HALE

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RINGKASAN

HALE adalah skincare brand Indonesia yang didirikan pada 2019.

Founder yang teridentifikasi kuat adalah Bellinda Putri.

Sumber founder story menyebut Bellinda baru menyelesaikan studi di luar negeri, kembali ke Indonesia, dan mendapat ajakan membangun beauty brand dari pemilik home-service salon.

Public profiles menghubungkan HALE dengan Priescilia Chairil, co-founder PT Houzcall Teknologi Indonesia dan Salon by Houzcall.

Website HALE menggunakan email return:

estore@houzcall.co.id.

Alamat customer care HALE sama dengan alamat Houzcall:

Jl. Wijaya 1 No. 11B Kebayoran Baru Jakarta Selatan.

Hubungan ini menunjukkan HALE kemungkinan beroperasi dalam atau bersama PT Houzcall Teknologi Indonesia.

Namun, website public yang diperiksa tidak menampilkan legal footer yang cukup eksplisit untuk memastikan apakah:

• PT Houzcall Teknologi Indonesia adalah brand owner.
• E-commerce operator.
• Investor.
• Parent company.
• Shared service provider.
• Distributor.

Buyer B2B harus meminta legal company profile.

HALE dibangun dengan positioning skincare yang:

• Simple.
• Safe.
• Effective.
• Reasonably priced.
• Fragrance-free.
• Free from simple alcohol.
• Suitable for sensitive skin.
• Focused on strong and healthy skin.
• Designed for tropical daily use.

Portfolio HALE telah berkembang dari basic skincare menjadi broader personal care:

• Honey, I Dew Gel Cleanser.
• Cleanse Zit Off Low pH Acne Cream Cleanser.
• Stay Toned Essence Toner.
• Comfort Zone Soothing Moisturizer.
• All Rounder Gel Cream Moisturizer.
• Forever Young Copper Peptide Serum.
• Overnight Glow AHA BHA PHA.
• The Relief All-Purpose Salve.
• Strong & Healthy Scalp & Hair Tonic.
• Baby & Kids Hair & Body Wash.
• Baby & Kids Soothing Lotion.
• Baby & Kids anti-mosquito products in bundle.
• Mom & Me Massage Oil.
• Forever Tint.
• Deodorant Serum.
• Bundles.

Kekuatan HALE berada pada clear sensitive-skin positioning, founder story, simple routine, reseller program, affordable pricing, fragrance-free communication, and product expansion.

Risiko utamanya berada pada legal entity ambiguity, aggressive marketing content, clearance stock, near-expiry products, pregnancy and baby claims, active exfoliant, reseller requirements, and brand expansion beyond core expertise.

IDENTITAS BISNIS

Nama brand:

HALE

HALE Skincare

THINK HALE

Tahun berdiri: 2019

Founder: Bellinda Putri

Related co-founder and business operator signal: Priescilia Chairil PT Houzcall Teknologi Indonesia

Industri: Skincare, personal care, beauty retail, reseller, e-commerce, salon ecosystem, and sensitive-skin products

Model bisnis:

Website, marketplace, reseller, distributor inquiry, bundles, clearance, customer care, skin consultant, content marketing, and retail partnership

Alamat:

Jl. Wijaya 1 No. 11B Kebayoran Baru Jakarta Selatan 12170

Website:

https://hale.id/

Customer care: +62 811-819-4488

Email: info@hale.id

Skin consultant: skinconsultant@hale.id

Return email: estore@houzcall.co.id

Catatan legal:

Buyer harus meminta nama PT, NIB, NPWP, invoice, manufacturer, brand owner, reseller agreement, and recall responsibility.

FOUNDING STORY

Monocle and founder media describe Bellinda as someone who experienced severe skin issues as a teenager.

She studied abroad and was inspired by accessible skincare she encountered.

Upon returning to Indonesia in 2019, she built a simple and affordable sensitive-skin line.

