Wardah teams up with dentsu Indonesia to launch hijab-friendly hearing aid

Indonesian beauty brand Wardah, owned by ParagonCorp, has teamed up with dentsu Indonesia to introduce “Hear in Hijab”, a hearing aid designed specifically for hijab-wearing women.

Developed in collaboration with Digital Nativ, the device rethinks the conventional structure of hearing aids by positioning the audio receiver outside the hijab instead of inside the ear. Designed as a brooch pin, the lightweight 12-gram device captures unobstructed sound and wirelessly transmits it to the wearer’s ear with up to 100dB of enhanced clarity.

The initiative stems from a cultural and practical insight into how many Indonesian Muslim women experience hearing loss later in life. According to the campaign, one in three Indonesian women aged above 50 experiences partial hearing loss, while fabric covering the ears may further reduce sound clarity and increase the risk of falls and accidents.

Don't miss: Wardah races into performance beauty with new campaign starring Amna Al Qubaisi

Rather than asking women to adapt to existing hearing aid formats, Hear in Hijab was designed to integrate naturally into daily wear and religious expression. The device is adjustable and compatible with most hijab fabrics, aiming to help users remain connected and aware in everyday situations.

The first wave of devices has already been distributed to selected users, while a second phase is being prepared to expand access to more hijab-wearing women across Indonesia.

Khikin Indahsari, group head new brand innovation at ParagonCorp, said the project reflects Wardah’s broader positioning around inclusivity and purpose-driven innovation.

“Wardah has always believed that beauty is for every woman, at every stage of life. Beauty is not separate from how they move through the world. The hijab is an expression of faith and identity, bound up with confidence, in hearing the people they love clearly, in feeling present and capable,” she said.

“Our mission has always been to stand for Indonesian women in ways that matter beyond the product and Hear in Hijab is the most direct expression of that. Together with dentsu Indonesia, we believe brands can create meaningful impact where it truly matters.”

Meanwhile, Defri Dwipaputra, chief creative and experience officer, dentsu Creative Indonesia said the project was rooted in recognising the complexity of Indonesian women’s lived experiences.

“Indonesia is a market with layered lives, deep faith, and needs that resist easy generalisation. The women of this country, in particular, have always deserved brands willing to meet that complexity honestly and be responsible to the women who make this country what it is,” he said.

“For us, innovation and technology are instruments for change that can be genuinely good for the people they touch. Partners, like Wardah Personal Care, who share that belief with us are the ones that understand this country’s women as individuals with real lives, real faith, and real needs that the market has too often ignored.”

A campaign reel for Hear in Hijab was also released alongside the initiative.

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!

Related articles:
Wardah launches 'Lipbrary' across 1,000 locations to solve women's lip concerns
ParagonCorp unveils Light+ by Wardah, co-created with 1,000 young Indonesians
ParagonCorp pairs children's honesty with adult resilience in new campaign