A few years ago, I helped a client choose a cosmetic brand to stock in their store.
It sounded easy. It wasn’t.
I scrolled through catalogs, compared packaging, checked ingredients—and still had no idea what was actually selling well in Indonesia.
You might feel the same way. Overwhelmed. Unsure where to start.
I’ve been there, and I’ve stayed in this business long enough to sort through the noise.
Now I help cosmetic brands and buyers find what’s real—what works. This article shares the top 6 cosmetic brands in Indonesia today.
By the end, you’ll learn what makes each one different, why customers love them, and how they could fit your brand or business.
Let’s jump in!’
Comparison Chart
If you’re short on time or just need a bird’s-eye view, this table breaks down key info across Indonesia’s top cosmetic brands.
| Brand | Founded | Location | Focus | Key Product Categories | Technology Highlight |
| Wardah | 1995 | Jakarta | Halal, Affordable Mass Market | Skincare, Makeup, Body Care, Fragrance | SPF, Niacinamide, Dermatologist Tested |
| Mustika Ratu | 1978 | Jakarta | Traditional Herbal & Natural Beauty | Skincare, Makeup, Hair, Body, Jamu | E-Bion, Encapsulated Botanic Fusion, Sustainability Practices |
| Emina | 2015 | Jakarta | Teen & Youth-Friendly Products | Skincare, Makeup, Body Care, Beauty Tools | Youth-Focused Formulas, Social Engagement, Niacinamide |
| Make Over | 2010 | Jakarta | Professional & Bold Color Cosmetics | Face, Eyes, Lips, Makeup Tools | Powerstay Tech, Shade Diversity, Long-Lasting Wear |
| Sariayu | 1977 | Jakarta | Eco-Focused, Cultural Heritage | Skincare, Makeup, Hair Care, Body Care | Green Science, Clean Beauty, Local Botanicals |
| Ristra | 1980 | Jakarta | Dermatology-Based Skincare | Skincare, Body Care, Hair Care, Acne Treatments | pH-Balanced, Non-Comedogenic, Dermatologist-Led Formulas |
Now that you’ve seen the summary, let’s unpack each brand and find what fits your goals best.
1. Wardah
Wardah is one of Indonesia’s best-known cosmetic brands. It started in 1995 and is based in Jakarta. The brand is part of Paragon Technology and Innovation, a large beauty company in the country.
Wardah became popular by being the first halal-certified cosmetic brand in Indonesia. Halal-certified means the ingredients and manufacturing processes follow Islamic laws. This is important to many Indonesian buyers, especially since most of the population is Muslim.
I first came across Wardah when a client wanted to stock a brand that was safe, trusted, and affordable. Wardah kept coming up. Customers loved it—and they stayed loyal.
Product Range
Wardah offers a wide selection across different categories. Here’s what you can expect:
- Skincare: Facial Wash, Toner, Moisturizer, Sunscreen
- Makeup: Foundation, Lipstick, Eyeliner, Blush
- Body Care: Body Lotion, Shower Gel, Body Mist
- Fragrance: Eau de Toilette, Body Spray
They also organize products into series based on skin types and needs, like the “Lightening Series” or “Acne Series.”
Technological Innovations
- In-House Formulation: Wardah develops its own skincare and makeup formulas, using local labs and ingredient testing.
- Dermatologically Tested: Many of their products are reviewed by skin experts to help reduce irritation or allergic reactions.
- SPF Integration: Several items, especially in skincare, offer built-in sun protection for daily use.
- Niacinamide Use: Their brightening series uses niacinamide, which helps even skin tone and reduce dark spots.
Final Thoughts
Wardah is a strong partner if you’re starting or growing a skincare or beauty business that values halal ingredients and affordability. Their local market strength and wide product range make them ideal for reaching mass audiences in Indonesia.
However, they’re still focused mostly on Southeast Asia. If you’re aiming for global expansion, you may need to pair Wardah with more internationally known names.
2. Mustika Ratu
Mustika Ratu is a well-established Indonesian cosmetics and herbal medicine company. Founded in 1978 by Mooryati Soedibyo, a descendant of the Javanese royal family, the company is headquartered in Jakarta. Mustika Ratu combines traditional Indonesian herbal knowledge with modern technology to create beauty and wellness products.
The brand is known for its commitment to using natural ingredients and promoting Indonesian cultural heritage. Over the years, Mustika Ratu has expanded its product distribution to various countries, including Malaysia, Brunei, Singapore, the Middle East, and several others.
Product Range
Mustika Ratu offers a diverse range of products across different categories:
- Skincare: Facial Wash, Toner, Moisturizer, Sunscreen
- Makeup: Foundation, Lipstick, Eyeliner, Blush
- Body Care: Body Lotion, Shower Gel, Body Mist
- Hair Care: Shampoo, Conditioner, Hair Tonic
- Herbal Drinks: Jamu, Herbal Teas
One of their notable product lines is the “Beauty Queen Series,” which includes makeup products enriched with natural ingredients like moringa seed extract.
