Originally published: Campaign Asia, 19 August 2025
Indonesian halal beauty brand Wardah retains its crown as Southeast Asia’s top beauty brand in 2025, narrowly beating global giants like Dove and Vaseline.
For the second year in a row, Indonesian cosmetics giant Wardah has taken the crown in SEA’s top 10 beauty brands. While Wardah’s dominance last year was largely Indonesia-centric, 2025 sees the brand consolidating its regional standing, outperforming global giants such as Vaseline, Dove, Nivea, and Olay across multiple SEA markets.
Wardah achieved an overall best brand score of 74.6 in 2025, narrowly beating its closest competitor, Watsons, which scored 71.5. The brand is incredibly well-known in Indonesia, with 96% brand awareness, making it one of the most trusted names among consumers. Founded in Indonesia, Wardah has grown into a leading beauty and personal care brand, celebrated for quality, innovation, and its pioneering halal-certified cosmetics.
Wardah’s popularity stems from its deep connection to local values and needs. As a halal-certified brand, it aligns with Indonesia’s Muslim-majority population by offering products that meet strict halal standards while remaining affordable and accessible. This has built strong loyalty, supported by excellent customer service and buying experience scores (both 83%). With a 70% purchase rate, 73% quality perception, and 66% recommendation rate, Wardah’s ongoing innovation and wide presence (81% touchpoints) make it a staple in consumers’ lives. Together, these strengths have helped Wardah dominate the Indonesian market and earn respect throughout Southeast Asia, blending tradition with modern beauty needs.
The ranking is based on our authoritative list of Southeast Asia’s top 50 brands, done in partnership with research firm Pureprofile. We have published reports on the top 10 brands from the surveyed markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) across 10 sectors. Brands were evaluated using attributes including awareness, purchase, quality, buying experience, customer service, loyalty, innovation, brand touchpoints (ease of use across all digital and offline interactions), and advocacy (degree of recommendation).
Over the next few weeks, we will provide a comprehensive analysis of the top brands by sector in Southeast Asia. So bookmark our rankings for the food sector, electronics, travel, apparel & accessories, financial services, beauty, telcos & streaming, ecommerce, transport & delivery, and automotive.
The chart below shows the scores of the top 50 beauty brands in Southeast Asia. Following the chart, you’ll find the top 10 beauty brands in individual markets, along with a brief analysis of the top 10 performers across the region.
Download the full “Southeast Asia’s Top 50 Brands” report here >
