Jakarta, CNBC Indonesia – In recent years, local beauty brands have dominated the Indonesian market, successfully displacing Korean and Japanese products.
The beauty industry is growing rapidly due to increasing public awareness of taking care of themselves. The presence of e-commerce also supports the growth of this industry.
One of the most influential figures behind the brilliance of the local beauty industry is Nurhayati Subakat. She is the founder of Paragon Corp, a company that oversees 14 beauty brands, including Wardah, Make Over, Tavi, OMG, Emina, Putri, Kahf, and many more.
So, how did Nurhayati Subakat live during her life?
Photo: CNBC Indonesia/Fitriyah Said,
Founder of Wardah Nurhayati Subakat (CNBC Indonesia/Fitriyah Said) |
Nurhayati was born in Padang Panjang, July 27 1950. Since childhood, she was known as an intelligent child. This intelligence enabled him to enter the best schools at every level of education, including successfully entering the Bandung Institute of Technology (ITB) in 1971.
At ITB, Nurhayati majored in pharmacy. He studied for 4 years and at graduation managed to achieve the title of best graduate, both at undergraduate and professional college levels.
However, the title of best graduate did not make Nurhayati successful in living life after campus. Just like the majority of other fresh graduates, he also felt frustrated because no company wanted to accept him.
“I was often rejected when applying for work and that many times. “Initially I dreamed of becoming a lecturer, but I was rejected,” he said to the ITB community in 2019.
After repeated rejections, Nurhayati was finally accepted for work. His first job was as a pharmacist in a hospital. However, this job did not last long because she had to move to Jakarta with her husband.
I used to sell shampoo from house to house
While in Jakarta, the Minang woman started her life again from scratch. He looked for another job until he was accepted. Then, several years later resign for taking care of children. While taking care of this child, he thought about becoming an entrepreneur.
““Armed with the knowledge gained during college and work experience, I am determined to open a quality cosmetics business at competitive prices,” said Nurhayati.
So, he sold Putri brand women's shampoo in 1985 under the banner Pusaka Tradition Ibu (PTI).
At first, Nurhayati's business was only small. Move around home industry and marketed door to door. It is not easy for him to start a shampoo business because there are already many players in the market.
Slowly but surely, Putri shampoo is starting to sell well on the market. To increase production, he built a larger factory in 1990. Unfortunately, the factory's existence was short-lived due to a fire and it was threatened with bankruptcy.
Nurhayati also slumped. He was confused about whether to continue the business or not.
Pioneer of halal cosmetics
After her business slumped, Nurhayati received a glimmer of hope when the government aggressively promoted halal products. He saw that at that time there were no non-consumer products that were halal certified, especially in the world of cosmetics. As a result, the company shifted its target market to millions of Muslim women in 1995.
“The reason is none other than because they believe the market share is quite large and women need peace of mind when applying make-up,” he wrote Hijaber Trends in the Indonesian Fashion World.
Since then, PT PusakaTradition Ibu has been back in existence. They make a cosmetic product called Wardah which carries a halal guarantee. What Nurhayati saw regarding the opportunities for halal cosmetics was finally proven. Wardah is successful in the market.
From here, Nurhayati began to climb the ladder of success. His name started to spread in the cosmetics industry from the local market. Likewise, Pusaka Tradition Ibu later changed its name to PT Paragon Technology and Innovation in 2011. This name change was also accompanied by a proliferation of businesses.
Currently, Paragon Corp has become an important player in the beauty industry in Indonesia with a market share of around 30%.
[Gambas:Video CNBC]
Next Article
This person is rich thanks to collecting waste to make cosmetics
(mfa/mfa)