From May 14–16, the beauty and personal care industry in Indonesia was back in full swing at Indonesia Cosmetic Ingredients (ICI) 2025, held at JIExpo Kemayoran, Jakarta. This annual event has become a cornerstone of the region’s beauty landscape—bringing together leading players from around the globe to spotlight the latest breakthroughs in cosmetic ingredients, technologies, and market trends.

This year, Bahtera Adi Jaya joined the scene with a fresh sense of purpose, proudly supporting our principal, BASF Personal Care, at their booth in Hall D1, M2. While we didn’t host our own booth like last year, our presence was anything but quiet—we were right there on the floor, engaging with visitors, exchanging ideas, and proudly standing beside one of the industry’s most innovative names.

The Booth Concept: Skin Harmony, Where Science Meets the Senses

BASF’s booth revolved around the theme of “Skin Harmony”—a holistic approach that brought science, sustainability, and sensory experience together under one roof. The idea was simple yet powerful: when the skin is in balance, it reflects both inner peace and outer confidence.

The concept came to life through five immersive zones, each designed to spark curiosity, inspire innovation, and deliver a hands-on experience:

  • Clean Melody (Cleansing Zone)Featuring BASF’s latest in mild yet effective cleansers, this zone highlighted amino-based surfactants that gently purify while helping maintain the skin’s natural moisture barrier.
  • Beauty Harmony (Sensory Zone)A space where textures took center stage—thanks to biopolymers and sensory-driven formulations, visitors could experience first-hand how texture affects both skin health and emotional well-being.
  • Caring Orchestra (Nurture Zone)Tailored to address different skin needs—like dryness, sensitivity, and signs of aging—this zone showcased personalized care in action.
  • Sound of Nature (Sustainable Zone)A thoughtful display of sustainable, skin-friendly ingredients that align with the growing demand for clean beauty and environmental responsibility.
  • Echoing Technology (Advancement Zone)This zone combined immersive and digital technologies to create an interactive educational experience. Through the VR Experience, visitors could learn how BASF’s ingredients support solutions for various skin concerns such as oily, sensitive, dry, and aging skin. Digital tools like Emollient Maestro, Surfactant Navigator, and World of Shine were also available, making it easier and more enjoyable to understand ingredient functions in a practical way.

Each zone offered something different—but together, they painted a complete picture of what modern, mindful beauty looks like.

A Booth that Buzzed with Energy and Ideas

Throughout the exhibition, the BASF booth attracted a high level of interest from a diverse audience—ranging from cosmetic brand representatives and formulators to academics and R&D professionals. Together with BASF’s team, Bahtera Adi Jaya actively supported visitors, facilitated product demonstrations, and contributed to technical conversations.

Key activities at the booth included:

  • Prototype formulations were available for hands-on testing.
  • VR experiences in the Echoing Technology zone allowed visitors to explore ingredients in a whole new way.
  • There were interactive activities, quizzes, and plenty of exclusive giveaways.
  • Our experts were on hand to share deep dives into ingredients, including their origins, benefits, and formulation tips.

At its core, the booth was a fully immersive, knowledge-driven environment that encouraged both discovery and exchange.

Standing Room Only: Seminar & Lab Sessions that Sparked Conversations

Bahtera Adi Jaya’s support didn’t stop at the booth. Alongside BASF, we also helped bring two standout sessions to life—both of which drew big crowds and sparked engaging discussions.

Day 1 (May 14): Seminar – “Beauty Trend Present and Beyond”

Led by Frederica Lam (Regional Marketing – BASF Skin Care, Asia Pacific), this session took place in Seminar Room 2 and offered an insightful look into emerging skincare formats and consumer behavior trends across Asia.

Her message was clear: today’s consumers aren’t just looking for efficacy—they want skincare that feels good, uplifts the senses, and fits seamlessly into their daily lives.

Day 2 (May 15): Lab Formulation – “Texture Play”

Hosted by Utzah Saniyah (Technical Service, BASF), this hands-on workshop was a real crowd-pleaser. Participants rolled up their sleeves and crafted playful, texture-forward formulations—gaining a better understanding of how sensory innovation can turn a good product into a great one.

Both sessions were packed with energy, and many attendees stayed back to chat, network, and share ideas long after the official time had ended.

Spotlight on Innovation: Introducing Kerasylium® to the Market

As part of the Innovation Zone, BASF introduced Kerasylium®, a novel active ingredient for hair care designed to provide intensive moisture, protection, and lasting smoothness. Developed with sustainability in mind, Kerasylium® responds directly to the growing market demand for high-performance, eco-conscious solutions.

Shortlisted for the Best Ingredient Award, the ingredient drew positive attention from both technical experts and brand decision-makers. Regardless of the final competition outcome, Kerasylium® clearly represents a forward-thinking approach to ingredient innovation.

Bahtera’s participation in ICI 2025 was about more than visibility. It was a testament to our ongoing commitment to the growth of Indonesia’s personal care industry.

By standing shoulder to shoulder with BASF Personal Care, we reaffirm our role as a trusted partner—one that brings smart and future-ready formulation solutions, high-quality and sustainable ingredients, as well as solid technical and educational support to the table. Find your solutions with Bahtera here.