Wardah wins first Cannes Lion for hearing aid for hijab-wearing women

Indonesian beauty brand Wardah has secured its first Cannes Lion award for an innovative hearing aid designed specifically for Muslim women who wear hijabs. The "Hear in Hijab" innovation earned a Bronze Lion in the Brand Experience & Activation category at the Cannes Lions International Festival of Creativity in France.

This achievement marks a significant milestone for Wardah, demonstrating how solutions rooted in understanding local needs and cultural contexts can gain international recognition. The "Hear in Hijab" device addresses challenges faced by conventional hearing aids when worn with a hijab. It features a microphone integrated into a brooch, worn on the outside of the hijab to optimize sound capture. The audio is then transmitted wirelessly to an earpiece, ensuring comfort without interfering with the hijab.

The development of "Hear in Hijab" involved a collaboration between Wardah, Dentsu Creative Jakarta, Digital Nativ, and elderly hijab-wearing women who participated in the research and user testing. This empathetic approach resulted in a solution that is both technologically innovative and relevant to the users' daily lives. Previously, "Hear in Hijab" also received the Grand Prix of Medium at the Citra Pariwara 2025 awards in Indonesia, showcasing its impact from a national to a global stage.

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Hijab is an expression of faith and identity that is closely related to self-confidence, the ability to clearly hear the people they love, and the sense of presence and empowerment.