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Maliao Indonesia Launches 22 Makeup Products Tailored for Indonesian Skin Tones

From Tempo · () Indonesian

Translated from Indonesian, summarized and contextualized by DistantNews.

At a glance

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  • Maliao Indonesia has launched 22 makeup products, targeting young women aged 18-26 with practical, fast-routine items.
  • The brand focused on developing shades suitable for Indonesian skin tones and incorporated sunscreen into its complexion products.
  • Maliao conducted extensive research and testing with makeup artists and KOLs to ensure product quality and suitability for various skin types.

Maliao Indonesia has entered the competitive beauty market with a launch of 22 makeup products, aiming to meet the needs of young Indonesian women aged 18 to 26. The brand emphasizes practicality and speed, catering to students and young professionals with busy lifestyles who desire effective makeup that fits into a quick daily routine.

We focus more on young people who have busy activities. They want makeup that is practical, light, but still provides maximum results.

— Liu ViviMarketing Director of Maliao Indonesia, explaining the brand's target demographic and product philosophy.

A key focus for Maliao has been the development of shades specifically tailored to the skin tones of Indonesian women. Through a meticulous curation and discussion process, the brand selected colors for its lip products and blushes that offer a natural appearance when applied. This attention to local preferences is a strategic move to resonate with its target demographic.

All shades were not chosen randomly, but through a discussion and adjustment process for the skin color characteristics of Indonesian women.

— Liu ViviMarketing Director of Maliao Indonesia, detailing the process of shade selection for the Indonesian market.

Beyond color, Maliao is embracing the hybrid makeup trend by integrating skincare benefits into its products. Its complexion line, including foundation, now features sunscreen to provide basic sun protection alongside cosmetic application. This dual-functionality aims to offer added value to consumers.

For complexion, we added sunscreen content so that the product not only functions as makeup but also provides additional benefits for the skin.

— Liu ViviMarketing Director of Maliao Indonesia, highlighting the hybrid nature of the complexion products.

Before its official launch on July 17, 2026, Maliao invested heavily in research and internal testing. The company involved makeup artists, talents, and Key Opinion Leaders (KOLs) to rigorously assess the texture, quality, and formulas of all 22 products, ensuring they are suitable for diverse skin types and meet high standards.

We want to ensure the texture, quality, and formula are truly suitable for various skin types. The entire team also tried the products first before they were marketed.

— Liu ViviMarketing Director of Maliao Indonesia, discussing the extensive testing and quality assurance process.
DistantNews Editorial

Originally published by Tempo in Indonesian. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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