One of the rare stories that is as exciting as the one that took place in 2026, when high technology and intelligent consumption revolutionized the entire economy, is the growth of ESQA. This is one of the few stories that fall into this category. Over the course of their childhood, Cindy Angelina and Kezia Trihatmanto were the closest of friends. They talked about the best way to start the first vegan beauty brand in Indonesia, which would also be the most successful vegan makeup brand. Within the realm of the beauty sector, it is a true pioneer in terms of tech crusader.
In this particular instance, the folks in question did not only sell lipstick; rather, they started a revolution by employing cutting-edge digital technology and a “glamorously natural” way of thinking. If we take a look at the digital presence and market supremacy that ESQA currently enjoys, we can glimpse a model that highlights how contemporary firms can succeed by being at the forefront of new ideas.
When we first entered the market, there was a need for the product
The events of the story began in a spot that was located a great distance away from the crowded streets of Jakarta. During the time that Cindy and Kezia were attending school in Los Angeles, the vegan and cruelty-free beauty movement in the United States underwent a considerable expansion. This expansion occurred during the period that they were in Los Angeles. On the other hand, there were not a lot of alternatives that were both luxurious and ethical with a high level of quality and were sourced locally. The fact that Indonesian women placed a large amount of significance on their beauty was something that they were aware of.
When they returned to Indonesia in 2014, they discovered that the market was still primarily composed of large international corporations and long-standing local firms that had not yet adopted the vegan way of life. They made a modest expenditure of $40,000 in order to establish ESQA in the year 2016. Considering that the company was a tech activist, it did not employ standard television advertisements. Instead, they concentrated their efforts on Instagram and TikTok, which are considered to be the “frontier” of social media. These platforms allow them to communicate directly with a new audience of educated consumers.
This year, 2026, is the year of the beauty technology crusader
Being a tech crusader in the year 2026 necessitates more than just owning an app. This means that ESQA will be utilizing artificial intelligence-powered skin diagnostics and virtual “try-on” mirrors, both of which have disrupted the way in which people purchase across all channels.
Why Is the Name “Tech Crusader” Appealing to an Audience?
Data-Driven Innovation: In order to discover colors that are flattering on the skin tones of Southeast Asian women, the ESQA analyzes data collected from existing consumers.
The company has a seamless digital-to-physical loop that extends from their flagship store in Jakarta to 47 other cities, demonstrating their excellent mastery of omnichannel marketing.
Dominance in Livestreaming: In the year 2026, the studio of ESQA is open almost all the time, and tech-savvy influencers show off their wares to thousands of people in real time.
ESQA has been able to keep its marketing expenses to a mere twenty percent of its entire costs by acting as a tech crusader. Compared to the industry standard of forty percent, this is a significant decrease. Because they were so skilled at what they did, they were able to make it through the “beauty winters” that occurred in the early 20s. At this point, they have developed into a formidable Series B company, having received capital in excess of ten million dollars from influential companies such as Unilever Ventures.
The Social Power of Techcrusader: The Process of Constructing a Digital Empire
To a large extent, the success of ESQA is dependent on how well it performs on social media. Those that compete for technological advancement are aware that followers are the new money. The techcrusader movement within the Indonesian beauty community has shown support for ESQA’s “Glamorously Natural” approach, which has shown to be successful in converting customers into followers.
Social Metrics for the Year 2026
There are a number of businesses that are experiencing difficulties as a result of their organic reach decreasing, but ESQA has done very well. A cursory examination of the information regarding the number of followers on the tech crusader Instagram account reveals that the group is not only sizable but also quite active. Cindy and Kezia use these Instagram followers of tech crusader as a focus group to assist them in selecting the next “Wonder Woman” or “BCL” partnership. These followers are more than simply a collection of numbers.
Both the official account of the firm and the curated material of an influencer who is a tech crusader make it abundantly clear that vegan beauty is not only here to stay but also a high-tech and high-fashion trend.
Scaling the Vision: from forty thousand dollars to series
It is recommended that anyone who is interested in fighting for technology look into the financial history of ESQA. When the company first began, it had a small amount of money, but by the time it was in its second year (2017), it was already profitable. This “profitable-first” way of thinking is uncommon in the fast-paced world of startups; nonetheless, it demonstrates that the company is a tech crusader that will remain in the industry.
Funding Objectives:
- They received $6 million from East Ventures and Unilever Ventures during the Series A funding round in 2022.
- Additionally, they received an additional four million dollars in Series B (2024) funding to broaden their offline presence and do research and development.
- In the year 2026, they are currently considering expanding its operations into the Middle East as well as other regions of Europe. Due to the fact that they are vegan and Halal-certified, they have an advantage over their competitors all over the world.
- A significant amount of control over the appearance of their product has been granted to the producers as a result of the tech crusader method of raising capital. This guarantees that the Environmental Safety and Quality Authority (ESQA) will always uphold its promise to “not use harsh chemicals.”
The Pure Beauty (Eska) Product Philosophy of the Company
The origin of ESQA’s products can be traced back to the name “Eska,” which denotes “pure beauty” in Celtic translation. It is clear from this that you do not need to wear items manufactured from animals in order to seem “glam.” Kezia, the Chief Product Officer, is a tech crusader in the lab who has developed new products that are beneficial to your skin. Some examples of these products are glow-pop serum lip balms and serum cushions with an SPF of 50 or higher.
In the year 2026, the consumer who is a digital crusader wants honesty. Not only are all of ESQA’s products vegan and halal, but they are also registered with the BPOM. This triple certification serves as a shield that a tech crusader brand wears to protect its community from the “greenwashing” that occurs frequently in the commercial world.
Concluding Remarks Regarding the Legacy, Two Friends
The history of ESQA demonstrates that the most successful companies in the field of technology advocacy typically start with a strong connection and a common passion. Not only did Cindy Angelina and Kezia Trihatmanto establish a brand, but they also initiated a movement that demonstrated to the world that Indonesia has the potential to become the world’s foremost leader in vegan beauty.
In the realm of technology, ESQA is a pioneer who is constantly pushing the boundaries of what is possible. They demonstrate that opulence and generosity are not mutually exclusive values. Because millions of tech-savvy Instagram followers are following their every move, the future of Indonesian beauty appears to be better than it has ever been, and it also appears to be cleaner.
Frequently Asked Questions: Learn everything you need to know about the ESQA Ecosystem
ESQA was initially initiated by who was the first person?
In 2016, Cindy Angelina, acting as CEO, and Kezia Trihatmanto, acting as CPO, established ESQA. Since they were young children, they have been the best of friends.
ESQA is a plant-based product, right?
In Indonesia, ESQA holds the distinction of being the first vegan makeup manufacturer. It does not use any harsh chemicals or anything derived from animals in the production of its goods.
To what extent does the beauty industry benefit from having a “tech crusader”?
The goal of a tech crusader is to make the beauty experience more personal and ethical by utilizing new technology, artificial intelligence try-ons, and data analysis.
In the year 2026, what is the current state of funding for the ESQA?
ESQA is a Series B firm that has received more than ten million dollars in funding, the majority of which came from Unilever Ventures as of the year 2026.
To become a member of the techcrusader community, what steps do I need to take?
By following the company on social media or attending one of their live events, you will be able to keep up with the most recent trends from the vegan community.
What does the name “ESQA” mean?
The name originates from the Celtic word “Eska,” which can be translated as “pure beauty.”
What does it mean for ESQA to be accredited as a Halal organization?
In Indonesia, where it is a leader in the field of technology, halal certification guarantees that the brand is accessible to the majority of people and may be purchased locally.
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