PT. Martina Berto Tbk. (MBTO) is a leading cosmetics and spa company in Indonesia that was founded in 1977. [MBTO] has several brands including Dewi Sri Spa, Professional Artist Cosmetic, Biokos, Caring Colours, Rudy Hadisuwarno Cosmetics, Sariayu, Belia, and Mirabella. [MBTO] focuses on herbal, skin care, hair care, and decorative cosmetics products. It has received several business awards and its research and development division works with universities to develop new natural product innovations.

1. Local Wisdom
Go Global

2. Section 1
Corporate Overview

3. Vision and Mission
LOCAL WISDOM
GO GLOBAL
To be one of the world’s leading
companies in cosmetics and spa
industry with natural nuances and
eastern values through product
innovation and modern
technology to optimize added
value to stakeholders
To be Top 3 in
Indonesian cosmetics
and spa industry
Vision Mission
To be one of Asia
Pacific players in
cosmetics and spa
industry

4. Overview of Martha Tilaar Group
Manufacturing &
Marketing
ServicesBusiness Group
Companies PT. Martina Berto Tbk.
(Manufacturer &
Marketing)
PT. Cedefindo (Toll
Manufacturer)
PT. Martha Beauty
Gallery (Educational)
PT. Cantika Puspita
Pesona (Franchise
Management for Spa)
PT. Creative Style
(Advertising Agency)
Distribution
PT. SAI Indonesia
(Indonesia)
Eastern Beauty
Heritage Sdn. Bhd.
(Malaysia)
Eastern Beautipelago
Pte. Ltd. (Singapore)
Martha Tilaar Group (MTG) was founded in 1970 by DR. Martha
Tilaar by opening a beauty salon at the garage of her father s house
Now, MTG has been becoming an integrated and world-class beauty
provider with operation supported by its four main businesses

5. Profile of The Founder
DR. Martha Tilaar requires little
introduction in Indonesia because
her popularity as an icon of
Indonesian successful woman
entrepreneur
DR. Martha Tilaar is well known for
her enthusiasm of traditional
Indonesian herbs
As a result of her lifetime
achievement, DR. Martha Tilaar
continues to receive numerous
honors and awards, both for her
entrepreneurship and social activist
She is often sought to lecture at
management and business meeting
throughout the world

6. Value
The Indonesian
archipelago is
enriched with various
flourishing flora that
is mutually
integrating with the
exotic cultures and
ancient civilizations.
Nature of a person’s
beauty is like a flower
that bursts each of its
unique heavenly spirit
from within,generating
a perfect outer
elegance and
energizing the
surrounding.
Modern technology
usage supports the
experts in pouring any
various ideas and
innovations to create
a design and high
quality cosmetic
products that
hygienic.

7. Pillars

8. Culture & Philosophy
Disiplin (Discipline)
Each employee is to show commitment in being punctual in order to maximize
company efficiency.
Jujur (Honesty)
From each employee’s honesty, a company can grow into a healthy one and is
able to keep expanding.
Inovatif (Innovative)
Innovative way of thinking and provocative attitude is a valuable asset for the
company. New breakthrough will be created from this innovative way of thinking.
Tekun (Diligent)
Being diligent and focus on doing and developing issues related to responsibility
will facilitate the company to reach the target accordingly. Diligence is also
increasing employee’s quality.
Ulet (Persistent)
Willing to work hard, committed and never give up in completing each task given
show that someone has a responsibility towards his work. This is important to the
company’s sustainability and progress.
D
J
I
T
U

9. Section 2
PT. Martina Berto Tbk. Overview

10. Overview of MBTO
PT. Martina Berto Tbk. (MBTO) was founded
on June 1, 1977 by DR. Martha Tilaar, the
late Mr. Bernard Pranata and Mrs. Theresia
Harsini Setiady
The biggest Indonesia local cosmetics
company and market leader for color
cosmetics and skin care market
MBTO listed its shares on the Indonesia
Stock Exchange in 2011
MBTO has three manufacturing facilities in
Jakarta, Bekasi and Cikarang
Products
Hair Care
Herbal Products
Color Cosmetics
Skin Care
Body Care
Services
Organic Plantation
(Kampung Djamoe
Organik)
Retail Shop (Martha
Tilaar Shop)

11. Key Competitive Strengths
MBTO is a prominent player in the beauty products industry in Indonesia
Quality Assurance
Strong financial
health
Well established
player in both
domestic and export
markets
Strong and market
oriented R&D
Strong brand
and product
portfolio

12. Strong and Market Oriented R&D
MBTO owns a Research and Development
Division known as Martha Tilaar
Innovation Centre (MTIC).
We have 72 Pharmacies & Skin Experts
MTIC activities are as follows :
Product development
Scientific research
Joint research
Patents
Collaborations :
Martha Tilaar Laboratories in Lyon,
France
Professional Chair in Etnobotany
Faculty, Leiden Universtiy, Netherlands
Active Research with University of
Indonesia

