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Treats to treatments, The Bath Box fills a niche in Indonesia's self-care market
Self-care has become increasingly popular in recent years, especially during the COVID-19 pandemic.
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Nikolaus Kristama, one of The Bath Box founders, said that The Bath Box has shifted from being a souvenir soap to offering more personal care products. (JP/JP/Yohana Belinda)
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n recent years, the market for skin care products in Indonesia has experienced significant growth. Many customers in the country have expressed their preference for local cosmetic products, with a reported 90 percent of women in Indonesia using them.
There is an apparent reason behind this surge. Beauty and skin care products are now easily available, thanks to the convenience of e-commerce platforms like Sociolla. These platforms have made skin care products readily accessible, with physical stores in various cities allowing individuals to personally test the products.
However, the diversity of Indonesians has resulted in individuals experiencing skin allergies. This was what motivated Nikolaus Kristama to found self-care brand The Bath Box, as he shared in an interview with The Jakarta Post on May 6.
“Due to the lack of suitable products available on the market at that time, we encountered a challenge as one of our cofounders had eczema. Therefore, we made the decision to create our own product,” Nikolaus said.
Although The Bath Box may seem like a recent addition to the market, Nikolaus' venture into skincare and self-care items commenced a decade ago in 2013. It began with Nikolaus' innovative idea of crafting souvenir soaps in the form of tempting cakes.
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