Hair Loss Frustration Drives Yanita to Build Varesse into a Global Brand

Frustration over severe hair loss became the starting point for Marcella Yanita, 37, to build a hair care business. Starting with a simple experiment alongside her mother, a pharmacist, Varesse grew from a home-based business with an initial capital of around Rp3 million into a hair care brand available across retail channels and e-commerce platforms.

As the business grew, Varesse received support from BRI’s Young Entrepreneur BRILiaN (PMB) programme, which provided business development guidance, network expansion opportunities, and promotional avenues that helped Varesse expand into global markets.

Yanita admitted her hair loss issues began during her university years in 2010, severely affecting her confidence.

‘My hair fell out so badly I was almost bald. I tried countless hair tonics, from Rp10,000 to millions, but none worked,’ she said during an interview at Varesse’s office in Kelapa Gading, North Jakarta, earlier this month.

After trying various products without success, her mother formulated a home-made hair tonic. To their surprise, it worked effectively and gradually resolved Yanita’s hair loss issues.

Not stopping at personal use, Yanita shared the formula with friends and family facing similar issues. Positive feedback followed, with many reporting success after trying the product.

‘I kept giving it to friends with hair loss, and it worked. Even my family members who tried it were satisfied,’ she claimed.

The idea to turn it into a business emerged as hair loss treatments were scarce, leaving many struggling to find effective solutions.

‘Everyone said, “Why not sell it?” but I hadn’t considered branding it yet—just giving it to friends,’ she said.

Serious business development began in 2017. Yanita handled legalities, established the company, and registered products with the Food and Drug Supervisory Agency (BPOM). By 2019, Varesse was officially launched online via social media and marketplaces.

Initially, all business processes were handled personally with her mother—replying to customer messages, packaging orders, and shipping deliveries from home.

‘All initial processes were handled personally,’ she said.

Sales were slow at first. Yanita then adopted digital marketing strategies, partnering with influencers through product exchanges to encourage trials and reviews.

‘Initially, sales were quiet with few buyers. We later worked with influencers to get people to try and review the product, which eventually spurred sales,’ she said.

Varesse gained widespread recognition after a cancer survivor influencer’s viral use of the product. Yanita noted rapid results—hair regrowth within weeks—which attracted significant attention.

‘It grew back incredibly fast—within two to four weeks,’ she claimed.

The 2020 pandemic accelerated Varesse’s growth. Increased stress during lockdowns caused widespread hair loss, prompting many to seek hair care solutions, creating a major opportunity for Varesse in the market.

‘This was a golden opportunity,’ she added.

Yanita explained the name Varesse draws inspiration from Adrar, a desert region in Mauritania known for its oases. ‘Oases symbolise life and solutions for those parched in the desert,’ she said.

‘So, we associate Varesse with solutions for hair problems, especially hair loss,’ she said.

Varesse’s growth accelerated after Yanita joined BRI’s 2023 Young Entrepreneur BRILiaN (PMB) programme, where she placed in the national top five. She initially entered the competition on a whim after a friend’s suggestion.

However, through the selection and mentoring process, she gained substantial new business knowledge.

‘I’ve seen many positive effects from the BRILiaN programme,’ she stressed.

‘The programme offered direct learning from skilled business mentors and expanded my professional network,’ she said.

‘I gained more knowledge, mentors were experts in their fields, and we could consult them for additional insights,’ she said.

Beyond business mentoring, BRI also helped expand exposure through free exhibition booths at various events.

‘They provide free booths, so our products get noticed by visitors,’ she said.

Through BRI-facilitated exhibitions and business networks, Varesse has begun entering international markets, giving Yanita new insights into consumer behaviour across different countries.

She noted clear differences in purchasing decisions during international exhibitions, meeting potential buyers from across Asia to Australia.

Filipino buyers, she said, tend to trust products quickly. She was surprised when buyers from the country placed large orders immediately.