Indonesia’s
Beauty Value Chain

We build, manufacture, market, and distribute beauty brands through one integrated ecosystem, transforming innovative ideas into brands loved by consumers across Indonesia.

Explore Our Ecosystem About Us
Sinar Udaya production line
Who We Are

About Sinar Udaya

We’re not just a beauty company. We’re a fully integrated beauty ecosystem that transforms ideas into successful brands. From product development and manufacturing to brand building, digital marketing, and nationwide distribution, we provide every capability needed to bring beauty brands to market and help them thrive.

We believe lasting brands are built on quality, innovation, and trusted partnerships. By combining industry expertise with an end-to-end approach, we help our partners navigate every stage of growth with confidence, creating beauty brands that make a meaningful impact across Indonesia.

220M+
Gross Merchandise Value Generated Across TikTok Shop in 18 Months
800+
Influencer & Creator Campaigns Delivered
1,000+
Beauty Products Formulated, Manufactured, and Distributed
83.8M+
People Reached Nationwide Through Integrated Marketing Campaigns
From Concept to Consumer

How We Build Brands

Our integrated six-step ecosystem brings together strategy, product development, manufacturing, branding, marketing, and distribution to help beauty brands grow with confidence.

Brand Management

Brand Management

We build brand worlds from strategic positioning to packaging, creating every touchpoint with purpose and precision. Beyond branding, we operate as growth partners who bring brands to life through execution, optimisation, and market expansion.

Regulatory Affairs

Regulatory Affairs

We handle BPOM registration and Halal certification within our own ecosystem, ensuring every requirement is managed efficiently. From product development to market readiness, we help brands launch with confidence.

OEM Manufacturing

OEM Manufacturing

We handle every stage from formulation to filling with precise production systems and batch control. Brands can move quickly to market without compromising quality, consistency, or compliance.

Influencer Marketing

Influencer Marketing

We connect brands with the right creators through a structured approach that combines storytelling, strategy, and measurement. Each partnership is managed to create meaningful impact and long-term brand growth.

Tiktok Advertising

Tiktok Advertising

From creative development to media execution, we build campaigns designed for Indonesia's evolving digital commerce landscape. Every asset is created with performance, audience behaviour, and conversion in mind.

Offline Distribution

Offline Distribution

Retail and wholesale channels help brands reach consumers across Indonesia's cities beyond what digital platforms can achieve alone. We build distribution pathways that turn online demand into real market growth.

SUN Group — Our Brands

Build to Inspire, Designed to Grow

Our Brands

From emerging names to established products, each brand reflects our commitment to innovation and market excellence.

About

Dear Helen is a fragrance brand that transforms storytelling into scent, with each fragrance representing a letter written to Helen. Inspired by a fictional Renaissance European world, the brand captures the charm of a life filled with beauty, art, and meaningful moments. Every scent reflects a unique story, from heartfelt confessions to cherished memories, creating a deeper connection between fragrance and emotion. Dear Helen invites wearers to enter this enchanting world and create their own story through scent.

About

White Code is a skincare brand dedicated to supporting skin recovery through science, precision, and a deeper understanding of Indonesian skin. Built around the realities of tropical living, our approach addresses skin challenges caused by environmental stress, sensitivity, uneven tone, and long-term damage. Each solution is thoughtfully developed to restore balance and support healthier, more resilient skin. White Code combines professional expertise with targeted innovation to create effective skincare solutions designed for real Indonesian women.

About

Beauty ONE is a beauty ecosystem that brings together technology, professional treatments, and trusted beauty experiences in one seamless platform. Through our app and strategic partnerships, we connect consumers with curated beauty solutions, from personalised treatments to everyday beauty needs. By combining digital innovation, expert partners, and a deeper understanding of consumer journeys, Beauty ONE redefines how people discover, access, and experience beauty.

Learn More →

FROM LIVE STREAM PIONEER TO INDUSTRY OPERATOR

A Journey of Continuous Growth

What began with livestream commerce has grown into an end to end beauty operator. Every milestone reflects the trust we've earned, the partnerships we've built, and our commitment to helping beauty brands grow across Indonesia.

2021
FOUNDED
BUILT MEDIA CAPABILITIES
2022
2023
STRENGTHENED PRODUCTION
BUILT MEDIA CAPABILITIES
2024
2025
NATIONWIDE EXPANSION
THE JOURNEY CONTINUES...
2026
— WORK WITH SUN GROUP —

Launch Your Beauty Brand
in Indonesia

Bring a brand to market, or scale the one you already own.
Partner with the team that runs the entire value chain in-house.

hello@sinarudaya.com → WhatsApp →
↑ Back to Top

Indonesia's fully-integrated beauty ecosystem — brand, manufacturing, media, and nationwide distribution.

Explore
Ecosystem Capabilities Journey Brands Partner with us
Contact

PT SINAR UDAYA NASIONAL

Main Office

Equity Tower Lt. 28 Unit A, SCBD
Jl. Jend. Sudirman Kav. 52–53
Jakarta Selatan 12190, Indonesia

Operational Office

Jade Living Lt. 2 Unit L2–L3
Jl. Serpong Raya KM 08
Tangerang Selatan 15325, Indonesia

WhatsApp

+62 818-0959-5958

Email

hello@sinarudaya.com

© 2026 SUN Group. All rights reserved.
PT Sinar Udaya Nasional
Scroll to Top