Azarine Brand Guidelines: The Sidoarjo Skincare Maker Founded in 2002

A brand made in East Java since 2002.

Azarine is an Indonesian skincare brand from Sidoarjo, in the province of East Java. detikJatim, the East Java edition of the news portal Detik, reported in September 2023 that the brand was founded in 2002 in Sidoarjo and is run by PT Wahana Kosmetika Indonesia. The same report said the brand held a halal certificate and registration with BPOM, Indonesia’s food and drug authority, and that the company followed Good Manufacturing Practice guidelines.

The 2002 date is consistent across other sources. In a May 2023 announcement on its group website, the distributor PT Parit Padang Global, part of the SOHO group, described Azarine as an Indonesian local brand focused on skin care and body treatment, founded in 2002, and named PT Wahana Kosmetika Indonesia as its owner. In September 2025 the parenting and lifestyle site Popmama, quoting a company release, reported that Azarine was marking 23 years since its start, which matches the same year. In that release the chief marketing officer said that over those years the brand had kept adapting both its products and the way it communicates, and that shoppers were turning to products that do more than one job.

The company behind the brand is also the maker. When Indonesia’s Ministry of Trade released the company’s products for export in January 2024, Investor Trust reported, it described them as cosmetics produced by PT Wahana Kosmetika Indonesia of Sidoarjo under the Azarine brand. The company’s own website, read in November 2026, presents Azarine as a local Indonesian skincare brand and says its products are developed with Indonesia’s tropical climate in mind.

In the press, Azarine speaks through its managers. In 2023 and 2025 the voices quoted in trade and lifestyle coverage were a national sales manager, a chief executive and, most often, the chief marketing officer, Cella Vanessa, who is quoted by Marketing-Interactive and appears as Marcella Vanessa in Popmama.

Sunscreens, cleansers and K-pop.

Azarine’s range covers face and body care with a strong lean towards sun care. detikJatim said in September 2023 that the brand released new products every year, naming a facial wash, sunscreens and a hair serum among them. Two years later, the sun-care line was still the focus of its launches: on 3 September 2025, Marketing-Interactive reported, Azarine unveiled the Invisipore Primer Sunscreen SPF 50 PA++++, a sunscreen sold as a make-up primer, and Popmama reported that it arrived as part of a Sun Protection Fusion series alongside a Covermatte Sunscreen Cushion and an earlier Glowkiss Sunscreen Lip Balm. The chief marketing officer described the series to Popmama as sunscreen combined with make-up, packed in a playful way with special merchandise.

Korean entertainers have become the brand’s most visible faces. According to a study published in the Tarumanagara University communication journal Kiwari in September 2024, Azarine officially announced the actor Lee Min Ho as its brand ambassador in April 2022. By September 2023, detikJatim reported, the brand had also named the girl group Red Velvet as ambassadors.

In September 2025 Marketing-Interactive reported that Azarine had appointed Dino of the K-pop group SEVENTEEN as a global brand ambassador, following Lee Min Ho and Red Velvet, and that the brand presented the choice as a way to reach younger shoppers at home and abroad. The appointment came with limited “Dino with Azarine” bundles in three variants, each paired with merchandise aimed at the group’s fans. The company also pointed to Chandalee, the otter character that represents Dino in the group’s MiniTEEN character set, as a symbol of his energy and determination. The trade site also noted that, as in the Lee Min Ho campaign, Azarine was presenting its skincare as meant for men as well as women.

Indonesian beauty and modest fashion.

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 a regional maker to export shelves.

Azarine’s reach widened through distribution and export. From 1 May 2023, according to the SOHO group’s newsroom, the distributor PT Parit Padang Global became the distributor of Azarine’s sunscreens and decorative products, with the agreement signed at the distributor’s Jakarta headquarters on 10 May 2023; the stated aim was to place the brand in modern retail and pharmacy channels across Indonesia. That announcement came from the distributor itself, so it is given here as the distributor’s account.

The first export shipment followed. On 11 January 2024, Investor Trust reported, Indonesia’s Ministry of Trade formally released the first export of Azarine cosmetics made by PT Wahana Kosmetika Indonesia to Malaysia. The ministry’s director general for national export development presented the shipment as an example of Indonesian cosmetics firms selling to trading partners. The September 2025 Dino campaign, which Marketing-Interactive described as aimed at international markets, followed that step abroad.

The pattern in the dated record is a regional manufacturer that has kept its base in Sidoarjo while its marketing moved to a national and then regional stage: annual launches, a sun-care line extended into make-up formats, a run of Korean ambassadors and a distribution deal that took it into pharmacies.

For a design guide, Azarine shows how a long-running regional maker can refresh its image around one category and a sequence of ambassador campaigns, with merchandise and limited bundles doing much of the visual work. Compare Somethinc, a younger Indonesian skincare brand with its own Korean ambassadors, and Emina, a youth-focused Indonesian beauty name. For this guide we use a deep teal, a sun orange and cream with a sans, an unofficial interpretation; no product or logo is reproduced.

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