Martha Tilaar Group is one of Indonesia’s foremost purveyors of innovative, high-quality beauty products and services. With its wide-ranging stable of sub-brands under the Martha Tilaar umbrella brand, the group offers an impressive array of beauty and well-being choices for women of all ages and income groups. While many of its products and treatments feature the ancient wisdom of traditional Indonesian herbal ingredients (jamu) and other natural plant extracts, Martha Tilaar also produces a wide variety of up-to-the-minute color cosmetics and skincare, body care and hair care products for the modern woman.
From its humble beginnings as a beauty salon in the early 1970s, the company has grown into an integrated, world-class, total beauty provider with an annual turnover of around Rp600 billion (US$75 million), which exports its products all over the world. The company’s key brands have won numerous prizes and consistently achieved the country’s highest ratings for brand awareness, reflecting Martha Tilaar’s strong focus on beauty products specifically designed for the Eastern woman. The group leads the domestic market for color cosmetics (decorative and make-up base) with an 18 to 10 percent share, and holds around 11 percent of the skincare market.
The group’s range of products consists of cosmetics and personal care (decorative products, make-up base, skincare, body care and hair care), jamu, and spa products. The main brands are: Sariayu, which is Indonesia’s oldest brand in this market, and which boasts the largest number of in-store counters (decorative products, make-up base, skincare, body care, hair care and jamu), Biokos (anti-aging skincare), Caring Colours (decorative, make-up base), Belia (splash colognes for teenagers), Berto Tea, Dewi Sri Spa (holistic spa products), Professional Artist Cosmetics (decorative and make-up base), Jamu Garden (jamu, skincare, body care, and health care), Mirabella (decorative), and Rudy Hadisuwarno Cosmetics (hair care) under license from the Rudy Hadisuwarno Organization.
Eastern Garden Spa, Martha Tilaar Salon & Day Spa and Dewi Sri Spa are internationally franchised chains of spa and beauty treatments based on the traditional Indonesian concept of Rupasampat Wahyabiantara, influenced by Chinese and Indian age-old health and beauty rituals. This approach perfectly captures the worldwide trend towards back-to-nature and Eastern cultures.
The group also owns and operates Puspita Martha beauty schools, Bali Sari spa training center and Cipta Busana Martha, which markets traditional Indonesian garments.
AWARDS & ACHIEVEMENTS
March 2001: The Most Valuable Brand 2001 given by SWA Magazine and Mars to Sariayu Martha Tilaar’s moisturizer, facemask and foundation.
September 2001: The Indonesia Customer Satisfaction Awards 2001 from Frontier for the categories of Belia Body Cologne and Sariayu Lipstick.
August 2002: Siddhakretya Technology Award 2002 honourly awarded by the President Republic of Indonesia, Ibu Megawati Sukarnoputri to DR HC Martha Tilaar (on behalf of PT Martina Berto).
2002: The Top of Mind Brand 2002 awarded to PT Cempaka Belkosindo Indah for Mirabella lipstick category.
July 2002 – July 2005 (consecutively): Indonesian Best Brand Awards given by SWA Magazine & Mars to Sariayu Martha Tilaar for the categories of lipstick, moisturizer, liquid foundation, face powder and face cosmetics.
July 2004: Superbrands Award given to Martha Tilaar Group of Companies by The Indonesia Superbrands Council, for the achieving the strongest local cosmetic brand in Indonesia.
July 2005: Golden Indonesia Best Brand Award given to PT Sariayu Martha Tilaar for face moisturizer and foundation categories.