Lion Wings

What Lion Wings does

Lion Wings, formally PT. Lion Wings Indonesia, is an Indonesian consumer goods manufacturer established in 1981 and headquartered in Jakarta. It is a wholly-owned subsidiary of Japan's Lion Corporation (Tokyo) and operates as part of the broader Lion Group network with affiliates across Japan, Singapore, Malaysia, Taiwan, South Korea, China, Thailand and Hong Kong. The company produces personal care, oral care, hair care, skin care, kids and baby care, cologne and deodorant, dishwashing and anti-mosquito lotion products under a portfolio of more than fifteen brands including Emeron, Ciptadent, Kodomo, Systema, ZACT, MAMA Lemon, MAMA Lime, POSH, ZINC, Serasoft, Lavenda, Barakat, AZZURA, POISE and SIDIA. Manufacturing leverages proprietary formulations and quality processes transferred from Lion Corporation Japan, such as the Active ProVit Amino platform, and the portfolio is halal-certified, BPOM-registered and ISO-certified.

The business model is mass-market B2C sales of branded fast-moving consumer goods distributed through Indonesia's modern trade (supermarkets and minimarkets such as Indomaret and Alfamart), traditional retail and e-commerce platforms (Tokopedia, Shopee, JD.ID), plus exports to 21 countries via the Lion Group. The target customer is all socioeconomic strata of Indonesian consumers seeking affordable, internationally-quality personal care and household products, with secondary reach into export markets across South-East Asia, East Asia, South Asia, the Middle East, Africa and Oceania. Marketing is brand-led via social media, content on the company website, retail promotional campaigns, and sponsorships including Jakarta Fashion Week and Stand Up Comedy Indonesia.

The company employs between 1,001 and 5,000 staff, holds no patents or trademarks disclosed in the input, has no publicly disclosed pricing, and reports no revenue. Its competitive position rests on a deep brand portfolio, broad Indonesian retail penetration, parent-company technology transfer, regulatory certifications (Halal, BPOM, ISO), and reach into 21 export markets through the Lion Group distribution network.

Name

Lion Wings

Legal name

PT. Lion Wings Indonesia

Website

https://lionwings.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Lion Wings (PT. Lion Wings Indonesia) manufactures and sells mass-market personal care, oral care, hair care, skin care, kids care and household products under brands such as Emeron, Ciptadent, Kodomo, Systema and MAMA Lemon for Indonesian consumers across all socioeconomic strata and exports to 21 countries.

Ownership category

akta.pro rank

Product category

Consumer Personal Care and Household Products

NAICS

Health and Personal Care Retailers (4561)

akta.pro primary industry

Nonfood Grocery & HBC Wholesale (Paper, Cleaning, Personal Care) (AFAIABAL)

Keywords

• Personal care products
• Oral care products
• Hair care shampoo
• Household dishwashing
• Kids baby toiletries

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Consumer Goods Sales: Lion Wings generates revenue through the manufacture and sale of consumer goods products including personal care (hair, face, skin, body), oral care, kids care, colognes/deodorants, dishwashing, and anti-mosquito lotion. Products are sold through retail channels across Indonesia and exported to 21 countries.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Lion Wings manufactures and sells mass-market consumer goods in Indonesia across personal care, oral care, hair care, skin care, kids and baby care, colognes and deodorants, dishwashing, and anti-mosquito categories under brands such as Emeron, Ciptadent, Kodomo, Systema, ZACT, POSH, MAMA Lemon, MAMA Lime, ZINC, Serasoft, and Lavenda. Products are produced domestically with Lion Corporation Japan technology and distributed domestically and exported to 21 countries via retail, minimarket, and e-commerce channels.

