Raena

About Raena

Raena operates as a social commerce platform and dropshipping marketplace focused on the beauty and personal care sector in Southeast Asia, primarily targeting the Indonesian market. The company was founded in Singapore in 2018 by Sreejita Deb and Guo Xing Lim. Deb, the current CEO, has a background that includes roles at Amazon and Google, while COO Lim previously worked with Procter & Gamble and Alibaba. They were later joined by Chief Commercial Officer Widelia Liu, who had prior experience founding her own apparel brand.

Initially, Raena's business model involved creating personal care brands in partnership with social media influencers. However, the company observed that smaller resellers were organically driving sales and pivoted its strategy in 2020 to better serve these micro-entrepreneurs. The current model empowers a network of sellers—largely composed of students and stay-at-home mothers—by providing them with access to a wide catalog of beauty products without the need to manage inventory or upfront capital investment. Raena handles the backend supply chain, including sourcing from over 250 brands, inventory management, and logistics, allowing sellers to focus on marketing and sales through platforms like Instagram, Shopee, and TikTok. This dropshipping system allows resellers to earn margins on products that are shipped directly from Raena to the end consumer.

The company generates revenue through commission fees from the transactions completed by its resellers. Raena has successfully secured significant funding to fuel its growth, raising a total of $20.8 million over three rounds. Key funding milestones include a $1.82 million seed round in July 2019, a $9 million Series A in February 2021, and a further $10 million in January 2022. The platform has grown to support a network of over 50,000 sellers, offering them access to more than 250 local and international beauty brands. To further support its seller community, Raena offers business education and resources through programs like 'Raena Bimbel', aimed at helping them increase their income.