Indonesia’s cultural heritage on sustainable beauty reflects a wider regional trend
Sigi, Indonesia May 19, 2026 – In today’s fast-paced beauty landscape, viral fads and daily product launches often tout scientific claims and advanced technology, turning skincare into a race for the latest “must-have” trend. This constant influx of products has overshadowed the simple yet effective ritual that genuinely nourishes the skin. In response, consumers are embracing a more intentional and organic approach to self-care, with the Philippine organic skincare market projected to reach USD 1.5 billion by 2026.
More than just a beauty trend, the future of organic skincare in the Philippines is being shaped by women-led enterprises, storytelling, and sustainability. Community-driven social enterprises and SMEs are increasingly incorporating indigenous ingredients into cruelty-free formulations that actively protect local biodiversity and bolster rural livelihoods. In provinces such as Quezon and Bicol, coconut- and pili-based skincare production is transforming local raw materials into high-value aromatherapy and eco-friendly goods that meet rising global demand for ethical and sustainable alternatives.
A similar cultural homecoming is unfolding in Indonesia, where enterprises are revitalizing ancestral traditions through locally sourced ingredients. In Central Sulawesi, Founder Nelam Ayu Kusuma established Nelamayu Tradisional that exemplifies modernizing the self-care rituals of Kaili women using intergenerational knowledge. By sourcing directly from local farmers, these ventures create a circular economy that honors heritage while providing steady livelihoods, proving that traditional wisdom remains the gold standard for modern wellness.
Across Southeast Asia, 50% of consumers are now trading mass-produced imports for sustainable alternatives, driven by an increasing awareness of ingredient safety, sustainability, and cultural identity in self-care routines. As biodiversity-rich nations, the Philippines and Indonesia are uniquely positioned to learn from one another while reshaping the global beauty narrative through the fusion of plant-based traditions and modern skincare innovation. This movement highlights that the future of skincare lies not only in laboratories, but also in preserving the region’s rich agricultural heritage, cultural traditions, and community knowledge.
From Kaili Women’s Tradition to Modern Skincare
The inspiration for Nelamayu Tradisional stems from nombungu. a Kaili bridal ritual featuring badabida—a traditional black sticky rice scrub or mask used to smooth and brighten the skin. This natural treatment serves as a holistic preparation for brides-to-be, ensuring both physical health and a radiant glow leading up to the wedding.
Drawing from remedies passed down by her grandmother, a village herbalist who utilized natural materials like rice and medicinal leaves during the Japanese occupation, Nelam modernized the traditional badabida powder into a versatile body scrub and created bada kumba, a cooling powder for skin health and recovery.
These family practices, once used to treat everything from fevers to smallpox, inspired Nelam to formally study her ingredients, discovering the circulatory benefits of black sticky rice and the potent anti-inflammatory properties of turmeric and Javanese ginger. Since launching the business in 2018, Nelamayu Tradisional has continued to grow through customer testimonials and innovations while maintaining its connection to Kaili traditions and natural ingredients.
Since she began sharing her products in 2018, Nelam has received numerous stories from users who found the remedies improved skin hydration and other greater sense of comfort during their monthly cycles. These heartfelt testimonials have become the true foundation of her business.
Preserving Tradition While Meeting Modern Standards
As the demand increased , Nelam faced the challenge of preserving authenticity while meeting modern safety and regulatory standards. Through the Gampiri Interaksi incubation program in 2023, Nelamayu Tradisional received mentoring on licensing, product development, branding, and market expansion while ensuring the products remained rooted in sustainable and cultural values.
“Our mentoring focuses on nature-based downstreaming. We want to ensure products like Nelamayu Tradisional can grow economically without sacrificing cultural and environmental values,” said Nedya Sinintha Maulaning, a representative of Gampiri Interaksi. She added that the greatest challenge lies in balancing traditional authenticity with modern safety regulations.
Gampiri Interaksi’s mentorship helped Nelam resolve regulatory hurdles by reclassifying her products as household hygiene supplies, a move that coupled with expanded market reach doubled her monthly income to over IDR 5 million from IDR 1 million to 2 million. This growth reinforces a sustainable local supply chain that supports SIgi’s black sticky rice farmers and utilizes a circular economy model to eliminate production waste.
Restorative Economy Impact and Sustainable Local Supply Chains
Nelamayu Tradisional is expanding its footprint across Central Sulawesi through various digital platforms and local partners. By sourcing black sticky rice directly from West Dolo farmers, Nelamayu provides a stable market for traditional crops while maintaining a deliberate, small-batch production that prioritizes quality and sustainability. This eco-conscious model reflects a restorative economy in practice, where byproducts like roasting ash are repurposed for household use and rice bran is returned to farmers as animal feed to eliminate waste.
“When the environment is protected, natural resources are used wisely, and local communities are directly involved, economic recovery happens naturally. Income rises, culture stays alive, and nature is not exploited,” Nedya explained.
Nelam shares a long-term vision of Nelamayu Tradisional as a signature natural beauty brand from Central Sulawesi, saying “I want this product to be known not just for the results on the skin, but for its story about women, tradition, health, and a connected environment,”
Lingkar Temu Kabupaten Lestari (LTKL) advances a restorative economic model that integrates environmental sustainability and community welfare through multi-stakeholder collaboration, with Gampiri Interaksi Lestari serving as a key local incubator in Sigi. This model underscores that economic recovery can begin at a small scale—where local knowledge, environment, and community livelihoods are deeply intertwined and mutually reinforcing.