13. Well Established Player
CANADA
US
A
RUSSIA
CHINA
JAPAN
BANGLADESH
INDIA
SRILAN
KA
PAKISTAN
TURKEY
UK
NETHERLAND
GERMANY
EGYPT
4
6
5
9
1
0
8
1
1
BOSNIA
TAIWAN
HONGKONG
MALAYSIA
SINGAPORE
BRUNEI
DARUSSALAM
PHILIPPINES
JAPANJORDAN
MBTO is a well established player in both domestic
and export markets.
RUSSIA
CHINA

14. Quality Assurance
New and up to date machinaries
Our raw materials are purchased from
domestic and foreign suppliers with
tight requirements
Stringent quality control process
ensure consistent quality of our
products
Our plants are certified with :
ISO 9001
ISO 14001
Good Manufacturing Practice for
Cosmetic and Traditional Medicine
HALAL
Organic Ecocert in progress

15. Strong Brands and Product Portfolio
MBTO has complete brand portfolio in decorative cosmetics, skin care & spa, hair
care, traditional herbs, for various ages from teens up to middle age, for different
classes of society : premium, middle upper, middle until middle lower.
Age Segmentation
Teenagers (15 years) to Mature ( >40 years)
Gender Segmentation
Male and Female
Class/ Price Segmentation
A (premium), B (upper middle),
C (middle), D (lower middle)
Psychology Segmentation
(1) Natural & Eastern Image
(2) Modern Image
D

16. Section 3
Achievements

17. Achievements
United Nations
Global Compact Award
The United Nations Global Compact is a
United Nations initiative to encourage
businesses worldwide to adopt sustainable
and socially responsible policies, and to
report on their implementation.
Martha Tilaar Group is committed to adopt
The Ten Principles of Global Compact.

18. Achievements
2012
20,800
18,996
36,652
9,180
1,344
1,545
4,600
The Best in Building and Managing Corporate Image from Bloomberg
Businessweek and Frontier Consulting Group
Indonesia Best Brand Award 2012 for Sariayu (powder foundation) from SWA
and MARS
Indonesia Most Favorite Youth Brand 2012 (cosmetics, body care, foundation)
for Sariayu from Markplus
Top Brand Award 2012 for Rudi Hadisuwarno (hair tonic) from Frontier Consulting
Group
Top Brand Award 2012 for Mirabella (lipstick)from Frontier Consulting Group

19. Achievements
2013
20,800
18,996
36,652
9,180
1,344
1,545
4,600
The Best in Building and Managing Corporate from Bloomberg Businessweek and
Frontier Consulting Group
The Top 50 Companies from Forbes Indonesia
Indonesia Green Company Achievement 2013 from SWA Magazine
Halal Award 2013 from Ministry of Religious Affairs and Indonesian Ulema Council
Top Brand Award 2013 for Sariayu (Beauty Cotton, Body Scrub) from Frontier
Consulting Group
Indonesia Most Favorite Women Brand 2013 (Lipstick, Eye Shadow) for Sariayu
from Markplus
Cleo Beauty Hall of Fame 2013 for Dewi Sri Spa (Body Scrub) from Cleo Magazine
Bazaar Beauty Award 2013 for PAC (Eye Shadow) from Harper’s Bazaar Indonesia

20. Achievements
2014
20,800
18,996
36,652
9,180
1,344
1,545
4,600
The Best in Building and Managing Corporate from Bloomberg Businessweek
and Frontier Consulting Group
Rising Global Star Award from Forbes Indonesia
Her World Beauty Award for Dewi Sri Spa (Body Wash) from Her World Magazine
Top Brand Award 2014 for Sariayu (Beauty Cotton, Body Scrub) from Frontier
Consulting Group
Bazaar Beauty Award 2014 for Dewi Sri Spa (Body Scrub) from Harper’s Bazaar
Indonesia
Women’s Health Indonesia Beauty Choice 2014 for Rudy Hadisuwarno from
Women’s Health Magazine

21. Section 4
Our Brands

22. DEWI SRI SPA
Unlocking Natural, Healing Secret
Overview :
A complete series of home spa products with rice
extracts and essential oils for skin and body care
Produced from Indonesian natural resources and
inspired by the story of Dewi Sri, the rice goddess and
the benefit or rice for skin beauty
Target market (demographic):
Female and male
25-40 years old
SES : B – A+
Positioning :
Dewi Sri Spa is an effective and practice way to get the
best and complete Indonesian SPA experience from “ top to
toe “ in accordance to enhance well being, due to its
content from natural ingredients and essential oil that give
both functional (healing) and emotional benefit.
www.dewisrispa.com

