Cantik Sambil Cuan Ala Bisnis Skincare Praktis
Inspirasi untuk memulai bisnis bisa datang dari mana saja tidak terkecuali dari masalah sehari-hari seperti halnya yang dialami oleh pengusaha skincare lokal, Rachel Lakhiani yang sempat kesulitan menemukan produk skincare yang efektif dan mudah digunakan ditengah kesibukannya bekerja dan mengurus anak pasca melahirkan. Banyaknya rutinitas kegiatan membuat Rachel memutuskan untuk membangun bisnis Dew It.
Didirikan pada 2020, Dew It saat ini menjadi brand yang dipercaya dengan produknya yang berbahan dasar vegan dan cruelty-free guna menunjang gaya hidup aktif masyarakat, serta mengusung konsep hands-free atau tidak perlu menggunakan tangan secara langsung agar lebih praktis dan lebih mudah digunakan oleh konsumen.
Didirikan pada 2020, Dew It saat ini menjadi brand yang dipercaya dengan produknya yang berbahan dasar vegan dan cruelty-free guna menunjang gaya hidup aktif masyarakat, serta mengusung konsep hands-free atau tidak perlu menggunakan tangan secara langsung agar lebih praktis dan lebih mudah digunakan oleh konsumen.
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TVTranscript
00:00Hi hi hi Mamir Sowimansow, I'm so happy to see you again wherever you are, this time we will talk about something that is closely related to women, especially if it's not beauty, skin care.
00:29We will talk with the founder and the beautiful CEO of Dewit Skin, follow me of course only on Women's Talk IDX channel
00:42Inspiration to start a business can come from anywhere, not except from everyday problems, such as what was experienced by the local skincare entrepreneur Rahel Natani
00:52Where at that time he felt it was difficult to find an effective and easy-to-use skincare product in the middle of his busy work and taking care of his child when he was born
01:03Many of the activities of the activity made Rahel decide to build Dewit business
01:10Established in 2020, Dewit is a local beauty and skincare brand to deal with skin with active skin symptoms, or skin that has oily and dry skin
01:23However, it also experiences a decrease in elasticity, dryness, and sensitivity in other areas
01:29Dewit itself is now a brand that is trusted with products that are vegan-based and cruelty-free
01:35Used to promote the lifestyle of the community
01:39In addition, Dewit is also present with the concept of hands-free or no need to use your hands directly
01:45So that it is more practical and can be used by consumers without making the hands sticky
01:52So how did Rahel Lakiani succeed in developing the first local hand-free skincare business in Indonesia?
01:59Let's watch the conversation with CEO and Founder of Dewit, Rahel Lakiani, only on Women's Talk
02:10Rachel Lakiani, that's the name of our inspiring woman this time, not only the founder but also the CEO of Dewit Skin
02:19Hello, how are you?
02:20Hi, how are you?
02:21Great news, thank you for joining us on Women's Talk
02:26Rachel, Dewit, why is the first thing that comes to my mind is Dewit?
02:32Dewit
02:35No, I'm kidding, but Dewit, the word Dew is actually like dew in the morning
02:42So it's like dew, morning dew, which makes us fresh, moist, and also hydrated
02:48Okay, the hope is like that, like the founder
02:53But it was made in 2020, right?
02:56Yes
02:57So this is the first time Dewit is launching in 2020
03:00Unfortunately, it was March when the pandemic or COVID-19 started to enter Indonesia
03:06What was the impact like?
