Martha Tilaar Group
Martha Tilaar Group is a privately held Indonesian beauty conglomerate founded in 1970, operating 11+ business units spanning cosmetics manufacturing (PT Martina Berto, PT Cedefindo toll manufacturing), a portfolio of 9+ consumer brands, retail, beauty schools, spas, organic farming, and R&D with 39 patents, serving Indonesian consumers from premium to mass market plus external B2B clients.
- Company typePrivate
- Founded1970
- HeadquartersPulogadung, Indonesia
- Headcount5,001–10,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Martha Tilaar Group does
Martha Tilaar Group is a privately held Indonesian beauty and personal care conglomerate founded by Dr. (H.C.) Martha Tilaar in 1970, operating 11+ business units across manufacturing, retail, education, spa services, R&D, organic farming, advertising, and outsourcing. The group manufactures and markets a portfolio of nine-plus consumer beauty brands spanning premium to mass market segments, including Sariayu Martha Tilaar, Mirabella Cosmetics, Biokos, Caring by Biokos, Rudy Hadisuwarno Cosmetics, PAC, Belia, Dewi Sri Spa, Solusi, Raine Beauty, and Smith men's grooming, distributing through the Martha Tilaar Shop retail network, social commerce, salons, and spa outlets across Indonesia. Its core manufacturing and innovation engine comprises PT Martina Berto (listed on the Indonesia Stock Exchange as MBTO, FY2025 sales Rp401.5 billion, gross margin 39.58%), PT Cedefindo (toll manufacturing serving both internal brands and external B2B clients from individual influencers to multinational corporations), and the Martha Tilaar Innovation Centre, backed by 39 patents and a proprietary Green Science technology framework spanning natural resources, eco-friendly development, efficient processes, and clean products. The group also operates Puspita Martha International Beauty Schools in four cities producing over 370,000 graduates, Martha Tilaar Spa outlets, a 10-hectare organic medicinal plant garden at Kampoeng Djamoe Organik housing approximately 600 species, a cultural center at Roemah Martha Tilaar, and supporting service businesses in advertising, outsourcing, and professional certification. Revenue mechanics span consumer goods sales (one-time purchase), B2B contract manufacturing services, beauty education tuition, spa and salon services, and ancillary services, with PT Martina Berto targeting approximately 25% sales growth and a roughly five-fold EBITDA increase in 2026 versus 2025. The customer base is broadly diversified across Indonesian mass-market to premium consumers, B2B toll manufacturing clients, beauty students, spa patrons, and government/event contracts, with recent international partnership activity targeting Malaysian and broader Southeast Asian cosmetics markets.
Martha Tilaar Group firmographics
Firmographics- Name
- Martha Tilaar Group
- Legal name
- Martha Tilaar Group
- Website
- https://marthatilaargroup.com
- Company type
- Private
- Founded year
- 1970
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Martha Tilaar Group is a privately held Indonesian beauty conglomerate founded in 1970, operating 11+ business units spanning cosmetics manufacturing (PT Martina Berto, PT Cedefindo toll manufacturing), a portfolio of 9+ consumer brands, retail, beauty schools, spas, organic farming, and R&D with 39 patents, serving Indonesian consumers from premium to mass market plus external B2B clients.
- Ownership category
- akta.pro rank
Martha Tilaar Group industry classification
Industry- Product category
- Cosmetics and Personal Care
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Hand & Body Care (Lotions, Creams, Body Oils) (CRADANAC)
- akta.pro secondary industries
- Hair Care (Shampoo, Conditioner, Styling, Treatments) (CRADANAE), Personal Fragrances (Perfume, Cologne, Body Sprays) (CRADANAD), Beauty & Salon Professional Supply Marketplaces (CRAFAHAH), Beauty & Personal Care Marketplaces (CRAFABAB)
Keywords
Where Martha Tilaar Group is headquartered
LocationHeadquarters
- HQ city
- Pulogadung
- HQ country
- Indonesia
- HQ region
- Asia
Offices6 records
Markets served
Martha Tilaar Group business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Cosmetics and Beauty Products Sales: Production and sales of cosmetics and traditional herbal medicine (jamu) under brands including Sariayu Martha Tilaar, Mirabella, Cempaka, PAC, Biokos, Caring by Biokos, Rudy Hadisuwarno Cosmetics, Belia, Dewi Sri Spa, and Solusi. PT Martina Berto recorded 2025 sales of Rp401.5 billion with gross profit of Rp158.9 billion (39.58% margin).
