Divine Strength

Wardah’s Nurhayati Subakat shares about finding strength through hardships. Karina Saphiera writes

Few people have the strength to power through all of life’s obstacles, let alone consistently come out on top. Yet here to claim her success is the businesswoman who found her way into the nation’s hearts, Nurhayati Subakat. Though most know her as the founder of Wardah, Nurhayati’s Paragon Technology and Innovation group is anything but a one-hit wonder. With Make Over, Emina, and Innovative Xalon in the palm of her hands, Nurhayati’s perseverance has proved to be fruitful in the journey to building her beauty empire.

“Before I founded this company in 1985, I had just quit my previous job because it took away too much of my time with my family,” says the living legend. “As someone with a pharmaceuticals background, I suddenly realised that making make-up shouldn’t be that different from making medicine. That was when I ventured into making my own haircare line, Putri.”

Gaining its feet through direct selling in just five years, Putri found its home in salons all over Tangerang. But, of course, whatever endeavours one pursues in life, few paths are as smooth as the stories make them out to be. It was during the same year that the company finally started to relish the results of its sales efforts that it faced its biggest obstacle yet— when its home industry caught on fire.

“I was faced with two choices: give up or persist,” she claims, revealing that she chose the latter to salvage her employees’ livelihoods. With support from family, friends, and other parties, Nurhayati rebuilt Paragon Innovation and Technology and launched the line that would propel it into the fame it claims today: Wardah. It’s no coincidence that Wardah is the leading halal make-up line in Indonesia. Since its launch in 1995, the company has mastered the art of balancing quality and economically friendly prices. “I started at a time when there were no halal beauty products,” says Nurhayati. “We couldn’t compete with existing make-up brands, so instead we took a leap into the dark and made an affordable niche line.”

Similar to Putri, Wardah’s success wasn’t earned overnight. The entrepreneur even claimed that its first launch was a total failure until it adopted multi-level marketing once again. With a sliver of hope coming its way, everything started to work out. Then when Indonesia faced the unemployment crisis of 1998, people turned to Paragon Innovation and Technology for a job, which, in turn, further expanded the company.

With a flock of young people and fresh graduates arming its home industry, Paragon Innovation and Technology has a stream of

creativity that knows no limits. After Wardah was relaunched to cater to a new generation in 2009, trepidation turned into pride as the brand received great feedback among the ever-growing hijaber market.

“Since then, our company achieved 200 per cent growth and for nine years and counting, it continues to amaze us. This gave us the confidence to diversify our brands, which led to the launch of Make Over in 2010 and Emina in 2015,” says Nurhayati.

What lies beyond this beauty empire is a warm community that celebrates five core principles: divinity, exemplars, responsibility, attentiveness to customers, and innovation. This charming leader knows that for the team to build great synergy, she has to be a great role model—and that, she is.

With more than 10,000 employees, one would expect Paragon Innovation and Technology to be just another big corporation. Yet holding those under her wings at close proximity, Nurhayati doesn’t neglect the needs and wants of her staff. Not only does the company give scholarships to factory employees, it also provides dormitories and funds employees’ Umroh trips. With such an attentive and positive working environment, what more could one ask of a leader?

“Since then, our company achieved 200 per cent growth and for nine years and counting, it continues to amaze us.”