03:08So the first impact is fortunately we haven't launched in 2019
03:14But our planning to launch offline with influencers, make events, make people try the product on their hands
03:22We have to change all of that
03:24So by moving fast, we move everything online
03:29Which is actually really difficult for skincare
03:33Because you really want people to be able to hold the product
03:36Especially we really care about the packaging, the design of the packaging, and also the texture
03:42Really, really played an important part
03:44But because of the pandemic, okay, we launched everything online
03:48With the fresh release online, we made the event online
03:51From Zoom, we Zoomed with about 60 people, influencers and media
03:56And we talked about the business, the brand, launching the product, and the packaging too
04:03But it ended up being really good, people were supportive
04:06Also because of COVID-19, many people want to go out
04:10They need sunscreen, they need to take care of their skin
04:14So they saw the brand and thought, oh okay, it's pretty easy to use
04:19So that's how it is
04:20It's amazing, because sometimes when a woman chooses a skincare product
04:24Don't just look at it online, hold it like this, try it on your hand
04:27Oh, it's good, it's not certain, it turns out to be suitable when you bring it home
04:30But it turns out to be successful
04:32Because maybe life has to go on
04:36There is already this project, whether you want it or not, you have to continue it in any way
04:41And we launched it first with the concept of hands-free
04:45So we were the first to launch it, with all the products, there are applicators
04:49And everything, maybe in 5 seconds, it's done
04:53What does it mean?
04:54So like this product, let's say this is a sunscreen mist
04:57It has a continuous mist spray, so maybe I'll spray it
05:02As soon as you spray it, it's really fast and immediately absorbs
05:06So you don't have to use your hands to spread it
05:09And because of COVID at that time, people were a little afraid
05:12Hold your hand, hold it, hold your body, hold your face
05:16So we give a simple solution that uses either a brush or applicator
05:20Or spray it easily
05:22But I think if from the story earlier, I think I can immediately switch
05:26That adjusts like the situation during the pandemic
05:30Where people have to be very clean
05:33But it doesn't seem that easy
05:36They say you have to struggle, try it many times
05:40Even up to 10 times to find out if the formula is right
05:44Because the background is also from Rachel
05:47This is very different from skincare, right?
05:50Right, so if it's for skincare
05:54Really really have to test
05:56If it's on people's faces or on people's bodies
05:59It's not suitable, we can't launch it
06:01So we must go through testing in the lab first
06:04We must go through real people testing
06:07And we test for at least 6 months
06:09Before we can approve the product for production
06:13Okay, so during the pandemic, the testing process was still going on
06:18In 2019, the full year was testing, packaging, filling
06:23When it's done, it's actually December 2019
06:27So when we want to launch it, it's really like
06:29Something is happening with the world
06:31We have to stop
06:32So we really stop and we hold for 7 months
06:36Before we launch in August
06:38Well, how can it be?
06:41The miracle is able to survive, even more developed
06:44A lot of appreciation, right?
06:46So far, can you tell us
06:48What is the role of Rachel in that?
06:50Because the tip of the leadership has to move
06:54Which must be able to keep this going
06:57Can you share?
06:59Until it can be pointed out
07:00I think there are several things
07:02I think this is for every woman that's out there too
07:05Number one is passion
07:07In terms of passion, that really pushes me
07:10Okay, we can do it, we have to be able to
07:12And marketing is my forte
07:16Before this, I had a branding agency
07:19So I can pour my heart into the marketing, the branding
07:23How we portray the product
07:25So that was one of the key things
07:27The second is preservation
07:29So don't give up
07:32Keep pushing
07:34And actually if there is a vision
07:36You can actually reach there
07:38Okay
07:39Rachel, you actually have two children, right?
