The story of Wardah, a halal-certified cosmetic brand, was started in 1995 when Nurhayati Subakat, an ex-Wella employee, created an Islamic brand as suggested by her acquaintance. Prior to this, she had a decade of experience in selling Putri, a growing cosmetic brand she started by herself in home-industry level.
Since 2004, Wardah has worked on the branding massively and did a major rebranding in 2009 as a brand inclusively for women, not only for Muslims and women wearing hijab. In 2012, the brand even recorded 100 percent sales growth. Euromonitor International found Wardah as the only Indonesian brand to record sales growth in excess of 20 percent, in its top 20 fast-growing cosmetics brands 2015-2016.
Now they have over 7,500 employees in various places in Indonesia and two factories with a total of 19 hectares area combined. The brand now has reached Malaysia and Bangladesh and preparing to penetrate the middle-east.