Raena Company Profile

Background

Raena, founded in 2019, was a Singapore-based startup that initially aimed to create personal care brands in collaboration with top social media influencers. Recognizing a significant trend where customers were purchasing products in bulk and reselling them on platforms like Shopee and Tokopedia, Raena pivoted to a social commerce model in 2020. This strategic shift focused on empowering micro-entrepreneurs, particularly women aged 18 to 34 in Indonesia and Malaysia, by providing them with a platform to sell beauty products without the need to maintain inventory.

Key Strategic Focus

Raena's core objective was to democratize access to high-quality beauty products by enabling micro-entrepreneurs to establish online businesses with minimal upfront investment. The company specialized in offering a curated catalog of predominantly Japanese and Korean skincare and beauty brands. Utilizing a drop-shipping model, Raena allowed resellers to select products to feature on their social media accounts and online stores, with Raena handling direct shipping to customers. This approach aimed to lower entry barriers for small business owners and enhance profit margins for resellers.

Financials and Funding

Raena secured a total of $21.3 million in funding over its operational period. Key funding milestones included:

Seed Round (July 2019): Raised $1.82 million.

Series A (February 2021): Secured $9 million, co-led by Alpha Wave Incubation and Alpha JWC Ventures, with participation from AC Ventures and existing investors Beenext, Beenos, and Strive.

Later Stage VC (November 2023): Details undisclosed.

The capital was primarily allocated towards expanding the team, enhancing technological infrastructure, and entering additional Southeast Asian markets.

Pipeline Development

Raena's business model did not involve traditional product development pipelines. Instead, the company focused on expanding its catalog of beauty products and forging partnerships with emerging brands to introduce them to new markets, particularly in Southeast Asia.

Technological Platform and Innovation

Raena's platform was distinguished by its user-friendly interface that enabled resellers to:

Access a diverse range of beauty products.

Utilize ready-made content for product promotion.

Manage orders efficiently through an integrated system.

The drop-shipping model eliminated the need for resellers to hold inventory, thereby reducing financial risk and operational complexity.

Leadership Team

Sreejita Deb: Co-Founder and Chief Executive Officer. An alumna of Google, Harvard, and Amazon, Deb led Raena's strategic vision and operational execution.

Guo Xing Lim: Co-Founder and Chief Operating Officer. With experience at Procter & Gamble and Alibaba Group, Lim focused on operational efficiency and supply chain management.

Widelia Liu: Chief Commercial Officer. A graduate of Cambridge, Wharton, and RBS, Liu brought entrepreneurial experience from founding and growing her own apparel brand.

Leadership Changes

As of February 2025, there were no publicly reported significant changes or appointments within Raena's leadership team.

Competitor Profile

Market Insights and Dynamics

The social commerce sector in Southeast Asia experienced rapid growth, with gross merchandise value tripling during the first half of 2020. This surge was driven by increased online shopping during the COVID-19 pandemic and a growing number of individuals seeking supplementary income through online sales.

Competitor Analysis

Raena faced competition from several companies in the social commerce and beauty product distribution space, including:

Sociolla: A Jakarta-based beauty e-commerce platform offering a wide range of products and content.

Evermos: A Bandung-based social commerce platform focusing on reselling various products, including beauty items.

RateS: A Singapore-based platform enabling individuals to start online businesses by reselling products.

Strategic Collaborations and Partnerships

Raena collaborated with numerous beauty brands, primarily from Japan and Korea, to introduce their products to new markets in Southeast Asia. These partnerships allowed Raena to offer a diverse product catalog to its resellers and customers.

Operational Insights

Raena's drop-shipping model provided a competitive advantage by reducing the financial and operational burdens on resellers. This approach enabled rapid scaling and attracted a significant number of micro-entrepreneurs seeking low-risk business opportunities.

Strategic Opportunities and Future Directions

Despite initial success, Raena ceased operations in February 2025 due to shifting consumer demand, increasing competition, cash flow challenges, and an unsustainable business model.