07:43Yes
07:44At that time, maybe still small
07:46That sometimes becomes a challenge
07:49Pandemic again
07:51How can you pressure yourself
07:53Come on, don't give up
07:55Have you ever been like
07:57I think I'll just give up
07:59While still at the beginning
08:01The model hasn't come out too much
08:03I had a second child
08:06Pregnant with the second one
08:07When we wanted to launch our Suncare
08:10Which is actually our bestseller now
08:12I almost gave up
08:14So because I was already pregnant with the second child
08:16The first child was only two years old
08:18Just turned two
08:21And the pandemic couldn't come out
08:23The team was only three people
08:24So it was really at a point
08:26Where I was just like, I give up
08:28I can't do it anymore
08:29And just launched three products
08:31It's okay, we can just stop now
08:33But of course discussing with my husband
08:35He knows I must be disappointed with myself
08:38If I don't launch this
08:40And it's already this far
08:41You know, I have to see it through
08:43With his motivation
08:44He said, don't worry
08:45I also help at home
08:47With that, with the support system
08:49Friends, family
08:51People at home
08:53I can do it
08:54Okay, I can do this
08:55And then we launched it
08:56Wow, that's proof
08:58That we don't give up easily
09:02We don't give up easily
09:04To prove that we can do it
09:06To overcome this challenge
09:08And it's proven
09:09Okay, my next question, Rachel
09:12Is if after the pandemic
09:14A lot of skincare products
09:16Local products
09:18Maybe because we've seen a lot of success
09:21But in 2019
09:23It means not too much
09:24Not yet
09:25What inspired Rachel
09:27Finally, okay, I think I need to get out
09:29From my old job
09:31And focus here
09:32We'll discuss later
09:33Okay
09:34After the break, stay with us
09:48Thank you, Mr. Mirso Wiman
09:49For staying with us
09:50And we'll continue to discuss
09:51With Rachel, CEO
09:53And also founder of Dewitt Skincare
09:55I'm sure a lot of you already know
09:57Because the main product is
10:00Sunscreen mist
10:01Sunscreen mist
10:02So, just spray it
10:03Absorb it
10:04No need to hold it
10:05It's complicated
10:06It's anti-complicated
10:07Anti-complicated
10:08So, the story
10:09To make Dewitt Skin
10:13How is it?
10:14Because the background is more
10:16Branding
10:17Yes, branding
10:18Yes, that's right
10:19Okay, actually there are two backgrounds
10:21So, the first background is family business
10:23Which is production or soap manufacturing
10:26So, since I was a kid
10:28I've been exposed
10:30How to manufacture
10:32How to production
10:33And how to pack
10:36For soap, for instance
10:38But after I came back from college
10:40I didn't work with them directly
10:42I opened a branding studio
10:45From there, I learned a lot
10:47From clients and so on
10:49But actually for skincare
10:51So, it started with a personal problem
10:53So, the problem was when I was pregnant
10:55With my first child
10:57I felt my skin was very dry
10:59I also felt like there was no solution
11:02In Indonesia for body care
11:04For example, body care was very basic
11:06The lotion was basic
11:08And then the brand was either
11:10A bit cheap or very expensive
11:12Okay
11:13In the middle, there was no opportunity
11:15For, let's say, Gen Z or millennials
11:17To use body care easily
11:19Or quickly
11:21So, with that big pregnancy
11:23I'm like, looking for a global product
11:25Why? Why don't you look for one in Indonesia?
11:27I looked everywhere
11:29There was none
11:30From there, my branding team and I
11:32Started researching
11:33We researched the market first
11:35At that time, maybe there were two or three
11:37Local brands that just launched
11:39Really new
11:40That's when I decided
11:42Okay, this is a good opportunity
11:43For us to enter with body care
11:45Eventually go into sun care
11:47Because sun care, if you look at Bali
11:49There are only two international brands
11:52So, that became my motivation
11:54Because people already know
11:55SPF is so important
11:57People already know that
11:58That's what makes us anti-aging
12:00Actually from SPF
12:02For us to prevent UVA and UVB
12:04So, from that motivation
12:06Let's build Duwet's brand
12:08Starting with body care
12:09Which at that time was really lacking
12:11Then the next launch was sun care
12:13And now we focus on sun care
12:16Okay, sun care
12:18What's the difference between sun care and sunscreen?
12:22Sun care is actually
12:24Sunscreen with skin care
12:27Okay
12:28So, it's like a hybrid
12:30Or a seamless combination
12:32If it's sunscreen
12:34It's more like
12:36Protection
12:37Yes, protection from UV rays
12:39If it's sun care
12:41It's already double
12:43There are elements of skin care
12:45So, it doesn't need to be separated
12:47So, it's economical
12:48You can have two advantages
12:51Only in one product
12:52Like that
12:53It's already suitable
12:54Yes, yes, that's right
12:56Okay
12:57Then, I was interested
13:00To say that
13:01Actually after I finished college
13:03Where did you finish college?
