Asia-Pacific Power List 2025: Amalia Sarah Santi, Paragon

Amalia Sarah Santi

EVP and global chief business officer
ParagonCorp
Indonesia
New member

Amalia Sarah Santi is the brand custodian of ParagonCorp, Indonesia’s top beauty company and its portfolio of halal-certified brands including Wardah, Kahf, and Make Over. Under her leadership, Wardah continued its dominance as the leading beauty brand—and the region—in the archipelago last year, while newbies Kahf, a male grooming brand, and Make Over, a cosmetics brand, emerged as leaders in their respective segments.

Santi’s move from global conglomerate Unilever to Paragon was largely seamless as she found the company’s philosophy being true to her own life philosophy. Losing her mother to Covid turned out to be a profound transformative experience that reshaped the way she processed life, leadership, and purpose. At Paragon, she found the future she saw for herself—a marketer centred not just on growth but how a brand can impact people and communities. With a CMO like Santi at its helm, Paragon hit gold with its ‘Wardah Girl’ ethos to celebrate ordinary Indonesian women who were rooted in culture and sought halal products while also relating to current-age millennial needs. 

Santi and her team helped to drive rapid growth in emerging ecommerce channels while dominating conversations through hyper-engaged omni-channel ecosystems—doubling Paragon’s ecommerce business in less than a year. Some instances of the company’s digital dominance include the creation of 2.7 million pieces of content as well as the Paragon Creator Hub, a powerful affiliate community that has recruited over 24,000 affiliates. The hub marks the brand’s adaptation to the live streaming era, with 70 dedicated live streaming studios and a team of 230+ streamers operating 24/7.

Last year, Santi spearheaded the launch of Beauty Moves You, a purpose-driven global campaign that empowers individuals—especially women—to take bold actions for the greater good of society.  She is deeply involved in the strategic direction behind the launch of over 500 new products within the year, ensuring each innovation is grounded in consumer insights, sustainability, and cutting-edge trends.

Santi has been instrumental in expanding ParagonCorp’s presence into Malaysia and Brunei and drove the momentum through product innovation and impactful, culturally relevant brand activations that sparked conversation and boosted purchase intent. Some noteworthy campaigns include: Skinverse by Wardah, House of W,  Kahf x Powerman Malaysia, and Kahf x Langkawi International Half Marathon.

She also pioneered Beauty Science Tech, a signature industry event that brought together dermatologists, beauty experts, and enthusiasts to explore the intersection of science, technology, and beauty. Plus, she plays a pivotal role in embedding sustainability as a core strategic pillar within Paragon’s brand strategy, ensuring that environmental and social responsibility are integral to the company’s long-term vision and business practices.