- Toll Manufacturing Services: PT Cedefindo provides contract manufacturing (makloon) services for cosmetics and traditional herbal products including dry, semi-solid, liquid, and aerosol forms. Services include formulation, registration, raw material/packaging procurement, production, packaging, and one-stop logistics for internal Martha Tilaar Group and external clients.
- Beauty Education Services: Puspita Martha International Beauty School operates under Martha Beauty Gallery, offering beauty education with international certifications. The school has produced more than 370,000 professionals and operates in Jakarta, Bandung, Yogyakarta, and Surabaya.
- Spa and Salon Services: PT Cantika Puspa Pesona manages Martha Tilaar SPA and beauty salons focusing on body and facial care treatments, operated by experienced beauty and SPA professionals.
- Outsourcing Services: PT Kreasiboga Primatama provides outsourcing services including workforce placement, cleaning service, and laundry services.
- Advertising Services: Creative Style Advertising is a full-service advertising agency established in 1992 under PT Creative Style Mandiri, handling beauty products and other brands.
Go-to-market motion4 records
Distribution channels6 records
Marketing channels7 records
Martha Tilaar Group product offering
Product offeringCore offering
Martha Tilaar Group manufactures and sells a portfolio of 9+ Indonesian beauty and personal care brands including Sariayu Martha Tilaar, Mirabella, Biokos, Caring by Biokos, Rudy Hadisuwarno Cosmetics, PAC, Belia, Dewi Sri Spa, Solusi, Raine Beauty, and Smith, spanning premium to mass market segments. The group also provides B2B contract manufacturing services through PT Cedefindo for cosmetics and traditional herbal products, professional beauty education via Puspita Martha International Beauty School, and spa/salon services through Martha Tilaar Spa.
Product overview
Martha Tilaar Group is a diversified Indonesian beauty conglomerate operating a platform-plus-modules architecture across 11 business units. The core manufacturing is handled by PT Martina Berto (cosmetics and jamu production) and PT Cedefindo (contract manufacturing). The Group encompasses multiple sub-brands including retail (Martha Tilaar Shop), education (Puspita Martha International Beauty School), spa services (Martha Tilaar Spa), organic farming (Kampoeng Djamoe Organik), innovation (Martha Tilaar Innovation Centre), and cultural centers (Roemah Martha Tilaar). Consumer-facing beauty brands include Sariayu Martha Tilaar, Mirabella, Biokos, Caring by Biokos, Rudy Hadisuwarno Cosmetics, PAC, Belia, Dewi Sri Spa, Solusi, Solusi Organik, Raine Beauty, and Smith. The Group also operates supporting businesses in advertising (Creative Style), outsourcing (KreasiBoga Primatama), and professional certification (Sinergi Global Service). The company leverages natural Indonesian biodiversity through its Green Science approach, with over 39 patents in cosmetic innovation.
Differentiator
Problem solved
Functional benefit
Brands
- Sariayu Martha Tilaar: Primary cosmetics and beauty brand utilizing Indonesian natural ingredients and traditional herbal formulations.
