Indonesia’s halal-certified Wardah Cosmetics expands distribution through two major retail chains in Malaysia

Photo: A make-up artist applying Wardah Cosmetics eyeliner onto a model at Indonesia Fashion Week in February, 2017. Courtesy Wardah Cosmetics

JAKARTA - Wardah Cosmetics, one of Indonesia’s leading cosmetics brands, will expand its distribution in Malaysia in June through major retail chains Watsons and Giant Hypermarket, Salman Subakat, marketing director of the brand’s parent company Paragon Technology and Innovation (PTI) told Salaam Gateway.

“We want to extend our [domestic] success to the global market, especially in the Association of Southeast Asian Nations (ASEAN). We will start from Malaysia,” said Subakat.

Wardah started selling in Malaysia in 2012 through small local distributors. The brand’s partnership with Watsons and Giant represents its official entry into Malaysia’s mainstream retail sector, said Subakat.

PTI is aiming for a sales bump for Wardah of 30 percent this year, which it hopes to achieve with the brand’s mainstream push into the Malaysian market, according to Subakat.

The company is also considering opening a Wardah shop in Malaysia, said Subakat, adding that the plan is still in its early stages.

Wardah was identified by research firm Euromonitor International as the only Indonesian brand to record sales growth in excess of 20 percent, in its top 20 fast-growing cosmetics brands 2015-2016.

PTI will continue its strategy of closely associating the Wardah brand with fashion and celebrity. For its marketing push in Malaysia, Wardah will extend its collaboration with Indonesian brand ambassadors modest fashion designer Dian Pelangi, singer Dewi Sandra, and actresses Tatjana Saphira and Raline Shah, who are also familiar names in Malaysia.

Wardah was the official make-up brand for Indonesian modest fashion designer Anniesa Hasibuan’s runway show at New York Fashion Week in February.

Wardah Cosmetics is manufactured in Indonesia where PTI operates three factories with a total floor space of 63,450 square metres.

It is halal-certified by Indonesia’s LPPOM-MUI, which is recognised by the Department of Islamic Development Malaysia (JAKIM).

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