About GudangAda Beauty
Founded in 2019 by Henry Stevensang, GudangAda is built on strong FMCG fundamentals shaped by decades of experience across General Trade and Modern Trade. This disciplined FMCG approach equips us with the operational rigor, scalability mindset, and execution excellence needed to navigate Indonesia’s dynamic beauty industry and its players.
Leveraging this foundation, GudangAda expanded into the beauty sector by establishing GudangAda Beauty — bringing proven FMCG distribution discipline to build strong, reliable, and scalable beauty distribution operations across Indonesia.
Today, GudangAda Beauty partners with local and global beauty brands to enter, grow, and scale in Indonesia through integrated solutions spanning market entry, nationwide distribution, logistics & fulfillment, regulatory support, and offline marketing execution.
Our Founder
Henry Stevensang
Founder of GudangAda
A seasoned industry leader with 30+ years of experience across the FMCG, Beauty, and Retail industries in Indonesia and Asia Pacific. Throughout his career, he has built a strong track record in distribution, digitization, and ecosystem development for FMCG and Beauty brands.
He's known for his digitization initiative in the traditional distributor operations through integrated technology systems in 2004. In 2013, he also pioneered one of the leading distributor-owned B2B e-commerce platforms, accelerating transformation across partner networks. By 2016, he continued developing large-scale digital strategies and operational modernization across the distribution group.
In 2019, he established GudangAda with a mission to empower distributors, retailers, and brand owners through collaboration, network enablement, and technology-driven growth — a foundation that today continues through GudangAda Beauty
Our Story
2019
GudangAda was founded
2022
GudangAda expanded into the beauty sector
2023
Reached 1,000+ beauty General Trade outlets nationwide
2024
Expanded Modern Trade with regulatory, fulfillment, and BTL support.
