Wardah taps Qatar Foundation-affiliated centre to back Muslim women leaders

Indonesian Muslim beauty brand Wardah is expanding its global footprint with a strategic collaboration in Qatar, aligning with the Al Mujadilah Women Centre - an affiliate of Qatar Foundation - to advance faith-driven female leadership across borders.

Formalised in Doha on 18 May 2025, the partnership drew high-level witnesses, including former Indonesian foreign minister Retno Marsudi - underscoring its significance for the ParagonCorp-owned halal beauty giant.

At its heart, the collaboration aims to cultivate a global ecosystem of women leaders grounded in faith, knowledge, and impact. Initial programmes will focus on capacity building, leadership development, and research exchange, drawing from both institutions’ networks across Southeast Asia and the Gulf.

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In conjunction with the MoU, the two organisations held a global women leadership dialogue under the theme “Leading with purpose: Women in faith, business, and global policy.” Moderated by Wardah brand ambassador and singer Dewi Sandra, and opened by Lita Kardatin Hassan - spouse to Indonesia’s Ambassador to Qatar - the forum brought together voices that challenge conventional diplomacy with grounded empathy.

The brand’s strategic expansion has been decades in the making. Founded by Nurhayati Subakat in 1995, Wardah has long embedded purpose in its DNA, but this Qatar chapter reflects a more confident international stride. “Raising our voice is not a loss of modesty, it’s an act of faith,” said Amalia Sarah Santi, ParagonCorp’s EVP and global chief business officer.

“Since the beginning, collaboration has been at the heart of our journey,” said ParagonCorp deputy CEO Sari Chairunnisa. “We’re not just creating safe spaces for women to grow - we’re bridging movements, exchanging knowledge, and expanding collective impact.”

The MoU also marks the appointment of Sohaira Siddiqui, executive director of the Al Mujadilah Women Centre, to the Board of Council Paragon Wardah Stewardship for Global Impact. A seasoned academic, Siddiqui brings two decades of experience in education, theology, and Muslim women’s leadership to the table.

“It is important for us as women to look beyond historical limitations,” she said. “This is not just about a few women breaking the glass ceiling recently. In every century, women have broken various ceilings - without losing their essence.”

That essence is something both organisations intend to nurture in the next generation through programmes such as Ri’āya Young Adult Stewardship, a leadership programme for young Muslim women aged 17 to 20. Wardah also continues to champion the advancement of women’s roles through initiatives such as Women Space and House of W (Women, Wisdom, Wardah).

Siddiqui highlighted Al Mujadilah’s role as a safe space where leadership is rooted in identity, purpose, and resilience. “This collaboration opens new pathways for women in Southeast Asia - especially in Malaysia and Indonesia - to lead meaningfully and sustainably.”

Marsudi, a veteran diplomat, emphasised the vital role of women in global leadership. “When women are involved in peace negotiations, the peace is more sustainable,” she said. “Diplomacy is no longer only about nations. It’s about empathy, people, and shared progress.”

Wardah is one of Indonesia’s earliest halal cosmetic brands, promoting beauty aligned with ethical and spiritual principles. ParagonCorp employs over 10,000 people and operates in both Indonesia and Malaysia.

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