Safi reveals ambitious plans to snatch top spot in Indonesia’s halal beauty space

The brand launched in Indonesia last year and its parent company, Wipro Consumer Care, claimed that it was already the number one in mass skin care brand in the pharmacy segment.

Kumar Chander, president, South East Asia & MENA region told CosmeticsDesign-Asia​ that Safi was making “rapid strides”​ in all other channels and was on track to reach the company’s goal to claim the top spot in Indonesia.

“Safi is about halal products that are inspired by nature and made effective through science. Our localised offerings, with relevant and exciting ingredients, for Muslim consumers, has been one of the drivers of its success. The brand is very well-appreciated by Muslim consumers and this gives us confidence in our offering.” ​he said.

Chander believes the market still hold untapped opportunities for Safi.

“It’s a clear trend that the demand for innovative halal personal care products is growing fast. Another consumer trend is the need for more natural yet effective products, which is the space that Safi operates in.”​

Additionally, the industry has seen a dramatic shift in consumer behaviour which offers tremendous opportunities for brands.

“In the last five years, we have seen consumer behaviour change significantly. Rising disposable incomes mean that consumers are gaining stronger purchasing power. They are now spending more on things they want and less on things they need,”​ said Chander.

The rise of e-commerce in the region has given consumers a seemingly endless array of product choices. Chander said this has caused consumers to become more brand-conscious and more concerned about the quality and efficacy of products.

He added that demand for halal beauty products was on the rise among younger Muslim consumers as they are looking for products that fit into their everyday lifestyle without compromising on religious requirements.

This means being halal is no longer enough to compel consumers to make a purchase. This is driving brands like Safi to find innovative solutions to cater to the specific needs of Muslim consumers.

For instance, the brand designed a shampoo range specially formulated for hijab-wearing consumers to meet their needs of extended freshness, coolness and fragrance.

Putting consumers first

Chander believes the key to producing relevant innovations is for brands to stay in-tuned with its consumers.

“Brands must put consumers at the heart of everything they do in order to stay relevant. From research and product development to the marketing and sales channels, keeping consumers’ wants and needs at the forefront of a brand is how brands remain successful over time,” ​he said.

He added that innovation should not be confined to products.

“Placing consumers at the centre means understanding how to create meaningful connections at every touchpoint, offering innovative products that are effective, being available through relevant channels and understanding how consumers make their purchasing decisions. All of this combined builds brand loyalty and trust.”​

Moving forward, Wipro plans to continue expanding Safi’s footprint in Indonesia as well as Malaysia and beyond.

However, Chander stressed the importance of strengthening its brand by delivering stellar products.

“Overall, we must ensure that our offering meets consumers’ needs and delivering products that are high-quality, effective, unique, convenient and affordable. We will continue to look at how we can expand our offering so that we can provide effective and relevant personal care products for consumers’ wants and needs."​