Usmile Indonesia Records Strong Growth in Early 2026, Driven by Ramadan and 4.4 Campaign

JAKARTA, Jakartaweekly.com – usmile Indonesia recorded significant business growth from the first quarter through the early second quarter of 2026, driven by strong consumer spending enthusiasm during the Ramadan campaign and the 4.4 double-date promotion.

Michelle, Country Manager of usmile Indonesia & Malaysia, said the company’s strong performance demonstrates that usmile has been well received by Indonesian consumers.

“With experience in more than 30 countries and a commitment to research and innovation tailored to local market needs, we are optimistic about sustaining our growth,” she said in a press statement on Thursday, April 9, 2026.

She added that parasocial interaction strategies and a deep understanding of consumer behavior—particularly during Ramadan—have been key factors behind this growth.

In terms of products, sales performance was driven by two main variants: usmile Fresh White and usmile Repair White.

She noted that the period from Ramadan to Eid al-Fitr, which is closely associated with social gatherings, has become a major catalyst for increasing awareness of oral health among urban consumers. The desire to look their best during these moments of togetherness has directly contributed to a surge in demand for usmile products.

During the Ramadan period, usmile Indonesia recorded a 182% increase in Gross Merchandise Value (GMV) on e-commerce platforms. Average daily orders also jumped by 228% compared to the pre-Ramadan period.

This positive momentum continued during the 4.4 campaign. Compared to the 3.3 period, usmile’s GMV rose by 47%. This achievement also positioned usmile as the number one premium oral care brand (priced above Rp40,000) on TikTok Shop from the first week of Ramadan through early April 2026.

She explained that this milestone was achieved in less than 6 months following the launch of usmile toothpaste in December 2025. One of the key drivers of market penetration, she noted, lies in the company’s communication strategy based on parasocial interaction, where consumers build emotional connections with public figures or content creators.

This approach has been implemented through various initiatives, ranging from post-purchase video call sessions with Vincent and Desta, to live talk show collaborations during sahur, as well as CSR activities with Human Initiative. The strategy is designed to align with Indonesian consumer characteristics, who tend to build trust through familiar figures.

In addition, usmile has emphasized educational content through casual discussion formats such as podcasts, which are considered effective in reaching millennial and Gen Z audiences. During Ramadan, usmile collaborated with several popular entertainment programs, including Ramadan Bareng VINDES and Podcast Escape.

Public trust in the brand has also strengthened, following its recognition at the EPIC Awards 2026 as Breakthrough Brand in E-commerce on February 13, 2026. All usmile products have also obtained BPOM and Halal certifications.

Looking ahead, usmile sees consumer demand increasingly shifting toward aesthetic aspects. In response, the company is preparing new innovations focused on addressing yellow stains on adult teeth.

The product is claimed to deliver an instant visual brightening effect from the first use through light-refraction technology. Further details regarding this innovation are scheduled to be announced at the end of April 2026.