Four decades ago, a bold decision by Indonesian pharmacist Nurhayati Subakat set the stage for what would become one of Southeast Asia’s most influential beauty companies.
Leaving her job at a Jakarta-based cosmetics firm, Nurhayati and her husband, chemical engineer Subakat Hadi, began their entrepreneurial journey in their family garage, then crafting shampoos tailored for professional salons.
In 1995, recognizing a growing demand for halal-certified beauty products, Nurhayati launched the ‘Wardah’ brand in Indonesia. Over the next 14 years, the company’s growth was fueled by the rising popularity of the hijab, which emerged as both a symbol of faith and a fashion statement. By 2011, the company had rebranded as Paragon Corp., marking a new chapter in its evolution.
Today, Paragon stands as a titan in the beauty industry, with Nurhayati’s children, Salman, Harman, and Dr. Sari Subakat steering the company into its next phase of growth. With 14 brands under its umbrella, 43 distribution centers, and a workforce of over 14,000 across Indonesia and Malaysia, Paragon has in 2025 solidified its position as a market leader.
At the recent Harvard Asia Business Conference in Cambridge, Massachusetts, Paragon unveiled its ambitious global expansion strategy, targeting markets in Southeast Asia, the Middle East, the United States, and Europe. Dr. Sari Subakat, a dermatologist and key figure in the company’s leadership, would go on to share insights into Paragon’s success and its vision for the future.
She emphasized the company’s commitment to sustainability, inclusivity, and empowering local communities. The multi-phase expansion plan includes establishing regional offices, forming local manufacturing partnerships, and implementing sustainability initiatives tailored to the unique beauty needs of the world’s diverse and distinct respective markets.
Dr. Subakat would at Harvard participate in a panel discussion entitled, “Beauty in Asia: Distinctive Innovations Facing Global Trends,” where she highlighted the importance of global collaboration among business leaders dedicated to innovation and sustainability.
“Our mission is to promote beauty that empowers and celebrates diversity. This message transcends borders,” she stated, underscoring Paragon’s dedication to ethical beauty and inclusivity on a global scale.
As a hijab-wearing Muslim, Dr. Subakat envisions Paragon becoming a global leader in halal beauty and skincare. The company ensures that all its manufacturing facilities meet the stringent ethical and religious standards required for halal certification, regardless of location.
This commitment is particularly significant for products like lipstick, which may be inadvertently consumed – Halal certification prohibits the use of non-halal animal derivatives and ethyl alcohol, ensuring products are safe and align with Islamic principles.
The global halal cosmetics market, valued at 16 billion in 2015, is projected to exceed 50 billion by 2025. Paragon’s early adoption of halal certification has positioned it as a pioneer in this rapidly growing sector.
In Indonesia, the Halal Product Assurance Agency will mandate halal certification for all products, including cosmetics, by 2026. This rigorous process involves comprehensive checks on ingredients, additives, packaging, and sanitation processes.
Paragon’s commitment to sustainability is equally noteworthy. The company invests heavily in research and development, focusing on ethically sourced ingredients, eco-friendly packaging, and cruelty-free product development. These efforts have not only resonated with consumers but also earned Paragon recognition as one of Indonesia’s Best Managed Companies by Deloitte in 2024. Additionally, the company has received accolades from Fortune Times and Fortune Indonesia for its business acumen, sustainability initiatives, and innovative approaches in the beauty industry.
As Paragon embarks on its global journey, it faces both challenges and opportunities. Navigating diverse regulatory landscapes, understanding regional beauty preferences, and maintaining its commitment to sustainability and inclusivity will be critical to its success. However, with a proven business model, a strong leadership team, and a clear vision, Paragon is well-positioned to make its mark on the global stage.
Nurhayati Subakat’s legacy of innovation and ethical leadership continues to inspire the company’s trajectory. From humble beginnings in a family garage to becoming a global contender, Paragon’s story is a testament to the power of vision, perseverance, and a commitment to values that resonate across cultures.
As the company expands its footprint, it carries with it a message of beauty that empowers, celebrates diversity, and transcends borders.
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