Viva Cosmetics celebrates 63 years as Indonesia’s trusted local beauty brand. Known for its iconic Milk Cleanser, affordable skincare, halal-certified formulas, and consistent innovation, Viva remains a staple across generations of Indonesian consumers.
Image Courtesy of Viva Queen
For over six decades, Viva Cosmetics has been a cornerstone in Indonesia’s beauty landscape—proof that local brands can not only survive but thrive in a competitive, trend-driven industry. Founded in 1962 in Surabaya, Viva has remained relevant across generations with affordable, effective, and tropical-friendly skincare and cosmetics.
Established originally as PT General Indonesian Producing Centre, Viva was rebranded in 1964 as PT Pabrik Pharmasi Vita before becoming PT Vitapharm in 1998. Early on, Viva made history by becoming the first beauty brand in Indonesia to use the “Made in Indonesia” label—a bold statement of local pride during a time when imported products dominated the market. First Indonesian beauty brand to label “Made in Indonesia” (1970), tailored to tropical skin and signaling national pride.
In 1964, the company was renamed PT Pabrik Pharmasi Vita, introducing the first version of the "Viva" brand. In 1970, Viva Cosmetics made history as the first Indonesian beauty company to print “Made in Indonesia” on its packaging, signaling a new era of national pride in domestic products.
First Major Products. Viva became well-known for its Milk Cleanser and Face Tonic, which were widely used by Indonesian women of all ages. These products became synonymous with affordable yet effective skincare.
Award-Winning Innovation. In 1983, Viva’s Milk Cleanser received the Monde Selection Gold Medal—a prestigious European quality award. This accolade allowed Viva to become Indonesia’s first facial cleanser brand to be exported internationally.
Business Model. During this period, Viva operated with a mass-market strategy—creating high-quality skincare at affordable prices for the average Indonesian consumer. Production, R&D, and packaging were all based in Surabaya, with widespread distribution to pharmacies, kiosks, and beauty counters.
Rebranding as PT Vitapharm. In 1998, the company restructured and rebranded as PT Vitapharm. This marked a new corporate phase aimed at modernization and compliance with international manufacturing standards.
Viva invested in Good Manufacturing Practice (GMP)-certified facilities: Creams (GMP-certified in 2008). Lipsticks and liquids (2009). Powders and semi-solid products soon after. Their integrated factory in Surabaya includes R&D labs, filling, packing, and storage under strict quality control.
Viva Queen – aimed at professional women with more premium packaging and refined formulas. Red-A – a younger, trendier line targeting teenagers and early adults with makeup, toners, and light skincare. In recent years, Viva has launched modern skincare series such as: Viva Triple Serum (Anti-aging, Glowing, and Exfoliating). Viva White, Viva Hand & Body Lotion, Micellar Water, and sheet masks. All products are halal-certified and developed with ingredients suited for tropical climates.
E-Commerce & Social Media. Active presence on Shopee, Tokopedia, Lazada, and Viva’s own website. Regularly holds TikTok & Instagram live events, brand collaborations, and product giveaways to engage Gen Z and millennial consumers.
Fashion & Beauty Events. Viva has been the Official Make-Up Partner at many high-profile Indonesian and international fashion events, such as: Lombok International Modest Fashion Festival (LIMOFF) 2023. Front Row Paris 2022 (in collaboration with the Indonesian Fashion Chamber)
Beauty Schools & CSR. Viva also runs makeup training programs and supports vocational education, empowering aspiring makeup artists and beauticians.
While detailed records of the individual five founders’ names are not widely publicized, the company has remained privately held and family-influenced, staying committed to its Indonesian roots. The current leadership has upheld the founding vision while embracing modern industry trends.
Brand Positioning Today. Affordable, quality, and accessible skincare & cosmetics. Made in Indonesia, for Indonesians. Positioned as a legacy brand with modern appeal.
Viva Cosmetics remains a trusted household name in Indonesia, beloved across generations—from older women who remember its milk cleanser since the ‘70s to younger audiences discovering it through online beauty communities and TikTok reviews.
Received Monde Selection Gold Medal for its Viva Milk Cleanser in 1983, making it Indonesia’s first exported facial cleanser. Holds national Good Manufacturing Practices certifications for creams, lipsticks, liquids, and powders (since 2008–2009).
