Pixie Forever – Indonesia’s beauty industry has been growing rapidly with the presence of local brands that highlight the richness of natural ingredients. Two of the most established and widely recognized names are Sariayu vs Mustika Ratu. These two legendary brands are not only pioneers of natural-based cosmetics but also embody Indonesia’s cultural heritage in the world of beauty.
A Brief History of Two Iconic Local Brands
Sariayu Martha Tilaar
Sariayu is part of the Martha Tilaar Group, founded by Martha Tilaar in 1977. Starting from a beauty salon, Sariayu has evolved into one of Indonesia’s most trusted cosmetic brands, consistently promoting the principle of “back to nature” and “clean beauty.” This philosophy is rooted in the use of natural Indonesian ingredients combined with modern technology.
To strengthen its innovation, Sariayu established the Martha Tilaar Innovation Center (MTIC), which focuses on research and product development. MTIC plays a vital role in creating new formulations that are safe, sustainable, and relevant to global beauty trends. Sariayu is also known for its cultural preservation campaigns through annual makeup themes inspired by Indonesian heritage.
Mustika Ratu
One year later, in 1978, Mustika Ratu was founded by Mooryati Soedibyo, a descendant of the Surakarta Palace. Unlike Sariayu, Mustika Ratu highlights the legacy of jamu (Indonesia’s traditional herbal medicine) as the foundation of its beauty philosophy.
This brand brings traditional royal beauty secrets into the modern cosmetic industry. Beyond skincare and makeup, Mustika Ratu develops herbal drinks, body treatments, and spa products inspired by traditional Indonesian wellness rituals. Its philosophy emphasizes holistic beauty—balancing health and appearance both inside and out.
Brand Philosophy and Core Values
While both brands focus on natural ingredients, their approaches are quite distinct:
- Sariayu modernizes traditional ingredients with technological innovation, offering products aligned with global beauty trends.
- Mustika Ratu highlights the completeness of traditional herbal-based care, particularly jamu, and positions itself as a guardian of Indonesian wellness heritage.
These differences give consumers the option to choose products based on their lifestyle—whether they prefer modern innovations or traditional holistic care.
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Product Range and Bestsellers
Sariayu Products
Sariayu offers a wide variety of skincare, makeup, and body care products. Some of its well-known items include:
- Sariayu Acne Care → formulated for acne-prone skin.
- Sariayu Bright Skin Putih Langsat → a brightening range enriched with langsat fruit extract.
- Moisturizer with citrus extract → helps hydrate and refresh the skin.
Sariayu’s makeup line is also popular for its cultural inspiration, featuring collections that pay tribute to Indonesia’s diverse heritage through colors and design.
Mustika Ratu Products
In contrast, Mustika Ratu provides a more holistic range, combining beauty with wellness traditions. Some of its bestsellers include:
- Night Whitening Cream with bengkoang and licorice extract → to brighten the complexion.
- Body care collections → from traditional body scrubs (lulur), olive oil, to herbal soaps.
- Ready-to-drink jamu products → promoting inner health to complement external beauty.
The brand’s strength lies in its ability to combine authenticity with accessibility, offering traditional beauty care in a modern and affordable way.
Innovation and Market Competitiveness
Both Sariayu and Mustika Ratu continue to adapt to the fast-changing global beauty industry.
- Sariayu, through MTIC, emphasizes “clean beauty,” sustainable production, and innovation aligned with younger consumers’ demands.
- Mustika Ratu maintains its heritage of jamu but modernizes packaging and product concepts to remain relevant.
In the local market, they are often compared side by side. Many consumers make purchase decisions by weighing Sariayu vs Mustika Ratu, choosing the brand that best fits their personal needs.
Preserving Culture and Nature through Beauty
These two brands are more than just businesses—they represent a cultural mission.
- Sariayu promotes national identity by creating makeup themes inspired by Indonesian traditions and nature.
- Mustika Ratu preserves jamu and traditional wellness practices, sharing Indonesia’s holistic lifestyle with the international market.
Both highlight that beauty is not just about appearance—it is about health, tradition, and environmental care.
Popularity and International Reach
Despite facing stiff competition from international cosmetics, both brands maintain strong positions in Indonesia. Moreover, some products have successfully entered overseas markets, particularly in Southeast Asia and the Middle East.
Foreign consumers view natural-based cosmetics from Indonesia as unique and exotic. This proves that with the right branding, Indonesia’s cultural and natural wealth can attract international attention.