Technological Innovations
- E-Bion Technology: Mustika Ratu has developed E-Bion technology, which enhances the effectiveness of natural ingredients in their hair care products. This technology is designed to address various hair problems effectively.
- Encapsulated Botanic Fusion: This innovation involves encapsulating active botanical ingredients to improve their stability and efficacy in skincare products.
- Sustainable Practices: The company emphasizes sustainability by using local herbs and promoting environmentally friendly practices in their production processes.
Final Thoughts
Mustika Ratu is a strong partner if you’re looking to offer products that blend traditional Indonesian herbal knowledge with modern cosmetic technology. Their commitment to natural ingredients and cultural heritage can appeal to consumers seeking authentic and natural beauty solutions.
However, their focus on traditional formulations may not align with all market segments, especially those looking for cutting-edge or trend-driven products. It’s essential to consider your target audience’s preferences when partnering with Mustika Ratu.
3. Emina
I recall a time when a young client was overwhelmed by the plethora of skincare options available. Introducing her to Emina’s straightforward and fun approach to beauty was a game-changer. She appreciated the simplicity and effectiveness of the products, which boosted her confidence and interest in skincare.
Emina is a vibrant Indonesian cosmetics brand launched in 2015 by PT Paragon Technology and Innovation, the same company behind Wardah and Make Over. Headquartered in Jakarta, Emina was created to cater specifically to teenagers and young adults, offering fun, affordable, and easy-to-use beauty products.
The brand’s philosophy revolves around being a “beauty bestie” for its users, aiming to make beauty routines enjoyable and accessible. With its pastel-colored packaging and playful branding, Emina quickly gained popularity among Indonesian youth.
Product Range
Emina offers a diverse array of products tailored for young skin:
- Skincare: Bright Stuff Face Wash, Ms. Pimple Acne Solution, Skin Buddy Moisturizer
- Makeup: Creamatte Lip Cream, Magic Potion Lip Tint, Bare With Me Mineral Cushion
- Body Care: Body Sorbet, Hand Cream, Body Mist
- Beauty Tools: Makeup Brushes, Sponges, Cosmetic Bags
Their “Bright Stuff” series, enriched with summer plum extract, is designed to brighten and moisturize the skin, making it a favorite among teens.
Technological Innovations
- Youth-Centric Formulations: Emina develops products with gentle ingredients suitable for teenage skin, focusing on hydration and preventing common issues like acne.
- Digital Engagement: The brand leverages social media platforms to connect with its audience, providing tutorials and beauty tips to educate and engage users.
- Affordable Innovation: Despite being budget-friendly, Emina incorporates quality ingredients like niacinamide and hyaluronic acid to ensure product efficacy.
Final Thoughts
Emina is a strong partner if you’re targeting the teenage and young adult demographic. Their products are affordable, effective, and resonate well with the youth market.
However, if your focus is on a more mature audience seeking advanced skincare solutions, Emina’s offerings might be too basic. Their products are primarily designed for younger skin and may not address more complex skincare needs.
4. Make Over
When I was helping a mid-tier cosmetics retailer build their lineup, Make Over was one of the few local brands that felt ready to sit next to global players. Their packaging, texture, and finish gave off a high-end feel—without scaring off price-conscious buyers.
Make Over was launched in 2010 by PT Paragon Technology and Innovation, the same powerhouse behind Wardah and Emina. Based in Jakarta, this brand took a different route. While others focused on soft looks and natural tones, Make Over leaned into bold color, sharp definition, and professional quality.
Product Range
Make Over offers a full lineup of color cosmetics:
- Face: Powerstay Liquid Foundation, Velvet Mattifying Primer, Hydration Serum, Two Way Cake
- Eyes: Powerstay Eye Palette, Eyeliner Pencil, Brow Definer, Mascara
- Lips: Intense Matte Lip Cream, Lip Crayon, Lip Balm
- Tools: Brushes, Blenders, Cosmetic Bags
Their Powerstay line is especially popular for its long wear and skin-friendly finish.
Technological Innovations
- Extensive Shade Range: Designed to match diverse Indonesian skin tones, from fair to deep complexions.
- Long-Lasting Formulas: The Powerstay series is sweat-proof and oil-resistant—great for daily wear in tropical heat.
- Dermatologically Tested: Suitable for most skin types, even sensitive ones.
Final Thoughts
Make Over is a strong partner if you’re serving customers who want performance without the price tag of luxury brands. The formulas are reliable. The finishes look high-end. And the variety is wide enough to serve beginners and pros.
