# Rose All Day Cosmetics

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/rose-all-day-cosmetics

- Industry: Consumer Products
- Headquarters: Jakarta, Indonesia
- Website: www.roseallday.co
- Total disclosed funding: $11M
- Latest round: Series A (Dec 8, 2023)
- Investors on record: 3

## About

Rose All Day Cosmetics, based in Jakarta, Indonesia, specializes in beauty and skincare products, offering innovative makeup essentials that enhance personal beauty routines for a diverse clientele.Founded in 2017 in Jakarta, Indonesia, Rose All Day Cosmetics focuses on formulating and distributing beauty products. The company has completed 3 deals, with the most recent being a SALE TO MANAGEMENT on December 8, 2023, raising a total of USD 15.70 mn. The founders include Cindy Gunawan, Hank Keller, and Tiffany Danielle, with Cindy Gunawan currently serving as CEO.Rose All Day Cosmetics specializes in the formulation and distribution of a diverse range of beauty and skincare products, primarily focusing on makeup essentials such as foundations, eye makeup, and lip care. Their core offerings include innovative items like the 'Realest Lightweight Powder Foundation,' various types of lip products—including lip mousse and balm—and skincare solutions designed to cater to everyday beauty needs. The company targets a clientele that spans diverse demographics, focusing on consumers in Indonesia and potentially expanding to Southeast Asian markets. Unique collaborations with franchises such as Harry Potter and The Powerpuff Girls further broaden their market reach.The revenue structure of Rose All Day Cosmetics is primarily driven by direct-to-consumer sales through its online platform and physical retail presence. The company offers individual products at set prices, facilitating straightforward consumer transactions. For instance, flagship products like the 'Realest Lightweight Concealer' are priced competitively, allowing for accessibility among a wide range of customers. Promotional offers such as free shipping on orders exceeding IDR 300,000 encourage larger purchases, and exclusive offerings and seasonal bundles drive additional revenue streams by incentivizing customers to buy multiple products at once.Rose All Day Cosmetics plans to leverage its recent funding of USD 15.70 mn from the SALE TO MANAGEMENT to support the development of new products and facilitate geographic expansion. Upcoming product launches are expected to include enhanced formulations aimed at meeting evolving consumer preferences. Additionally, the company aims to expand its market presence throughout Southeast Asia by the end of 2024, enhancing its distribution channels to reach a broader audience.

## Funding rounds

- Series A, Dec 8, 2023, $5.4M — DSG Consumer Partners, AC Ventures, SWC Global
- Seed, Oct 13, 2020, $5.4M — DSG Consumer Partners, AC Ventures, SWC Global

## Investors

- DSG Consumer Partners (https://capitalatlas.ai/funds/dsg-consumer-partners) — Seed, Series A
- AC Ventures — Seed, Series A
- SWC Global (https://capitalatlas.ai/funds/swc-global) — Seed, Series A