How Nurhayati Subakat Transformed Indonesia’s Halal Beauty Market with Wardah

Nurhayati Subakat stands as a trailblazer in Indonesia’s Halal cosmetics industry. As the visionary founder of Wardah Cosmetics, she has carved a path for Muslim women in the beauty world, offering products that cater to both their faith and their beauty needs. In addition to Wardah, Nurhayati leads PT Paragon Technology and Innovation, a company that oversees several other notable brands such as Make Over, Putri, and IX. Her success story is not just about building a business empire—it’s about perseverance, innovation, and staying true to her values.

Early Life and Education

Born on July 27, 1950, in Padang Panjang, West Sumatra, Nurhayati Subakat was raised in a large Minangkabau family as the second of eight children. Her intelligence and drive were apparent from a young age. She attended the prestigious Diniyyah Puteri Islamic Boarding School before continuing her education in the nearby city of Padang.

Her academic achievements led her to one of Indonesia’s top universities, the Bandung Institute of Technology (ITB), where she majored in Pharmacy. It was during her time at ITB that she met her future husband, Sabakat Hadi. After graduating on time, Nurhayati returned to her hometown and began working as a pharmacist in a local hospital in Padang, gaining valuable experience in the healthcare sector.

At this point in her life, Nurhayati was already beginning to show signs of the entrepreneurial spirit that would later define her career. She was known for her keen attention to detail and her ability to excel in whatever she put her mind to. These early experiences in education and pharmacy would later provide the foundation for her foray into the cosmetic industry.

From Employee to Entrepreneur

Nurhayati’s early career saw her moving to Jakarta, where she secured a role in quality control at a well-established cosmetics company. Here, she gained insights into the beauty industry, but she soon realized that she wanted more than just a corporate job. The turning point came when Nurhayati decided to branch out on her own, driven by a desire to create something meaningful and unique.

Her first venture was a shampoo brand called Puteri, a modest operation she ran from home with just one employee—her housemaid. Armed with industry knowledge and a vision, she introduced her products to salons across Jakarta. Slowly but steadily, her products gained traction in the market, and this early success laid the foundation for bigger things to come.

During these early days, Nurhayati faced significant challenges. Like any budding entrepreneur, she had to juggle limited resources, build a customer base from scratch, and continuously improve her products to meet market demands. Despite the hurdles, her determination and passion for beauty products, combined with her knowledge of the halal market, set her apart.

The Birth of Wardah Cosmetics

In the early 1990s, Nurhayati saw an untapped market opportunity: halal beauty products. Recognizing the growing demand for cosmetics that aligned with Islamic principles, she launched Wardah Cosmetics. The brand was designed to cater specifically to Muslim women, offering products that were not only high-quality but also halal-certified.

At the time, halal beauty was a relatively niche concept, but Wardah Cosmetics quickly became a household name in Indonesia. The brand’s success can be attributed to its commitment to combining faith and beauty without compromise. Wardah’s range of products—from skincare to makeup—became widely popular not just among Muslim women but also among a broader audience, thanks to their quality and affordability.

Wardah positioned itself as more than just a cosmetics company; it became a lifestyle brand that resonated with modern Muslim women who wanted to express themselves while adhering to their religious beliefs. As the brand grew, Wardah expanded its product line, including everything from foundation to lipstick and skincare products. The brand’s marketing campaigns, which emphasized beauty with integrity, also contributed to its popularity. Today, Wardah is synonymous with innovation, quality, and adherence to Islamic values, contributing significantly to Indonesia’s booming halal economy.

Expansion Under PT Paragon Technology

Nurhayati’s success with Wardah allowed her to expand her business under the umbrella of PT Paragon Technology and Innovation, which she leads as CEO. The company now manages not only Wardah but also other well-known brands such as Make Over—a more premium cosmetic line—and Putri, her original haircare brand. The company’s products are available across Indonesia and in several international markets, with over 12,000 employees contributing to its growth.

Under her leadership, PT Paragon has grown into one of Indonesia’s largest and most successful beauty companies. In 2023, the company reported revenues of over $400 million, driven by the growing demand for halal-certified beauty products in both domestic and international markets.

In addition to creating jobs and contributing to the economy, PT Paragon has been lauded for its social responsibility initiatives. The company is involved in various programs that empower women and provide education and training in the beauty industry. Through these efforts, Nurhayati has not only built a thriving business but also created opportunities for others to succeed.

Empowering Women Through Business

Beyond her business success, Nurhayati Subakat is also known for her commitment to empowering women. As a female entrepreneur who built her empire from the ground up, she serves as an inspiration to many aspiring businesswomen in Indonesia and across the Muslim world. Through her leadership and the values she instills in her company, she has created opportunities for thousands of women to pursue careers in the beauty industry.

Nurhayati’s story is not just about building a brand; it’s about breaking barriers and challenging norms. By creating products that align with both beauty standards and Islamic values, she has given Muslim women the confidence to express themselves without compromising their beliefs. Her commitment to empowering women extends beyond providing beauty products. Through Wardah’s various outreach programs and social responsibility initiatives, she has actively contributed to advancing women’s education and entrepreneurship in Indonesia.

Global Reach of Wardah Cosmetics

The success of Wardah Cosmetics has also contributed to Indonesia’s growing reputation as a hub for halal beauty products. With a rising demand for halal-certified goods globally, Wardah has positioned itself as a key player in international markets. In addition to its strong presence in Southeast Asia, the brand is expanding into the Middle East and other regions where the demand for halal products is growing.

In 2024, the global halal cosmetics market is projected to reach over $80 billion, with Wardah set to be a major contributor to this growth. The company’s expansion plans include entering new markets in Europe and Africa, where halal certification is increasingly seen as a mark of quality and ethical production. As more consumers become aware of the importance of halal certification in beauty products, Wardah Cosmetics is well-poised to continue its upward trajectory.

Wardah’s international success can also be attributed to its innovative approach to marketing and product development. By staying ahead of beauty trends and continuously updating its product offerings, Wardah has managed to stay relevant in a highly competitive industry. In addition, its focus on sustainability and ethical sourcing has resonated with a global audience that values transparency and social responsibility in the brands they support.

Wardah and Nurhayati Subakat

As Wardah Cosmetics continues to grow, Nurhayati Subakat remains focused on maintaining the brand’s core values while expanding its reach. She has been recognized globally for her contributions to the halal beauty industry and as a role model for female entrepreneurs in Muslim-majority countries. Her journey is far from over, and she continues to innovate and adapt to the ever-changing demands of the global beauty market.

Looking ahead, PT Paragon Technology and Innovation has plans to launch new product lines that cater to specific consumer needs, such as anti-aging skincare and eco-friendly beauty products. With an increasing emphasis on sustainability and natural ingredients, Wardah is well-positioned to capture a larger share of the global beauty market in the coming years.

Nurhayati Subakat’s journey from a small business owner to the CEO of Wardah Cosmetics and PT Paragon Technology and Innovation is a testament to her resilience, innovation, and vision. By staying true to her Islamic values and creating products that resonate with millions of women, she has transformed the halal beauty landscape. As Wardah Cosmetics continues to expand globally, Nurhayati’s inspiring story serves as a reminder that with passion and determination, anything is possible.

Her legacy is not just about creating a successful brand—it’s about empowering women, promoting ethical business practices, and proving that beauty and faith can coexist harmoniously in today’s world.