Somethinc: Strategic Entry into Malaysian Beauty Market

The Client

Somethinc is an innovative Indonesian beauty brand that has established itself as a leader in the halal skincare market. With a focus on creating effective, ethically-compliant beauty products, they have successfully captured the attention of conscious consumers across Southeast Asia.

The Challenges

Somethinc, an Indonesian halal beauty brand, needed to establish a strong presence in the Malaysian market while targeting the Muslim beauty community with their niacinamide serum products.

Our Approach

Through StarNgage, Hashmeta Group’s influencer marketplace, we developed a comprehensive influencer marketing strategy that:

• Engaged multiple influencer tiers
• Created authentic, localised content
• Leveraged multiple social platforms
• Focused on halal certification
• Targeted specific skincare concerns

Campaign Strategy

Influencer Activation

• 100 activated influencers across three tiers:
  • Nano influencers
  • Micro influencers
  • Macro influencers
• Customized PR kits for product demonstrations
• Authentic before-and-after content creation

Content Approach

• Dual-platform content strategy
  • TikTok videos
  • Instagram Reels
• Local language communications
• Muslim community-focused messaging
• Product effectiveness demonstrations
• Personal testimonials and reviews

Platform Integration

• TikTok Shop integration
• Cross-platform content syndication
• Community-specific messaging
• Authentic user-generated content

Results

Engagement Metrics

• 577,000+ TikTok users reached
• 32,000+ post interactions
• 4.2% engagement rate
• 100 influencer activations

Key Success Factors

• Multi-tier influencer strategy
• Authentic content creation
• Cultural relevance
• Platform-specific optimization
• Community-focused messaging

Impact

The campaign successfully established Somethinc in the Malaysian market through:

• Strong community engagement
• Authentic brand positioning
• Effective market penetration
• Cultural resonance
• Targeted audience reach

This strategic market entry demonstrated the effectiveness of authentic, community-focused influencer marketing in establishing a beauty brand in a new market.