Product Range & Innovations. Offers a massive portfolio of over 500 SKUs, with 5–10 new products released every year. Glowing White Serum (with niacinamide, licorice, glutathione). Anti-Aging Serum (hyaluronate, collagen, bakuchiol). Peeling Serum (AHA/BHA/PHA)—all halal‑certified.
Originally popular among older generations, but now also appeals to younger users through sub‑brands like Red‑A and Viva Queen, aimed at teens and millennials. Active on e‑commerce platforms (Shopee, Tokopedia, etc.) with strong social media presence and frequent promos, livestreams, and giveaways .
Endorsed as Official Make‑Up & Hairdo Partner at major events: Lombok International Modest Fashion Festival 2023. Front Row Paris Fashion 2022 via Indonesian Fashion Chamber. Emphasizes “pride in Indonesian products” while supporting domestic creative talents. Affordable and trustworthy, with quality on par with other budget local brands: A staple for basic, everyday skincare, especially cleansing milk and tonic.
Quick Product Highlights: Milk Cleanser – a gentle, classic facial cleanser avoided to leave skin dry. Eyebrow Pencil – smudge‑proof and available in versatile shades. Red‑A & Viva Queen – youth‑focused lines offering blush kits, micellar waters, toners, and more.
A legendary Indonesian cosmetics pioneer, proudly carrying the “Made in Indonesia” label for over 60 years. Delivers wide-ranging, high-quality beauty & skincare products at accessible prices. Successfully modernized and expanded into younger demographics with active digital strategies and trend‑aligned launches. Maintains cultural relevance by supporting national creative events and achieving international exposure.
What started as a small local business has grown into one of the most enduring beauty companies in the country, maintaining full-scale manufacturing, R&D, and packaging operations in Surabaya. Viva has built trust not just through nostalgia, but through consistent quality and cultural relevance.
Among Viva’s best-known products are its Milk Cleanser and Face Tonic—essential items found in millions of Indonesian households. These classics remain top-sellers, with their minimalist formulations and affordable prices appealing to both loyal users and curious Gen Z skincare enthusiasts.
Other top-performing products include: Viva Eyebrow Pencil – A cult favorite among makeup artists and teens alike. Viva Moisturizer with Squalane & Aloe Vera – Lightweight, perfect for Indonesia’s humid weather. Red-A Compact Powder – A staple among younger consumers
Today, Viva offers over 500 SKUs in skincare, makeup, body care, and hair care—with new launches every year. Their more recent innovations include the Viva Triple Serum line, using ingredients like niacinamide, bakuchiol, and AHA/BHA, and all certified halal.
Viva Cosmetics offers a wide range of products catering to skincare, makeup, body care, and hair care. With over 500 SKUs, the brand focuses on affordable, effective, and tropical-skin-friendly formulas. Here's a detailed breakdown of Viva Cosmetics' product categories and bestsellers:
Cleansers & Toners: Viva Milk Cleanser. Iconic product for removing makeup and impurities. Available in variants: Cucumber, Green Tea, Spirulina, Bengkoang (Yam Bean), and Lemon
Viva Face Tonic: Used after cleansing to refresh and tone skin. Comes in matching variants with the milk cleanser
Moisturizers & Serums: Viva Moisturizer (with Squalane & Aloe Vera). Lightweight cream for daily hydration. Viva Face Cream with Bengkoang Extract. Brightening and softening day cream. Viva Triple Serum Series (new). Glowing White Serum – with niacinamide, glutathione, licorice. Anti-Aging Serum – with collagen, bakuchiol, hyaluronic acid. Peeling Serum – with AHA, BHA, and PHA.
Masks & Treatments: Peel-Off Mask – in variants like Bengkoang and Green Tea. Face Mask Creams – apply, wait, then rinse for soft skin. Facial Peeling Cream – for removing dead skin cells.
Face Makeup: Foundation Cream & Liquid Foundation – lightweight coverage. Two-Way Cake (Powder + Foundation) – matte finish. Loose Powder – fine texture for oily skin. Blush On Duo – classic powder blush in multiple shades.
Eye Makeup: Eyebrow Pencil – one of Viva’s most popular items; soft texture, long-lasting. Eye Shadow Duo – compact and pigmented. Mascara & Eyeliner – available in basic black and brown tones.
Lip Products: Lipstick – wide variety of colors, both creamy and matte. Lip Gloss & Lip Balm – for added shine and moisture.
