Mirukaku, Local Skincare from Side is in the Spotlight

JAKARTA – Mirukaku, an original Indonesian brand, has gone through an extraordinary journey that has now made it the spotlight on TikTok and recognized by many beauty enthusiasts. However, did you know that Mirukaku started as just a side business?

Mirukaku was born from an employee who had experience working in several companies cosmetics , including one of the famous Korean cosmetic brands. Starting his career from the bottom up to serving as a manager in a cosmetics company, an idea and inspiration emerged to establish his own cosmetics business.

Another drive is the desire to develop further as a person by trying on his own feet. Working together with several friends, the planning and experimentation process began until a superior product was born which has now made a name for itself, namely Mirukaku CDHA Gold Serum Brightening Effect.

Unfortunately, this didn’t last long because of the Covid-19 pandemic that hit, so in 2020 Mirukaku went on hiatus and only became a side business. In 2023, Mirukaku experienced another revival with strong determination, Mirukaku began marketing its products starting with a traditional marketing process.

Relying on small resellers and direct promotions to consumers has finally developed seriously into the realm of modern marketing which also collaborates with iBooming, a digital marketing platform to carry out digital marketing on a broad and measurable basis.

Starting from the Mirukaku C-DHA Gold Serum Brightening Effect product, now Mirukaku is growing rapidly and offers various skin care products including moisturizer, toner and sunscreen which are currently in the development stage. This development cannot be separated from the positive response and demand from Mirukaku consumers which provides encouragement to continue to develop and provide products that meet their needs.

Although Mirukaku does not limit its target market to a certain age segment, the majority of users are in the 18 to 50 year age range. However, the products are also in demand by those outside this age range, this shows that the need for healthy skin care knows no age.

The skincare industry in Indonesia is in the midst of intense competition, in this case Mirukaku highlights its uniqueness and strength as a local brand that is produced entirely in Indonesia. The practical and safe concept, as well as the quality of carefully selected raw materials, are the main factors that differentiate Mirukaku from other brands. Even though it is involved in fierce price competition, Mirukaku still adheres to the principle that quality cannot be compromised.