Product overview

Lion Wings is an Indonesian consumer goods company producing a diversified portfolio of personal care, oral care, and household products across 8 categories. The product portfolio includes hair care brands (Emeron, Serasoft, Zinc), face care (AZZURA, POISE), body/skin care (Emeron Lovely, Emeron Sweet, SIDIA), oral care (Barakat, Ciptadent, Systema, ZACT), kids & baby care (Kodomo, Kodomo Baby, Kodomo Kids 6+), colognes & deodorants (POSH), dishwashing liquids (MAMA Lemon, MAMA Lime), and anti-mosquito lotion (Lavenda). The company manufactures products with high technology and strict quality control, exporting to 21 countries worldwide and operating under the Lion Group umbrella with affiliations in Japan, Singapore, Malaysia, Taiwan, Korea, China, Thailand, and Hong Kong.

Differentiator

Problem solved

Functional benefit

Brands

• Emeron: Hair care brand including Emeron Complete Hair Care, Emeron Hijab Shampoo, Emeron Lovely, and Emeron Sweet products
• Serasoft
• ZINC
• AZZURA
• POISE
• SIDIA
• Barakat
• Ciptadent
• Systema
• ZACT
• Kodomo
• POSH
• MAMA Lemon
• MAMA Lime
• Lavenda

Products and services

• Emeron Hair Care Hair care brand under Lion Wings offering shampoo and hair treatment products for various hair needs including anti-dandruff and hijab-specific formulations, for mass-market Indonesian consumers.
• Serasoft Hair Care Hair care brand offering softening and conditioning products for smooth, manageable hair, targeted at mass-market consumers.
• ZINC Hair Care Hair care brand featuring Clean Active formulation with Sea Salt & Clay plus Soft Care with Almond Extract for smooth, dandruff-free hair, including DEO Active Scalp Technology.
• AZZURA Face Care Face care brand offering products for facial skin care and beauty routines for women in the mass market.
• POISE Face Care Face care brand focused on women's facial skin care and beauty products for mass-market consumers.
• Emeron Lovely Body Care Body care brand offering body lotions including White UV variant with Vitacinamide Advance+, Triple UV Protection, and Anti Pollution, available in multiple brightening variants for mass-market consumers.
• Emeron Sweet Body Care Body care brand offering sweet-scented body care products for daily use by mass-market consumers.
• SIDIA Skin Care Skin care brand under the Emeron family offering body care products for daily use.
• Barakat Oral Care Natural toothpaste brand containing Siwak and Green Tea, positioned as protecting teeth from cavities and maintaining fresh breath for Muslim and mass-market consumers.
• Ciptadent Oral Care Oral care brand offering toothpaste and toothbrushes, including Ciptadent Maxi Herbal with green tea and betel leaf for antibacterial protection and a Ramadan edition variant.
• Systema Oral Care Premium oral care brand offering toothpaste with Triple Impact Protection including Systema Pro Sensitive for sensitive teeth, Systema Sensitive Whitening, Nano toothpaste, and various toothbrushes.
• ZACT Oral Care Men's oral care brand offering toothbrushes with masculine positioning; ZACT was the official sponsor of Stand Up Comedy Indonesia Season 4.
• Kodomo Kids Oral and Body Care Kids oral and body care brand including Kodomo Toothpaste Kids 6+ with Xylitol, Fluoride, and Multivitamins, Kodomo Body Wash, and Kodomo Antibacterial Wipes with Aloe Vera and Tea Tree Oil.
• Kodomo Baby Care Baby care products including body wash and care products specifically formulated for infants.
• Kodomo Kids 6+ Oral Care Oral care products for children aged 6 and above, including Kodomo Toothbrush Kids 6+ Fancy and Kodomo Toothpaste Kids 6+ with Xylitol, Fluoride, and Multivitamins for gum care.
• POSH Hijab Deodorant Deodorant specifically formulated for hijab wearers, providing freshness and protection against odor.
• POSH Perfumed Body Spray (POSH MEN) Perfumed body spray for men with odor-fighting active providing 12-hour protection, available in Black Gold and other masculine variants.
• POSH Roll-On Deodorant Roll-on deodorant providing long-lasting freshness and protection against body odor for mass-market consumers.
• MAMA Lemon Dishwashing Liquid Dishwashing liquid cleaner; MAMA Lemon Powerful Stain Remover is used for kitchen cleaning and stain removal by mass-market households.
• MAMA Lime Anti Bacteria Dishwashing Liquid Dishwashing liquid with anti-bacterial formula and natural lime extract for cleaning and antibacterial protection in households.
• Lavenda Anti Mosquito Lotion Anti-mosquito lotion for daily protection against mosquito bites, now available in tube packaging for family use.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

18 partnerships are on record, tiered core and minor.

