Wardah races into performance beauty with new campaign starring Amna Al Qubaisi

As Indonesia’s beauty market becomes increasingly driven by performance-led claims, ParagonCorp-owned Wardah is turning to motorsport-inspired narratives for its latest campaign push.

The halal beauty brand has launched “Own your finish”, a six-month integrated campaign designed to introduce two new lip products – StayLock and Glasting – while reinforcing Wardah’s position as a leading makeup brand.

Running across a 360-degree rollout spanning digital, social media, and on-ground activations, the campaign was produced and directed by Iskandar Siva and Taufik Fauzi of Parastudio.

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At the centre of the campaign is Amna Al Qubaisi, the first Emirati female driver in formula racing. Wardah said the partnership was intended to align the brand with a new generation of ambitious and expressive women.

“As the first Emirati female driver in formula racing, and a proven race winner, Amna doesn’t just cross finish lines, she defines what finishing strong looks like on her own terms,” the company said. 

“Amna represents the new generation of women: fearless but grounded, ambitious but relatable, technically skilled yet stylish. Amna empowers young women to believe that they can own their lane, while Wardah empowers women to feel confident in their own finish.”

The campaign was shot in Dubai and Abu Dhabi, locations chosen to amplify the high-performance and aspirational tone of the launch.

The campaign also leans heavily into product performance claims. StayLock is positioned as a non-transfer lip cream with up to 20 hours of wear, powered by what the brand calls “moist-grip technology” and “real-life approved” durability.

Meanwhile, Glasting is presented as a reformulated version of Wardah’s top-selling lip cream, offering a “20-hour glass-lip effect with the lightest feel” through its Glass Cushion technology.

The messaging throughout the campaign draws parallels between endurance in racing and long-lasting beauty performance. “Built to stay through pressure, speed, and every moment in motion just like the new Wardah StayLock & Glasting,” Wardah stated.

As part of the launch, Wardah will hold an on-ground activation at Senayan City from 14 to 17 May 2026, where consumers will be able to try the products firsthand. Al Qubaisi is also expected to attend the launch activities in Jakarta.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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