13:05At Parsons Design School
13:07Design School
13:08Okay
13:10Back to open a business
13:13Branding
13:14Branding
13:15So, you already have your own patient entrepreneur
13:17Yes
13:18From the beginning
13:19From the beginning
13:20You don't want to be an employee
13:21You want to have your own business
13:23Yes, yes
13:24I like risk-taker
13:26Okay, you like risk-taker
13:27Yes
13:28What happens when
13:29We women sometimes think
13:31Oh, my patient is here
13:33In the course of time
13:34The time turns out to be the same
13:35Like Rachel has changed
13:37It can be shared
13:39That's very normal
13:40And how do you face it?
13:43It's super normal
13:44So, it's normal
13:46We have to go through an experience
13:48For us to really meet our passion
13:51Or meet the path
13:53We want to walk
13:55So, honestly
13:56Ask me 10 years ago
13:58It's impossible
13:59I would say I'm going to be a skin care founder
14:01It's impossible
14:02I would really think
14:03I'm going to expand my branding agency
14:04Maybe go into marketing
14:05Maybe go into consultancy
14:07Because it used to be like that
14:09But when I found this need of myself
14:11In my body
14:12I'm like
14:13It's a good opportunity
14:14You know
14:15And I've been passionate since then
14:16Because this is what my family does
14:18So, I'm like
14:19This is my destiny
14:20That's how I felt
14:21And I think it's very normal
14:22For all women
14:23To change their passion
14:25Or change their career
14:27Until they meet
14:29What field they want to work in
14:31There's a process
14:33But because it's hard for us to let go
14:35Of what we have now
14:36It's like
14:37It's such a waste
14:38I've wasted my time and energy
14:39My capital
14:40Maybe
14:41Is there something like that
14:42That makes you feel stuck?
14:43It's so sad
14:44Until
14:45Maybe I can't let go
14:46So, actually
14:47Around 2020
14:49During the pandemic
14:50Our agency
14:51Has started to decline
14:53And
14:54But at that time
14:55I had a general manager
14:56Who managed it
14:57Because I knew
14:58I was going to start
15:01He also said
15:02Maybe
15:03It's better to close it
15:04But I said
15:05No, we still have to push
15:06I started this
15:07Since 2013
15:08When
15:09It's been 8 years
15:10It's been 7 years
15:11At that time
15:12When I closed it
15:13It's a pity
15:14The feeling of pity
15:15The feeling of energy
15:16I've worked a lot
15:17For different brands
15:19Until I saw
15:20We're on the billboard
15:21And so on
15:22It's a bit sad
15:23Where our work is going
15:25So, I did it first
15:27So, while launching Duet
15:29Someone managed the agency
15:31In 2022
15:32That's when it hit really hard
15:34Not doing well
15:35Finance is not doing well
15:37Clients started to decline
15:38Because no one wants to spend anymore
15:40Everyone wants to spend
15:41In their own company
15:44So, that was when
15:45I made a very difficult decision
15:46I had to close it
15:48And with that
15:49It was the hardest thing ever
15:51Because at the end of the day
15:52It's your first baby
15:53Your first one
15:54That really launched you
15:55Into the business world
15:56And
15:57Something that I thought
15:58I will forever be an entrepreneur
16:01In business
16:02Sorry, in branding
16:03Or in marketing
16:04And there's no guarantee
16:05The money will be better
16:06Exactly
16:07It's like from one risk to another risk
16:09But with Duet
16:10I have a lot more experience
16:11I mean, I've been managing an agency for 10 years
16:14I'm a little bit older
16:16I understand more about finance
16:18And other things
16:19So, I hope
16:20With Duet
16:21We can have a long future
16:23And bright future
16:24Okay
16:25If I say
16:26One of the reasons why Duet was successful
16:28Is because the CEO and the founder
16:30Believe in me
16:31To be a skincare founder
16:33Because I'm already pretty
16:35Have you ever had a burden?
16:36Like, you have acne
16:38What should I do?
16:39If someone knows
16:40I have acne
16:41The CEO himself
16:42Has acne
16:43He said
16:44He has a skincare product
16:45We'll talk about that later
16:46Okay
16:47I'm Jodha Pemir
16:48Stay tuned with us
16:49On Women's Talk
16:57Women's Talk
16:59Thank you, Pemir
17:00Welcome back with us
17:01Rachel
17:02I have a question
17:03That's a little bit
17:04But sometimes
17:05Myself
17:06Or maybe
17:07A lot of women
17:08Wherever they are
17:09If we choose
17:10For example, we go to a skin doctor
17:12We want to know
17:13What kind of doctor is he?