That said, if your brand focus is on minimalist beauty or clean skincare, Make Over might feel a bit bold. Their strength lies in coverage, color, and presence, not subtlety.
5. Sariayu
Sariayu, established in 1977 by Dr. (H.C.) Martha Tilaar, is a pioneering Indonesian beauty brand that integrates traditional herbal knowledge with modern cosmetic science. Headquartered in Jakarta, Sariayu is part of the Martha Tilaar Group and is renowned for its commitment to natural ingredients and cultural heritage.
The brand’s philosophy emphasizes “Beauty Green,” focusing on sustainability and the use of Indonesia’s rich biodiversity. Sariayu’s products are developed at the Martha Tilaar Innovation Center (MTIC), which employs experts from various scientific fields to ensure product efficacy and safety.
Product Range
Sariayu offers a comprehensive selection of products:
- Skincare: Bright Skin Putih Langsat Series, Acne Care Series, Econature Series
- Makeup: Color Trend Series, Natural Glow Series, Basic Make Up Series
- Body Care: Hydra Glow Body Serum, Body Scrubs, Lotions
- Hair Care: Shampoos, Conditioners, Hair
Their “Color Trend” series is particularly notable, drawing inspiration from various Indonesian regions to create unique color palettes annually.
Technological Innovations
- Green Science Approach: Sariayu employs eco-friendly research and development practices, focusing on sustainable sourcing and production methods.
- Natural Ingredient Utilization: The brand emphasizes the use of indigenous Indonesian plants and herbs in its formulations.
- Clean Beauty Commitment: Sariayu avoids harmful chemicals, ensuring products are free from parabens, SLS, and are not tested on animals.
Final Thoughts
Sariayu is a strong partner if you’re seeking a brand that reflects heritage, natural beauty, and cultural storytelling. When I was helping a small spa business source Indonesian beauty products for their eco-themed concept, Sariayu immediately felt like the right fit. Their blends of local herbs and focus on sustainability matched the spa’s entire brand story.
However, if you’re aiming for a bold, ultra-modern brand image, Sariayu might feel a bit quiet. Their strengths lie in gentle skincare, tradition, and connection—not flashy packaging or viral trends.
6. Ristra
Ristra is a dermatology-based skincare brand from Indonesia, established in 1980 by Dr. Retno Iswari Tranggono, a dermatologist with a vision to create products that are both safe and effective for Indonesian skin types. Headquartered in Jakarta, Ristra has been a pioneer in integrating dermatological science into cosmetic products in the country.
There’s something special about that kind of trust. I’ve spoken with store owners who say Ristra products are still bestsellers—not because of trend-driven marketing, but because people simply know and rely on them.
Product Range
Ristra offers a comprehensive range of products:
- Skincare: Facial Cleanser, Toning Lotion, Moisturizing Cream, Sunscreen, Anti-Aging Serum
- Body Care: Body Lotion, Hand Cream
- Hair Care: Shampoo, Conditioner
- Specialized Treatments: Acne Treatment Gel, Whitening Cream
Their “Basic Skincare” line is particularly popular, designed to maintain skin’s natural pH balance and barrier function.
Technological Innovations
- Dermatologist-Formulated Products: All products are developed under the guidance of dermatologists, ensuring suitability for various skin types.
- pH-Balanced Formulations: Ristra emphasizes maintaining the skin’s natural pH to prevent irritation and maintain barrier integrity.
- Non-Comedogenic Products: Their formulations are designed to prevent pore blockage, reducing the risk of acne breakouts.
Final Thoughts
Ristra is a strong partner if you’re looking for a brand that combines dermatological science with cosmetic appeal. Their commitment to skin health and safety makes them a reliable choice for consumers with sensitive or problematic skin.
However, if your target market is inclined towards trendy, fast-fashion beauty products, Ristra’s clinical and minimalist approach might not resonate.
Looking For A Manufacturer Outside Indonesia?
Let’s say you’ve explored Indonesia’s top brands—and nothing’s clicked.
That’s normal.
Maybe your goals require something a little different.
Something broader. Or faster. Or more private-label focused.
This is where exploring international partners comes in.
TY Cosmetic is a manufacturer based in China. We work with businesses that need:
- Turnkey solutions for cosmetic production
- Scalable batch sizes
- Transparent formulas with global certifications
If Indonesia gave you a strong start, but no final match, China might offer something new.
Contact us today!
Conclusion
We started with a simple challenge—finding the right cosmetic brand in Indonesia.
You now have 6 solid choices, each with something different to offer.
Still didn’t find the one? That’s okay.
Sometimes the perfect partner isn’t local.
That’s where TY Cosmetic comes in. We help brands like yours create and launch beautiful products—from China, with care.
Contact us today and take your next step with confidence!
