What Martina Berto does

PT Martina Berto TBK is an Indonesia-listed (IDX: MBTO) cosmetics and personal care company founded in 1977 by Dr. HC Martha Tilaar and headquartered in Pulogadung, Jakarta. The company manufactures and markets a portfolio of beauty brands including Sariayu (core color cosmetics and skincare), Biokos (dermatological skincare), Rudy Hadisuwarno Cosmetics, Mirabella, Belia, and Kampoeng Djamoe Organik (herbal wellness), with related education and spa services through Puspita Martha International Beauty School and Dewi Sri Spa. Its core technology centers on Indonesian botanical formulation and halal-certified manufacturing, anchored by the Martha Tilaar Innovation Centre (MTIC) and a patented GuavoMoist ingredient derived from Psidium guajava L extract, supported by five RINTEK innovation awards. Manufacturing is performed through its wholly-owned subsidiary PT Cedefindo in Bekasi, with an annual capacity of 1,314 tonnes that also serves as a contract manufacturer for over 80% of Indonesia's independent beauty brands.

The company's revenue is generated through three primary streams: branded product sales via owned retail and digital channels, B2B contract manufacturing via PT Cedefindo, and retail operations via subsidiary PT Tara Parama Semesta's Martha Tilaar Shop network of 18+ flagship stores across eight Indonesian cities. Distribution is omnichannel, spanning premium-mall flagship stores, e-commerce marketplaces (TikTok Shop, Shopee, Tokopedia) with live streaming commerce, and general trade distributors. Customer segments are primarily Indonesian women consumers (including a Gen Z and Millennial demographic), with secondary B2B demand from independent beauty brands requiring manufacturing services. Pricing is unit-based across mass-market and premium tiers and is not publicly disclosed at SKU level; billing is transactional pay-as-you-go through retail and e-commerce.

FY2024 net sales were Rp 431 billion with gross profit of Rp 173.38 billion (40% gross margin), and management has set an FY2025 net sales target of Rp 507 billion (~17% growth), with a projected net profit swing from -Rp 4 billion in 2024 to +Rp 15.8 billion in 2025. The company maintains comprehensive regulatory credentials including halal certification (LPPOM MUI, Grade A since 2012), ISO 9001 (since 1996), ISO 14001 (since 2002), OHSAS 18001, and SMK3 Gold Flag. Recent strategic posture signals include expansion into ASEAN and Middle East export markets, academic partnerships (UGM Yogyakarta, 2025), innovation in skincare (Sariayu Anti Acne with Centella asiatica), and segment extension into the teenage fragrance market via the Gadis X Belia co-launch.

Name

Martina Berto

Legal name

PT Martina Berto TBK

Website

https://martinaberto.co.id

Company type

Public

Founded year

1977

Operating status

Operating

Headcount range

251–500 employees

Short description

PT Martina Berto TBK (IDX: MBTO) is an Indonesian publicly-listed cosmetics company that manufactures and markets beauty brands including Sariayu, Biokos, and Mirabella, serving Indonesian consumers through retail stores, e-commerce, and B2B contract manufacturing for independent brands.

Ownership category

akta.pro rank

Product category

Cosmetics and Personal Care

NAICS

Soap and Cleaning Compound Manufacturing (32561)

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)

Keywords

• Halal-certified cosmetics
• Natural beauty products
• Indonesian botanical skincare
• Herbal wellness products
• Cosmetics contract manufacturing

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Cosmetics and Skincare Product Sales: Direct sales of owned brands including Sariayu, Biokos, Rudy Hadisuwarno Cosmetics, Mirabella, Belia, and Kampoeng Djamoe Organik through retail stores, e-commerce, and general trade distribution. Net sales reached Rp 431 billion in 2024 with target of Rp 507 billion in 2025.
2. Contract Manufacturing Services (PT Cedefindo): Manufacturing services through subsidiary PT Cedefindo, which produces cosmetics for over 80% of independent brands in Indonesia. Annual manufacturing capacity of 1,314 tonnes at Bekasi plant.
3. Retail Operations (PT Tara Parama Semesta): Revenue from Martha Tilaar Shop (MTS) flagship retail experience stores operated by subsidiary PT Tara Parama Semesta.

