BEAUTY & WELLNESS
Unilever Sunsilk
Rewriting Sisterhood: Bringing Global Empowerment into Local Culture.
Sunsilk was losing ground as competitors leaned into premium, specialised beauty narratives. To reconnect the brand with its global audience, I led cultural insight work across Asia and Latin America, uncovering the real, local ways young women express care, solidarity, and resistance — from feminist loitering circles in India to Hijabi punk bands in Indonesia. By weaving these unexpected cultural codes into Sunsilk’s sisterhood platform, we helped the brand speak with authenticity again, driving renewed relevance and momentum post-launch.
L'Oréal
The Rise of Modern Indonesian Womanhood & Hijabi Culture.
L’Oréal wanted to understand the new face of Indonesian womanhood, especially among young Hijabi women who were boldly reshaping beauty, fashion, and self-expression. Through IDIs, cultural safaris with influencers, and focus groups, I explored how these women balance faith, identity, and modernity. We saw a generation embracing colour, skincare, modest fashion, and self-confidence, while navigating cultural expectations. These insights guided L’Oréal’s development of skin and haircare tailored to Indonesian and Hijabi lifestyles, rooted in real cultural nuance rather than stereotype.