Even in the midst of Islamic phobia phenomenon that hits the world, Moslem community still grow largely. With that grow, demands for halal products also increase from around the world. Not only food, but other daily product such as halal cosmetic is also in a high demand. Wardah Beauty Cosmetics is preparing itself to conquer the world’s halal cosmetic market.
A Moslem pharmacist to Wardah
Wardah is an Indonesian cosmetic brand selling halal cosmetics. The brand is a child company under Paragon Technology and Innovation. The company is home for other beauty products including Wardah, Make Over, Puteri and Emina.
Nurhayati Subakat, its founder, was a pharmacist with 5 year experience in cosmetics industry. She started first at 1985, producing the products in her house and sold it from one beauty shop to the other. It was a rough start for a woman knowing nothing of business. With the help of sales marketing team and her own son, she established Paragon Technology and Innovation.
Wardah itself didn’t find popularity to 2013, when hijab became a trend in the country. The sales grew up to 500% from its previous year in 2017. By 2018, Wardah topped the cosmetic sales in Indonesia which previously reigned by foreign brands such as Maybelline and Revlon. In that year also, Subakat was prized as Forbes Asian 25 Emergent Women.
Taking the first step to go global
Wardah opened its’ first international store in Malaysia. However, it took 3 years before it received the market’s attention. In the next year, it soared up as one of the most popular cosmetic brand in Malaysia.
Not only in Malaysia, Wardah products can also be found in various other countries. People sell Wardah products in Australia, Turkey, Middle Eastern countries, and some European countries. Unfortunately, all of them are not official sales from the company but sold by carriers.
Subakat admitted that she’s still finding difficulties in human resources and partnerships to bring Wardah aboard. Nevertheless the huge community of Moslem in America and Europe had caught her eyes for a little while.
Now Wardah has taken its’ first step to make Subakat dream of being the top 5 word’s cosmetic comes true. The brand is reportedly preparing itself to entering the Middle East market. A smart strategy, minding the huge concentration of Moslem population in the countries.
