Male Skin Care Enters A New Era Thanks To Science-Based Innovation

JAKARTA The trend of male skin care in Indonesia is growing, along with the increasing awareness of the younger generation towards appearance and skin health. However, there is still a gap between knowledge about treatment products and individual needs as well as taste preferences and product fitness.

To answer this need, Kahf launched Kahf DECODE, an immersive, science-based, and personal educational platform. This platform helps men understand their skin and choose the right treatment.

One of the main features, DECODE Test, combines skin science, male daily insight, and AI technology to provide recommendations for the appropriate routine, skincare, and grooming. In addition, DECODE AI technology provides personal advice regarding skin conditions, while Scent Finder helps find the most suitable scent for each individual.

"Kahf DECODE is Kahf's commitment to making male care easier to understand and more appropriate, with the aim of helping each man get a higher self-esteem and so that every man can find a solution that really suits the personal needs," said dr. Amalia Kusumawardhani, Kahf Group Head when met in the Pondok Indah area, South Jakarta on Wednesday, November 26, 2025.

In the launch of Kahf DECODE, two new technological-based product innovations were also introduced to respond specifically to male skin needs.

- A series of facial treatments with Hydraloance Core technology, to address the problem of dehydration, excess oil, and dull skin.

- Serum Nicosome, the first male serum in Indonesia with Nicomome Technology which provides more effective penetration, optimal skin protection, and instant effects on the skin.

In addition to product innovation, Kahf presents the Kahf Expert Board, an expert panel of various disciplines that provides a scientific perspective related to male skin care.

"I appreciate Kahf who puts forward medical skincare. I see a whole Kahf in understanding men's skin and making accurate education about basic skincare, including how to use and choose appropriate products," said an international dermatologist, dr. Muneeb Shah, MD, FAAD.

"We are proud to be able to help Kahf in building literacy about men's groundbreaking so that they really understand the character of men's skin and use accurate care products, while still accessible," he added.

Contribution to skin care literacy also received attention from the chairman of the Jakarta branch of the Indonesian Association of Skin and Gender Specialists (PERDOSKI), dr. M. Akbar Wedyadishana, Sp.DVE.

According to him, Kahf DECODE is an important means to promote a science-based approach and provide in-depth education. In this context, Kahf also held an exclusive workshop with professionals in the field of groundbreaking.

Kahf not only cooperates with international experts, but also collaborates with Gadjah Badminton University through dr. Reni Murti, Sp.DVE, to conduct a study on male skin health.

This study comprehensively maps skin conditions, including clinical and non-clinical factors, genetic variables, the environment, quality of life, psychological aspects, and male skin care habits.

In the launch series of Kahf DECODE, a new brand ambassador, Bryan Domani and Ricky Harun, was also introduced, representing the modern men's lifestyle.

Bryan Domani represents an active and exploratory millennial generation with the spirit of #Pelega Can, while Ricky Harun represents a mature adult man, focuses on his family, and is professional with the spirit of #Menju Sejati.

This collaboration also involves other public figures such as Dennis Adhiswara and Gitasav through social media campaigns and the DECODE AI Sync podcast, which combines AI technology with an interactive groundbreaking experience.

The entire series of Kahf DECODE took place on November 26 at Atrium Pondok Indah Mall 2, offering interactive experiences such as AI Hairstyle Code, Style Sync Code, Body Sync Code, and Face Sync Code.

Visitors can try new products, get DECODE recommendations, and explore the latest innovations in male skin care. Kahf DECODE's main goal is educating and helping men adopt simple, effective, and relevant grooming for modern life.