Jakarta, April 8, 2026. usmile Indonesia successfully achieved record-breaking business growth in the first quarter and early second quarter of 2026, driven by high public shopping enthusiasm during the Ramadan and 4.4 double date campaigns. The fasting month leading up to the Eid al-Fitr celebration, which are filled with social gatherings, proved to be a major catalyst for urban society to pay more attention to their dental and oral health. The need to look stunning during these moments of togetherness had a significant direct impact on the sales surge of usmile's product lines.

During the Ramadan campaign period, usmile Indonesia managed to record a 182% increase in Gross Merchandise Value (GMV) in e-commerce. The high consumer enthusiasm was also reflected in the average daily orders, which surged by 228% compared to the period before Ramadan.

This brilliant momentum continued into the 4.4 double date campaign. Compared to the achievements during the 3.3 campaign, usmile's GMV on 4.4 increased by 47%. This sales increase helped usmile Indonesia secure the number one spot for Premium oral care brands, or those priced above IDR 40,000 on TikTok Shop from the first week of the 2026 Ramadan period through the first week of April.

This achievement was reached by usmile in less than 6 months since first launching its toothpaste products in December 2025. The key to this rapid market penetration lies in the implementation of a communication strategy based on Parasocial Interaction, a concept where the audience builds emotional bonds and closeness, like friends with the public figures or content creators they follow.

Inspired by a global strategy that utilizes technology, digital features serve as a bridge to realize various innovations. Ranging from video call facilities with Vincent and Desta after purchasing products, and live talk show collaborations during suhoor, to meeting in person at a CSR program organized by usmile Indonesia in collaboration with Human Initiative. This strategy is specifically designed to be relevant to Indonesian culture, where closeness to a brand is often built through trusted figures.

This approach is then combined with in-depth education through relaxed discussion formats like podcasts, which have proven to be the most effective communication style to target Millennials and Gen Z. As proof, usmile Indonesia successfully collaborated with several famous entertainment programs during Ramadan, such as Ramadan Bareng VINDES and Podcast Escape.

The high shopping enthusiasm and conversion in the digital realm are also supported by increasingly solid public trust. usmile's credibility in the local market was further recognized after being awarded the prestigious 2026 EPIC Awards as the Breakthrough Brand in E-commerce on February 13, 2026. Product quality and safety guarantees are also uncompromising priorities, with the entire range of usmile products certified by BPOM and Halal.

Michelle, Country Manager of usmile Indonesia & Malaysia, expressed her appreciation, "We are grateful for this achievement, which also serves as concrete proof that usmile has been well-received by Indonesian consumers. Armed with the experience of serving users in over 30 countries, as well as a commitment to research and innovation tailored to local market needs, we believe these are the keys to usmile's success. Especially through the implementation of parasocial interaction strategies relevant to Indonesian culture and a deep understanding of consumer habits during Ramadan."

usmile's success in dominating consumers' shopping carts is inseparable from the outstanding performance of its two flagship products, usmile Fresh White and usmile Repair White, which became the main contributors to this sales surge.