The journey of Indonesia’s beauty industry has been shaped not only by trends, but also by pioneers, ideas, innovations, and works passed down from one generation to the next. This spirit was highlighted at HYAS – Makeup Through the Ages, held from 3–6 September 2026 at SPAC8, ASHTA District 8, Jakarta.

Martha Tilaar Group (MTG) also participated in the exhibition by presenting the journey of Indonesia’s beauty industry from the perspective of a company that has developed for more than five decades. One of the stories presented was the journey of Sariayu Martha Tilaar in developing beauty inspired by Indonesia’s natural and cultural wealth.

Through the exhibition area, visitors can see how Sariayu grew from the idea of bringing Indonesia’s heritage into the world of beauty, and then continued to adapt to developments in technology, the times, and consumer needs.

Photo: Martha Tilaar Group

CEO of Martha Tilaar Group, Dr. Kilala Tilaar, said that this journey forms part of the spirit of I-Beauty, namely making Indonesia’s identity, natural wealth, culture, and creativity a strength for building a brand capable of competing globally.

“I-Beauty is not merely about creating beauty products originating from Indonesia. More than that, I-Beauty is about how Indonesia’s identity, natural wealth, culture, and creativity can become a strength for building a brand with global competitiveness,” said Kilala.

MTG’s own journey began with a beauty salon founded by Martha Tilaar in 1970. In its development, the company built various beauty business lines by making Indonesia’s natural wealth, culture, and local wisdom part of its identity.

According to Kilala, this history has become an important foundation for Indonesia’s beauty industry as it faces increasingly rapid change, particularly with the development of social media, digital communities, and the emergence of various new brands.

Photo: Jakartakita.com/Henry

“History is not merely something we look back on. Where we are today is because someone dared to start yesterday. History is the foundation for determining where we will go next,” he said.

HYAS – Makeup Through the Ages invites visitors to view the development of Indonesia’s beauty culture through more than 350 makeup items from various periods, divided into the ancient, colonial, and recent phases, up to around the period of Indonesia’s Reformasi.

The exhibition also featured around 200 vintage magazines and 100 rare books collected during approximately nine months of research. The exhibition concept combines a museum and gallery experience so that visitors not only see the collection, but also understand the changes in Indonesia’s beauty culture over time.

Photo: Martha Tilaar Group

On the final day of the exhibition, Martha Tilaar was also present to view various installations and collections showcasing the journey of Indonesia’s beauty industry.

For Martha Tilaar Group, its presence at HYAS serves as a reminder that legacy is not merely a relic of the past. Heritage can continue to live when the values that have been built are able to adapt, evolve, and find new relevance in each generation. (Henry)