Photo: SAFI Anti Bacterial Shower bottles on display for sale in a supermarket in Shah Alam, Malaysia on May 10, 2019. Zety Akhzar /

Halal Industry

Malaysian halal skincare brand Safi starts digital marketing push in Indonesia

Malaysian halal-certified skincare brand Safi has appointed a digital marketing company to strengthen its brand presence in Indonesia.

Safi has been selling in Malaysia for more than thirty years but only entered the Indonesian market in March last year.

It manufactures in Malaysia and also has a production facility in Salatiga, Central Java, in Indonesia.

Safi’s skincare, personal care and toiletry products are certified halal by Malaysia’s JAKIM and Indonesia’s LPPOM-MUI.

The company has appointed Lion & Lion for overall digital strategy, content development and social management for Indonesia, the digital marketing company said in a statement on Monday.

“Following Safi’s 2018 launch in Indonesia, the partnership aims to strengthen Safi’s brand presence and position as a halal, natural and tested skincare brand while highlighting its technological advancements,” said Lion & Lion.

The digital marketing company is headquartered in Kuala Lumpur and has offices throughout Asian cities Jakarta, Singapore, Hong Kong, Taipei and Ho Chi Minh City.

Safi is owned by Wipro Unza that focuses on Southeast Asia and Greater China. Wipro’s portfolio also includes Eversoft and Aiken.

In Indonesia Safi competes with other halal-certified brands including established local names Wardah, Viva and Martha Tilaar Group’s Sari Ayu.

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