Haute Living Executive Q&A: Paragon’s Global Expansion and Commitment to Innovation in Beauty

Photo Credit: Amsterdam Group Public Relations Inc.

HL: To begin, could you share with our audience some of the key differences you’ve observed between consumer preferences in Indonesia and those in Western markets? How is Paragon adapting to meet those demands?

Dr. Sari Chairunnisa (Paragon): Thank you. When it comes to consumer preferences, the landscape has evolved significantly due to the influence of social media and the internet. In Indonesia, the adoption of trends is rapid – there’s a blend of Korean pop culture influences, such as K-pop and K-drama, alongside Western fashion trends. However, one key difference is skin tone. Indonesian consumers are becoming more educated and aware that some global beauty products, particularly Korean ones, might not suit our skin tones, which tend to be more yellowish or brown. At Paragon, we are committed to offering products that cater to these specific skin concerns while keeping up with global trends.

HL: The Western beauty industry is highly competitive – What unique propositions do Paragon’s brands offer, and how do you differentiate from global competitors?

Dr. Sari Chairunnisa: One of Paragon’s key differentiators is our commitment to halal beauty. In Indonesia, we pioneered halal beauty with our brand, Wardah. But halal is not just about raw material sourcing; it’s a philosophy. Halal represents sustainability, transparency, and efficacy – It’s about creating the best products in a way that aligns with values of integrity and responsibility. We believe that the notion of ‘halal’ is not only for Muslims but resonates globally as a universal way of life to create good, ethical products.

HL: Sustainability is becoming a critical factor in the global market. Can you discuss how Paragon approaches sustainability and ethical sourcing?

Dr. Sari Chairunnisa: At Paragon, one of our core values is care. We focus on sustainability in three main areas: carbon emissions, packaging, and product design. Our factories use solar panels to reduce our carbon footprint, and we’re engaged in myriad reforestation projects in Indonesia. In terms of packaging, while plastic is a challenge, we aim to increase the recyclability of our materials. We’re also rethinking product design ‘as usual’ in the industry so as to reduce waste. For example, we avoid unnecessary secondary packaging and use sustainable inks. Additionally, we’ve partnered with local communities to recycle packaging into useful items like tables and chairs for kindergartens. As for ethical sourcing, our company is regularly audited to ensure compliance with the highest standards.

HL: Paragon has made some significant steps in engaging with global markets. Can you tell us about any partnerships with Western influencers, retailers, or brands?

Dr. Sari Chairunnisa: We’ve started engaging with international influencers and brands primarily through participation at globally-resonant events. Recently, for example, we hosted a major event in Indonesia, which was attended by the wife of the Mayor of London. We also supported international fashion weeks like London Fashion Week, which boosted our visibility in global markets. Furthermore, we collaborate with international R&D companies and raw material suppliers to ensure our products are backed by cutting-edge research.

HL: As Paragon looks to expand, what markets are you targeting next?

Dr. Sari Chairunnisa: In the short term, Southeast Asia is a natural next step for us, due to geographical proximity and regulatory similarities. Beyond that, we’re eyeing the Middle East. The EMEA region is strategically important, especially with its proximity to Africa and Europe, which gives us easier access to these markets. Additionally, Middle Eastern countries, much like Indonesia, follow EU regulations, making it a smoother expansion process.

HL: At the recent Harvard Asia Business Summit in Cambridge, I understand that you spoke about Paragon’s growth story – Can you share some highlights from your discussion?

Dr. Sari Chairunnisa: Yes, it was a great experience. We discussed Paragon’s journey from a small home-based operation some 40 years ago to where we are today. We also touched on the concept of halal beauty and how we’ve grown our male grooming brand, Kahf, which has become number one in Indonesia. We highlighted the importance of sustainability and shared insights into how we’re tackling market challenges, especially in regions like Southeast Asia.

HL: Congratulations on your 11 trophies earned at the recent International Allē Awards! As you continue to expand globally, how are you navigating regulatory and compliance challenges in Western markets?

Dr. Sari Chairunnisa: Well, thank you, and certainly expanding globally requires careful consideration of regulatory environments. We choose markets that align with EU regulations to ensure smoother entry. Additionally, we’re exploring manufacturing capabilities beyond Indonesia, with a focus on regions like the Middle East, in order to better control production and adhere to local regulations.

HL: Looking ahead, where do you see Paragon in 10 years?

Sari Chairunnisa: By 2035, I envision Paragon expanding into new beauty categories, such as wellness products like health supplements and healthy drinks. We also hope to have a stronger presence in the Middle East and Africa. Our aim is to grow Paragon into a truly globally recognized beauty and wellness brand that resonates with people from different cultures, offering products that reflect local values and needs.

HL: Lastly, any closing thoughts on Paragon’s mission?

Sari Chairunnisa: At Paragon, we believe beauty is more than just cosmetic products. It’s about purpose. Our products aim to represent the values and concerns of the people we serve. In Indonesia, we’ve built our brand on empowering women, and we want to continue this mission in other countries. We believe every woman deserves cosmetics that reflect who they are and the movements they stand for.