Wardah and Kahf Highlighted as Authentic Halal Brands in IHATEC's Latest Publication
Amid rising consumer awareness of values, transparency, and brand integrity, the concept of halal is now evolving beyond mere product certification. Halal is increasingly viewed as a foundation of trust and a strategic business direction implemented holistically.
This perspective is highlighted in the launch of Authentic Halal Brand: Cases of Brands Embracing Halal Values, published by IHATEC Publisher. Authored by Dr. Wahyu T. Setyobudi, Ikhsan Fauzi Munawir, Evrin Lutfika, and Anang Ghozali, the book examines how brands can build authentic halal identities—not merely surface-level compliance—but integrate halal values into their culture, strategy, and consumer experiences.
In the book, two ParagonCorp brands—Wardah and Kahf—are highlighted as examples of successful implementation of the Authentic Halal Brand concept. Both are placed at the highest maturity level, Level 4 Authentic Halal Brand, for consistently embedding halal values in business processes, brand communication, and sustainable social contributions.
Dr. Wahyu T. Setyobudi, founder and CEO of Inspark Indonesia and the concept’s originator, explained that amid the growing halal industry, brands are required not only to meet compliance aspects but also to consistently embed halal values in their identity, culture, and consumer experiences.
‘Authentic Halal Brand emerges from a brand’s genuine commitment to making halal values not just an attribute, but a cohesive element that drives business direction, culture, innovation, and the meaning experienced by consumers,’ he stated in a written release on Friday, 29 May 2026.
Wardah is noted in the book as one of the brands that successfully reshaped halal perceptions in Indonesia’s beauty industry. Since its inception, Wardah has positioned halal not as a product attribute but as a value fostering courage, empowerment, and inclusive relevance across generations.
Novia Sukmawaty, Senior Group Head of Wardah Masterbrand & Skincare at Paragon Technology and Innovation, explained that for Wardah, halal is a commitment to delivering benefits that resonate broadly with society.
‘For Wardah, halal is not just about permissible usage but how a brand consistently delivers safety, trust, and utility. We believe halal must permeate product quality, business processes, and societal contributions,’ said Novia.
She added that this approach drives Wardah to continuously deliver science-based innovations, responsible communication, and socially relevant initiatives.
Meanwhile, Kahf is presented as an example of contextual and relevant halal values for modern men. The book introduces Kahf as a companion brand guiding consumers toward better versions of themselves without a preachy approach.
Andrie Kurniarahman, Group Head of Brand Development for PC & Innovation at Kahf, said the approach stems from understanding that current consumers need brands that authentically and relevantly align with their life journeys.
‘For Kahf, halal is not just a product foundation but a value translated relevantly into modern men’s lives. Therefore, Kahf aims to grow alongside consumers by building a positive ecosystem with aligned communities and partners, and serving as a companion in their journey to better versions of themselves,’ Andrie explained.
Besides Wardah and Kahf, the book features case studies across industries—from food and logistics to hospitality—to demonstrate how halal values can underpin sustainable and adaptable business growth.
Through this publication, IHATEC hopes more industry players will view halal not merely as a compliance standard but as a value framework capable of building trust, loyalty, and broader societal impact.