The sound of skincare: Wardah launches SKINOURA with Milan-based composer

In an increasingly saturated skincare market, it’s no longer enough to talk about ingredients and texture. For Indonesian beauty giant Wardah, the next frontier is invisible - sound.

Unveiled as part of its experiential Skinverse Clinic at Kota Kasablanka Mall, SKINOURA is not a new product line but a conceptual shift: a multisensory journey that blends music, emotion, and skin health into a singular ritual. The experience was created in collaboration with Milan-based composer Painé Cuadrelli and marks the brand’s first foray into sound-based skincare.

It’s an ambitious move for Wardah and its parent company ParagonCorp, stepping away from conventional marketing towards something more immersive, even meditative. At the heart of SKINOURA are three original soundscapes - Soothing Waves, Serenity Tides, and Luminous Echoes - each designed to resonate with different skin states: sensitive, stressed, and dull.

Don't miss: Wardah's faceless billboard sets stage for Yuki Kato reveal

“This isn’t just skincare you feel. It’s skincare you hear,” the brand stated.

But behind the poetic phrasing is a carefully designed sonic experience, guided by Cuadrelli’s philosophy of music as both sensory and spatial. Known for his work in MSRT-inspired sound design, the composer brings a science-meets-storytelling sensibility to the project.

“It all started from conversations with the Wardah team,” Cuadrelli shared. “We talked about how different skin conditions are tied to emotion and how sound could help amplify certain feelings during skincare. But beyond that, I wanted to leave room for imagination. Music is invisible, but incredibly powerful - it can transport you.”

Each track was developed from mood boards and texture maps, Cuadrelli explained, before being broken down and rebuilt in a process he likens to sketching before painting. “Even in precision, you need space to play,” he emphasised.

The result is more than ambient background music it’s an integral part of the Skinverse treatment flow. Played during facials, the compositions are meant to ground customers in a moment of calm, tuning them into the rhythm of their own bodies.

The early response? “Curious. Intrigued. Deeply relaxed,” the team said.

For Wardah, this project goes beyond sensory novelty. It represents a deliberate attempt to expand what skincare can mean - and how it can be experienced. “Yes, it was inspired by growing demand for science-backed products. But more than that, it came from our own curiosity to explore a sensory dimension in beauty that’s still largely untouched: sound,” said Iskandar Siva, director of global experimentation and creative growth at ParagonCorp.

What if skincare didn’t just feel good, what if it sounded good too?

The Wardah Skinverse Clinic is open to the public from 19 July to 3 August 2025 at the Grand Atrium, Kota Kasablanka Mall.

Digital Marketing Asia returns to Jakarta on 15 October, bringing the hottest trends, tech, and insights to future-proof your strategies. Network with 150+ industry leaders, discover cutting-edge tools, and learn from real-world case studies – all designed to propel your brand growth. Don't miss this chance to stay ahead of the curve!

Related articles:
Wardah taps Qatar Foundation-affiliated centre to back Muslim women leaders
Wardah unveils 'Menangkan Langkah Kebaikan' campaign to empower women this Ramadan
ParagonCorp's Kahf launches Ramadan series 'PejuangBerKahf' with Visinema