Jakarta, 30 September 2025 — Illuminate Asia, in collaboration with Supermom, hosted an exclusive event titled “Beauty that Understands Her: A New Era of Confidence” at Amanaia Satrio, Jakarta. The event explored how beauty for mothers goes beyond skincare and makeup and acts as a source of confidence and identity in their lives.
The half-day session featured two keynote presentations:
• Fanny Murhayati, Regional B2B Marketing & Insights Director at Supermom, presented “Perfectly Imperfect: Her Styles, Her Rules”, highlighting how modern moms are embracing authenticity in beauty, and how brands can leverage genuinity to connect with them on a deeper level.
• Haris Rahmanto, Indonesia Country Director at Illuminate Asia, shared “Secrets Behind Successful Live Selling in the Beauty Category”, decoding semiotics-driven strategies for creating impactful personas on platforms like TikTok.
A special feature of the event was a consumer immersion session with three of Supermom's Key Opinion Mothers (KOMs), who shared their perspectives on what drives their trust and loyalty toward beauty brands. This interactive discussion provided attendees with first-hand insights for attending brand leaders and business directors into the real experiences and aspirations of mothers.
The event reinforced that beauty for moms is about confidence, individuality, and balance, and that brands have a vital role to play in supporting these values.