- PAC (Puspita Martha Academy)
- Biokos
- Caring by Biokos
- Rudy Hadisuwarno Cosmetics
- Mirabella Cosmetics
- Belia
- Martha Tilaar Spa
- Solusi Organik
- Berto Extract
- Raine Beauty
- Smith
- Martha Tilaar Shop (MTS)
Quantifiable outcome
- 2025 sales of Rp401.5 billion with 39.58% gross margin for PT Martina Berto
- +3 more outcomes
Companies that use Martha Tilaar Group
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
Martha Tilaar Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Martha Tilaar Group partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core, minor and flagship.
- University of Canterbury, New ZealandcoreCollaboration with Stacey Fraser, Product Development Expert from University of Canterbury, New Zealand, as mentor for PT Cedefindo's Collaboration Talk and Future Beauty Talk 4.0 forum.
- Ciara IndonesiaminorProduct development collaboration between Ciara Indonesia and PT Martina Berto for Ciara Kemangi Calming Body Salve featuring Ocimoist extract from Ocimum basilicum.
- YKAKI (Yayasan Kasih Anak Kanker Indonesia)minorPuspita Martha International Beauty School collaboration with YKAKI for Berani Gundul 2026 activity in commemoration of International Childhood Cancer Day 2026.
- Universitas Kristen Krida Wacana (UKRIDA)minorKampoeng Djamoe Organik partnership with UKRIDA for community empowerment including ergonomy training, health checks for farmers, ecoenzyme training, and stunting prevention education.
- Dewan Perniagaan Melayu Malaysia (DPMM)coreMoU signed by PT Cedefindo to strengthen cross-country business network in cosmetics sector between Indonesia and Malaysia. Also signed with ExportHub Indonesia for digital marketing collaboration.
- ExportHub IndonesiaminorMoU signed to strengthen digital marketing collaboration and expand export potential for Indonesian cosmetics SMEs.
- Asia Pulp & Paper SinarmascorePartnership agreement for women's empowerment in Indonesia signed with witness from United Nations Global Compact. Martha Tilaar Group represented by Dr. (H.C.) Martha Tilaar.
- INASGOC (Indonesia Asian Games 2018 Organizing Committee)flagshipMartha Tilaar Group selected as Official Makeup Supplier for Asian Games 2018. Provided 370 makeup artists for opening ceremony (3,500 performers) and 130 makeup artists for closing ceremony (1,500 performers).
Scale indicators11 records
Recent moves10 records
Expansion highlights6 records
Martha Tilaar Group competitors and assessment
Company assessmentBroad incumbents
- Estée Lauder Companies: Global prestige beauty conglomerate owning Estée Lauder, Clinique, MAC, and Tom Ford Beauty. Comparable as a multi-brand beauty owner pursuing premium positioning with strong R&D — relevant for benchmarking Martha Tilaar's premium tier brands like PAC and Rudy Hadisuwarno.
- L'Oréal Indonesia: Indonesian operations of L'Oréal Group, the world's largest beauty company. Comparable as a broad incumbent competitor operating across mass (Garnier, Maybelline), professional (L'Oréal Professionnel), and luxury (Lancôme) tiers in the same Indonesian market.
- LG Household & Health Care: Korean consumer goods company producing cosmetics (The History of Whoo, Su:m37°) and household products. Comparable as an Asian K-Beauty competitor pursuing global expansion with biodiversity-based formulations, mirroring Martha Tilaar's I-Beauty strategy.
- Amorepacific: Korean beauty conglomerate (Sulwhasoo, Laneige, Innisfree) explicitly cited by Martha Tilaar as the K-Beauty competitor that I-Beauty aims to rival. Comparable as an Asia-based beauty group leveraging local biodiversity with global brand expansion and significant R&D investment.
- Unilever Indonesia: Indonesian subsidiary of Unilever, a global CPG incumbent with broad personal care portfolio including Lifebuoy, Dove, Pond's, and Sunsilk. Competes with Martha Tilaar across mass-market beauty and personal care categories with significantly larger scale and marketing budget.
Direct peers
- Mustika Ratu: Indonesian beauty and wellness conglomerate producing herbal cosmetics, spa products, and traditional jamu. Most direct comparable to Martha Tilaar as a fellow Indonesian beauty conglomerate leveraging local biodiversity and traditional ingredients across consumer brands, manufacturing, and spa operations.
