Through the Cosmetics Industry, Callum Champions Local Workforce Empowerment

The cosmetics and body care market in Indonesia has surged in recent years, with retail shelves and digital shopping carts increasingly dominated by local brands whose quality rivals that of foreign products. Beyond the rapid business turnover, a new consciousness is emerging among domestic entrepreneurs: a brand’s success is no longer measured solely by sales figures or rising profits, but by the real impact it can deliver to the community.

One such business championing this empowerment ethos is Callum, a body care brand specialising in alum deodorant under the umbrella of PT Generasi Antariksa Persada. From its inception, Callum has aimed not just to sell products but to commit to being a cog in the national economic engine, carrying the spirit of “From Indonesia, for Indonesia.”

For founder Derind Saeful Rohmat, S.M., faith in local potential is the primary fuel for the business. He has believed from the start that products made by the nation’s own people possess high competitiveness if managed professionally and consistently. “We believe Indonesia has vast potential, both in terms of human resources and the capabilities of MSMEs. That is why we want Callum to be part of that growth, presenting quality local products while providing broader benefits to society,” he stated.

This principle is translated directly into the daily production process. From the selection of raw materials and packaging to distribution, Callum strives to involve local workers. The decision to absorb labour from the area surrounding its operations is deliberate. For Callum, business progress must go hand in hand with improving the welfare of the local community. When an industry grows in a region, the local residents should be the first to feel its positive impact.