7 Local Beauty Brands That Have Gone Bust, Most Recently Crystallure
The Indonesian beauty industry is characterised by fierce competition. In recent years, several local beauty brands have even decided to terminate their business operations.
Most recently, Crystallure, which is under the auspices of PT Paragon Technology and Innovation, announced the end of its journey in August 2026, after more than six years in the beauty industry.
Here is a list of seven local beauty brands that have ceased business:
- Crystallure
Crystallure is the latest beauty brand to announce the end of its business journey. The brand, under PT Paragon Technology and Innovation, bid farewell to consumers via its official Instagram account @crystallurebeauty in August 202lar.
“Now, as we enter August 2026, it is time for us to say goodbye and take our story towards its final chapter,” wrote Crystallure.
Crystallure first launched its skincare products in October 2019 with the Crystallure Supreme Revitalizing Rich Cream. During its more than six-year business journey, Crystallure recorded the launch of 27 products.
The brand also revealed it had sold more than 182,253 products online since 2019, with average monthly sales reaching 2,196 products. Crystallure expressed gratitude to the consumers who have used their products over the last six years.
“We may have to say goodbye to our products, but we will always be grateful for the presence of the women who made this journey so memorable,” wrote Crystallure in its post.
Although it confirmed that the brand’s journey has entered its final chapter, Crystallure did not disclose the reason behind the decision. Crystallure is one of the brands developed by Paragon. The company describes Crystallure as a skincare line featuring Gold-Peptide Crystals and Amino Ectoin technology.
- SYCA
SYCA is a local cosmetics and skincare brand founded in 2019 by Pamela Wirjadinata and Monica Tan. Since its inception, SYCA has been quite popular among beauty enthusiasts. One of its flagship products is lip tint. The SYCA name also garnered attention following a collaboration with the popular series Emily in Paris.
However, on 30 September 2024, SYCA announced it would end its journey in the Indonesian beauty industry via the Instagram account @syca.official.
“With a heavy heart, we must announce that SYCA’s journey is coming to an end. This was not an easy decision, but we believe it is time to turn a new leaf,” wrote SYCA.
Leading up to its closure, SYCA held a massive warehouse sale. On 31 October 2024, the brand officially said its goodbyes. Its website, official e-commerce stores, and social media accounts are no longer active.
- Runa Beauty
Runa Beauty was another local beauty brand that closed its business in 2024. Through the Instagram account @madebyrunrad, they expressed gratitude to consumers who had supported the brand’s journey since its establishment in 2019.
Prior to closing, Runa Beauty also held a farewell sale for its customers. One of Runa Beauty’s well-known products was cleansing butter, a cleansing product used to remove makeup residue from the face. The decision by Runa Beauty to end its business journey surprised beauty enthusiasts, particularly consumers who had long used their facial cleansing products.
- Beet Beauty
Beet Beauty was also one of the local beauty brands that had to end its business journey. The brand, which was only about three years old at the time, announced the news of its departure in early November 2024.
As part of its farewell to consumers, Beet Beauty held large discounts on several products, including Lip Blanket and Lip Blaze. Beet Beauty was founded by two women who were initially beauty enthusiasts before venturing into beauty entrepreneurship to build their own beauty brand.
- Noolab
Several months before SYCA closed its business, Noolab had already announced the cessation of production. The news was shared via the Instagram account @noolabofficial on 15 May 2024. Noolab then officially stopped selling its products on 5 June 2024.
“It’s so sad, but Admin must say goodbye to the Noolab community,” Noolab wrote at the time. Unlike some other brands, Noolab revealed the reason behind the decision. This local skincare brand stated that its brand name was rejected for the second time during the Intellectual Property Rights (HKI) registration process. Previously, they had also experienced a rejection when applying for the brand name Noola. Before ceasing operations, Noolab cleared its remaining stock by offering discounts of up to 60%.
- Innertrue
Innertrue ended its skincare business journey even before the wave of local brand closures in 2024. Through the Instagram account @innertrue on 15 June 2023, the company expressed gratitude to the consumers who had been part of their journey.
“Innertrue expresses its deepest gratitude to everyone who has been part of our journey,” wrote Innertrue. The company stated that the decision was made after a year of consideration. Innertrue ultimately decided to pivot its business direction and would no longer produce skincare. Sales through its official store ended on 16 July 2023. Subsequently, on 31 July 2023, Innertrue officially bid farewell to the Indonesian skincare industry.
- Aeluna Beauty
Aeluna Beauty is a beauty brand founded by two Indonesian influencers, Almiranti Fira as CEO and Co-Founder, and Nadya Aqilla…