Make Over Brand Guidelines: Paragon’s 2010 Make-Up Label, Powerstay and Mastershade

A make-up label from an Indonesian beauty group.

Make Over is an Indonesian make-up brand owned by PT Paragon Technology and Innovation, the beauty group that trades as ParagonCorp. Fortune Indonesia, in a September 2025 profile of the group’s brands, dates the launch of Make Over to 2010 and describes it as one of Paragon’s cosmetics labels, offering foundation, lipstick, powder and other make-up products.

The parent is older than the brand. Both Fortune Indonesia and Liputan6, in a profile published in December 2022, say the company was founded in 1985 under the name PT Pusaka Tradisi Ibu; Fortune Indonesia names Nurhayati Subakat as its founder. Liputan6 adds that the company introduced Wardah, its halal cosmetics brand, in 1995, and that Wardah received a halal certificate from the Indonesian Ulema Council, the MUI, in 1999.

Make Over therefore arrived as a later addition to an established group, fifteen years after Wardah. The Liputan6 profile lists it beside Wardah, Emina and the men’s brand Kahf as the group’s core labels; by September 2025, Fortune Indonesia listed a longer roster that also included Instaperfect, Putri, Biodef and Crystallure, among others. In that roster, Wardah is the group’s halal cosmetics brand, as Liputan6 describes it, while Make Over is presented by Fortune Indonesia as a make-up label for products such as foundation, lipstick and powder.

The brand is run from inside the group rather than as a separate company. Reports of its launches quote ParagonCorp staff, not a stand-alone Make Over management: in March 2026 Industry.co.id quoted ParagonCorp’s global brand director at a Make Over event, and in December 2025 Medcom.id quoted the group’s head of masstige and advanced beauty marketing about a Make Over launch. Marketing-trade coverage likewise describes Make Over simply as “owned by ParagonCorp.”

Complexion, shade-finding and long-wear lines.

Make Over’s range is organised into named lines. On its website in November 2026 the brand presented products from the Powerstay, Hydrastay, Perfect Cover and Amplify lines, including powder foundation, cushion compacts and lip pigments, and it styles the name in capitals in product titles, as in “MAKE OVER Powerstay.” The site also offers a store finder, a virtual try-on and a beauty-consultant service.

Shade-matching has become a recurring theme of its events. Medcom.id reported in December 2025 that Make Over staged MASTERSHADE ARCHI/TECH at Spac8 ASHTA in Jakarta from 8 to 14 December 2025. The event built on an earlier Mastershade format that, according to the report, helped visitors find a complexion shade through a Complexion & Color Finder; the 2025 edition added what the company called AI-based face-ratio mapping, used to suggest make-up placement. Medcom.id reported that eight “signature looks” were developed with professional make-up artists for the event, under names such as Clean Girl, Korean, Y2K and Editorial, and that visitors could book consultations with more than thirty professional make-up artists.

The same shade-finding idea reappeared three months later. At the brand’s Ramadan gathering in February 2026, Industry.co.id reported, guests could use the Mastershade Face Archi/Tech Color Complexion Finder, alongside consultations with beauty associates and a photo booth. The Mastershade name has thus been used for at least two Make Over events, in December 2025 and February 2026.

Make Over has also tied single products to campaigns. In August 2026 Marketing-Interactive reported that the brand took its Powerstay Glazed Lock Lip Pigment to HYROX Bangkok, a fitness race that combines running with workout stations, as the centre of a campaign called “Glazed under pressure.”

Design and documentation.

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.

Events, editions and a campaign vocabulary.

Much of Make Over’s recent identity has been built through events and limited editions rather than a single advertising line. On 25 February 2026 the brand held a Ramadan gathering called The Homecoming at the Jakarta Ballroom of the 25hours Hotel The Oddbird, Industry.co.id reported. There it screened a three-episode mini-series, “Good Things Are Worth the Fear,” which had been running on the brand’s own digital channels since 20 February 2026, and presented a Powerstay Matte Powder Foundation Special Edition made with the Indonesian accessories designer Rinaldy Yunardi. The report described the evening as including a theatrical performance and a “Wall of Courage” where guests wrote down moments of bravery.

The HYROX campaign later that year used a different vocabulary. Marketing-Interactive reported in August 2026 that four women made up a group the brand called #TeamGlazed, that content from the trip was split into “Glazed Diaries” and “Glazed Together” series, and that the brand was building a community around the Indonesian phrase “Cantik-cantik tahan banting,” which the publication translated roughly as women who are beautiful but tough. The campaign’s audience, the report said, was divided into three personas: the “active style setter,” the “balanced achiever” and the “beauty performer.”

Taken together, the coverage shows a brand that names things carefully: product lines with compound English names (Powerstay, Hydrastay), event formats with trademark-style capitals (MASTERSHADE ARCHI/TECH) and campaign hashtags built on a single word, “glazed.” The named collaborators in the December 2025 and March 2026 reports are professional make-up artists and an accessories designer.

For a design guide, Make Over shows how a make-up label inside a larger group can build a distinct register through capitals, compound line names and event formats. Compare its sister brands Wardah and Emina. For this guide we use black, a deep mulberry and a bare rose with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Make Over’s identity on hand — save it to a board in the Made Good inspiration library.