17:14How pretty is he?
17:15How clear is his skin?
17:16How can he heal me?
17:18If he can't heal himself
17:21Have you ever
17:22You're beautiful
17:23But have you ever had acne?
17:25Especially hormonal
17:27Women, as we know
17:28Every month
17:29We're hormonal
17:30There must be acne
17:31There are red spots
17:33Hyperpigmentation
17:34There's everything
17:35For us
17:36Especially
17:37If it's monthly
17:39It's always a concern
17:42Especially if we want to launch a new product
17:44Then we have to meet the media
17:46PR team
17:47If there's acne
17:48We're not confident
17:50We're in a hurry
17:51We're in a hurry
17:52And we're not confident
17:53Maybe it's represented by others
17:54But it becomes something
17:56Maybe I always think
17:58Don't have to hide
18:00Or fake
18:01In front of other women
18:03Especially because
18:04Our products
18:05Targeting Gen Z and millennials
18:07I want to make sure
18:08That I can be as real as possible
18:10Yes, I take care of my skin
18:12Yes, I use duet products
18:13But in the end
18:15They must also be able to be beautiful from the inside
18:17Don't always just look at the outside
18:19Okay, wow
18:21Maybe the next question
18:22Is also for women
18:24Wherever you are
18:25Who want to have a similar business
18:27Maybe skincare
18:28Maybe something else
18:29What are the tips from someone
18:31Rachel, is it true?
18:32If you want to be a CEO
18:34Or the owner of a
18:37Beautiful product
18:38It's really
18:39The capital is really big
18:41Yes, that's right
18:42The capital is quite large
18:44Because of the need for production
18:46Every product we produce
18:48There is a certain MOQ
18:50Minimum Order Quantity
18:52So if we produce a little
18:55It's actually more expensive
18:56If there is a lot of production
18:58It can help
19:00The economic unit can be lower
19:03So that's what we have to consider
19:05If it's skincare
19:07In this day and age
19:09In the market
19:10Because maybe it's really crowded
19:12Not just from marketing or branding
19:14You have to think
19:15But from the operational point of view
19:16The most important
19:17How many years do you think
19:18Back to capital?
19:20This year
19:22So four years
19:23Four years, wow
19:25Three and a half years
19:27What else?
19:28The target from the future
19:30In the near future
19:31Maybe the words
19:32I heard
19:33Many people only know
19:34At the sunscreen level
19:36It turns out there was sun care
19:38There's more
19:39Sun beauty
19:40What else is that?
19:41Yes, okay
19:42So maybe because of us
19:44The first move to
19:46Really sun
19:48Maybe sun care
19:49Or something else
19:50We will also launch
19:52What is called sun beauty
19:53Which is actually a hybrid
19:55Between sunscreen and beauty products
19:58So for example
19:59We once launched something like this
20:01SPF lip peptide with color
20:03So we will also launch
20:05Products with colors
20:07With sunscreen infused
20:09Wow, we'll wait
20:10Where is the inspiration usually from?
20:12The inspiration is from research
20:14From seeing what people like
20:16Habits
20:18We often interview
20:19Interview our target audience
20:21What I said earlier
20:22Maybe we are Gen Z and Millennial
20:24But we want to make sure
20:26Because we focus on the sun
20:28We want to make sure that people
20:29Can love themselves
20:30Even under the sun
20:32Okay
20:33That's what I said earlier
20:34If we go under the sun
20:36We always feel sticky
20:37Sweaty
20:38Not confident
20:39Smell
20:40And so I want to make sure
20:42With our products
20:43You can really love yourself
20:45Even under the sun
20:46With a price
20:47Of course
20:48Economical
20:49Yes
20:50And local products
20:51Of course
20:52Local products, right?
20:53Yes
20:54That's important
20:55Local products
20:56Okay
20:57So
20:58What do you want to be encouraged
21:00From Rachel
21:01Who has been in this industry
21:03For several years
21:05Maybe in terms of manufacturing
21:07Then in terms of
21:09The ingredients
21:11Or in terms of the consumer
21:13What do you really want
21:15To be encouraged?
