August 23, 2025Journal of Historical Research in Marketing

Secrets of the Keraton: constructing Indonesian beauty ideals through an indigenous beauty brand

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Authors

JYJeaney YipThe University of Sydney SASUSAN AINSWORTH IDIsabella DabajaThe University of Sydney

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Implication

Historical case study reveals how Mustika Ratu constructs beauty ideals using indigenous knowledge, indicating cultural and political implications during New Order.

Key Points

Indigenous beauty brand Mustika Ratu constructs beauty ideals using cultural heritage and history, enhancing its competitive edge against foreign companies.
Historical analysis from the 1940s to 1990s shows the evolution of beauty marketing amid the socio-political landscape in Indonesia.
The research highlights how domestic brands can reinforce cultural hierarchies while challenging Western beauty standards.
Findings suggest that while indigenous knowledge can empower, it may also perpetuate existing power relations in society.

Cite This Study

Yip et al. (2025) studied this question.

synapsesocial.com/papers/68af78327567bf4f94ff0fcd https://doi.org/10.1108/jhrm-11-2024-0097

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Implication

Historical case study reveals how Mustika Ratu constructs beauty ideals using indigenous knowledge, indicating cultural and political implications during New Order.

Secrets of the Keraton: constructing Indonesian beauty ideals through an indigenous beauty brand

Discussion

Member takes

Implication

Key Points

Cite This Study

Secrets of the Keraton: constructing Indonesian beauty ideals through an indigenous beauty brand

Discussion

Member takes

Implication

Key Points

Cite This Study

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