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View all search resultsFrom US to home, Juara pushes 'jamu' skincare into the spotlight
Traditionally brewed as a herbal drink to prevent or treat ailments, jamu has been given a modern twist by Juara, which has transformed its natural ingredients into contemporary skincare products.
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A person prepares a skincare treatment using a Juara Beauty product.
(JUARA Beauty/-)
I
ndonesia’s cosmetics market generated an estimated Rp 35.6 trillion (US$2 billion) in revenue in 2025 and is projected to grow by around 4.73 percent annually, with personal care, skincare and makeup remaining the dominant segments.
The expansion has also been fueled by a new wave of entrepreneurs blending wellness concepts with product innovation and marketing, including the introduction of locally rooted ingredients.
Before the global wellness boom took off, Juara Beauty founder Metta Murdaya had already introduced jamu, Indonesia’s traditional herbal remedy, to the United States. Traditionally consumed as a drink to prevent or treat health problems, jamu’s natural ingredients have since been reimagined and refined by the firm into modern skincare products.
Before formally launching the brand in 2007, Metta and her colleagues began experimenting with products in her home kitchen in the early 2000s. Initially entering the US market through small independent retailers, the brand has positioned itself as a premium yet accessible skincare line.
“We want [our customers] to feel healthy and good. And skin was the easiest way to enter the market,” she told The Jakarta Post on Jan. 26.
“That was legal and easy for us, because cosmetics is a pretty low-barrier-to-entry industry in the US, we launched in a couple of hundred independent small stores around the country.”
Still, introducing Indonesian-based ingredients to American consumers proved difficult at the time.
