Work — (03 / 10)
Owned brand · Identity, packaging, storefront, growth
Youthentic
A fragrance brand I own outright — built to prove I can run an entire funnel, not just design the front of one.
My role on this project
- Founder
- Identity
- Packaging
- E-commerce build
- Paid ads
- Live commerce
- Role
- Founder · brand and growth lead
- Year
- 2025 — present
- Scope
- Brand deck, identity, 8-scent packaging, storefront, ads
- Market
- Indonesia
- Volume
- 10,000+ bottles sold
- Revenue
- ~IDR 1.5B since Jan 2025
- Margin
- ~25% net after platform fees
Situation
Indonesian fragrance is a volume game. Most brands compete on marketplace discount, which caps margin and trains the customer to wait for the next flash sale. I wanted to find out whether brand work could hold margin in a category that defaults to cutting price.
What I did
Wrote the brand deck first — positioning, logo system, type, palette — then designed packaging across an eight-scent range so the product feels worth more than it costs. Built the storefront, ran full-funnel paid media, set the pricing and voucher strategy, ran teaser campaigns for new scents, and directed the content and live-selling teams.
Outcome
Over 10,000 bottles sold nationwide and roughly IDR 1.5 billion in cumulative revenue since launch in January 2025, held at about 25% net margin after platform fees. The revenue is modest by design — the point of owning it is that every decision in the funnel is mine to test, and the margin is the part most brands in this category cannot hold.