23. DEWI SRI SPA
Unlocking Natural, Healing Secret
Aromatic Oil Post Natal Treatment
Body Care (Classic Series)
Body Care (Signature Series)
Footherapy

24. PROFESSIONAL ARTIST COSMETIC
The Art of Make-Up
Overview :
The luxury cosmetics products with superior colors acknowledged by local and
international make up artists
Target market (demographic):
Professional Make-Up Artist : 20 – 40 years old, SES B – A
End customer : Female, 20 – 30 years old, SES B - A.
Positioning :
High quality cosmetic products, developed according to standard of Professional
Make-Up Artist, complete color selection
www.pacbeauty.com

25. PROFESSIONAL ARTIST COSMETIC
The Art of Make-Up
Make-Up Base
Make-Up Decorative

26. BIOKOS
Skin Care for All Ages
Overview :
Complete skin care products
intended for woman in 20’s, 30’s and
40’s as anti aging to reduce wrinkles
and maintain skin supple and
flawless
Scientific based products
Intensive collaboration with French
Cosmetic Laboratory in Lyon, French
Target market (demographic):
Female
20 – 45 years old
SES : B-A
Positioning :
Skin care for all ages
www.biokos.com

27. BIOKOS
Skin Care for All Ages
Whitening Series Anti Wrinkle Series
20s 30s 40s

28. Caring Colours
The Colours that Care
Overview :
Decorative cosmetics with skin care
benefits especially designed for young
women professionals
Target market (demographic):
Female
20 – 35 years old
SES : B - C
Positioning :
Colour Cosmetics with skin care
benefit that provides beautiful look and
cares for skin as well
www.caringcolours.com

29. Caring Colours
The Colours that Care
Make-Up Decorative
Make-Up Base

30. RUDY HADISUWARNO COSMETICS
Your Hair, Your Asset
www.rudyhadisuwarnocosmetics.com
Overview :
Various hair care and hair styling
products produced from natural
ingredients with advance technology
endorsed by the hair care maestro of
Indonesia, Rudy Hadisuwarno
Target market (demographic):
Female/male
18 – 35 years old
SES : BC+
Positioning :
Hair care and hair styling products for
active, modern and trendy life style

31. RUDY HADISUWARNO COSMETICS
Your Hair, Your Asset

32. SARIAYU
Total Natural Beauty
Overview :
A complete range of beauty and personal
care products from head to toe
Produced with natural ingredients of
Indonesia
Pioneer of color trend in Indonesia by
adopting cultures of Indonesia
Target market (demographic):
Female
20 – 30 years old
SES : BC
Positioning :
The wide range of cosmetic and personal
care products which inspired from
Indonesian nature and culture and pass the
clinical test and produce using current
technology
www.sariayu.com

33. SARIAYU
Total Natural Beauty
RUPASAMPAT WAHYABHIANTARA
PHILOSOPHY
REAL BEAUTY is the harmony between
inner & outer beauty
Balance combination between soul, mind and body

34. SARIAYU
Total Natural Beauty
Make-Up Decorative
Herbal Products Hair Care
Make-Up Base
Body Care Skin Care

35. BELIA
Live Your Passion
www.belia.com
Overview :
Innovative personal care products
focusing on cologne and teenage skin
care
Target market (demographic):
Female
13 – 18 years old
SES : B C
Positioning :
A modern personal care product for
active, dynamic and modern young
female teenage

36. BELIA
Live Your Passion
Compact Powder Lip CareMist Cologne

37. MIRABELLA
Smart Choice for Your Beauty
www.mirabella-cosmetics.com
Overview :
A range of cosmetic products with
modern and western image, affordable
price, trendy, long lasting and complete
range of colours.
Target market (demographic):
Female
25 – 35 years old
SES : B C D (Ecoline)
Positioning :
Cosmetic products dedicated for beauty
oriented and outgoing women, with
western look and affordable price.

38. MIRABELLA
Smart Choice for Your Beauty
Make-Up Decorative
Make-Up Base

39. CEMPAKA
www.cempakacosmetic.com
Overview :
A range of skin and body care products
at economic prices for beautiful
appearance and act as a fighting brand
Target market (demographic):
Female
30 – 45 years old
SES : B C D (Ecoline)
Positioning :
A range of personal care products with
good quality and affordable price

40. CEMPAKA

41. Thank You
If you need further information, please contact :
PT. Martina Berto Tbk., Martha Tilaar Group
Jalan Pulokambing II, No. 1
Jakarta Industrial Estate Pulogadung
Jakarta 13930
Indonesia
Phone : (62-21) 4603717
Fax : (62-21) 4606246
E-mail: customer_care@martinaberto.co.id
www.martinaberto.co.id
www.marthatilaargroup.com