Pricing tiers

Go-to-market motion4 records

Distribution channels4 records

Marketing channels5 records

Core offering

PT Martina Berto TBK manufactures and sells halal-certified cosmetics, skincare, fragrances, and herbal wellness products under brands including Sariayu Martha Tilaar, Biokos, Rudy Hadisuwarno Cosmetics, Mirabella, Belia, PAC, Caring by Biokos, and Kampoeng Djamoe Organik. The company also operates Martha Tilaar Shop flagship retail stores, provides B2B contract manufacturing through subsidiary PT Cedefindo, runs beauty education through Puspita Martha International Beauty School, and offers spa services through Dewi Sri Spa.

Product overview

PT Martina Berto TBK is a leading Indonesian beauty and cosmetics company operating as part of the Martha Tilaar Group. The company manages a diverse portfolio of beauty brands including Sariayu Martha Tilaar (core cosmetics), Biokos (dermatological skincare), Rudy Hadisuwarno Cosmetics, and Mirabella Cosmetics. Beyond branded products, the company operates through subsidiaries including PT Cedefindo (cosmetics manufacturing), PT Tara Parama Semesta (retail operations), and manages education and spa services through Puspita Martha International Beauty School and Dewi Sri Spa. The company also operates Kampoeng Djamoe Organik (KaDO) for herbal wellness products. Products range from color cosmetics, skincare, hair care, fragrances, to traditional herbal medicines (jamu), all leveraging Indonesian natural ingredients with halal certification. Distribution occurs through retail stores (Martha Tilaar Shop), e-commerce platforms, and beauty class programs.

Differentiator

Problem solved

Functional benefit

Brands

• Sariayu Martha Tilaar: Primary cosmetics brand focused on natural beauty products
• Biokos
• Rudy Hadisuwarno Cosmetics (RHC)
• Belia
• Mirabella Cosmetics
• PAC Martha Tilaar
• Caring by Biokos
• Kampoeng Djamoe Organik
• Martha Tilaar Shop

Products and services

• Sariayu Martha Tilaar
• Biokos Martha Tilaar
• Rudy Hadisuwarno Cosmetics (RHC)
• Mirabella Cosmetics
• Belia
• Kampoeng Djamoe Organik (KaDO)
• PAC Martha Tilaar (Puspita Martha International)
• Caring by Biokos
• Solusi
• Martha Tilaar Shop (MTS)
• Dewi Sri Spa
• Puspita Martha International Beauty School
• PT Cedefindo Contract Manufacturing
• Klinik Djamoe
• Sariayu Anti Acne

