Indonesia's personalised DTC skincare brand using individual skin profiles to recommend and formulate custom products for each consumer.
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See all ads on AdLibrary →Base (getbase.id) is an Indonesian personalised skincare DTC brand founded around 2019. The brand uses a skin profile quiz to generate customised product recommendations and formulas for individual consumers, positioning itself as a tech-enabled alternative to generic mass-market skincare. Base targets skincare-educated Indonesian consumers who want products tailored to their specific skin concerns.
Base's most effective ad format leads with the skin quiz as a conversion mechanism — ads drive users to complete a skin profile assessment rather than directly to a product page. This personalisation funnel reduces the paradox of choice and increases conversion rates. See their ad creative approach at AdLibrary.
Instagram is used for educational skincare content and personalisation storytelling — showing how different people get different formulas. Facebook drives quiz funnel traffic with interest-based targeting of Indonesian skincare enthusiasts aged 20–35.
Core themes: no two skins are alike, personalised is better than generic, science-backed formulation, and Indonesian skin needs. The brand positions customisation as a natural next step beyond standard product selection.
Base's quiz-led acquisition funnel is a model worth studying: it simultaneously generates first-party skin data, creates perceived personalisation value, and produces a more engaged buyer who feels the product was made specifically for them — all before a sale is made.
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