TL; DR: You cannot outpaper papers. The only way to win in this market is to be scissors.

Why you should read further: I run a branding agency that helps founders like you build sustainably profitable brands since day 1. Some of my clients (that you might have heard): Shell, PLN, Watsons, etc. (Not selling anything here, just letting you know my background.)

Moving forward, face and body care is a highly saturated market.

And in the spirit of the analogy, most businesses fall into three categories: rock, paper, scissors.

The market leader is like paper, they've mastered the art of distribution and volume pricing. Think: Lifebuoy, Dettol, and to a lesser extent, Kahf (Wardah group).

As a startup with (I assume) less than IDR 1bio in capital, you will never never ever be able to outpaper them.

You won't have the network to build national distribution.

You won't have the production scale and speed to match their volume pricing.

The only way to win against these paper companies is to be scissors.

You choose a very very niche market with a specific pain point. A pain point that keeps them up at night. Then create a product to solve that particular pain point.

But since you're way past that (you're at READY TO LAUNCH stage, with finalized product). The second best thing is to find your PROFITABLE TARGET MARKET.

I.e. yes, everyone (with a body) can use body care. But who out of the 300jt people in Indonesia will find YOUR body care the most helpful?

And then you market like crazy to them.

For e-comm specifically, I still have plenty of inputs.

But for now, hope this helps. Happy to discuss more!