Beet Beauty, an Indonesian lip-makeup startup, shut down in November 2024 after two years

Beet Beauty was an Indonesian local makeup brand founded by two female beauty enthusiasts. The brand specialised in lip products, with its flagship items being Lip Blanket and Lip Blaze. It launched in the early 2020s as part of a wave of Indonesian indie beauty brands riding the social-commerce boom on platforms like Shopee, Tokopedia, and Instagram.

In early November 2024, Beet Beauty announced its closure. The brand held a farewell discount sale before shutting down permanently. The closure came as part of a 'Local Brand Winter' in Indonesia, where at least six local beauty brands closed in 2024. The primary cause was intense competition from Chinese beauty brands, which could spend 30–40% of revenue on digital marketing, far outpacing local brands at roughly 10%. As competitive pressure mounted, investor funding dried up, and brands that relied on viral moments rather than sustainable unit economics were forced to close.

Beet Beauty, with only two years on the market, was one of the smallest casualties. Unlike established brands with a broader product range, Beet Beauty's narrow focus on lip products gave it little room to pivot when the market turned. The brand's closure was announced via social media, with the founders citing the increasingly difficult competitive landscape.