Indonesia’s halal beauty giant goes global

Paragon targets Southeast Asia, the Middle East, the U.S., and Europe with its ethical, eco-friendly cosmetics

JAKARTA, Indonesia (MNTV) – Indonesian halal cosmetics giant Paragon Corp is making a bold global push, aiming to expand into Southeast Asia, the Middle East, the United States, and Europe.

With a reputation for producing eco-friendly, halal-certified beauty products, the company plans to leverage its strong digital presence, sustainable manufacturing practices, and innovative business model to tap into new international markets.

Founded 40 years ago by pharmacist Nurhayati Subakat, Paragon started as a small business operating from her garage.

Over the decades, it has grown into a beauty powerhouse, managing 14 brands, 43 distribution centers, and employing 14,000 people across Indonesia and Malaysia.

Its flagship brand, Wardah, has played a major role in shaping the halal beauty industry and now contributes over two-thirds of the company’s total revenue.

Speaking at the Harvard Asia Business Conference, Paragon’s Dr. Sari Chairunnisa outlined the company’s multi-phased international expansion strategy, which includes: setting up regional offices to build a strong global presence and partnering with local manufacturers to ensure product availability.

She also said the company is expanding sustainability initiatives to align with ethical beauty standards and introducing diverse product lines tailored to different skin types and beauty needs worldwide

“As a halal-certified brand, we adhere to the strictest ethical and religious standards, ensuring our products meet the expectations of Muslim consumers globally,” Sari said.

“At the same time, our commitment to eco-friendly and ethical beauty appeals to a much broader audience, making us competitive in the international market.”

Halal cosmetics are more than just a religious preference—they represent a growing global market fueled by ethical consumerism. These products do not contain alcohol, non-halal animal derivatives, or harmful synthetic chemicals, making them a popular choice among conscious beauty consumers worldwide.

The American Halal Foundation notes that finding truly halal-certified beauty products can be challenging, as it requires rigorous checks on raw materials, processing methods, and packaging. Many consumers mistakenly assume that vegan beauty products are automatically halal, but the two are not interchangeable.

Paragon is committed to maintaining the highest standards of halal certification across its international supply chain. This is particularly important for products like lipsticks, where even trace amounts of non-halal ingredients can prevent certification in certain markets.

Billion dollar industry

Halal beauty is no longer a niche market—it’s a billion-dollar industry on the rise. A study by Grand View Research found that the global halal cosmetics market was valued at $16 billion in 2015 and is projected to exceed $50 billion by 2025.

Paragon’s leadership sees huge potential in its global expansion, particularly in Middle Eastern and Western markets where demand for ethical, cruelty-free, and halal-certified products is surging.

At its core, Paragon’s success is driven by a strong sense of purpose—to create beauty products that are inclusive, sustainable, and empowering. This philosophy extends beyond beauty and into corporate social responsibility.

Through education programs, mentorship for women entrepreneurs, and sustainability projects, Paragon actively invests in local communities, ensuring that its growth benefits more than just the bottom line.

As the company takes its next step into the global beauty market, its mission remains clear: to redefine beauty standards with ethical, halal-certified, and sustainable products that resonate with consumers worldwide.

With proven success in Indonesia, a rapidly growing market, and a clear global strategy, Paragon is now positioning itself as a leader in the international halal beauty industry.