Indonesia’s Wardah: Concept of halal cosmetics wasn’t inherently understood by consumers
JAKARTA – Indonesia may be a Muslim-majority country but the concept of halal cosmetics and skincare wasn’t inherently understood by consumers.
When the brand Wardah debuted in 1995, founder Nurhayati Subakat did not have it easy as not many Indonesian customers were familiar with halal products at the time. She was forced to go door to door and utilise multilevel marketing to move her Wardah products.
Her efforts paid off and in 2004 Nurhayati opened her first store. Five years later she relaunched Wardah after making substantial quality and packaging improvements.
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