A Vice President of Research & Development at Paragon Technology & Innovation (Paragon Corp) and a dermatologist who graduated from University of Indonesia, Dr. Chairunnisa has been working in the R&D field for 8 years, specializing in skin care & cosmetics development.
Here are her comments on the current state — and future — of the sector.
Q. Paragon has become a household name in Southeast Asia by blending purpose with product. How do you see this values-driven model translating to global markets, particularly in the West, where clean beauty and ethical sourcing are priorities?
A. Our values-driven model, rooted in halal, sustainability, and empowerment, resonates deeply even in Western markets where clean beauty and ethical sourcing are key. For us, halal is more than a label, it’s a way of life grounded in integrity, transparency and meaningful impact. We believe these values are not only universal, but increasingly essential in a world seeking more responsibility from brands. As we are planning to expand globally, especially into value-conscious and diverse markets, we carry with us a strong legacy from Southeast Asia: Wardah has been championing halal beauty since 1995, long before it became a global conversation.
Q. With your background in dermatology and science-driven innovation, how is Paragon balancing traditional beauty practices with cutting-edge technology like AI, biotech, or personalization?
A. As a dermatologist, I always believe in marrying heritage, advanced science and technology. At Paragon, we explore biotechnology and advanced actives—like fermented ingredients or microbiome-focused formulations—while remaining aligned with halal assurance. We even explore neuroscience in order to find fragrance that also functionally supports the mood of our consumer. Our laboratories meticulously audit the origin, processing, and even storage of raw materials to ensure safety, transparency, and halal compliance. We also experiment with AI-driven personalization and digital diagnostics, ensuring that innovation never loses its soul or its ethical compass.
Q. You spoke at the Business of Beauty Forum about “beauty as empowerment.” In practical terms, how is Paragon building this ethos into its brand architecture, especially as it scales internationally? Answer: Empowerment is not a tagline, it’s a practice. For us, it starts with product performance, but it extends to representation. Our consumers, especially Muslim women, want to feel seen, heard, and represented. From launching hijab-empowering campaigns in Southeast Asia to developing inclusive shade ranges in Make Over, we aim to reflect not only beauty standards, but also the aspirations of our communities. As we grow globally, we want to build brands that don’t just sell products, but build confidence.
Q. Given the rapid rise of halal cosmetics globally, how is Paragon positioning itself as both a market leader and a cultural bridge across diverse consumer segments?
A. We see ourselves not just as a company, but as a bridge. A voice for over 1.2 billion Muslims globally, many of whom remain underrepresented in mainstream beauty narratives. Our approach to halal goes beyond ingredients. It spans the naming, packaging, water permeability for ablution, and even what a brand stands for. We also want to spread the holistic definition of halal to wider communities, that halal is a universal value that is highly connected to sustainability and kindness. By educating our consumers, suppliers, co-manufacturers, and regulators across regions, Paragon has become a standard-bearer for inclusive halal innovation—from Southeast Asia to the world.
Q. Looking ahead, what role do you see Paragon playing in shaping sustainability benchmarks in the beauty industry—not just in packaging, but across the full product lifecycle and supply chain?
A. Sustainability is embedded in our product lifecycle—from solar-powered factories to packaging with eco-inks and post-consumer waste campaigns. But we also believe that sustainability includes responsible intention. As a halal brand, we’re committed to ethical sourcing, community benefit, and producing products that are good for people and the planet. For us, beauty begins with care and leads to lasting impact .
Q. California is often seen as the epicenter of beauty innovation and cultural trends. What unique value does Paragon bring to a market that is already saturated but also highly open to ethical and inclusive brands?
A. California is a hub for innovation, diversity, and global influence—precisely why we are here. We offer a fresh perspective: modern halal beauty. Not as a niche, but as a growing global movement. By combining the rigor of Southeast Asian manufacturing, purpose-driven R&D, and inclusive design, Paragon introduced a new voice to the U.S. market, one that represents both heritage and future-forward values.
Q. With California’s large Southeast Asian and Muslim communities, how is Paragon tailoring its entry strategy to serve both niche cultural needs and mainstream consumer demands in this diverse and values-conscious market?
A. Should we enter the California market in the future, our strategy begins with listening: to the Southeast Asian diaspora, the Muslim community, and the clean beauty mainstream. We plan to partner with culturally connected voices, co-create locally relevant content, and ensure our products meet both religious guidelines and regulatory standards. We’ve already begun participating in global forums, like the Business of Beauty Global Forum, not just to share, but to learn. In every market, we aim to be both student and storyteller.
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