ID skincare brand Expert Care eyes regional growth with Lazada backing

A paediatrician-led children’s skincare brand from Indonesia, Expert Care by Tentang Anak, is setting its sights on going regional.

Founded by Dr. Mesty Ariotedjo, the brand emerged from a clear clinical need for safe, affordable, and effective skincare for children. Having encountered numerous young patients suffering from conditions that are often dismissed such as dry skin and eczema, Ariotedjo wanted to create a homegrown alternative to costly imported products.

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"I often see children with skin issues, from dry skin to eczema, that are frequently overlooked. These conditions can impact a child’s daily life and are even linked to behavioural and cognitive challenges,” she said. 

Developed alongside dermatologists, Expert Care products are formulated with evidence-backed active ingredients like colloidal oatmeal and ceramide. Its calming rub, one of the brand’s flagship products, is designed to regenerate the skin barrier without triggering allergic reactions.

Expert Care co-founder Garri Juanda, said the critical role of eCommerce in brand growth, particularly in providing comprehensive data. Expert Care has also adopted a data-driven production process, allowing the brand to maximise both operational effectiveness and efficiency.

“We fully leverage data, supported by a strong team of data scientists, which enables us to truly understand and respond to customer needs. By relying on data, our team has also been able to optimise ad spending, which has helped us consistently drive significant sales growth on Lazada while maintaining positive margins," explained Juanda.

With features such as Lazada's seller center, which provides real-time data to monitor store performance, Expert Care has recorded a significant increase in traffic and average order value since joining the eCommerce platform. In fact, the brand saw a 15-fold increase in sales during the 12.12 double-date campaign compared to typical daily sales.

Through a multi-channel approach that spans online platforms, digital marketing, and community outreach, Expert Care aims to position itself as a trusted and relevant children’s skincare brand for Indonesian families.

“We aim to educate and provide products that are truly aligned with the needs of both parents and children, not to simply follow market trends,” said Ariotedjo. “We’re not chasing hypergrowth with overblown claims. For us, sustainability, trust, and real impact on our customers are the top priorities.”

With a strong collaboration with Lazada and a focus on long-term sustainability, Expert Care is optimistic about its continued growth and its mission to raise awareness among Indonesian parents about the importance of proper skincare for children.

Stefan Winata, chief business officer of Lazada Indonesia, also expressed appreciation for Expert Care’s growth. “We are pleased to support Expert Care as one of the fastest-growing local brands on the LazMall channel within the Lazada app,” he said.

“Through our tech-driven features and services, we remain committed to providing innovative solutions that empower sellers, including emerging local brands, to scale and compete in Indonesia’s eCommerce landscape," added Winata.

Since launching in 2023, the brand has consistently ranked among the top four children’s skincare brands on Indonesian eCommerce platforms, the brand said in a statement.

Currently, Expert Care has over 5K followers on LazMall, while one of its top selling calming rub cream with eucalyptus and menthol, recorded about 8.1K in sales. The brand's Instagram account currently has 101K followers, and its posts feature expert opinions on children's skincare conditions.

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