# Indonesian Beauty Brands to Know: Origins and Halal Labels

> Meet established and newer Indonesian beauty brands through sourced founding facts, then use a label checklist as mandatory halal rules for cosmetics begin.

- Canonical: https://thecastindex.com/journal/indonesian-beauty-brands-halal-label-guide
- Question: The practical takeaway
- Direct answer: Indonesia’s beauty market spans long-established groups and newer founder-led labels. Wardah, Make Over and Emina come from Paragon; BLP, ESQA and Somethinc were founded between 2016 and 2019. Choose by your own needs, then read the label: BPJPH says halal certification for cosmetics is mandatory from 18 October 2026.
- Author: The Cast Index Desk (International fashion & beauty)
- Published: 2026-10-16T06:00:00Z
- Updated: 2026-10-16T06:00:00Z
- Country: Indonesia

## Know who stands behind the label

Indonesian beauty brands are easier to understand when you know who stands behind them. Some belong to large domestic groups with many labels; others were started by a makeup artist, a retailer or two friends with a particular idea. Knowing the parent company, the launch year and what a brand says it focuses on helps you compare products on their merits rather than on familiarity alone.

This guide is a factual introduction, not a ranking. The Cast Index has not tested these products, and inclusion is not an endorsement. Where a founding year or a certification is mentioned, it comes from the cited reporting or from the brand’s own statement. Ranges change, so always check the details printed on the specific product you are buying.

## The Paragon brands: Wardah, Make Over and Emina

Paragon Technology and Innovation began in 1985 as PT Pusaka Tradisi Ibu. CNN Indonesia, reporting in May 2026, credited founder Nurhayati Subakat with introducing Wardah in 1995 and described it as a pioneer of locally made cosmetics with a halal label. Liputan6 reported that Wardah received halal certification from the Indonesian Ulema Council (MUI) in 1999. Kompas reported that Wardah returned as official beauty partner of IN2MOTIONFEST x JMFW 2026.

The same group has added labels for different audiences. Fortune Indonesia’s 2025 brand overview dates Make Over to 2010, with foundation, lipstick and powder under the line Beauty Beyond Rules, and Emina to 2015, aimed at teenagers. It also lists later additions including Instaperfect (2018), OMG (2021) and TAVI (2022). CNN Indonesia reports that the group now manages at least 14 beauty brands.

## Founder-led labels: BLP, ESQA and Somethinc

BLP was founded in 2016 by makeup artist Lizzie Parra and, as Popbela reported in 2020, began with lip products before expanding into eye and cheek makeup. ESQA says it launched in June 2016, describes itself as Indonesia’s first vegan cosmetics brand and states that it is halal certified; BeautyMatter names its co-founders as Cindy Angelina and Kezia Trihatmanto. These are reported or brand-stated facts, not Cast Index findings.

Somethinc was launched by Irene Ursula in May 2019, according to Fimela, with skincare and makeup; the interview mentions ingredients such as niacinamide and retinol. In the same interview she said around 140 products were registered with BPOM and certified halal at that time. Product ranges change, so treat any count as a snapshot and check the individual item before you buy.

**Indonesian beauty brands at a glance**

| Brand | Launched | Behind it | Reported focus | Halal information |
| --- | --- | --- | --- | --- |
| Wardah | 1995 | Paragon Technology and Innovation | Cosmetics and personal care; an early halal-labelled local brand | MUI certification reported from 1999; check the current pack |
| Make Over | 2010 | Paragon Technology and Innovation | Complexion and lip makeup | Check the pack and BPJPH records |
| Emina | 2015 | Paragon Technology and Innovation | Skincare and makeup for teenagers | Check the pack and BPJPH records |
| BLP | 2016 | Founder Lizzie Parra | Began with lips; now eyes and cheeks too | Check the pack and BPJPH records |
| ESQA | 2016 | Co-founders Cindy Angelina and Kezia Trihatmanto | Vegan-positioned makeup and skincare | Brand states it is halal certified |
| Somethinc | 2019 | Founder Irene Ursula | Skincare and makeup | Founder reported halal-certified registered products; check the pack |

## What the halal requirement means for shoppers

BPJPH, Indonesia’s halal product assurance agency, says cosmetics are among the product types that must be halal certified from 18 October 2026, alongside food and drink, herbal medicines and other categories. It lists the sanctions for non-compliance as written warnings, administrative fines, revocation of halal certificates and withdrawal of products from circulation.

For a shopper, the practical change is on the pack. Look for the official halal label on certified products, and use BPJPH’s own channels to confirm certification details if they matter to you. A halal label tells you about certification; it does not tell you whether a formula suits your skin. Our Indonesian-language explainer sets out the legal basis, why some official sources give 17 October instead, and how to read the logo.

