HUE Launches as Indonesia’s First Daily Coloured Soft Lens Brand

JAKARTA, INDONESIA, October 10, 2024 – Indonesia’s beauty and eye care market has welcomed a new player with the launch of HUE, the nation’s first homegrown daily coloured soft lens brand. Founded by Maliekah Harjani, a former venture capital investor, HUE promises to combine aesthetic appeal with the highest medical standards, offering Indonesian women an effortless way to enhance their natural beauty.

With a focus on minimalism and timeless elegance, HUE’s debut collection features three signature shades: Espresso Brown, Hazel Latte, and Iced Grey. These lenses, designed to subtly enhance a woman’s natural eye colour, aim to cater to modern, confident women who want a seamless blend of style and comfort in their everyday lives.

“Our goal at HUE is to not only add colour but to elevate the natural beauty of your eyes,” said Harjani during the launch event in Jakarta. “Each pair of HUE lenses is designed to help women cultivate their own unique blend of beauty and confidence. We want to enhance how the world sees you, but more importantly, how you see yourself.”

Maliekah Harjani, Founder

HUE’s lenses stand out not just for their fashion-forward colors but also for their medical credibility. The brand holds a Kemenkes Class C Medical Device license, and its products are approved by leading international health bodies such as the US Food & Drug Administration (FDA) and European CE. Made from Ocufilcon D, a high-quality material, the lenses are safe for all-day wear, featuring moisture-retaining additives to keep eyes hydrated and comfortable. A unique colour layering technique ensures that pigments do not touch the eye, minimizing irritation.

Currently, HUE offers three distinct colours:

Espresso Brown: A warm, rich brown reminiscent of freshly brewed coffee, designed for women seeking a subtle but captivating look.

Hazel Latte: A blend of browns with hazel flecks, ideal for women who want to effortlessly catch attention with a soft yet striking gaze.

Iced Grey: A cool, luminous shade that adds a bold touch to any look, perfect for women who want to quietly command attention.

Beyond aesthetics, the brand emphasizes convenience and safety. Each HUE lens is sterilized in a blister pack with hydrating solutions and offers UV protection. Designed for single-use, the lenses eliminate the need for regular care, ensuring maximum hygiene and ease for users. HUE’s collaboration with VIZIONFOCUS Taiwan, a leading lens manufacturer, ensures the highest production standards, with lenses offering high water content and advanced moisture-retaining properties.

The brand has positioned itself as a digital-native company, with its products available for purchase online through popular platforms like Shopee, Tokopedia, TikTok Shop, and WhatsApp Business.

“We are excited to introduce HUE to Indonesia’s beauty market,” said Angus Shih, President of VIZIONFOCUS. “HUE lenses are designed to enhance daily comfort and style. By choosing HUE, Indonesian women are opting for superior quality and convenience that stands apart from the competition.”

HUE’s launch marks a significant step in the evolution of eye care and beauty products in Indonesia, bridging the gap between health and fashion for women who value both.