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Halal skin care firm Safi is aiming to become the largest halal beauty brand in Indonesia by capitalising on the “significant opportunities” in the market.

The brand launched in Indonesia last year and its parent company, Wipro Consumer Care, claimed that it was already the number one in mass skin care brand in the pharmacy segment.

Kumar Chander, president, South East Asia & MENA region told CosmeticsDesign-Asia that Safi was making “rapid
strides” in all other channels and was on track to reach the company’s goal to claim the top spot in Indonesia.

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