Reference: [Wajib halal kosmetik 2026: our explainer (Bahasa Indonesia)](/id/guide/wajib-halal-kosmetik)

## A label-reading checklist before you buy

Choose the product type first, then compare candidates on the details printed on each pack: what it is for, how to use it, the ingredient list, batch or expiry information and any certification marks. A brand’s reputation is a reasonable reason to look at a product, but it does not replace reading the label of the item in your hand.

Buy from the brand’s official store or an authorised retailer where possible, and keep receipts. If a claim such as vegan, halal or suitable for sensitive skin matters to you, look for it on the pack or on the brand’s official page rather than in a reseller’s listing. If you have sensitive skin or have reacted to a product before, ask a pharmacist or doctor for advice before trying something new.

- Product type and intended use are clear on the pack.
- The ingredient list, batch or expiry details and the manufacturer’s name are present.
- The halal label appears on products that are certified.
- Any claim that matters to you, such as vegan, appears on the pack or the brand’s official page.
- The seller is the brand’s official store or an authorised retailer.
- Receipt and order details are kept until you are sure the product suits you.

## FAQ

### When does halal certification become mandatory for cosmetics in Indonesia?

BPJPH says the requirement applies to cosmetics from 18 October 2026, at the end of the phase-in period. Our Indonesian-language explainer covers the legal basis and why some sources cite 17 October.

### Is this a ranking of Indonesian beauty brands?

No. It is a factual introduction drawn from cited reporting and brand statements. The Cast Index has not tested these products and does not rank them here.

### Does a halal label mean a product suits my skin?

No. Halal certification concerns whether a product meets halal requirements. Choose skincare and makeup by your own needs and read the full ingredient list.

## Sources and further reading

- [BPJPH: product types requiring halal certification from 18 October 2026](https://bpjph.halal.go.id/read/tak-hanya-makanan-minuman-ini-jenis-produk-yang-wajib-bersertifikat-halal-mulai-18-oktober-2026) — Official agency article, published around June 2026, listing cosmetics among the categories covered from 18 October 2026 and the sanctions for non-compliance.
- [CNN Indonesia: Nurhayati Subakat receives Leading Women Awards 2026](https://www.cnnindonesia.com/gaya-hidup/20260504152905-284-1354918/founder-paragon-nurhayati-subakat-raih-leading-women-awards-2026) — May 2026 report on Paragon’s founder introducing Wardah in 1995, Wardah’s halal-label pioneering and the group’s at least 14 beauty brands.
- [Liputan6: Profil PT Paragon Technology and Innovation](https://www.liputan6.com/hot/read/5142313/profil-pt-paragon-technology-and-innovation-perusahaan-kecantikan-indonesia) — December 2022 profile for the 1985 founding as PT Pusaka Tradisi Ibu, Wardah’s 1995 launch and its MUI halal certification in 1999.
- [Fortune Indonesia: Produk Paragon apa saja?](https://www.fortuneidn.com/business/produk-paragon-apa-saja-d7w01-00-fykp7-cjm01d) — September 2025 overview of Paragon brands with launch years for Make Over (2010), Emina (2015), Instaperfect (2018), OMG (2021) and TAVI (2022).
- [Kompas: IN2MOTIONFEST and JMFW merge for 14–18 October 2026](https://lifestyle.kompas.com/read/2026/09/29/110200220/in2motionfest-dan-jmfw-melebur-digelar-14-18-oktober-2026-di-jicc) — Report of 29 September 2026 naming Wardah as returning official beauty partner of the 2026 event.
- [Popbela: Lizzie Parra at Indonesia Millennial Summit 2020](https://www.popbela.com/career/inspiration/indonesia-millennial-summit-2020-lizzie-parra-00-vc3yb-vj8gd3) — January 2020 report that makeup artist Lizzie Parra founded BLP in 2016, starting with lip products before eye and cheek makeup.
- [ESQA: About us](https://www.esqacosmetics.com/pages/about-us) — Brand’s own page stating a June 2016 launch, its first-vegan-brand positioning and halal certification. These are brand statements, not independent verification.
- [BeautyMatter: ESQA raises $6 million Series A](https://beautymatter.com/articles/indonesian-beauty-brand-esqa-raises-6-million-series-a) — December 2022 report naming co-founders Cindy Angelina and Kezia Trihatmanto and a 2016 founding.
- [Fimela: Lady Boss Irene Ursula](https://www.fimela.com/lifestyle/read/4638984/lady-boss-irene-ursula-sosok-di-balik-) — Interview (updated March 2022) dating Somethinc to May 2019, with the founder’s comments on its ingredients and roughly 140 products registered with BPOM and certified halal at the time.

## Editorial note

The Cast Index combines AI-assisted research with original practical guidance. Supporting reporting and specific factual references are identified in each guide’s sources. Our advice does not imply hands-on product testing or endorsement by the sources cited.

[More guides from Indonesia](https://thecastindex.com/world-style/indonesia)