Ekspansi Kosmetik Halal, Mustika Ratu Perluas Ekspor Hingga 43 Negara

Summary

In this interview, Egidius Situmorang, CEO of Mustika Ratu, discusses Indonesia’s growing halal cosmetics market, which is projected to reach $8.2 billion by 2025. He highlights the importance of maintaining product quality and engaging with both loyal customers and younger generations. Mustika Ratu, leveraging Indonesia’s rich biodiversity, uses local ingredients like moringa for its cosmetics. Situmorang also shares insights into expanding the brand internationally, with exports now reaching 43 countries, including the Middle East and Europe. He emphasizes the need for collaboration between private companies and government agencies to make Indonesia a global leader in halal cosmetics.

Takeaways

• 😀 The halal cosmetics market in Indonesia is growing rapidly, with projections to reach USD 8.2 billion by 2025.
• 😀 Mustika Ratu, founded in 1978, is a key player in Indonesia's halal cosmetics industry, known for its high-quality products.
• 😀 The increasing awareness of halal products and growing e-commerce trends are driving the growth of the halal cosmetics sector in Indonesia.
• 😀 Mustika Ratu focuses on maintaining relevance with both loyal customers and younger generations, such as Gen Z and millennials.
• 😀 Indonesia’s rich biodiversity is a major asset, providing many natural ingredients for halal cosmetics production, such as moringa seed extract.
• 😀 The company ensures that all its ingredients meet halal certification standards, even if sourced internationally.
• 😀 Mustika Ratu has expanded to 43 countries, with significant market growth in the Middle East, Europe, and Africa.
• 😀 Export challenges include regulatory barriers, tariffs, logistical difficulties, and issues like high shipping costs.
• 😀 Mustika Ratu has collaborated with Indonesia’s Ministry of Foreign Affairs and the Ministry of Trade to overcome export barriers and increase global reach.
• 😀 There is strong potential for Indonesia to become the global hub for halal cosmetics, with support from both the private and public sectors.
• 😀 Strategic partnerships with local organizations in export markets, such as Muslim communities, are crucial for success in global expansion.

Q & A

How has the halal cosmetics market in Indonesia been performing recently?

The halal cosmetics market in Indonesia has shown significant growth. In 2022, the market was valued at 4.19 billion USD and is projected to grow to 8.2 billion USD by 2025, driven by increasing population growth, consumer awareness, and the rising demand for halal products.

What factors are contributing to the growth of halal cosmetics in Indonesia?

Several factors contribute to the growth, including a rising awareness of halal products, growing consumer interest in quality, the expansion of e-commerce, and increasing numbers of younger consumers, particularly Gen Z and millennials.

How does Mustika Ratu maintain relevance in the changing cosmetics market?

Mustika Ratu maintains its relevance by staying connected with loyal customers and continually engaging with younger generations, offering products that align with their preferences. This is done through communication strategies and product innovations.

Are the ingredients for halal cosmetics easily sourced within Indonesia?

Indonesia's rich biodiversity allows for many ingredients used in halal cosmetics to be sourced domestically, such as moringa seed extract used in Mustika Ratu's lip products. However, for ingredients that cannot be found locally, the company ensures they are certified halal before use.

What strategies does Mustika Ratu employ to expand its market for halal cosmetics?

Mustika Ratu expands its market by maintaining high product quality, expanding to 43 countries, and relying on referrals from international buyers. The company also receives support from the Indonesian Ministry of Foreign Affairs and Trade to promote exports and manage diplomatic and trade relationships.

What are some challenges faced by Mustika Ratu in its international expansion?

Challenges include regulatory barriers, tariffs, and the logistics of exporting products. Issues such as foreign exchange restrictions, high import taxes, and the difficulty of reaching some regions also pose obstacles to expansion.

How has the demand for halal cosmetics been in foreign markets compared to Indonesia?

While the majority of sales still come from the domestic market, Mustika Ratu's export sales have been growing at a faster rate. The demand for personal care and cosmetics, as well as herbal supplements like jamu, is notably high in regions such as Eastern Europe and Africa.

Which international markets have shown the strongest demand for Mustika Ratu's halal products?

Mustika Ratu's products have gained strong demand in Eastern and Southern Europe, Middle Eastern countries like the UAE and Saudi Arabia, and even African nations like Nigeria, where there is a high interest in products that cater to women's health.

How does Mustika Ratu position itself in international markets?

Mustika Ratu is positioned as an iconic Indonesian brand, emphasizing its connection to the rich cultural heritage of Indonesia. This unique positioning appeals to foreign markets, especially in regions that view Indonesia as an exotic and culturally rich country.

Can Indonesia become the global leader in the halal cosmetics industry?

Indonesia has the potential to become a global leader in halal cosmetics, but this requires strong collaboration between the government and private sectors. The success of Indonesian brands like Mustika Ratu is tied to improving trade barriers, creating stronger diplomatic relations, and fostering collaboration with international Muslim organizations.