Indonesia's first vegan beauty brand offering high-performance, glamorous makeup products in luxurious, travel-friendly packaging.
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See all ads on AdLibrary →ESQA Cosmetics is an Indonesian makeup and beauty brand selling color cosmetics such as lip products, eyeshadow, and complexion products aimed at younger consumers. It sells through ecommerce and retail channels in Southeast Asia, advertising across Meta placements.
ESQA Cosmetics advertises as Indonesia's pioneering vegan color cosmetics brand, so its ads pair beauty looks with an ingredient values story. Creative shows shade swatches, finished looks and compact, travel-friendly packaging, giving younger shoppers both aspiration and practicality. Vegan and cruelty-free positioning separates it in a market crowded with local and international makeup labels. Explore their ad creative at AdLibrary.
On Facebook and Instagram, ESQA uses vivid close-ups of lip, eye and face products, often in short video formats suited to makeup tutorials. Launch announcements and new shades give the team a steady stream of campaign moments. Influencer-led content helps shoppers see real skin tones, which matters for cosmetics where color accuracy drives the purchase decision.
Copy themes: (1) vegan, high-performance makeup; (2) glamorous looks that work for everyday wear; (3) shade variety for different skin tones; (4) luxurious packaging that fits a bag. Tone is youthful and confident, appealing to makeup lovers who want values and results together. TikTok-style creative favors tutorials, swatches and before-and-after looks. Collection launches add fresh hooks.
ESQA sells through its own online store, marketplaces and retail partners across Southeast Asia, so ads must work with several purchase paths. Marketplace-friendly content, such as swatches and bundles, supports conversions where shoppers compare brands. Lesson for color cosmetics marketers: lead with visible results, then use brand values as the reason to choose you over similar shades.
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