Wardah increases skincare product sales during Ramadan
Jakarta — Wardah’s E-Commerce Business Acceleration Lead Meinar Dyan Muslimah has stated that Ramadan represents an opportune moment to boost sales of Wardah’s skincare products, which can help address skin dryness caused by fasting.
“Even though we fast, we still work and perform various activities, and sometimes we don’t drink enough water, leading to dehydration. During Ramadan, quite a lot of people tend to care more for their skin to prevent it from drying out, and the same applies to their lips,” Meinar said during a press conference for Lazada’s 3.3 Ramadan Mega Sale in Jakarta on Friday.
Meinar stated that during the fasting month, consumers are more inclined to care for themselves using skincare products to achieve bright, well-maintained and healthy skin ahead of Eid celebrations.
Products in demand include facial cleansers, moisturisers to hydrate the skin, toners for brighter and acne-free skin, and sunscreen products that now come in variants designed to enhance skin tone and achieve a brighter, glowing appearance.
Beyond skincare, Meinar noted that consumer trends also show an increase in purchases of cosmetics, ranging from cushion powder and loose powder to two-way cake, lip cream and skin tint, to complement their appearance during Eid festivities.
“During Eid celebrations, people usually want to look glowing, and especially with fashion considerations—typically wearing red outfits with matching red lipstick, or earth tones and nude makeup—so makeup also plays a role in enhancing our overall appearance,” Meinar said.
Meinar disclosed that Wardah is collaborating with e-commerce platform Lazada to ensure consumers can easily access halal-certified and trustworthy skincare to maintain skin health during fasting, complete with special bundles that offer added value.
Additionally, Wardah is introducing halal makeup products that are gentle, long-lasting, and comfortable for practical everyday use, whether for work or worship.
“Throughout Ramadan, various attractive offers are available to ensure consumers remain confident and care for themselves as a form of gratitude during this blessed month,” she said.