#TheCEO: Nurhayati Subakat, Ibu Rumah Tangga Bawa Wardah Jadi Ratu Kosmetik Indonesia

Summary

This inspiring journey of Wardah, a Muslim-focused beauty brand, highlights the founder's perseverance and faith. From humble beginnings with a small salon shampoo, the business grew through quality products, customer-focused values, and strategic timing in the market. With a focus on innovation, faith, and family, the founder emphasizes the importance of patience, hard work, and humility in building a lasting brand. Wardah’s success story is a testament to how aligning business with purpose and community can lead to sustainable growth, while staying grounded in values and continuous improvement.

Takeaways

• 😀 The name 'Wardah' was chosen for its meaning, which refers to a rose, and it was inspired by a suggestion from a local mosque.
• 😀 Initially, the business started with shampoo for salons, but the journey was challenging, with many stores rejecting the product at first.
• 😀 A neighbor who had experience working in salons helped to introduce the products to salons, where they quickly became popular due to their quality.
• 😀 Wardah's initial success came from offering high-quality products at competitive prices, especially for services like hair perming and treatment.
• 😀 The core values of the business include faith, responsibility, family, customer focus, and continuous innovation.
• 😀 The rebranding of Wardah in 2009 aligned perfectly with the rising trend of hijab fashion, a fortunate timing that contributed to its success.
• 😀 The company's philosophy is that success comes from both hard work and divine help, with a strong emphasis on faith and perseverance.
• 😀 The business owner advises her children that success requires patience, persistence, and the belief that hardships will eventually ease.
• 😀 The company's vision is to contribute to the greater good, not just focus on profits, emphasizing a commitment to creating jobs and giving back to society.
• 😀 Success in business takes time and requires careful planning; it is important to avoid rushing and instead focus on steady progress and learning.

Q & A

What was the initial idea behind creating the Wardah brand?

The idea behind Wardah was inspired by a message from a local pesantren (Islamic boarding school), suggesting the creation of a Muslim product. The aim was to offer products that catered to the needs of the Muslim community.

How did the founder choose the name 'Wardah' for the brand?

The name 'Wardah' was chosen from a list of three potential names. It was selected because it means 'rose' in Arabic, symbolizing beauty and purity.

What product did Wardah originally start with, and how was it received in the market?

Wardah originally started with a shampoo product designed for salons. Initially, it faced rejection from stores and other outlets, but the product gained traction after being introduced in salons, where quality was highly valued.

How did Wardah eventually succeed in gaining popularity despite initial challenges?

Wardah succeeded by offering quality products at competitive prices. Once salon owners recognized the product's quality, they began requesting additional items, helping the brand establish itself in the market.

What is the core principle or value that the founder emphasizes for success?

The core principle for success, according to the founder, is encapsulated in two key words: 'want' and 'can'. 'Want' refers to having the determination, and 'can' refers to having the knowledge and understanding to make things happen.

How does the founder balance work and family life?

The founder manages to balance work and family life by staying flexible, arranging work hours around the children's schedule, and even multitasking by introducing products to local communities while also taking care of her family.

What are the key values that the company prioritizes?

The key values of the company include faith, exemplarity, responsibility, family spirit, customer focus, and innovation. These values guide the company's operations and decisions.

What role did timing play in the brand's success, particularly in 2009?

In 2009, the relaunch of Wardah coincided with the rise of the hijab-wearing trend (hijabers), which provided the brand with a perfect market opportunity, demonstrating the importance of timing and being in tune with market trends.

How does the founder view success in business?

The founder views success in business not just as financial gain but as creating value for others. She believes in building a business with a long-term vision that benefits many, including providing employment opportunities and giving back to society.

What advice does the founder offer to young entrepreneurs, especially millennials?

The founder advises young entrepreneurs to be patient and focus on the long-term process. She stresses that success does not come quickly, and building a business requires continuous learning, hard work, and attention to detail.