Cosmetics brand Callum champions local workforce empowerment in Indonesia

The Indonesian cosmetics market is experiencing a surge, with local brands increasingly dominating retail shelves and online shopping carts. Beyond sales figures, a new consciousness is emerging among domestic businesses: measuring success not just by profit, but by tangible community impact. Callum, a body care brand specializing in alum deodorant under PT Generasi Antariksa Persada, exemplifies this shift.

From its inception, Callum has been committed to being a catalyst for national economic growth, driven by the philosophy "From Indonesia for Indonesia." Founder Derind Saeful Rohmat is fueled by a strong belief in the capabilities of local Indonesian talent and the nation's resources. "We believe Indonesia has great potential, both in terms of human resources and the capabilities of MSMEs. Therefore, we want Callum to be part of that growth, providing quality local products while also delivering broader benefits to the community," he stated.

This principle is actively applied in Callum's daily production. The brand strives to involve local labor in every stage, from sourcing raw materials and packaging to distribution. This decision to hire from the surrounding areas is deliberate, as Callum believes business progress must align with the improved welfare of the local community. The company holds that when an industry flourishes in a region, its positive impact should be felt first and foremost by the people living there.

“

We believe Indonesia has great potential, both in terms of human resources and the capabilities of MSMEs. Therefore, we want Callum to be part of that growth, providing quality local products while also delivering broader benefits to the community.