Serenitree taps Saggirio to lead strategic PR for sustainable skincare push

Indonesian skincare brand Serenitree has appointed Saggirio Communications as its public relations agency of record, marking a new phase in the brand’s expansion into the country’s clean and conscious beauty space.

The partnership places Saggirio in charge of Serenitree’s strategic PR efforts, including media relations, influencer engagement, and brand storytelling - all aimed at strengthening the brand’s positioning in Indonesia’s natural wellness sector.

“We are truly excited to collaborate with Serenitree Indonesia,” said Retta Oktaviani, managing director of Saggirio Communications. “As a local brand with a clear vision, Serenitree embodies the values of sustainability, authenticity, and community that we deeply believe in.”

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Founded in 2022 by Sandra Djajadisastra, Serenitree has carved a niche for itself in Indonesia’s growing clean beauty segment. Its plant-based personal care range - free from synthetic dyes, phthalates, parabens, SLS, and artificial fragrances - caters to individuals with sensitive skin, including children, pregnant and breastfeeding women, and those living with eczema.

The brand’s certification from BPOM and cruelty-free stance are only part of the story. Serenitree also embeds sustainability into its operations, aligning with the Kertabumi Recycling Centre to promote waste reduction and environmental education through community outreach and digital content.

This appointment comes at a time when Indonesian consumers are increasingly seeking transparency and integrity in the beauty products they use.

According to Mintel, around 60% of Indonesian female consumers now check product packaging for ingredient information and claims, reflecting a growing emphasis on transparency and informed decision‑making. Moreover, a Cimigo survey found that 67% of Indonesians prioritise products free from harmful chemicals such as parabens or microbeads, and 58% prefer cruelty‑free personal care items.

With a founder trained in organic and cosmetic formulation, Serenitree positions itself not just as a product-driven brand but as an advocate for safe, inclusive skincare and mindful living. “We look forward to amplifying their voice and helping expand their positive impact,” Oktaviani added.

Previously, Saggirio Communications was appointed to lead PR for Innit Lombok, a boutique resort in Ekas Bay, overseeing its strategy across Indonesia, Singapore, and Australia. The agency was tasked with amplifying the resort’s nature-driven narrative and modern take on Indonesian hospitality.

Founded in 2024, Saggirio’s client roster now also includes Indonesia Convention Exhibition, Trehaus School Jakarta, Bridestory, and Marco’s Chop Shop, according to its website.

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