Wardah, a halal cosmetic brand from Indonesia, has become widely recognized both domestically and internationally after nearly two decades of perseverance.

Founded in 1995 by Nurhayati Subakat under PT Paragon Technology and Innovation, the brand began with the aim of providing beauty products that align with Islamic principles. Its name, Wardah, comes from the Arabic word for rose, symbolizing purity and grace.

In its early years, Wardah faced multiple challenges. Founder Nurhayati Subakat initially sold products door-to-door and through multi-level marketing, targeting pesantrens and individual customers. Despite these efforts, the brand took 18 years to earn strong recognition in Indonesia.

Strategic Rebranding and Clear Positioning

A major turning point for Wardah came in 2009 with a comprehensive rebranding effort. This included redesigning product packaging, improving quality, and refining marketing messages. The strategy led to a sharp rise in sales, achieving up to 100% growth between 2012 and 2013.

Wardah positioned itself firmly as a halal cosmetic brand. It obtained its first halal certification from the Indonesian Ulema Council (MUI) in 1997 and was later recognized by the World Halal Council as a pioneer in halal cosmetics in Indonesia. The brand’s slogans evolved over the years—from “Kosmetika Suci & Aman” to “Beauty Moves You”—highlighting a commitment to modern, progressive, and ethical values.

Innovation and Consumer Engagement

Innovation has been central to Wardah’s success. The brand has developed over 1,000 product variants across skincare, makeup, and personal care. It collaborates with over 300 experts and researchers in 25 countries, supported by more than 45,000 beauty advisors and over 200 local innovators.

Wardah also adapts to trends like ethical and sustainable beauty. The company develops clean and environmentally friendly products that are halal, ensuring they meet both ethical and quality standards.

Community engagement is another pillar of Wardah’s strategy. The brand has actively engaged Muslim women and hijab communities through campaigns, partnerships, and initiatives such as “The House of W,” which provides spaces for knowledge sharing and empowerment. Influencers and brand ambassadors, such as Mesty Ariotedjo and Tatjana Saphira, are carefully selected for their inspirational qualities and alignment with Wardah’s vision.

Expanding to Global Markets

After establishing itself in Indonesia, Wardah expanded internationally, entering markets like Malaysia, Singapore, and Brunei, with plans to reach Thailand and Turkey.

The brand has also participated in global events, including the Dubai Expo and Dubai Modest Fashion Week, and collaborates with designers and influencers to strengthen its international presence.

In 2025, Wardah was named the “Top Muslim-Friendly Cosmetic Brand in the World” by Salaam Gateway. This recognition underscores the growing global demand for halal cosmetics, projected to reach USD 117.8 billion by 2028.

“Halal is not just a label, but part of how we operate in every process,” said dr. Sari Chairunnisa, Deputy CEO of Paragon Technology and Innovation. Wardah’s products also use halal green technology and are formulated to suit different skin concerns and tones globally.

Ramadan Sales and Consumer Trends

Wardah’s sales increase during Ramadan, when consumers prioritize skincare to maintain hydration and healthy skin while fasting. Meinar Dyan Muslimah, E-Commerce Business Acceleration Lead, explained that products such as moisturizers, toners, facial cleansers, and sunscreens see high demand during this period.

Makeup items, including cushions, lip creams, and skin tints, are also popular during Ramadan and Eid, helping consumers maintain a fresh and polished appearance.

Wardah collaborates with Lazada to make its products more accessible online, offering special bundles and promotions throughout the season.

PHOTO: HARIAN JOGJA/ANISATUL UMAH

This article is a summary of several original articles. The full versions can be read at the following links:

https://ukmindonesia.id/baca-deskripsi-posts/18-tahun-berusaha-menangkan-hati-konsumen-kini-wardah-sukses-jadi-brand-kosmetik-global

https://olenka.id/mengulik-strategi-sukses-wardah-dari-bisnis-rumahan-jadi-brand-kosmetik-yang-mendunia/all

https://hypeabis.id/read/47363/strategi-wardah-menjadi-brand-kecantikan-halal-berdaya-saing-global

https://www.antaranews.com/berita/5443086/wardah-tingkatkan-penjualan-produk-skincare-di-bulan-ramadhan

https://www.inilah.com/mengenal-siapa-pemilik-wardah

https://www.suaramuhammadiyah.id/read/wardah-dinobatkan-sebagai-merek-kosmetik-paling-ramah-muslim-di-dunia

This article was created with AI assistance.

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