The Challenging Journey of Pakde Prayogo from Lecturer to the Skincare Industry
Transitioning from a permanent job with a fixed salary to the world of business is not a simple decision. Many people assume that business is a shortcut to financial freedom, yet in reality, an entrepreneur often works longer hours than a standard office job. This is the experience of Prayogo Waluyo, affectionately known as Pakde, founder of the beauty brand HIQWEEN.
Together with his wife, Kak Ciwid, Pakde built HIQWEEN as a solution to the problem of dark spots on the skin.
However, the success they have achieved today did not come instantly. Their journey began from the position of reseller whilst still studying at university. Pakde recalls difficult times when he had to wrap packages himself until the early hours of the morning and deliver them to courier services in heavy rain.
At that time, Pakde was still a lecturer. All his income from teaching was spent on mortgage instalments. The reality of being an entrepreneur turned out to be far from the beautiful image the general public had imagined.
“But sometimes people have a distorted view, you know. They think, ‘Wow, being a businessman must be easy.’ Well, not necessarily. Even someone who was once a lecturer could go to the mall with their family on weekends. Now as a businessman, I can’t go shopping. I work 24/7. In fact, at the very beginning, I even sleep rough,” Pakde said, describing the heavy sacrifice of time at the start of building the business.
A major decision was made in 2022 when Pakde chose to completely resign from his lecturing position.
Although he faced mental strain because of his extended family’s background, most of whom work in the healthcare sector, Pakde remained resolute.
An organic marketing strategy through educational content about the dangers of mercury on social media ultimately bore fruit and built strong personal branding.
However, the path to the top remained full of trials. In 2023, HIQWEEN suffered losses exceeding Rp6 billion due to inadequate team management.
Pakde acknowledged that each year brought different challenges, ranging from supply chain issues to the dynamics of running the business as a couple.
“In 2021, the challenge was how the product would break again. In 2022 we faced sunscreen issues, and the supply chain was chaotic. In 2023 we were tested by team problems and suffered nearly 6 billion rupiah in losses. We started organising our systems gradually. Although we now realise it’s not perfect, we believe everything requires learning. And as God says, take it easy, because provision is not a race,” he explained.
Today, HIQWEEN has grown rapidly with daily shipments reaching 28,000 packages.
Nevertheless, Pakde continues to maintain integrity by refusing overclaims and regularly conducting laboratory tests. For him, business is not merely about chasing figures or revenue, but about seeking blessings and inner peace.
“So for us, business is not about making money, but about seeking blessings. If it’s not the right time yet, that’s fine, take it easy. After all, a simple meal tastes good enough,” he concluded.