Martha Tilaar Salon & Day Spa

What Martha Tilaar Salon & Day Spa does

PT Cantika Puspapesona, operating as Martha Tilaar Salon & Day Spa, is an Indonesian beauty services subsidiary of the Martha Tilaar Group operating more than 20 outlets across Indonesia from Aceh to Papua. The company runs a three-tier brand portfolio - Martha Tilaar Salon Day Spa (premium), Spa Express (mid- to mass-market), and Eastern Garden (wellness/heritage positioning) - offering hair styling, spa treatments, traditional Indonesian wellness services, and pre-wedding packages to urban consumers, with Wulan Tilaar serving as Director. The brand is a recognized women-entrepreneurship name in Southeast Asia, evidenced by Wulan Tilaar's 2023 ASEAN Outstanding Women Entrepreneur Award.

The business combines company-owned outlets with a franchise model, with franchise packages priced from approximately Rp 426 million (~USD 27,000). Revenue is generated through service fees across the three sub-brand tiers, retail sales of Martha Tilaar beauty products (vertically integrated with the parent group's cosmetic manufacturing), and franchise royalties/fees. Service quality is supported by the CIDESCO-licensed in-house training center and Puspita Martha International Beauty School, which also functions as a separate education-services revenue stream and a controlled talent pipeline for both owned and franchised outlets. Past marketing tie-ups include a 2016 partnership with OLX for franchise recruitment.

Strategically, the company has pursued a dual-track growth model in 2023: defending the premium tier via the Pondok Indah flagship relocation (October 2023) while extending the lower-priced Spa Express sub-brand into secondary cities such as Brebes (May 2023) and continuing franchise recruitment. A Kids Spa launch widens the customer base to families. The company operates without disclosed external funding as a subsidiary of the established Martha Tilaar Group.

Name

Martha Tilaar Salon & Day Spa

Legal name

PT CANTIKA PUSPAPESONA

Website

https://marthatilaarspa.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Martha Tilaar Salon & Day Spa is an Indonesian beauty services subsidiary of Martha Tilaar Group operating 20+ outlets across Indonesia under three sub-brands (Martha Tilaar Salon Day Spa, Spa Express, Eastern Garden), serving urban consumers with hair, spa, and traditional wellness services via a mix of owned and franchised locations.

Ownership category

akta.pro rank

Product category

Spa and Wellness Services

NAICS

Hair, Nail, and Skin Care Services (81211), Beauty Salons (812112)

akta.pro primary industry

Day Spas (HSALAFAA)

akta.pro secondary industries

Day Spas (Facials, Body Treatments & Packages) (HSADAKAA), Spa Packages & Ritual Experiences (HSALAFAN), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG), Salon & Spa Management / Operations (EDAOALAK)

Keywords

• Spa services
• Beauty treatments
• Wellness center
• Franchise spa
• Cosmetic products

Headquarters

HQ city

Jakarta Pusat

HQ country

Indonesia

HQ region

Asia

Offices20 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Others

Revenue model

1. Spa and Beauty Treatment Services: Revenue from direct spa services including body treatments, facial treatments, hair treatments, hand & foot treatments, make-up services, and signature treatments at company-owned and franchise outlets.
2. Franchise Fees: Franchise partnership fees with packages starting from Rp 426 Million including trained therapist ready to work, real-time POS system, operational SOPs, menu treatment standardization, free Jabodetabek survey, and 3 months free royalty.
3. Therapist Training Services: Revenue from Martha Tilaar Training Centre which provides professional spa therapist training with CIDESCO licensed teachers covering hospitality, product knowledge, massage techniques, and practical training.
4. Beauty Education: Puspita Martha International Beauty School provides beauty and makeup education services.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Martha Tilaar Salon & Day Spa delivers full-service spa and beauty treatments at owned and franchised outlets across Indonesia, covering body, face, hair, hand & foot, makeup, signature regional Indonesian, and pre-wedding bridal packages using natural Indonesian ingredients and traditional techniques. The business also operates a franchise network (Spa Express and full-format packages), an in-house therapist training academy (CIDESCO-licensed), and Puspita Martha International Beauty School for professional beauty/makeup education.

Product overview

Martha Tilaar Salon & Day Spa is a comprehensive spa and beauty service platform operated by PT Cantika Puspa Pesona, part of the Martha Tilaar Group. The company operates three main sub-brands: the primary Martha Tilaar Salon Day Spa offering full-service treatments, Spa Express providing shorter express treatments, and Eastern Garden as a separate spa identity. The product portfolio includes seven core treatment categories (Face Treatment, Body Treatment, Hair Treatment, Hand & Foot Treatment, Make Up, Pre Wedding Spa Package, and Signature Treatment) plus a Kids Spa specialty service. Treatments incorporate Indonesian natural ingredients and traditional techniques, aligned with the company's 'Power Five' concept: Indonesian Concept, Empowering Women, Innovation and Creative, Tradition to Modern Lifestyle, and Local Wisdom Go Global. The company also offers franchise opportunities and spa consulting services.

