Editor’s Pick: The 10 Most Anticipated Brands Blooming at Oh Beauty Festival

The air at Pasaraya Blok M is buzzing again! Not just with perfume notes and new palettes, but with new excitement. Oh Beauty Festival 2.0 is back, blooming brighter than ever. Since this event is created as a space for everyone to celebrate the best version of themselves with more than 200 brands lighting up the scene, we’ve handpicked 10 must-visit local brands that capture the spirit of this year’s “In Full Bloom” theme.

1. Amara Sol

Amara Sol is a local footwear brand that was created for the purpose of designing shoes for the modern woman who leads with confidence, sets trends, and demands style without compromise. Amara Sol is where fashion meets function, and confidence begins at your feet. At Oh Beauty Festival, they present their latest collection, The Inez Heel. The heels were using spheres with contrasting colors from the upper using leather, which strikes of bold and confident tone. 

2. Kusuma Kosmetika 

One of the most exciting makeup brands, called Kusuma Kosmetika, is available at Oh Beauty Festival. The rising local brand has been stealing the attention of Indonesian girls across Nusantara, tailored for our natural skin to embrace their beauty and appreciate the motherland's beautiful inheritance. One product of theirs that is currently the topic of the town, and you should check out, is Kusuma Sun Shades Bronzer, a pressed-powder bronzer. A long-wear smooth satin matte bronzer designed for tropical climates and balmy days. Available in three shades: Pulau Kelapa, Mataram Merah, and Masa Matahari.

3. Cult Suri

Cult Suri was founded in 2022 by Tarissa Ting to fill a gap in the Southeast Asian fashion scene. Rooted in a love for vintage silhouettes and romantic details, Cult Suri designs are designed and produced in Jakarta, aiming to offer something different, pieces to celebrate femininity and romance. Flattering the female figure, from soft pleats to subtle corsetry. Their High Summer collection was what caught my attention. Polkadots for summer are surely a timeless fashion statement even in Jakarta. Another piece was the Emmeline Milkmaid Dress, a fitted short dress embroidered with small flowers and fabric buttons made 100% of cotton. The dress is available in three colors: black, white, and maroon. A simple yet perpetual color that is universally liked. 

4. Guèle

Before the launch of her makeup brand, Vanny Adelina had over 14 years of experience in the beauty industry. She trained more than 2,000 makeup artists and meticulously tested thousands of products, both local and international, to understand what truly works. Guele Cosmetics is another rising local beauty brand, with various products that you should consider buying! Their Guèle Slim Eyebrow Pencil has won Best Eyebrow Pencil at the Tokopedia Beauty Awards 2023 and remains their best-selling product. The product that caught my attention was their brand-new eyeshadow Umbra Eye Palette in shade Rumma, a Natural Grey in a compact, 4-pan eyeshadow palette featuring blendable, buildable pigments in matte, shimmer, and glitter finishes, which is perfect for creating both subtle and bold eye looks.

5. Scents of Pluto

Oh Beauty Festival 2.0 is getting bigger with its fragrance section. Scents of Pluto was one of the local brands that made me curious. They have a few fragrances, but the one that was my favorite was their White Floral Bouquet EDP. The perfume was created to capture the essence of a freshly gathered flower bouquet. With every spritz, the air is suffused with the heady bloom of tuberose and jasmine, reminiscent of a garden in full bloom. This olfactory masterpiece mirrors the purity and timeless beauty of a pristine white flower arrangement. With their affordable price, you can get a sweet perfume that lasts all day and makes you smile throughout the day.

6. Rodda Ritual

If you are looking for a good local brand for your hair treatment, Rodda Ritual may be your perfect match! The brand promises to elevate your hair ritual with earth and science by using Japanese Microbiome Technology and a sustainable source, regardless of your hair type. Their hair care products range from hair tonic to hair oil. Other than hair care products, Rodda Ritual also offers a line of fragrances for hair and body. My personal favorite one is called Pearl Song. The perfume is a vibrant bloom, where bitter orange and peach blend with magnolia and rose in a serene morning melody.

7. From This Island

From This Island, a skincare-makeup local brand that aims to harness the power of Indonesian homegrown botanicals, intertwine it with centuries-old wisdom and cutting-edge science, and create a whole new skincare experience that is effective, safe, and powerful. Their most famous and must-try product is, Illipe Plumping Lip Butter that comes with various shades. A buttery and silky 100% vegan treatment balm packed with Peptides, Vitamin E, Squalane, and Illipe Butter sourced from the island of  Borneo, Indonesia. Another product was their newest multifunction product called Illipe Blurring Butter Pot, which provides a soft blurring effect with colors that blend perfectly on the lips, cheeks, and eyelids.

8. Sunny Pixie

A local bag brand that is currently in trend and has swooned the hearts of Jakarta girls is none other than Sunny Pixie. Their newest that happens to be the most eye-catching product, Continental Pinecone, also caught my attention. It's spacious and big and definitely in trend and reminds me of one of the greatest tote bags that has ever been made, The Row Margaux. Sunny Pixie gives you the bag you have been dreaming of at an affordable price and of high quality. Available in a few shades, my favorite was the brown one. It gives you a timeless and comfortable feeling when looking at it.

9. The Eden

Another fragrance brand that is on our pick will be The Eden Parfum. This newly launched brand debuted its two perfume products that are completely the opposite of each other. The products are Scent of Eve, carrying the sweet aroma of vanilla and the freshness of pear, giving a sweet and refreshing impression. The other perfume, named Life of Water, brings a refreshing aroma, suitable for use in hot conditions and when exercising. The fresh and sweet scent of lily of the valley, rose, and rose water will make your day enjoyable.

10.  Found Object Market

The local brand of jewelry that caught my attention was Found Object Market. This new and thriving brand offers you a unique and exquisite yet trendy collection, both available in silver and gold. With various jewelry from earrings, rings, necklaces, to bracelets. With their high-quality and in-trend products, people go to Found Object Market to find their favorite piece of jewelry. Don't forget to come by and check them out!

At its core, Oh Beauty Festival isn’t just about products; it’s about people blooming in their own ways. Whether you’re discovering new scents, meeting your favorite creators, or simply finding joy in the crowd, this is where Indonesia’s beauty story continues to blossom. Catch Oh Beauty Festival 2.0 from 30 Oct–2 Nov and 6–9 Nov at Pasaraya, Blok M.