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REPOR T

INDONESIA’S

BEAUTY BOOM:

WHERE TRADITION

SHINES AND

TIKTOK SETS
VALÉRIE KAMINOV – BIOGRAPHY
Trailblazer, entrepreneur, advisor and
business strategist are just some of
the ways to describe Valérie Kaminov, THE TREND
Founder & Managing Director of
International Luxury Brand Consultancy.
Valérie’s enviable reputation in the world
of international beauty, stems from her
highly effective approach to developing
brands. Her forward-thinking acumen and
smart strategies are based on an innate
insight into global markets, an ability that
has led her to take brands to up-and-
coming beauty destinations before others.
This deep understanding of the industry,
how to position products, where to go,
who to speak to and how to get results
has made IL Brand Consultancy the go-to
company for beauty brands looking
to grow their business around the world.
Since establishing her influential
consultancy, Valérie has successfully
steered emerging talents to global
recognition, re-established well-known
names, advised on growth plans
and introduced a host of beauty brands
to new distribution channels.
She has been instrumental in the
transformation of many businesses around
the world and always on the belief that At first glance, Indonesia’s beauty business appears to be just another
profitable market entry and sustained Southeast Asian success story, with an enormous population, an improving
growth require the right partners. economy, and expanding demand for skincare, cosmetics, and personal care.
It is why she is regarded as one of However, underneath these surface signs is a market that is much more active,
the most well-connected people in the diversified, and culturally rich than it appears. Indonesia is the world’s
industry. Having been at the forefront fourth most populated country, with approximately 275 million people
of the global cosmetics industry for over distributed across 17,000 islands. It has hundreds of ethnic groups, over 700 spoken
25 years, Valerie’s thought leadership
and knowledge have led her to be a languages, and a breathtaking range of cultures, lifestyles, and beauty ideals.
regular contributor to Export Magazine, This incredible diversity is reflected in Indonesians’ approach to beauty:
creator of Connect Beauty, host at the centuries-old rituals such as jamu herbal remedies and natural plant-based
IMF Convention, developer of the Cannes treatments coexist together with global skincare innovations, Korean-inspired
Duty Free programme as well as author routines, and high-tech serums. Beauty in Indonesia is more than just a transaction;
of the informative market-focused Inside it is lived, experienced, and cherished in everyday life. Urbanisation
Cosmetics Collection that have become and technological advancements have contributed to the market’s evolution.
required reading for brands looking at
global expansion. From launching brands Cities such as Jakarta, Surabaya, and Bandung are thriving commercial
on the international stage to being a and cultural hubs, with shopping malls, beauty clinics, and speciality
business intelligence resource, Valérie’s stores serving as social gathering places.
rare combination of skills make her
an exceptional consultant and advisor.
76 www.exportmagazine.net