Body Lotion: Viva Hand & Body Lotion. With Vitamin E, Aloe Vera, or whitening agents. Suitable for daily use.
Deodorant: Roll-on deodorants in fresh and floral variants. Alcohol-free options available.
Hair Care Products
Hair Tonic & Hair Cream: Viva Hair Tonic with Ginseng – promotes scalp health. Hair Vitamin Serum – nourishes dry or treated hair. Hair Creambath – for deep conditioning; used at salons and home.
Specialty Series
Viva Queen: Premium sub-brand for professional and modern women. Includes compact powders, serum-based foundations, highlighters, and skincare. Often used by makeup artists and salon professionals.
Youth-oriented sub-brand. Offers BB Cream, lip gloss, eyeshadow palettes, and compact powder. More colorful, trend-driven packaging
Other Essentials: Makeup Remover – oil-based and water-based options. Micellar Water – suitable for all skin types. Sunscreen Cream SPF 30. Hand Sanitizer Gel – added during the COVID-19 pandemic
Product Accessibility
Available in: Major offline retailers (Indomaret, Guardian, Watsons). Online: Shopee, Tokopedia, Lazada, Viva's official site
All Viva products are: Halal-certified. Dermatologically tested. Formulated for tropical and humid climates
As of today, Viva Cosmetics’ best-selling products are largely from their classic skincare line and a few iconic makeup items. These have remained consumer favorites for decades due to their affordability, effectiveness, and strong emotional branding across generations in Indonesia.
Here’s a detailed list of their top 5 best-selling products:
Viva Milk Cleanser
Category: Facial Cleanser. Variants: Bengkoang (Yam Bean), Cucumber, Green Tea, Lemon, Spirulina. Why it's a bestseller: Extremely affordable and effective for daily makeup removal. Suitable for all skin types, especially oily and sensitive. Iconic Indonesian skincare product known by women across generations. Often used with: Viva Face Tonic as a 2-step cleanse
Viva Face Tonic
Category: Toner. Variants: Matches all Milk Cleanser variants
Why it sells well: Complements Milk Cleanser perfectly. Light, non-irritating, and refreshing—ideal for tropical weather. Many users continue using this since teenage years
Viva Eyebrow Pencil
Category: Makeup (Eyebrow). Colors: Brown, Black, Gray. Why it's a cult favorite: Known for its long-lasting, smooth texture. Frequently recommended by makeup artists and beauty influencers.
Viva Moisturizer with Squalane & Aloe Vera
Category: Skincare (Moisturizer). Why it's a favorite: Lightweight texture for humid weather. Non-greasy formula. Contains squalane and aloe vera to hydrate and soothe the skin. Often used as a base before makeup
Viva Red-A Compact Powder / Two-Way Cake
Category: Makeup (Face). Why it’s popular: Offers natural finish with oil control. Comes with a mirror and sponge—great for students and daily wear. Widely available and very affordable. Trusted by teenagers and young adults
Honorable Mentions:
These bestsellers are popular not only in offline drugstores and supermarkets but also across e-commerce platforms like Shopee and Tokopedia, where they often top beauty category charts.
One of Viva’s strongest assets is its price accessibility. In a market where beauty trends shift rapidly and brands compete on packaging and influencer endorsements, Viva remains grounded. How?
· In-house manufacturing means no outsourcing costs
· Local ingredient sourcing avoids import markups
· Simple, functional packaging keeps production costs low
· Mass-market positioning ensures high volume sales with low margins
· Minimal marketing spend favors organic growth and loyal word-of-mouth networks
Here's a detailed breakdown of why Viva remains significantly more affordable compared to many other local beauty brands in Indonesia:
1. In-House, Large-Scale Manufacturing in Surabaya
Viva owns and operates its entire production facility in Surabaya, East Java—covering: R&D labs. Manufacturing (liquids, creams, powders, etc.). Packaging and storage. This vertical integration allows them to cut third-party production costs and maintain price stability over time.
2. Locally Sourced Ingredients
Viva formulates its products specifically for Indonesian skin and climate using locally available raw materials, such as: Bengkoang (yam bean). Cucumber, lemon, green tea, aloe vera, etc. This minimizes reliance on imported active ingredients, lowering overall formulation costs.