The founder story supports brand context, but not product efficacy for eczema, acne, or dermatitis.

ABOUT POSITIONING

Official About page says HALE wants skincare to be:

• Simple.
• Safe.
• Effective.
• Reasonably priced.

The brand also says formulas are free from:

• Simple alcohol.
• Fragrance.
• Fragrant plant extracts.
• Fragrant oils.

Buyer must verify per SKU.

New categories such as lip tint, deodorant, hair tonic, and baby products may have different formula rules.

HONEY, I DEW GEL CLEANSER

One of the earliest and most recognizable products.

Positioning:

• Gentle cleansing.
• Oil, dirt, and makeup residue removal.
• Non-drying.
• Skin-barrier support.
• Daily use.

Buyer should check surfactants, pH, preservative, BPOM, and expiry.

CLEANSE ZIT OFF

Low pH Acne Cream Cleanser.

Website bundles mention pH 5.0–6.0 and acne-care positioning.

Acne cleanser is wash-off and cannot replace medical acne treatment.

STAY TONED ESSENCE TONER

Positioning:

• Balancing.
• Calming.
• Brightening.
• Essence-toner format.

Buyer needs ingredient list, fragrance-free verification, and active concentration.

COMFORT ZONE SOOTHING MOISTURIZER

Current product targets:

• Sensitive skin.
• Skin barrier.
• Daily hydration.
• Multiple age groups.
• Gel-cream texture.

Brand content highlights:

• Ceramide.
• Panthenol.
• Bisabolol.
• Madecassoside.
• Glycerin.

Marketing blog makes strong statements about irritation and comfort.

Individual response varies, and patch testing remains important.

ALL ROUNDER GEL CREAM MOISTURIZER

Website positions All Rounder for:

• Acne.
• Brightening.
• Soothing.
• Anti-aging.
• Antioxidant.
• Hydration.

Highlighted ingredients include glycerin, niacinamide, Centella, and resveratrol.

A single moisturizer should not be expected to solve all concerns equally.

FOREVER YOUNG COPPER PEPTIDE SERUM

Current product is a copper-peptide and multi-peptide anti-aging serum.

Buyer should check:

• Peptide concentration.
• Formula compatibility.
• Oxidation.
• Color change.
• Stability.
• Pregnancy guidance.
• Claim evidence.

OVERNIGHT GLOW EXFOLIATING MOUSSE

Website displays:

• 5% AHA.
• 2% BHA and PHA wording.

Buyer needs exact formula because wording may mean combined 2% or separate concentration.

Risks:

• Burning.
• Redness.
• Peeling.
• Barrier damage.
• Photosensitivity.
• Over-exfoliation.

Sunscreen is essential.

THE RELIEF ALL-PURPOSE SALVE

A multipurpose balm or salve.

Potential use:

• Dry areas.
• Lips.
• Cuticles.
• Irritated-feeling skin.
• Friction-prone areas.

Do not use on infected wounds or severe skin conditions without medical advice.

HAIR TONIC

Strong & Healthy Scalp & Hair Tonic launched or actively promoted in 2026.

Marketing discusses hair fall and scalp health.

Buyer must distinguish cosmetic support from treatment for alopecia, hormonal hair loss, and medical scalp disease.

BABY & KIDS

Products include:

• Gentle Hair & Body Wash.
• Soothing Lotion.
• Bundle with anti-mosquito product.
• Lip balm in bundle.

Baby and child products need:

• Age suitability.
• Allergy testing.
• Pediatric caution.
• Fragrance-free verification.
• BPOM.
• Halal.
• Eye-sting test.
• Insect-repellent active.
• Usage frequency.

MOM & ME

Mom & Me Massage Oil is sold, including clearance.

Pregnancy and baby claims require careful ingredient review.

Essential oils, fragrance, and allergy risks must be checked even when product is marketed for moms.

FOREVER TINT

Lip tint is available, often at heavy discount or clearance.

