Jamu’s Rise in Global Beauty
23 February 2026 — Indonesia’s traditional herbal wellness practice Jamu is gaining fresh attention as a potential powerhouse in the global beauty industry. Long used across the archipelago for medicinal, health and wellbeing purposes, Jamu’s plant-based formulae are now being touted by researchers as a “sleeping giant” ready to unlock new cosmetic innovations.
According to a recent review published in Current Traditional Medicine, Jamu’s history stretches back thousands of years with uses ranging from internal health tonics to skincare and beauty applications. The country’s rich biodiversity — home to more than 30,000 identified plant species — provides vast potential for natural, effective cosmetic ingredients such as turmeric, Gotu Kola, and native flowering plants. These botanicals are valued for antioxidant, anti-inflammatory,y and skin-rejuvenating properties, making them attractive to beauty formulators seeking sustainable, nature-derived actives.
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The review also highlighted advances in formulation science, including nano-encapsulation and emulsions, which could improve the stability and delivery of herbal ingredients in modern cosmetic products. Consumer demand for natural and organic beauty solutions is rising globally — a trend that aligns with renewed interest in Jamu and other traditional remedies.
Despite its promise, industry experts say global awareness of Jamu outside Indonesia and Southeast Asia remains limited. Some chemists describe its potential reach as “sleeping” — waiting to be awakened by research, branding, and integration into mainstream beauty offerings.
🔗 https://www.premiumbeautynews.com/en/science-spotlight-jamu-a-sleeping%2C27145
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