HUE, Indonesia’s first homegrown daily disposable colored soft lens brand, made a bold entrance today with a launch event in downtown Jakarta. The innovative beauty brand is now available for purchase online through its website, as well as popular e-commerce platforms like Shopee, Tokopedia, TikTok Shop, and WhatsApp Business.
Founded by Maliekah Harjani, a former venture capital investor with expertise in consumer business, HUE brings a new dimension to the cosmetic lens market. The brand’s daily disposable lenses combine medical-grade quality with an emphasis on enhancing natural beauty, targeting Indonesian women who live purposeful, busy lives—whether they are career-driven professionals, mothers, or advocates of social change.
HUE sets itself apart from traditional lens brands by focusing not only on eye health but also on personal style and identity. Offering three signature colors, HUE lenses blend seamlessly into a variety of skin tones and personal styles, providing a subtle, yet sophisticated look:
- Espresso Brown: Rich and warm, this shade adds depth and definition to the eyes, perfect for those who seek a refined, natural look suitable for both day and night.
- Hazel Latte: A stunning mix of browns and hazel flecks, these lenses create an effortlessly captivating effect, enhancing a woman’s inherent beauty while drawing attention with ease.
- Iced Grey: Cool and luminous, this shade offers a bold but understated glow, ideal for women who command attention with quiet confidence.
HUE lenses not only elevate aesthetic appeal but also prioritize safety and comfort. Crafted with Ocufilcon D material, HUE lenses meet the highest international standards, including certifications from the US FDA and the European CE. Licensed as a Kemenkes Class C Medical Device in Indonesia, the lenses are designed for all-day comfort, featuring extended wear technology that retains moisture and keeps eyes hydrated.
A key innovation is HUE’s color layering technique, which ensures that pigments never touch the eye, preventing irritation. Each lens is sterilized in hydrating solutions, provides UV protection, and is packaged in a convenient blister pack for easy, disposable use—eliminating the need for daily cleaning.
HUE partnered with VIZIONFOCUS Taiwan, a leading manufacturer, after a rigorous selection process involving over 20 factories across Asia and Australia. Extensive testing with real Indonesian women confirmed that HUE lenses exceed expectations in comfort, style, and safety, setting a new standard in Indonesia’s beauty industry.