• Lion Corporation (Japan)coreStrategic or Co-development PartnerLion Corporation is the parent company based in Tokyo, Japan (3-7 Honjo 1-chome, Sumida-ku, Tokyo 130-8644). It is the primary strategic partner providing technology, formulation expertise (including Active ProVit Amino developed by Lion Japan), and brand development support for Lion Wings Indonesia.
• Lion Corporation (Singapore) Pte. Ltd.coreStrategic or Co-development PartnerLion Corporation (Singapore) Pte. Ltd. is located at 221 Kallang Bahru, Singapore 339349. Part of the Lion Group network providing regional coordination and support for Lion Wings operations.
• Southern Lion Sdn. Bhd.minorStrategic or Co-development PartnerSouthern Lion Sdn. Bhd. is based in Petaling Jaya, Selangor, Malaysia (Unit 2/0 Block E-Phileo Daman SARA I, Jalan 16/11, Off Jalan Daman SARA, Petaling Jaya, Selangor 46350). Part of the Lion Group regional network.
• Lion Home Products (Taiwan) Co., Ltd.minorStrategic or Co-development PartnerLion Home Products (Taiwan) Co., Ltd. is located at 50 Cheng-tai RD Sec. 3, Wu Ku Hsiang, Taiwan. Part of the Lion Group network providing regional market presence.
• Lion Corporation (Korea)minorStrategic or Co-development PartnerLion Corporation (Korea) is located at 11 FM Chunseong-Ro, Seodaemun-Gu, Seoul 120-723, South Korea. Part of the Lion Group global network.
• Lion Daily Necessities Chemicals (Qingdao) Co., Ltd.minorStrategic or Co-development PartnerLion Daily Necessities Chemicals (Qingdao) Co., Ltd. is located at No.336 Taihangshan Road, Qingdao E&C Zone, Qingdao City, P.R. China. Manufacturing facility within the Lion Group network.
• Lion Corporation (Thailand) LimitedminorStrategic or Co-development PartnerLion Corporation (Thailand) Limited is located at 666 Rama 3rd, Bangpongpang, Yannawa, Bangkok 10120, Thailand. Part of the Lion Group regional operations.
• Lion Corporation (Hong Kong) LimitedminorStrategic or Co-development PartnerLion Corporation (Hong Kong) Limited is located at Room 3701, 37/F, 148 Electronic Road, North Point, Hong Kong. Part of the Lion Group regional distribution network.
• Lion Corp. Japan - International Marketing DivisioncoreStrategic or Co-development PartnerInternational Marketing Division of Lion Corp. Japan provides strategic support for Systema brand development and product launches, such as the Systema Sensitive Range introduction at Jakarta Fashion Week 2017.
• AlfamartminorChannel Partner/ Reseller/ DistributorAlfamart is a major minimarket chain in Indonesia that serves as a retail distribution channel for Lion Wings products including Systema, ZACT, Kodomo, and other brands through promotional campaigns and in-store promotions.
• IndomaretminorChannel Partner/ Reseller/ DistributorIndomaret is a major minimarket chain in Indonesia that serves as a retail distribution channel for Lion Wings products including Ciptadent Ramadan edition products.
• JD.IDminorChannel Partner/ Reseller/ DistributorJD.ID is an e-commerce platform in Indonesia where Ciptadent products including the Ramadan edition are available for online purchase.
• ShopeeminorChannel Partner/ Reseller/ DistributorShopee is an e-commerce marketplace where Lion Wings products including Kodomo Antibacterial Wipes and Ciptadent products are available for purchase.
• Alfamart (Systema Sweet Treat Promo)minorChannel Partner/ Reseller/ DistributorAlfamart partnered with Systema for the Sweet Treat promotional campaign (April 2015), offering direct prizes with purchase of Systema Nano toothpaste products.
