Emina Brand Guidelines: Paragon’s 2015 Teen Beauty Brand, From Born to be Loved to Auteentic

A teenage sister for Wardah.

Emina is the teenage brand of PT Paragon Technology and Innovation, the Jakarta company better known through Wardah. Fortune IDN wrote in September 2025 that Emina was introduced in 2015 for teenage girls, that most of its products were made with the concerns of that age group in mind, and that its packaging was designed to be cuter and more colourful than the group’s other lines. INDUSTRY.co.id reported in March 2023 that the brand had launched in 2015 with the tagline “Born to be Loved”, and that March 2023 marked its eighth year.

The company behind it is older. Monocle reported in May 2025 that the group now called Paragon Corp was founded in 1985 by Nurhayati Subakat, a pharmacist, and is run by her three children; CNBC Indonesia wrote in February 2024 that the business began as Pusaka Tradisi Ibu, selling a shampoo called Putri, and took the Paragon name in 2011. In a June 2019 interview with The Jakarta Post, the founder said the second generation of the family had begun relaunching the company’s products for younger buyers from 2002, and that its young teams had been given freedom to be creative. The paper listed Emina alongside Wardah, Make Over and Putri as the company’s brands, and in August 2020 Salaam Gateway described Paragon as the halal cosmetics company behind Wardah, Make Over and Emina.

Emina sits in a wide family. Fortune IDN listed the group’s brands in September 2025 as including Wardah, Make Over, Emina, LABORÉ, Biodef, TAVI, Kahf, Putri, Instaperfect and Crystallure, and dated TAVI to 2022 and Make Over to 2010. Monocle reported that the men’s grooming brand Kahf was proposed by two young product developers on the group’s management-trainee programme, who wanted a brand for Muslim men that could follow Wardah’s path; the magazine presented this as typical of how Paragon lets young staff pitch new labels.

Ambassadors, festivals and a new tagline.

Emina has built its name through programmes as much as products. INDUSTRY.co.id listed three of them in March 2023: the Emina Girl Gang Ambassador scheme, known as EGGA, Emina Art Mode and an annual Emina brand day. In the same report, Clarissa A. Gunawan, then group head for Paragon’s teen and emerging brands, introduced a new tagline, “Auteentic Beauty”, which replaced “Born to be Loved.” The company framed the change around helping teenagers find their own identity, and spoke of “Innovateens” products, co-creation sessions with young people and two pillars it called girl empowerment and sustainability, the second carried by a programme named “Susteenability.”

The brand also runs its own festival. INDUSTRY.co.id reported in July 2024 that Emina held Eureka Fest 2024, short for “Emina Universe Really Make You Authentic,” over three days from 12 to 14 July at The Dome in Senayan Park, Jakarta, after an edition the year before. The theme was “To More Glow Tomorrow,” and the programme, split into areas including a Music Hub and a Youth Hub, mixed beauty-technology stands with talks and a music stage featuring acts including Hivi, Salma Salsabil, Idgitaf and Reality Club. Neona Ayu appeared as Emina’s brand ambassador and “Auteentic Role Model.”

Eureka Fest was also a product launch. Emina used it to introduce the GloRad+ series of three skincare products, a Watery Serum, an Eye Wakeup Roller and an Amino Fusion Procleanser, which the company said was aimed at people aged 14 to 25 who follow ingredients and trends closely. Earlier ranges named in the press include Bright Stuff, the Glossy Stain lip tint and Ms. Pimple.

How the category presents itself.

Indonesian beauty and modest-fashion brands tend to present themselves through people, packaging and the places they sell, and only occasionally through a published identity manual. Logos and colour codes are rarely documented in the press, so a design reading has to rest on what companies show in public: the pack, the campaign, the ambassador and the corporate page that names founders and owners.

Halal statements are part of that picture, but companies publish them in different ways. Liputan6 reported in 2022 that Wardah received a halal certificate from the Majelis Ulama Indonesia in 1999, while Wardah’s founder told The Jakarta Post in 2019 that the brand did not put its certificates at the centre of its advertising. A marketing analyst quoted by the same paper linked the growth of halal cosmetics to the spread of the hijab as everyday fashion from around 2009, saying that fashion and cosmetics moved together.

Campaigns lean on familiar faces. Singers, racing drivers and other public figures appear as named ambassadors in dated launches, from a 2014 Wardah event in Jakarta reported by Fimela to a 2026 lip campaign shot in Dubai and Abu Dhabi, covered by Marketing-Interactive. Marketplace launches matter as much as shops: Monocle reported in 2025 that Paragon Corp sells through livestreams on TikTok, Shopee, Lazada and Tokopedia, and Sinar Harian reported that Emina’s 2022 Malaysian launch named Shopee, TikTok Shop and Watsons as its outlets.

Group ownership shapes the field. Paragon Corp, founded in 1985 and renamed in 2011, runs a family of brands for different ages and budgets, and older houses with roots in the jamu tradition sit alongside it with their own founders and corporate histories. Each guide in this series describes those owners plainly, dates every ambassador and launch, and treats colour and type as our own unofficial interpretation.

From Jakarta to Kuala Lumpur.

Emina has also crossed into Malaysia. Sinar Harian reported in December 2022 on a launch event for the brand in Kuala Lumpur, and said Malaysian buyers could find it on Shopee, TikTok Shop and in Watsons stores. Clarissa A. Gunawan told the paper that Emina offers lip, eye and face make-up and beauty tools as well as skincare, and that the brand’s formulas and packaging, including its designs and colours, were made to suit its theme of being a close friend to teenage girls, and named Bright Stuff and Glossy Stain among its popular lines. ProductNation reported in January 2023 that Emina had brought a Natura Pal range to Malaysia, made up of a Gel Cleanser, a Toner Essence, a Splash Serum and a Gel Moisturizer and sold at Watsons, on Shopee and through its TikTok Shop; the brand said the packs used ten per cent less plastic and that water-based and soy inks were used on the outer boxes.

The group behind Emina sells heavily online. Monocle reported in May 2025 that Paragon Corp, then with 14 beauty brands and 43 distribution centres in Indonesia, began livestream selling in 2023 and sells through TikTok, Shopee, Lazada and Tokopedia from a studio near its new South Jakarta head office, while offline shops remain its main channel. The magazine said the group makes its products at a factory compound in Banten province.

For a design guide, Emina shows how a group can give a younger customer a brand of her own, with brighter packs, its own taglines and its own festival, while keeping the parent in the background. Compare Wardah, its older sister brand, and Make Over, Paragon’s professional make-up line. For this guide we use berry pink, candy pink and mint with a rounded sans, an unofficial interpretation; no product or logo is reproduced.

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