Jakarta, 9 June 2025 – Scarlett, one of Indonesia’s leading beauty brands, proudly announces
its partnership with the Best New Artist Asia Star Entertainer Awards (ASEA) 2025,
Hearts2Hearts, as the new Brand Ambassador. This marks a historic milestone as the group’s
first-ever collaboration with a local-owned Indonesian brand highlighting Scarlett’s commitment
to celebrating youth, especially female progression, diversity, and cross-cultural inspiration.
Known for its dynamic approach to innovation, trend foresight, and product-sensorial experience
messaging, Scarlett continues to strengthen its bond with Gen Z through meaningful
collaborations. With this campaign, Scarlett continues its mission to help the younger generation
level up their beauty not just through effective skincare, but by delivering products and
experiences that reflect their lifestyle, ambition, and evolving sense of self.
“Personally, I’ve been a huge fan of Hearts2Hearts for a long time, their authenticity, catchy
tunes, lyrics really speak to me,” said Felicya Angelista, Co-Founder of Scarlett. She added,
“when our consumers started asking for a collaboration, we listened. At Scarlett, we’ve always
put our community first. The more we explored it, the more we saw how deeply aligned our
values are, with both Scarlett and H2H championing self-love, expression, and confidence.”
As part of this campaign, Scarlett features all eight members of Hearts2Hearts including
CARMEN, the Indonesian member proudly representing her roots on the global stage,
alongside JIWOO, YUHA, STELLA, JUUN, A-NA, IAN, and YE-ON. Each member brings a
unique charm that resonates with Scarlett’s values of authenticity and individuality
To celebrate the collaboration, Scarlett unveils two new additions to its cult-favorite Brightening
Body Serum line mashed up with the best selling Scarlett’ signature perfume scents: Velvet
Rouge and Purple Kiss. These serums are formulated with potent active ingredients such as
10% Niacinamide, known to brighten and even skin tone; Glutathione, a powerful antioxidant
that supports skin regeneration; and Hyaluronic Acid, which deeply hydrates and helps
maintain a smooth, supple finish.
Each variant features a unique, long-lasting fragrance:
● Velvet Rouge: A captivating blend of floral and amber notes, evoking an alluring yet
elegant mood.
● Purple Kiss: A refreshing fusion of soft fruity and musky tones, perfect for daily use that
feels both dreamy and empowering.
“Through this collaboration, we hope to inspire our customers, both Millennials and Gen-Z, to
express their true selves, while reaffirming Scarlett’s position as a brand that grows alongside its
consumers and continues to move to the next level. Hearts2Hearts will be featured in a series of
upcoming Scarlett campaigns and activities. Moreover, this collaboration is also a proud
moment for us as a local brand to support CARMEN, an Indonesian talent shining on the global
stage,” said Fiona Anjani, Chief Marketing Officer of Scarlett.
To mark this exciting collaboration, Scarlett will also release a limited edition Hearts2Hearts
special package, coming soon to Scarlett’s official e-commerce platforms. Fans can stay tuned
for the exclusive bundle drop, which will feature collectible Hearts2Hearts themed items
alongside the new body serum variants. In the meantime, both Velvet Rouge and Purple Kiss
body serums are now available for purchase on Scarlett’s official stores across Shopee,
Tokopedia, and TikTok Shop.
For more details and updates, follow @scarlettofficial on Instagram or visit
https://scarlettofficial.id.
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