Heaptalk, Jakarta — The newcomer contact lens brand Hue is officially in Indonesia. Maliekah Harjani, former AVP of Capital Advisory at AC Ventures, is the figure behind the first local beauty brand specializing in daily disposable colored soft lenses.
This homegrown brand aims to deliver comfort and convenience to discerning women while fostering emotional benefits such as confidence and inclusivity. This dual approach addresses functional and transformational consumer demands in Indonesia, ensuring a colored soft lens experience that resonates deeply with the nation’s multi-ethnic population.
In more detail, its lenses are designed for comfort and convenience, allowing women of every hue to enjoy their daily lives without compromise. Hue’s mission is to ensure all women feel supported and valued when wearing its lenses. The brand has three distinct lines of colored soft lenses: espresso brown, hazel latte, and iced grey.
Building a profitable business
Opting to be a self-funded venture, Maliekah emphasized the brand’s commitment to maintaining creative freedom and building a profitable business from day one. This allows for agile decision-making and a strong focus on meeting market demands and creating a loyal customer base via high-quality products and a compelling narrative.
Maliekah explained, “Hue is committed to maintaining full ownership to ensure decision-making agility and to uphold our brand integrity. This enables us to adapt swiftly to market changes without external pressures, ensuring that our identity and values are never compromised for cost reduction. By embedding profitability into our early culture, Hue is fostering long-term stability and resilience, even during economic downturns.”
“Hue will develop at its own pace. This is non-negotiable. Our model has not only proven successful in generating early traction but also in building strong customer relationships through a deep understanding of their needs, leading to early loyalty and advocacy. This is a truly priceless asset and we recognize that,” she added.
With a well-documented track record in venture capital and a deep understanding of the Southeast Asian beauty market, Maliekah brings a unique blend of expertise and innovative vision to Hue. The brand’s approach leverages deep market insights and a commitment to quality, setting it apart in a competitive landscape currently dominated by international incumbents.
As the global contact lens market continues to grow at a 6.5% CAGR through 2032, industry reports highlight significant growth in the daily disposable soft lens segment, now approaching 50% of the global contact lens market share. With a proven business model, a clear path to profitability, and a strategic focus on high-margin offerings, Maliekah is optimistic that this brand will seize market share in Indonesia.