3. Lean Branding and Marketing Strategy
Unlike many modern beauty brands that spend heavily on celebrity endorsements, glossy campaigns, or luxury packaging, Viva: Focuses on function over fashion. Invests in word-of-mouth marketing, in-store visibility, and community events. Leverages affordable platforms like Shopee, Tokopedia, and TikTok Live instead of major billboard campaigns
4. Minimalist, Functional Packaging
Viva’s packaging is simple, recyclable, and practical, which helps keep unit costs low. Instead of constant redesigns or premium-look containers, they use: Standard plastic bottles and tubes. Stickers for labeling. This is especially evident in their bestselling Milk Cleanser, Tonic, and Eyebrow Pencil.
5. Mass Market Targeting (Economies of Scale)
Viva targets all income levels, especially lower-middle and middle-income groups. By pricing low and selling in massive volume, Viva benefits from: Economies of scale in raw material purchase and manufacturing. Stable profit margins through high turnover. They are present in every tier of retail: warungs, supermarkets, salons, and online marketplaces.
6. Legacy Brand with No “Hype” Overhead
Viva has been around since 1962 and built a trust-based customer base over decades. Unlike newer brands that rely on hype cycles or constant influencer collaborations, Viva’s long history reduces: Brand-building costs. Need to "buy" attention. Rebranding or trend-chasing expenses
7. Focused on Basic, Proven Formulations
Viva doesn’t overcomplicate its ingredients. It emphasizes: Well-known, low-risk actives like niacinamide, squalane, AHA/BHA. Dermatologically tested, halal-certified, but not overly “techy” or experimental. By avoiding costly R&D into luxury-grade formulations or patentable actives, they maintain a low product development cost.
Adapting in the Digital Age
Far from being outdated, Viva is actively embracing the digital era. The brand has established strong online sales channels through Shopee, Tokopedia, and Lazada, and engages users via TikTok Live, Instagram campaigns, and virtual skincare consultations.
Viva also collaborates with local influencers like Tasya Farasya, who endorsed the Viva Queen Pro Age Advance series and praised its results as being on par with luxury brands. These strategic endorsements help Viva connect with a younger, social-media-savvy audience.
Here are some notable celebrities and influencers who have endorsed or collaborated with Viva Cosmetics in recent years:
Tasya Farasya
One of Indonesia’s top beauty influencers, Tasya has publicly praised Viva’s premium lines:
She gave high marks to the Viva Pro Age Advance series, saying it made her skin as good as when using Chanel after just one month—despite low expectations initially. Tasya officially "approves" both the Viva Eyebrow Pencil and the Viva Queen Pro Age Advance skincare range.
Winona Araminta
Featured as a speaker at Viva’s “Zumba Celebration” event on June 1, 2025 in Jakarta, Winona highlighted the benefits of the newly launched Viva Milk Cleanser Mawar (Rose variant): She praised its calming effect, balanced pH, and suitability for sensitive skin.
Gabriella Cecilia
A teen model and dancer, Gabriella served as MC for the same event and is noted as part of Viva’s “Viva Muda” youth ambassador program .
Nadya Wulan
A prominent brand ambassador under the Viva Muda initiative, Nadya appears in community campaigns and events aimed at engaging Indonesia’s youth demographic .
These partnerships demonstrate Viva’s strategy of engaging both top-tier beauty influencers (like Tasya) and a broad base of younger, creative ambassadors to strengthen its appeal among diverse age groups—from legacy users to Gen Z. Let me know if you'd like to dive into any specific campaign or collaboration!
Supporting Indonesia's Creative Economy
Viva doesn’t stop at commerce—it actively supports Indonesian fashion and beauty industries. It has served as the Official Makeup Partner at: Front Row Paris 2022 with the Indonesian Fashion Chamber. Lombok International Modest Fashion Festival 2023. Dozens of vocational schools and community events.
Through its Viva Muda ambassador program, it uplifts young creatives, teen models, and aspiring beauty professionals across the country.
A National Brand with Global Potential
As Viva celebrates its 63rd year, its story stands as a powerful example of what local Indonesian businesses can achieve. With a commitment to quality, affordability, and cultural relevance, Viva has become more than just a beauty brand—it is a symbol of homegrown innovation, resilience, and pride. While many brands come and go, Viva Cosmetics endures—proving that timeless trust can outlast fleeting trends.
