Growing Demand for Safe Skincare Drives Interest in Science-Based Products
The rising trend of skincare in recent years has made consumers more selective in choosing skincare products. Consumers are no longer just looking for instant results; they are also considering the safety aspects, active ingredients, and long-term effects on skin health. This awareness is driving the need for products that are not only effective but also proven safe and transparent in their claims.
In the face of increasing skincare product usage in Indonesia, the need for skincare that is not only effective but also safe for long-term use is becoming a growing concern among consumers.
In response to this trend, Newlab+ has reaffirmed its commitment as a science-based brand through the launch of Brightlogy Intensive UV Shield Day Cream and Brightlogy Intensive Night Cream in Jakarta on Wednesday (February 25).
Brightlogy is introduced as a face cream containing 1% hexylresorcinol, which is claimed to be equivalent to 4% hydroquinone, a skin-brightening ingredient whose use is strictly regulated. The product is said to meet safety standards, is registered with BPOM (Indonesia’s food and drug authority), and is halal-certified. Brightlogy is also known as the ‘Hexyl Face Cream, the Highest Class’ and has become a favorite among several public figures and beauty reviewers, including Tasya Farasya and Doktif.
The launch of Brightlogy focuses not only on the product but also on efforts to increase public awareness in choosing safe skincare. As part of this educational campaign, Newlab+ received an award from the Indonesian World Record Museum (MURI) for ‘Declaration of Safe Beauty Products by the Most Affiliators Simultaneously.’ As many as 1,700 affiliates simultaneously conducted a live broadcast on the TikTok platform on February 25, 2026, to educate the public about the importance of using safe and appropriate beauty products.
This initiative is a real step by the company in encouraging consumer awareness of more responsible skincare use. The campaign also emphasizes the importance of choosing products without excessive claims and understanding the active ingredients before using them in the long term.
In addition to the digital campaign, Newlab+ presents an educational program in the form of exchanging old skincare products for Newlab products at Watsons stores. This program takes place at the Mall of Indonesia from March 9-15, 2026, at Tunjungan Plaza on the same dates, and at Gandaria City from March 16-22, 2026. Through this program, consumers are invited to switch to products that are considered safer and more suitable for their skin.
The company states that Brightlogy’s formulation approach prioritizes transparency of claims and scientific basis. This aims to provide a safer skincare alternative while also increasing public awareness not to be easily tempted by instant claims that may pose risks to skin health.
Doktif stated that Brightlogy Intensive Night Cream has been reviewed in terms of active ingredients and overall formulation. ‘Brightlogy Intensive Night Cream has been reviewed in terms of the active ingredients used, and the overall formulation is in accordance with its function without any overclaims regarding the benefits of the product,’ he said.
The launch of Brightlogy and its accompanying educational campaigns are part of Newlab+’s commitment to making a positive impact not only as a brand but also through products that support wiser, more effective, and safer skincare use for Indonesian consumers. This effort is in line with the company’s #SkincareHexylAntiOverclaim principle.
Newlab+ is a beauty brand that focuses on developing modern technology-based skincare products with high safety standards and proven effectiveness. Under the leadership of Founder and CEO Meliani Muljoredjo and COO Yenny Laksana, the company continues to drive science-based innovation while building a more responsible beauty ecosystem through education on safe skincare use for the people of Indonesia. (Put/E-1)
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