Wardah Takes the Global Stage in Qatar to Champion Ethical Beauty and Women’s Leadership

Lira Jamaluddin

Southeast Asia’s leading beauty brand Wardah, under parent company ParagonCorp, stepped onto the global stage this week at the Jadal Women’s Research Dialogue in Qatar, reinforcing its commitment to ethical business practices and women’s leadership.

The international forum, organised by the Al Mujadilah Center and Mosque for Women, convened Muslim academics, researchers and practitioners from around the world to explore contemporary issues shaping the lives, identities and leadership of Muslim women.

For Wardah, Indonesia’s pioneer in halal beauty, the appearance marked more than participation. It was a statement.

Bridging Faith, Leadership and Business

Representing ParagonCorp Wardah at the dialogue were Retno Marsudi, Indonesia’s Minister of Foreign Affairs from 2014 to 2024, and Dr. Sari Chairunnisa, Sp.D.V.E., FINSDV, Deputy CEO and Chief R&D Officer of ParagonCorp. They joined a panel that included Haya Al Ghanim, founder of Oola in Qatar; Anita Ahmed, CEO of the MySDGs Foundation in Malaysia; and Shariah Nelly Francis, CEO of the PETRONAS Foundation in Malaysia.

The discussion centred on how faith-based values can shape ethical leadership and sustainable business models.

Dr. Sohaira Siddiqui, Executive Director of Al Mujadilah, described Jadal as a space designed to merge academic discourse with lived experience — bringing theory, research and community practice into one shared conversation.

Wardah’s contribution underscored a key belief: that ethical leadership and principled business are inseparable.

Halal as a Living Ethical Framework

In the beauty industry, Wardah argues, ethics are not optional. They are foundational.

At the heart of the brand’s approach is halal — not as a certification alone, but as a comprehensive ethical framework guiding sourcing, formulation, product claims and the broader value chain. Today, halal is increasingly recognised as a global benchmark for safety, transparency and accountability.

Dr. Sari Chairunnisa emphasised that halal represents stewardship. “It’s not just a business,” she said. “It’s a form of responsibility.”

Wardah’s Ethical Business Ecosystem integrates cruelty-free sourcing, advanced technology for product integrity, transparent practices and commitments to circular economy principles. The brand positions these not as marketing tools, but as embedded values shaping innovation and long-term impact.

Purpose as the Foundation of Leadership

Beyond business, the dialogue addressed the moral dimensions of leadership. Retno Marsudi stressed that purpose must remain central. In times of global uncertainty, she argued, leaders require a moral compass to ensure decisions reflect integrity and serve the public interest — particularly vulnerable communities.

This perspective aligns with Wardah’s wider “Beauty Moves You” philosophy, which frames beauty as a catalyst for growth, responsibility and positive contribution.

Rethinking Beauty for a New Generation

As part of its participation, Wardah also shared findings from a qualitative study examining how Indonesian Muslim women perceive beauty, modernity and faith.

The research suggests that beauty is increasingly understood as a journey — one defined by independence, productivity, grace and courage. For younger Muslim women especially, beauty is closely tied to purpose and the confidence to speak up.

In this framing, beauty extends beyond appearance. It encompasses integrity, moral awareness and alignment between physical and spiritual values.

The findings challenge outdated binaries that position modernity and faith in opposition. Instead, they suggest Muslim women are navigating both — shaping leadership identities that are rooted, yet forward-looking.

Beauty with Accountability

Wardah’s presence in Doha signals a broader shift within the global beauty industry. Consumers are no longer focused solely on aesthetics. They are asking harder questions about sourcing, transparency, impact and representation.

By participating in the Jadal Women’s Research Dialogue, Wardah positioned itself not simply as a cosmetics brand, but as a company seeking to influence conversations around ethics, leadership and social responsibility.

In a sector often driven by trends, the message was clear: beauty, at its most meaningful, is not just seen. It is lived — through purpose, stewardship and contribution.

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