Buyer should check:

• Expiry.
• Batch.
• Formula.
• Shade.
• Seal.
• BPOM.
• Halal.
• Reason for discount.

Clearance creates stock-age risk.

DEODORANT SERUM

Stay Fresh Brightening Deodorant Serum expands HALE into body care.

Claims such as brightening need evidence and irritation caution for underarm skin.

CLEARANCE

Website displays clearance products including:

• Mom & Me Massage Oil.
• Forever Tint.
• Selected shades.
• Other products.

Deep discount may indicate:

• Discontinuation.
• Old packaging.
• Near expiry.
• Slow-moving stock.
• Reformulation.
• Campaign liquidation.

Buyer must check expiry before purchase.

RESELLER PROGRAM

HALE publishes a structured reseller ladder:

Bronze

• Purchase Rp500 thousand–Rp5 million.
• 10% margin.

Silver

• Rp5–10 million.
• 20% margin.

Gold

• Rp10–25 million.
• 25% margin.

Platinum

• Rp25,000,001–Rp50 million.
• 30% margin.

Diamond

• Above Rp50 million.
• 35% margin.

Requirements include:

• Selling BPOM-certified products only.
• Marketplace rating at least 4.8.
• Instagram swipe-up or equivalent and at least 10K followers.
• Following HALE values.

These terms may be old or current. Buyer must request dated agreement.

RESELLER RISK

Questions:

• Margin based on retail price or suggested price.
• Minimum stock rotation.
• Expiry return.
• Marketplace pricing.
• Territory.
• Authenticity.
• Tax.
• Buyback.
• Marketing support.
• Termination.
• Recall.

Large upfront purchase can create inventory risk.

RETURN POLICY

HALE replaces item only if:

• Wrong product.
• Defective.
• Damaged.

Customer contacts estore@houzcall.co.id.

Return shipping is paid by customer according to policy.

Address is Jl. Wijaya 1 No. 11B.

Estimated exchange delivery for Jabodetabek is 3–5 working days.

Buyer should record unboxing.

MARKETING CONTENT QUALITY

HALE blog in 2026 contains many SEO-oriented articles that call its own moisturizer “best” or compare it directly with competitor products.

This content is marketing, not independent review.

Some pages use medical-adjacent phrases such as:

• Obat eksim wajah.
• Mengatasi rambut rontok.
• Kulit iritasi.
• Best moisturizer 2026.

Claims should be interpreted cautiously and not replace professional advice.

BPOM DAN HALAL

Website bundles mention BPOM and halal.

Buyer must verify:

• Product-level BPOM number.
• Halal certificate.
• Legal entity.
• Manufacturer.
• Reformulation.
• Batch.
• Expiry.
• Category-specific registration.

Baby, lip, deodorant, and skincare products may have different registrations.

ACTIVITY 2026

Sinyal aktivitas:

• Website active.
• Blog active through June and July 2026.
• New arrival collection active.
• Hair tonic, salve, peptide serum, and baby products active.
• Reseller page active.
• Customer care and skin consultant active.
• Product catalogue active.
• Anniversary content mentions six years.

Sinyal tersebut mendukung status aktif.

INFORMASI PROCUREMENT

Cleanser: Tersedia.

Toner: Tersedia.

Moisturizer: Tersedia.

Serum: Tersedia.

Exfoliant: Tersedia.

Salve: Tersedia.

Hair tonic: Tersedia.

Baby & Kids: Tersedia.

Mom & Me: Tersedia.

Lip tint: Tersedia.

Deodorant: Tersedia.

Reseller: Tersedia.

Legal entity:

Belum dikunci; strong relationship with PT Houzcall Teknologi Indonesia.

RISIKO UTAMA

1. Legal entity ambiguity.
2. HALE confused with foreign brands.
3. Aggressive self-promotional blog claims.
4. Clearance expiry.
5. Pregnancy and baby claims.
6. Active exfoliant.
7. Hair-loss medical boundary.
8. Reseller inventory risk.
9. Product-category expansion.
10. Return shipping paid by customer.

