonesian market has affordable personal and body care brands, but many of them lack all the good stuff that she, as a savvy lover of beauty, looks for. Think the sensoriality of a luxury product, from soul‐soothing scent to luscious texture; new, interesting ingredients coming out of the beauty sphere; multifunctional and multi‐benefit formulas; and packaging deserving of a spot on both one’s vanity or bathroom shelf and Instagram, rather than a more typically—or Tatler traditionally—designed one that one would hide out of sight.
With that checklist in mind, Kaginda and her team concocted what is now proving to be quite the winning formula. Building a solid foundation for the brand’s success, she ensured that quality—the core of any skincare product—was achieved from the get‐go by sourcing for first‐rate ingredients that help to boost skin radiance, repair and renewal from labs in South Korea—whose beauty industry is known as one of the most innovative worldwide, with top‐notch ingredients being a cornerstone of its products.
Above Flowhite's fresh aesthetic pops on the shelves of big beauty stores in Indonesia, with plans to expand across South East Asia
Flowhite's fresh aesthetic pops on the shelves of big beauty stores in Indonesia, with plans to expand across South East Asia
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Following several stages of trials and tests, the brand soft‐launched online in 2022 with the Bright Essence Body Lotion and the Bright Essence Shimmering Lotion. Both focus on brightening the skin and reducing dark spots with the help of regenerative salmon DNA alongside the brightening agent niacinamide. The former also has tranexamic acid to target pigmentation, as well as a UV filter to protect against both UVA and UVB rays. The latter, meanwhile, features the addition of moisture‐boosting hyaluronic acid and a pearlescent powder that lends skin an alluring glow.
These were followed by the Bright Essence Body Serum, which zooms in on hydration and skin barrier repair with a good dose of collagen and kakadu plum, a rich source of vitamin C with powerful antioxidant properties, to help restore plumpness, even out skin tone and improve overall luminosity. Rounding off the brand’s current line‐up are the Bright Essence Body Wash, which builds into a velvety lather that cleanses, calms and boosts glow with ingredients such as aloe vera, butterfly pea extract and encapsulated vitamin C; and the Bright Essence Body Scrub, which gently exfoliates with kojic acid and glutathione to visibly brighten skin and even out its tone over time.
Above Indonesian actress and Flowhite ambassador, Luna Maya
Indonesian actress and Flowhite ambassador, Luna Maya
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Also a key driver of Flowhite’s success is its brand ambassador, Luna Maya. Easily one of the most notable faces of the country’s entertainment industry, the Indonesian actress and model has fronted Flowhite’s campaigns since its launch, influencing its status as a household name amongst the masses and beyond.
Today, Flowhite has amassed quite the cult following across Indonesia, with growing pockets of fans across the region as Kaginda meticulously puts her Southeast Asia expansion plans into action. Her next step?
Launching 10 more products that include four variants of the Bright Essence Body Lotion, a host of Body Serums with optimised cooling, hydrating and radiance‐boosting properties, and a trio of in‐shower treats that seek to turn everyday baths into beauty‐boosting rituals for Tatler everyone to savour.
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