JUARA expands Jamu-inspired wellness partnerships across Indonesia

By AI, Created 6:46 PM UTC, May 26, 2026, /AGP/ – JUARA Beauty is expanding beyond skincare into immersive wellness experiences built around Indonesia’s Jamu tradition, with partnerships at 12 hotels and resorts across Indonesia. The brand’s growth in Jakarta and Bali, plus early international moves, shows how heritage-based wellness is moving into hotels, treatments and retail experiences.

Why it matters: - JUARA is turning Indonesia’s Jamu heritage into a broader wellness business that reaches hotel guests, spa visitors and skincare shoppers. - The expansion reflects growing demand for local, heritage-rooted brands in Indonesia’s beauty and wellness market. - A December 2025 Populix report found that 56% of Indonesian beauty and fashion consumers prefer local brands.

What happened: - JUARA Beauty was featured in The Jakarta Post for its growing wellness partnership strategy. - The brand now works with 12 hotels and resorts across Indonesia. - Partnerships include Westin’s Spa in Jakarta and InterContinental Jakarta. - At InterContinental Jakarta, JUARA operates a dedicated flagship space where treatments and products are designed as one experience. - Founder Metta Murdaya said the goal is to create total experiences that match each hotel’s wellness focus.

The details: - JUARA was founded in the United States in 2007 by Metta Murdaya. - The brand first introduced Indonesia’s Jamu wellness tradition to Western consumers through premium skincare. - JUARA now spans specialty beauty, direct-to-consumer commerce and hotel-based wellness partnerships. - The company’s model extends beyond products into rituals, treatments and experiential wellbeing. - JUARA also hosts community activations and workshops to deepen consumer engagement with its wellness philosophy. - The brand’s current focus is Jakarta and Bali. - JUARA has entered New Zealand. - The company has also begun exploratory work in the Middle East, where new spa concepts are in development. - More information is available at JUARA’s website.

Between the lines: - JUARA is positioning itself less like a skincare label and more like a premium wellness platform. - The hotel partnerships give the brand a way to package Jamu as an experience, not just a product. - The local-brand preference in Indonesia creates a favorable backdrop for companies built on cultural authenticity.

What’s next: - JUARA is likely to keep building hotel and resort partnerships in Indonesia. - The brand’s international expansion could accelerate if the New Zealand and Middle East pilots gain traction. - New spa concepts in development suggest more location-specific wellness offerings ahead.

The bottom line: - JUARA is using Jamu’s cultural roots to expand from skincare into destination wellness, with hotels now serving as a key growth channel.