Annissa Wulan
Sep 09, 2026
Beauty and lifestyle met in full color this September as Indonesian hair tools brand Bellayu expanded its coveted lineup to celebrate National Customer Day. Following the successful debut of its Petite Lovely Mocha Melt earlier this year, the brand introduced its bestselling compact styler in a charming new hue: Rosy Milk. To mark the occasion, Bellayu teamed up with modern coffee brand NIKA to craft a limited-edition signature beverage that brings beauty, function, and everyday lifestyle together under one roof.
A Soft, Wearable Palette Inspired by Global Fashion
The inspiration behind the new shade stems directly from international and local fashion runways, where soft pink tones continue to dictate modern trends. Designed by Bellayu Owner & CEO Gabriella Chong, the Petite Lovely Rosy Milk balances a gentle, milky-pink aesthetic with a clean, contemporary feel.
"I have personally always loved soft pink," explains Gabriella Chong, Owner & CEO of Bellayu. "It feels feminine yet clean and modern, without feeling overly sweet. It fits seamlessly into our brand DNA—soft, wearable, and beautiful enough to elevate daily routines."
The name itself reflects the soft, creamy undertones of the device. "When I saw the final color, I immediately thought of a strawberry milkshake," Chong shares. "That vision birthed 'Rosy Milk'—a delicate blend of rosy pink and creamy milk tones that feels soft and sweet without being unpleasantly bright."
High-Performance Tech in a Compact Silhouette
Despite its delicate appearance, the Petite Lovely Rosy Milk packs serious engineering into a portable design. Weighing just 265 grams, the styler is built for on-the-go styling without compromising on hair health.
The device features premium attributes built into Bellayu’s core technology line, including:
Advanced MCH Technology for rapid, consistent heat delivery.
Camellia Oil-Infused Plates to nourish strands during heat application.
Tourmaline Nano Ceramic Coating to seal moisture and reduce frizz.
Keratin-infused plates for extra strength and shine.
Energy-Efficient Engine operating at a low 65 watts (220–240V).
Alongside the hair straightener, Bellayu expanded its scalp care line with the launch of the Hush Brush in Rosy. Crafted with 90% natural horsehair to evenly distribute natural scalp oils and 10% nylon bristles for precise control, the ultra-soft brush is specifically designed for sensitive scalps to smooth flyaways and enhance natural radiance.
Where Beauty Meets Lifestyle: The NIKA Collaboration
To celebrate the launch, Bellayu stepped outside traditional product presentations, partnering with popular café brand NIKA to launch an exclusive signature drink: Pink Coco Cloud.
"Bellayu naturally intersects with daily lifestyle—from morning routines to coffee runs with friends," notes Chong. "Collaborating with NIKA felt entirely organic. Their brand identity is fun, modern, and visually distinctive, allowing us to bring the world of Bellayu into a refreshing lifestyle experience."
Lionel Hanjaya, Co-Founder of NIKA, echoed the excitement surrounding the partnership. "We share a common goal of delivering fresh, playful experiences that resonate with modern consumers," says Hanjaya. "With Pink Coco Cloud, we wanted to create a memorable drink that reflects Bellayu’s fresh, feminine character."
The signature drink combines fresh coconut water layered with creamy strawberry cold foam and topped with dehydrated strawberry pieces, delivering a balanced blend of refreshing and fruity notes.
Product Availability & Special Launch Offers
The new lineup is now available across online platforms and official Bellayu boutiques:
Bellayu Petite Lovely Rosy Milk: IDR 2,350,000
Hush Brush in Rosy (Large): IDR 495,000
Hush Brush in Rosy (Mini): IDR 425,000
Retail Outlets: Pondok Indah Mall 2 (Jakarta), Mall of Indonesia (Jakarta), Tunjungan Plaza Mall (Surabaya), Pakuwon Mall (Surabaya), SUN Plaza (Medan), and Takashimaya Mall (Singapore).
Online: bellayuhair.com, Instagram (@bellayu.official), Shopee, TikTok Shop, Tokopedia, and Lazada.
Exclusive September Promotions:
Free Hush Brush Gift: Customers who purchase the Pink Coco Cloud with a single receipt over IDR 200,000 at any NIKA store during September 2026 will receive a complimentary Hush Brush in Rosy Mini (valued at IDR 425,000).
Social Media Giveaway: NIKA and Bellayu are hosting a social media giveaway throughout the month, awarding four Petite Lovely Rosy Milk stylers to lucky customers.