Quantifiable outcome

• Net sales growth from Rp 431 billion (2024) to projected Rp 507 billion (2025)
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Universitas Gadjah Mada (UGM) YogyakartacoreStrategic or Co-development Partner · 10 June 2025MoU signing for collaboration in education, research, and community service to drive innovation in herbal and cosmetics products. Partnership aims to create product innovation through industry-academia synergy.
• Universitas Kristen Krida Wacana (UKRIDA)coreStrategic or Co-development Partner · 28 May 2025CSR collaboration for community service in Sundawenang Village, Sukabumi. Activities include ergonomics training, health checks for farmers, and ecoenzym production workshops.
• PT Prana Dinamika Sejahtera (Gadis)coreStrategic or Co-development Partner · 16 December 2024Launch of Mist You So Eau de Parfum Gadis X Belia - collaborative product development for teenage fragrance market, combining media content expertise with beauty manufacturing.
• Asia Pulp & Paper (APP) Sinar MascoreStrategic or Co-development Partner · 26 September 2018Women's empowerment collaboration targeting 1,000 women with herbal plant processing training. Part of SDG alignment focusing on poverty reduction, gender equality, and economic growth.
• SNG CargominorOthersLogistics partnership for disaster relief distribution, facilitating delivery of donations to flood and landslide victims in Aceh, North Sumatra, and West Sumatra.
• PT Pos IndonesiaminorStrategic or Co-development PartnerCollaboration for orchid conservation stamp series including Coelogyne marthae commemorative stamps. Proceeds support conservation efforts.
• DoctorSHAREminorOthersPartnership for earthquake disaster relief in Cianjur, distributing hand wash products to affected communities.
• Badan Penelitian dan Pengembangan Kesehatan (Balitbangkes) KemenkescoreStrategic or Co-development PartnerMoU for health research and development including jamu certification, dissemination and publication. Collaboration with B2P2TOOT Tawang Mangu for herbal medicine services.
• GIZ (Deutsche Gesellschaft für Internationale Zusammenarbeit)minorStrategic or Co-development PartnerPartnership in ISED project for inclusive economic development through wellness tourism village development in Lombok, NTB.
• Rotary Club Bandung Kota Kembang District 3400minorStrategic or Co-development PartnerCollaboration for post-earthquake creative economy socialization in Margamukti Village, Bandung. Provided herbal cafe training and environmental awareness.
• Badan Riset dan Inovasi Nasional (BRIN)coreTechnology or IntegrationPartnership for rare tree planting program, obtaining 42 rare trees across 12 species for planting at Kampoeng Djamoe Organik. Part of Indonesian Tree Planting Day commemoration.
• LPPOM MUIcoreOthersHalal certification body providing Sistem Jaminan Halal certification and Grade A status for products.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Kao Corporation: Japanese personal-care leader (Kao, Curel, Kanebo, Sensai, est, Jergens) competing across skincare, hair care, and cosmetics. Like Shiseido, Kao brings Asian R&D capability and Japanese-brand premium positioning that mirrors and challenges Martina Berto's natural-ingredient skincare narrative.
• L'Oréal Groupe: Global cosmetics leader with broad skincare (L'Oréal Paris, Garnier, La Roche-Posay), color cosmetics (Maybelline, Lancôme), and professional beauty lines that compete head-on in Indonesia. Its scale in R&D, marketing, and distribution defines the structural competitive environment for color cosmetics and dermatological skincare in which Martina Berto's Biokos and Sariayu operate.
• Amorepacific Corporation: Korean beauty conglomerate whose brands (Laneige, Innisfree, Etude, Sulwhasoo) have gained significant share among younger Indonesian consumers via social media and duty-free. Represents the K-beauty wave that Martina Berto must compete against for Gen Z and millennial cosmetics attention.
• The Estée Lauder Companies: Global prestige beauty conglomerate (Estée Lauder, MAC, Clinique, Tom Ford Beauty) that defines the upper-premium tier of color cosmetics globally — including in Indonesia, where it competes for the same prestige-leaning consumer that Martina Berto's Sariayu Color Trend and PAC target.
• PT Unilever Indonesia Tbk: Listed Indonesian subsidiary of Unilever with massive personal-care and beauty portfolio (Pond's, Lifebuoy, Dove, Sunsilk, Lux, Rexona) competing directly across skincare, deodorants, and hair care. As a far larger multinational with deeper marketing budgets, it sets the upper bound of competitive intensity Martina Berto faces domestically.
• LG Household & Health Care: Korean personal-care and cosmetics group (Sulwhasoo, Whamisa, O HUI, belif) with growing share in Indonesia through premium positioning and K-beauty trend. Mirrors the Asian botanical-formulation narrative and targets overlapping premium skincare consumers to Martina Berto's Biokos and Sariayu skincare lines.
• The Procter & Gamble Company: Global consumer goods incumbent with major beauty and grooming brands (Olay, Gillette, Pantene, Head & Shoulders) competing across the same Indonesian retail shelves as Martina Berto's color cosmetic and personal care lines. Defines the multinational price-pack architecture and trade-promotion intensity in Indonesian modern trade.
• Shiseido Company, Limited: Japanese prestige and mass beauty group (Shiseido, Anessa, Senka, MAQuillAGE) with established distribution in Indonesian department stores and premium channels. Competes with Martina Berto's PAC professional line and Sariayu premium color cosmetics for share in the same retail fixtures.

Direct peers

• Paragon Technology & Innovation (Wardah): Indonesia's largest halal cosmetics group with flagship Wardah, plus Emina, Make Over, and IX—directly competes with Martina Berto in halal color cosmetics, skincare, and mass-market beauty. Has grown far faster than Martina Berto via aggressive digital marketing and is the most direct benchmark for the Indonesian halal beauty consumer.
• PT Mustika Ratu Tbk: Indonesian public cosmetics and herbal/jamu company founded in 1975 with a directly comparable heritage positioning, herbal and natural-ingredient focus, and broad brand portfolio (Mustika Ratu, Mustika Putri). Operates in identical CPG sub-categories to Martina Berto including color cosmetics, skincare, and traditional herbal products, making it the closest Indonesian listed peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/martha_tilaar

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

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 Martina Berto