21:17I think
21:18Firstly in Indonesia
21:19We need more
21:21Supplier packaging
21:23Oh, packaging
21:24That becomes
21:25One of our strengths
21:28Is the packaging
21:29Is easy to use
21:30And of course
21:31Unique and attractive
21:32So even if we make a tube
21:34We want to make sure
21:35The tube has a little curve
21:37A little curve
21:38So we want to make sure
21:39That it's easy to use
21:41I think in Indonesia
21:43There are not many options
21:45For packaging
21:46And for packaging
21:47We still have to source it from abroad
21:49So this is indeed
21:51What is the content
21:53The content is local
21:54But for packaging
21:55It's still from
21:57China
21:58That's what's still left in Indonesia
21:59Even though this can also
22:01Open up more jobs
22:02But there are some
22:03Like this one
22:04Or this one
22:05This is 100% local
22:06Even the packaging is from local
22:09I've always
22:10Searched in Indonesia
22:12I don't want
22:13Something from abroad
22:14Especially
22:15We've seen
22:16Brands from China
22:18And I really want to make sure
22:20We're different from
22:21Brands from China
22:22Okay
22:23Can you imagine
22:24If you go back to 2019
22:252020
22:26Duet Skin
22:28Will be like this now
22:29And
22:30What is the target
22:32From Duet Skin
22:33In the future?
22:34I think the target is
22:36As we said
22:37Make sure that everybody
22:38Can love their skin
22:39Under the sun
22:40No matter if you
22:41Work out
22:42Or at the beach
22:43Or even walk
22:44From office to home
22:45Or whatever
22:46They can
22:47Always feel safe
22:48Okay
22:49Safe, protected
22:50And beautiful
22:51Of course
22:52With Sunbeauty
22:53So there are both
22:54Suncare and Sunbeauty
22:55And of course
22:56I want to make sure
22:57We can
22:59Distribution is wide
23:00All over Indonesia
23:01And everyone in Indonesia
23:02Knows us
23:03Amen
23:05But did you expect
23:06That Sunbeauty
23:07Will be here
23:08In about 4 years?
23:09Definitely not
23:10Oh
23:11We're going up and down
23:12Quite a lot
23:13Especially pandemic
23:14A lot of brands
23:15Launching
23:16Every time a brand
23:17Launches
23:18Similar to us
23:19We'll definitely see
23:20Sales go down
23:21So it's really
23:22I think
23:23Rather than agency
23:24This is more
23:25Challenging
23:26But also more rewarding
23:27One word
23:28For competition in Indonesia
23:29For the skincare industry
23:32Locals do it better
23:35Good luck
23:36For Dew It Skin
23:38And also
23:39I hope it can inspire
23:40Indonesian women
23:42Wherever they are
23:44And also for the teams
23:46I hope it will grow
23:47And dominate the local market
23:49And can bring
23:50The national name
23:51Go International
23:52Thank you Rachel
23:53Thank you
23:54Thank you so much for coming
23:55And for Pemirsa Women's Talk
23:56That's it
23:57For this edition
23:58I hope it can be
23:59An inspiration
24:00For your career
24:01Business
24:02Your life
24:03Maybe every day
24:04I'm Prisa Sangguna
24:05From Pemirsa Women's Talk
24:06See you next time
24:07Bye bye
24:33Bye bye
24:34Bye bye
24:35Bye bye
25:03Bye bye
25:04Bye bye
25:05Bye bye
25:06Bye bye
25:07Bye bye
25:08Bye bye
25:09Bye bye
25:10Bye bye
25:11Bye bye
25:12Bye bye
25:13Bye bye
25:14Bye bye
25:15Bye bye
25:16Bye bye
25:17Bye bye
25:18Bye bye
25:19Bye bye
25:20Bye bye
25:21Bye bye
25:22Bye bye
25:23Bye bye
25:24Bye bye
25:25Bye bye
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25:28Bye bye
25:29Bye bye
25:30Bye bye
25:31Bye bye