Meet Allureth's Team

Your Trusted Thai Partner

"...Allureth was born from a simple yet powerful belief—Thai beauty brands are a perfect fit for Indonesia’s booming market.

As Thai entrepreneurs and professionals living in Indonesia, we’ve seen firsthand the massive potential of this booming market. With a fast-growing beauty industry and millions of eager consumers, Indonesia offers incredible opportunities—but navigating regulations, distribution, and local business culture can be overwhelming.

That’s where we come in. With deep expertise in banking, consulting, operations, and marketing, we bridge the gap between Thai brands and the Indonesian market. We understand both sides—what makes Thai brands special and what Indonesian consumers want. Our mission is to make expansion seamless, helping Thai beauty brands grow and succeed with the right strategy, partners, and market insights..."

Toey Smitisatian

Managing Director

A seasoned finance and business strategist with a strong background in investment banking, CFO leadership and entrepreneurship.

Having worked across Thailand and Indonesia, Toey brings deep expertise in market expansion, financial structuring, and operational strategy.

Passionate about helping Thai beauty brands succeed in Indonesia, she leverages her industry knowledge and network to navigate market entry, distribution, and growth opportunities

Suparada Damrongchietanon

Commercial Director

A brand and marketing expert with deep experience in Indonesia’s beauty industry.

Suparada is a veteran in beauty and consumer markets with years of experience from Sociolla, Reckitt, Johnson & Johnson, and more.

With a background in business development and brand management, Suparada understands what it takes for Thai beauty brands to succeed in Indonesia’s competitive landscape, helping them navigate distribution, marketing, and local consumer trends

Smiley Kuntjoro

Tech Director

A technology leader with over 20 years of experience across the U.S., Europe and Asia.

Smiley began his career in Silicon Valley and continued for over 15 years, where he built large-scale infrastructure and backend systems for global tech firms. Returning to Indonesia, he played key leadership roles at Tokopedia, Gojek, Halodoc, and Shipper—helping scale some of the country’s most prominent digital platforms.

Smiley will bring valuable perspective on marketing analytics, digital performance, and business intelligence—helping Thai beauty brands make smarter, data-backed decisions as they grow in Indonesia.