Introduction: From Modest Beginnings to Market Leader

In the ever-evolving world of beauty, one name continues to stand out in Indonesia’s skincare industry: Anugrah Pakerti, the founder and CEO of Avoskin. Known for his disruptive approach, Anugrah transformed a modest idea launched from a 3x3 meter boarding room into one of the most celebrated natural skincare brands in Southeast Asia.

At just 20 years old, Anugrah had the foresight to blend digital innovation with sustainability, two values that now define Avoskin. His story is one of persistence, clarity of vision, and an unrelenting passion for building something different—something purpose-driven.

From Engineering Graduate to Beauty Brand Founder

Born in Blora, Central Java, on September 16, 1993, Anugrah Pakerti graduated in Informatics Engineering from the Islamic University of Indonesia. With no formal background in beauty or dermatology, he was nonetheless inspired by the growing wave of conscious consumerism and Indonesia’s untapped skincare potential.

In 2014, he founded PT AVO Innovation Technology, the parent company behind Avoskin. His early products were launched digitally, aimed at eco-conscious Millennials seeking premium-quality skincare at accessible price points. From day one, he made sustainability, natural ingredients, and local innovation the pillars of Avoskin’s DNA.

Digital Strategy: Building Avoskin Online First

Anugrah’s tech-savvy background proved instrumental. Instead of relying on brick-and-mortar stores, he built Avoskin’s brand identity entirely through digital platforms, utilizing Instagram, marketplaces, influencers, and e-commerce ecosystems.

This "digital native" approach gave Avoskin a huge advantage. It allowed the brand to understand customers faster, respond to trends more quickly, and create powerful user communities.

In an era when many local brands struggled with visibility, Avoskin became a case study in how strong storytelling, beautiful branding, and responsiveness could fuel massive online growth.

Going Global: From Yogyakarta to Vietnam

Success didn’t stop in Indonesia. Under Anugrah’s leadership, Avoskin began expanding internationally, starting with Vietnam. His team ensured product formulations and branding remained consistent with local values while staying true to the brand’s eco-friendly roots.

This move proved strategic. Southeast Asia’s skincare market is booming, and Avoskin’s emphasis on clean, green beauty positioned it as a premium alternative to Western imports. The brand is now exploring new markets, including Malaysia and the Philippines.

Awards, Recognition, and the "30 Under 30"

Anugrah’s entrepreneurial journey didn’t go unnoticed. In 2020, Forbes Indonesia named him one of the “30 Under 30” in recognition of his influence and innovation in the beauty sector. The accolade solidified his reputation as one of Indonesia’s most promising young business leaders.

But awards are just milestones. For Anugrah, real impact lies in creating jobs, supporting local farmers for raw ingredients, and proving that you don’t need to go to Silicon Valley to build a global brand.

Sustainability at the Core of Everything

Perhaps what sets Avoskin apart the most is its deep commitment to the planet. The brand sources ingredients responsibly, supports forest conservation, and has made significant moves toward plastic-free packaging and refillable product models.

Anugrah is also a vocal advocate for ESG (Environmental, Social, Governance) practices among startups. His belief? Profit is important, but purpose builds longevity.

The Future of Avoskin and Lessons from Anugrah Pakerti

Looking ahead, Anugrah plans to grow Avoskin into a global skincare house—one that remains grounded in ethics, community, and science-backed formulations. He’s also passionate about mentoring other young founders, especially those building from non-capital cities.