PERTANYAAN SEBELUM MEMBELI ATAU BERMITRA

• Apa badan usaha HALE?
• Apa relationship with PT Houzcall Teknologi Indonesia?
• Siapa manufacturer?
• Apa nomor BPOM?
• Apa halal certificate?
• Apa expiry clearance products?
• Apa evidence for sensitive-skin claim?
• Apa exact acid concentration?
• Apa safe-age range baby products?
• Apa pregnancy guidance?
• Apa reseller agreement date?
• Apakah near-expiry stock dapat dikembalikan?
• Apa recall procedure?
• Apa official marketplace?
• Bagaimana medical claims reviewed?

RINGKASAN UNTUK PENGAMBIL KEPUTUSAN

HALE is an active sensitive-skin brand with a clear simple-skincare identity and growing product range.

Kelebihannya adalah founder story, fragrance-free positioning, basic routine, baby line, reseller program, customer care, and affordable pricing.

Risiko utamanya adalah legal transparency, marketing claims, clearance stock, and category expansion.

Buyer B2B should request legal company profile, authorization, BPOM and halal list, manufacturer details, expiry policy, reseller agreement, and recall procedure.

STATUS VERIFIKASI DAN BATASAN

Terkonfirmasi:

• Founded 2019.
• Founder Bellinda Putri.
• Website and product catalogue active.
• Address Wijaya 1 Jakarta.
• About page sensitive-skin positioning.
• Fragrance and simple-alcohol-free claim.
• Products across face, hair, baby, lip, and body.
• Reseller program.
• Return email uses houzcall.co.id.
• Activity 2026.

Strong relationship signal:

• Priescilia Chairil linked to HALE and PT Houzcall.
• Shared address and email infrastructure.
• Founder story references salon-business owner.

Self-reported:

• Safe.
• Effective.
• Reasonably priced.
• Best moisturizer 2026.
• Suitable for sensitive skin and all ages.
• Pregnancy and breastfeeding safe.
• Hair-growth and hair-fall support.
• BPOM and halal.

Belum terverifikasi:

• Legal brand owner.
• Revenue.
• Profit.
• Full BPOM list.
• Full halal scope.
• Manufacturer map.
• Reseller performance.
• Clinical evidence.
• Clearance expiry matrix.
• Store census.

SUMBER YANG DIPERIKSA

1. Website resmi HALE https://hale.id/ Digunakan untuk current products and brand positioning.

2. About Us https://hale.id/pages/about Digunakan for address, contact, simple-safe-effective philosophy, and fragrance-free positioning.

3. All Products https://hale.id/collections/all Digunakan for current catalogue, prices, clearance, and new categories.

4. Reseller https://hale.id/pages/reseller Digunakan for tiers, margins, requirements, and distributor form.

5. Refund & Exchanges https://hale.id/pages/refund-exchanges Digunakan for wrong/defective/damaged policy, return email, and address.

6. Blog https://hale.id/blogs/news Digunakan for six-year journey and 2026 activity.

7. Monocle https://monocle.com/business/paragon-skincare-growth-story/ Digunakan for 2019, Bellinda Putri, and founder context.

8. Fimela Bellinda Putri Digunakan for founder journey and salon-owner invitation.

9. LinkedIn Priescilia Chairil https://id.linkedin.com/in/priescilia-chairil-72b06074 Digunakan for HALE co-founder signal and PT Houzcall relationship.

10. LinkedIn PT Houzcall Teknologi Indonesia Digunakan for shared address and company relationship.

DISCLAIMER

UKMS.OR.ID bukan dokter, BPOM, BPJPH, reseller, manufacturer auditor, atau perwakilan HALE. Informasi ini tidak menjamin safety, expiry, reseller profit, or medical result. Periksa kemasan and legal documents current.