• Jeffry Tan (Fashion Designer)minorGTM or Marketing PartnerRenowned fashion designer Jeffry Tan collaborated with Systema during Jakarta Fashion Week 2017, creating an exclusive fashion collection themed 'A Smile That Inspires The Style' to promote the Systema Sensitive Range products.
• Jenahara (Fashion Designer)minorGTM or Marketing PartnerFashion designer Jenahara participated in the Systema fashion show during Jakarta Fashion Week 2017, collaborating on the brand's fashion event presence.
• TokopediaminorChannel Partner/ Reseller/ DistributorTokopedia is an Indonesian e-commerce marketplace where Lion Wings products including Kodomo and Ciptadent are available for online purchase.
• KOMPAS-TVminorGTM or Marketing PartnerKOMPAS-TV is the official broadcaster of Stand Up Comedy Indonesia Season 4, with ZACT Toothbrush serving as the official sponsor of the program.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• PT Mandom Indonesia: Local Indonesian subsidiary of Japan's Mandom Corporation, selling Gatsby, Gatsby Styling, and Pixy brands across men's grooming, hair care, and skin care. Overlaps with Lion Wings in personal care categories and shares the Japanese-affiliated Indonesian-mass-market playbook.
• Procter & Gamble Indonesia: Multinational FMCG operating brands such as Head & Shoulders, Pantene, Oral-B, and Gillette in Indonesia. Directly comparable to Lion Wings in personal care, oral care, and deodorants across mass and mid-tier price points.
• Marico Indonesia (PT Marico Tirta Pratama): Indonesian arm of Marico Limited (India), operating brands like Sunsilk, Parachute, and Pantene variants and hair-oils. Competes directly with Lion Wings in shampoo and hair care across Indonesian mass market.
• Beiersdorf Indonesia: Subsidiary of Beiersdorf AG (NIVEA, Eucerin) selling skin care, body care, and sun care in Indonesia. Overlaps with Lion Wings in body lotions, skin care (e.g., Emeron Lovely White UV) and face care segments.
• PT Kao Indonesia: Indonesian affiliate of Japan's Kao Corporation, with brands such as Attack, Laurier, Merries, and Biore in laundry, baby care, feminine care, and skin care. Comparable FMCG category breadth and Japanese-parent technology pipeline versus Lion Wings.
• Unilever Indonesia: The Indonesian listed arm of Unilever, operating across personal care, oral care, skin care, and household cleaning (e.g., Sunsilk, Dove, Lux, Lifebuoy, Rinso, Close-Up). Directly comparable to Lion Wings by category mix, mass-market channel strategy, and Indonesian retail presence.

Broad incumbents

• L'Oréal Indonesia: Subsidiary of L'Oréal Group selling Garnier, Maybelline, and Lancôme across Indonesia. While more premium-positioned, it competes for the same Indonesian consumer skincare/shampoo wallet and serves as an adjacent incumbent.
• Lion Corporation (Japan): Parent company and Japanese-domestic operator of the same personal care and oral care brands (Kodomo, Systema, etc.). Comparable product portfolio and technology base that Lion Wings leverages, but operates in Japan rather than Southeast Asia.

Emerging players

• Wipro Consumer Care (Unza / Indonesia ops): Personal-care multinational active in Southeast Asia with brands such as Enak and Romano. Competes with Lion Wings in Indonesian personal care and deodorant/cologne category (POSH).
• Godrej Consumer Products Indonesia: Indonesian affiliate of India's Godrej Consumer Products, with hair care (Hit, Mitu) and household brands. Competes with Lion Wings in mass-market Indonesian hair care and household insecticides segment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/LionWingsID
• Facebookfacebook.com/Lionwingsindonesia
• Instagraminstagram.com/lionwingsid

Compliance15 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lion Wings