Femmy Fyber campaign redefines confidence through wellness, not body shape

Femmy Fyber is steering the conversation on women’s confidence away from appearance and towards health and self-acceptance with its latest campaign, “Ready, set, slay.”

The campaign included an online competition inviting Indonesian women to showcase their unique style and confidence through TikTok and Instagram Reels. It drew more than 800 participants nationwide, each interpreting the theme of “slay” in their own expressive way - from fashion creativity to messages of empowerment.

“We want women to see beauty not just in one body shape, but in diversity and a healthy body. Confidence comes from within - from a strong body and a healthy digestion,” said Fanny Kurniati, president director of Bintang Toedjoe, Femmy Fyber’s parent firm.

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Kurniati explained that “slay” stands for “Self-love, learning, attitude, and you must be confident” - a philosophy underpinning the campaign. The initiative aims to shift perceptions of beauty from something to be achieved to something already within reach - to be nurtured, appreciated, and celebrated.

Five winners were selected for their creativity and authenticity. They will travel to Japan in November as recognition of their efforts.

As part of the programme, Femmy Fyber also hosted self-development workshops with the community Menjadi Manusia, combining sessions on fashion, beauty, and confidence-building. These sessions transformed the competition into what organisers called a safe space for women to learn and uplift one another.

Serving as a workshop speaker and judge, Karina Nadila, Putri Indonesia Pariwisata 2017, praised the initiative for fostering a supportive environment. “Daring to show your true self on social media isn’t easy. But ‘Ready, set, slay’ provides a safe space for women to support one another and show that ‘slay’ isn’t just about appearance - it’s also about health and deep inner confidence,” she said.

The competition forms part of Femmy Fyber’s broader ‘Every body slay’ movement, which challenges narrow beauty standards and the rise of extreme dieting trends. The low-calorie fibre drink promotes gut health as a foundation for overall well-being. Each serving contains psyllium husk, fruit and vegetable extracts, and natural stevia, helping supplement daily fibre intake for digestive health.

Bintang Toedjoe is a subsidiary of Kalbe Farma, with over 70 years of experience in developing innovative supplement products to support better health and quality of life. Its portfolio also includes other well-known brands such as Extra Joss, Komix, Bejo, and Herbasip.

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