Jakarta – Diverse lifestyles amid Indonesia’s tropical weather conditions often affect people’s skin and hair health.

Problems such as loss, dandruff, dry & damaged hair, dullness, and cleft are common problems that are often faced by various groups ranging from young people to adults.

In the face of high demand from the public related to products that can solve these hair problems, Mustika Ratu comes as a pioneer in the local beauty and health industry in Indonesia.

As a pioneer beauty and health brand that has been known for more than 46 years in Indonesia, Mustika Ratu returned to innovation in early 2024 by introducing its latest hair care.

These products, such as cemceman hair oil, Hair Tonic hair nourishing ingredients, and a series of shampoos, not only adapt the design and color of the packaging to current trends but also present an updated formula.

Director of PT Mustika Ratu Tbk (MRAT), Kusuma Anjani said, “The design of hair care products is more trendy and colorful, combined with E-bion technology contained in the series of Mustika Ratu shampoos, providing a more effective solution in overcoming hair problems. E-bion technology is a nano-encapsulation technology that can increase the effectiveness of natural active ingredients up to 12 times, so that hair feels healthier in just one use.”

“In addition, the main ingredients such as Vegan Hyaluronic Acid and pH balance also help moisturize hair without leaving a limp impression, and make hair more manageable because the scalp and hair follicles are well maintained,” said Kusuma Anjani.

Mustika Ratu, with its creativity and innovation in creating useful products, re-introduced a series of hair care with new packaging to the public.

For this product launch, Mustika Ratu together with proyek Sekar and Tjah Ayoe by Riana Kusuma organized “An Inspiring Beauty Discovery with Indonesia Halal Hair Care & Modern Styling ” at Sarinah Lobby on Thursday, March 28, 2028.

The event was attended by Puteri Indonesia 2024, among others; Harashta Haifa Zahra, Sophie Kirana, Ketut Permata Juliastrid Sari, Melati Tedja, Ghina Raihanah Tadjoedin, Latisa Maura, Lady Diandra, and even Puteri Indonesia 2023 Farhana Nariswari.

The Indonesian princesses also enlivened the event through talk shows and fashion shows, while waiting for the time to break their fast.

Mustika Ratu also opened a booth with various interesting activities, including a free scalp examination for visitors who meet certain terms and conditions.

Through this activity is expected to be a platform for local brands as the pride of the younger generation.

In addition to discussing local and halal hair care products and modern styles, this activity also raised Indonesian cultural values that are an important part of young people’s lifestyles.***