YAUMI FAUZIAH

Redefining Beauty

Growing up on the remote island of Selayar in South Sulawesi, Yaumi Fauziah Sugiharta has always felt a strong connection to the environment. This personal value eventually led her to a purpose: building a 100-percent vegan beauty brand. Meet BASE, a pioneering, local vegan and sustainable beauty brand in Indonesia, where Yaumi holds the position of Co-Founder and CEO.

Recognition from the beauty industry validating BASE’s commitment to sustainability and ethics has been gratifying. For Yaumi, overcoming obstacles and embracing learning moments have been pivotal in her journey. Each experience, regardless of scale, has shaped her journey. Guided by clear objectives, she adeptly allocates her time and energy, navigating competing demands as both a professional and a mother.

In a saturated market, positioning BASE as an affordable and accessible vegan beauty brand posed its own challenges. Through the power of innovation and purpose-driven choices, even amidst misconceptions about vegan beauty, BASE has experienced the inspiring growth of a community of conscious customers aligned with its ethos.

“In the grand scheme of things, we see BASE as a catalyst for transforming how beauty brands approach sustainability. As we look ahead, we’re excited to continue fostering a culture where beauty choices intertwine seamlessly with values, driving the beauty industry toward a more sustainable future,” says Yaumi.

Sun Tzu’s “weak leadership can wreck the soundest strategy” wisdom guides Yaumi’s leadership style as she spearheads BASE’s ventures. She recognises the importance of dynamic management in the beauty industry, which is challenging beauty norms. This understanding propels her focus on collaboration, creativity, and accountability.