Differentiator

Problem solved

Functional benefit

Brands

• Eastern Garden: Spa brand under Martha Tilaar Group
• Spa Express

Products and services

• Martha Tilaar Salon Day Spa (full-service spa) Primary full-service spa brand offering body, face, hair, hand & foot, makeup, signature, and pre-wedding treatments using Indonesian natural ingredients and traditional techniques, for Indonesian adult and family consumers.
• Spa Express Express spa service sub-brand offering shorter-duration spa treatments (e.g., Hair Treatment, Hand & Foot Treatment) for clients with limited time, distributed through its own site mtexpress.marthatilaarspa.com.
• Eastern Garden Spa sub-brand under Martha Tilaar Group with its own distinct identity, offered alongside Martha Tilaar Spa and Spa Express.
• Face Treatment Facial service menu including Exotic Face Healing, Classic Facials, Aromatic Facials, Anti Wrinkle treatments, Pure White treatments, and Organic Facials for adult consumers.
• Body Treatment Body treatment services including Dewi Sri Spa Body Bliss variants (Whitening, Reviving, Sensual, Contouring), Peach Delima, Ginger Gold, Pitaloka Mangosteen, Javanese Golden Lulur, Silky Radiant Ritual, Chocolate Rose, Post Natal Treatment, and additional massage services.
• Signature Treatment Regional Indonesian spa treatments including Java Ken Dedes Princess Ritual, Bali Balinese Coconut Body Treatment, and Kalimantan Batimung Body Treatment for adult consumers seeking authentic Indonesian rituals.
• Pre Wedding Spa Package Bridal preparation packages including Java Secret Inheritance, Groom Pampering, Eternal Love, Flawless Bride, Match in Heaven, Romantic Escape, and Sacred Love Retreat for engaged couples.
• Make Up Professional makeup services using PAC cosmetics brand for event, bridal, and everyday consumers.
• Hand & Foot Treatment Manicure/pedicure services including Aromatic Joyful, Medicated Joyful, Dewi Sri Spa Foot Therapy, reflexology, paraffin treatments, and nail polishing for adult consumers.
• Hair Treatment Hair services including Wash & Blow, Hair Cutting, Hair Straightening, Hair Perming, Hair Do, Hair Coloring, and scalp & hair nourishing treatments such as Traditional Hair Creambath, Luxurious Hair Spa, Aromatic Hair Treatment, Mud Hair Mask, and Hot Stone Creambath.
• Kids Spa Splash & Fun Kids Spa offering gentle foot soaks and mini pampering sessions for children minimum 5 years old, targeted at families visiting with children.
• Franchise Partnership Program (Martha Tilaar Spa / Spa Express) Turnkey spa franchise offering for SMB investors, with packages starting from Rp 426 Million including ready-to-work trained therapists, real-time POS system, Back Office training, Operational SOPs, Menu Treatment SOPs, free Jabodetabek location survey, and 3 months free royalty.
• Puspita Martha International Beauty School Beauty and makeup education services providing professional beauty training for students, under the Martha Tilaar Group.
• Martha Tilaar Training Centre (Therapist Training) Professional spa therapist training at the Cikarang, West Java training center with CIDESCO-licensed instructors covering hospitality, product knowledge, massage techniques, and practical training for in-house and franchise therapist supply.

Quantifiable outcome

• Outlets and franchises available from Aceh to Papua and overseas
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered minor.

• Rian Kesuma BatikminorGTM or Marketing Partner · 2 September 2023Makeup and Hairdo team from Puspita Martha International Beauty School supported the fashion show at AWEN Award 2023, featuring Rian Kesuma Batik collection.
• Nina Nugroho StoreminorGTM or Marketing Partner · 2 September 2023Makeup and Hairdo team from Puspita Martha International Beauty School supported the fashion show at AWEN Award 2023, featuring Nina Nugroho collection.
• OLX IndonesiaminorGTM or Marketing Partner · 10 September 2016Martha Tilaar Spa collaborated with OLX Indonesia for #SaturdayWithOLX blogger gathering event. The event was attended by 15 lifestyle and beauty bloggers at La Madame Resto, Jakarta Selatan. The partnership focused on promoting mindful living and spa experiences with OLX's 'BekasJadiApapun' theme about utilizing unused items.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Bliss Spa: International day spa brand that pioneered the urban day spa category globally. Comparable as a broader incumbent offering facials, body treatments, and beauty services at premium price points in urban markets.

Direct peers

• Lagoon Spa Bali: Indonesian day spa chain with locations primarily in Bali and Jakarta. Comparable day spa service offerings targeting tourists and urban Indonesian women with similar treatment categories.
• Mustika Ratu: Indonesian traditional beauty and spa brand under Mustika Ratu Group. Direct competitor using Indonesian natural ingredients and heritage positioning with both retail products and spa services, mirroring Martha Tilaar's dual product-service model.
• Rejuve Life: Indonesian wellness and aesthetics clinic chain offering spa, beauty, and wellness treatments across multiple Indonesian cities. Directly comparable as a multi-outlet Indonesian wellness service provider.
• Body & Soul Spa: Asian day spa chain with locations in Singapore and Southeast Asia offering facial, body, and massage services. Comparable as a regional day spa operator targeting urban women with similar treatment menus.
• Sundara Spa: Asian-origin spa brand offering day spa services with Southeast Asian wellness traditions. Comparable as a regional competitor using traditional Asian ingredients and techniques similar to Martha Tilaar's Indonesian heritage positioning.
• The Spa Indonesia: Indonesian day spa chain offering facial, body, and massage treatments across multiple cities. Directly comparable as a multi-outlet day spa operator serving urban Indonesian consumers with similar service menu and price points.
• Nirvana Spa & Wellness: Southeast Asian wellness and day spa operator offering massage, facial, and body treatments. Comparable as a regional day spa chain serving similar urban consumer segments with multi-outlet operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/marthatilaar_spa
• LinkedInlinkedin.com/company/martha-tilaar-salon-&-day-spa

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Martha Tilaar Salon & Day Spa