- Mandom Indonesia: Indonesia-listed subsidiary of Japan's Mandom Corporation, manufacturing cosmetics and personal care products (including Gatsby men's grooming and Pony brand). Comparable as an Indonesian-market personal care manufacturer with similar product portfolio across mass and mid-tier beauty segments.
- Paragon Technology and Innovation (Wardah): Indonesian halal beauty conglomerate behind Wardah, Emina, and Make Over brands. Direct comparable as a leading Indonesian halal-positioned beauty group competing with Martha Tilaar in the same mass-to-mid tier segments with similar focus on local ingredients and Muslim consumer base.
Regional players
- PT Kino Indonesia: Indonesian-listed consumer goods company producing cosmetics, personal care, and beverages including popular brands like Ellips, Ovale, and Adem Sari. Comparable as an Indonesian-listed CPG group competing in similar personal care and beauty categories with mass-market positioning.
Emerging players
- PT Surya Dermato Medica Laboratories: Indonesian pharmaceutical and personal care manufacturer producing skincare and cosmetic brands. Comparable as an Indonesian cosmetics manufacturer with dermatology positioning, representing the type of emerging local competitor that both competes with and could become a Cedefindo toll manufacturing client.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Martha Tilaar Group social profiles
Digital presenceMartha Tilaar Group compliance and trust
Trust signalCompliance10 records
Martha Tilaar Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Martha Tilaar Group leadership team
Management profileNumber of profiles
Profiles9 records
Martha Tilaar Group subsidiaries and ownership
Company hierarchySubsidiaries13 records
Martha Tilaar Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Martha Tilaar Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Martha Tilaar Group
What does Martha Tilaar Group do?
Martha Tilaar Group manufactures and sells a portfolio of 9+ Indonesian beauty and personal care brands including Sariayu Martha Tilaar, Mirabella, Biokos, Caring by Biokos, Rudy Hadisuwarno Cosmetics, PAC, Belia, Dewi Sri Spa, Solusi, Raine Beauty, and Smith, spanning premium to mass market segments. The group also provides B2B contract manufacturing services through PT Cedefindo for cosmetics and traditional herbal products, professional beauty education via Puspita Martha International Beauty School, and spa/salon services through Martha Tilaar Spa.
Is Martha Tilaar Group a public or private company?
Martha Tilaar Group is a private company. It is classified as family owned and is currently operating.
When was Martha Tilaar Group founded?
Martha Tilaar Group was founded in 1970. It employs 5,001 to 10,000 people.
Where is Martha Tilaar Group based?
Martha Tilaar Group is headquartered in Pulogadung, Indonesia, in the Asia region.
How does Martha Tilaar Group make money?
Six revenue lines are on record. Cosmetics and Beauty Products Sales are the primary driver. The others are toll Manufacturing Services, beauty Education Services, spa and Salon Services, outsourcing Services and advertising Services.
Who are Martha Tilaar Group's main competitors?
Broad incumbents on record are Estée Lauder Companies, L'Oréal Indonesia, LG Household & Health Care, Amorepacific and Unilever Indonesia. Direct peers are Mustika Ratu, Mandom Indonesia and Paragon Technology and Innovation (Wardah). PT Kino Indonesia is listed as a regional player. PT Surya Dermato Medica Laboratories is listed as an emerging player.
Does Martha Tilaar Group have an API?
No public API is recorded for Martha Tilaar Group.
What industry is Martha Tilaar Group in?
Martha Tilaar Group's product category is Cosmetics and Personal Care. Its primary akta.pro industry code is CRADANAC, Hand & Body Care (Lotions, Creams, Body Oils), with a secondary code of CRADANAE, Hair Care (Shampoo, Conditioner, Styling, Treatments). Its NAICS code is 456120 and its SIC code is 2844.