Strengthening The Halal Beauty Brand Position, Wardah Wins 2 Top Halal Award 2025

JAKARTA PInation beauty brand at the forefront, Wardah, has again strengthened her position in the beauty industry in Indonesia by winning 2 Top Halal Award awards for the Mascara and Sunscreen categories from IHATEC Marketing Research. In addition, Wardah also won the Top Halal Index highest score for 10 other categories. The award was given by the Director of IHATEC Marketing Research, Evrin Lutfika, to the Wardah Global Halal Beauty Marketing Group Head, Novia Sukmawaty, at JS Luwansa Ballroom, Jakarta, on Wednesday, October 8, 2025.

Awards were given to the highest-value product category in the Top Halal Index 2025 Survey conducted by IHATEC Marketing Research on 1,800 respondents in six major cities of Indonesia Jakarta, Semarang, Surabaya, Medan, Makassar, and Balikpapan through face-to-face interview methods in May 2025. Of the hundreds of product categories and thousands of brands that were assessed, in addition to getting 2 highest values in the Cosmetic Category, namely Mascara, and the Skincare Category, namely Sunscreen. In addition, Wardah managed to achieve the highest score above the 10 category average including Blush On, Lip Stick, Lip Tint, Foundation, Makeup Remover, Bedak Face, Moisturizer, Eye Shadow, Serum, and Facial Wash.

"As a pioneer of the halal beauty brand in Indonesia, Wardah believes that halal is not just a label, but a form of our commitment to product quality, integrity, and benefits provided by brands for the community, especially women in Indonesia. From the start, Wardah always applied thorough halal principles from upstream to downstream, covering aspects of raw materials, production processes, to business ethics that ensure product quality and safety," said Novia Sukmawaty, Wardah Global Halal Beauty Marketing Group Head.

This award adds to Wardah's motivation to continue presenting halal beauty innovations that are relevant to Indonesian women. From the beginning of the year to September 2025, Wardah launched many innovation products in the skincare category, as well as cosmetics. These latest products are the result of research by scientists ParagonCorp, which uses the best raw materials, utilizes the sophistication of beauty technology, and adapts to the skin concert and skin tone of consumers. Two of the latest products are superior to consumer choices including sunscreen and mascara. For the sunscreen format, Wardah has just launched the 50+ PA++ SPF 50+ Serum Active Protection Screenium which comes with UltraproofTM Protection Technology, innovation of a new generation of protective layers to provide durable protection from UV rays that are resistant to water, sweat, dust,

Friction, sand. Equipped with UltraThinVeilTM Formula which is light and absorbs quickly in 8 seconds, this sunscreen provides maximum protection without sticky taste, no gray, no tough, no whitecast is specially designed for active women and sports lovers in the sun.

As for cosmetics, in August 2025, Wardah launched two mascara formats, namely Wardah Anti-Gravity and Wardah Hi-Impact Volumizer Mascara. Wardah Anti-Gravity Mascara has an iron-slim applicator that facilitates the reach of the mascara from the root to the tip of the eye, thus providing a natural lentic finish look. Meanwhile, Wardah Hi Impact Volumizer Maskara, has a curved brush applicator, which is able to make eyelash look 13 times thicker and lift up optimally.

Survey Top Halal Award, IHATEC Marketing Research is conducted based on two main indicators, including Brand Elements and Halal Elements. Element Brand includes Top of Mind, Halal Awareness, Last Use Halal Brand, and Future Intention Halal Brand. Meanwhile, for Halal Elements, the survey covers a halal assessment of Promotion and Communication, Raw Material, Process, to Packaging.

Director of the IHATEC Marketing Research, Evrin Lutfika, explained, in determining the winner of the Top Halal Award for each category, the IHATEC marketing research uses two main elements, namely trademark elements and halal elements. The element of the brand is measured with three parameters, namely the most memorable halal brand of consumers, the last halal brand to be purchased, and the halal brand to be purchased in the future. As well as the four parameters in the halal element, namely the perception of halalness of raw materials, perception of halal production processes, halal perception of packaging, as well as perceptions of halal information and communication.

"Wardah has become a pioneer of halal cosmetics in Indonesia, so that people have given great trust to Wardah. No wonder Wardah has a high Top Halal Index score and won the Top Halal Award. Congratulations to Wardah, hopefully this achievement can be an inspiration for halal brands in Indonesia and again win the Top halal award in the coming year," said Evrin.