Makarizo is an Indonesian hair-care and beauty brand that originated in the 1980s. Initially known for professional hair-straightening solutions, the company has expanded its portfolio to include hair treatments, daily hair care, styling, coloring, and salon-oriented products. Makarizo currently operates as a subsidiary of PT Akasha Wira International Tbk, a publicly listed consumer-products company in Indonesia. 1

The brand traces its roots to the 1980s, when a chemist developed a hair-straightening formulation that became known as the Makarizo Rebonding System. This product established the brand’s identity around professional hair transformation and chemical straightening services.

1980s: Origins

Makarizo began as a provider of professional hair-straightening products. The Makarizo Rebonding System was the foundational product, linking the brand closely with salon-based chemical treatments. Following this initial success, the company diversified into other professional hair processes, including:

• Rebonding
• Perming
• Hair treatment
• Hair care

Early additional lines included Smart Waves and EXO, designed for hair-perming applications.

Expansion into broader hair care

After establishing credibility in professional salon services, Makarizo moved beyond chemical treatments into general hair-care products. The introduction of the Makarizo Advisor line positioned the brand not just as a supplier of salon chemicals, but as a comprehensive hair-care provider. 2

2005: Transition to mass retail

Originally heavily associated with salons, Makarizo began distributing through conventional retail channels as its reach grew. In 2005, a dedicated consumer division was established to facilitate sales through:

• Cosmetic stores
• Supermarkets
• Drugstores/pharmacies

This shift marked a significant transition from a primarily professional/salon brand to a mass consumer hair-care brand.

International expansion

Following its domestic success, Makarizo expanded internationally. The brand reports distribution in markets including Malaysia, Singapore, Timor-Leste, Mongolia, Australia, the United States, the Middle East, Germany, and South Korea. The company’s history notes that its international business operations were registered under Marlene Kosmetik GmbH in Berlin, Germany.

2010: Acquisition by Akasha

A major corporate milestone occurred in October 2010, when PT Akasha Wira International Tbk acquired the Makarizo brand and business assets from PT Damai Sejahtera Mulia. Shareholder approval was granted on 21 October 2010, with the acquisition completed on 11 November 2010. This move formally entered Akasha into the hair-care cosmetics sector. 3

2013: Regional office establishment

In 2013, Makarizo opened an international sales and marketing office in Selangor, Malaysia, further strengthening its regional distribution network. 4

Makarizo is not an independent publicly listed entity; it functions as a brand within PT Akasha Wira International Tbk. Akasha was originally established in 1985 as PT Alfindo Putrasetia, undergoing several name changes before adopting its current title in 2010. Its portfolio includes bottled water, beverages, cosmetics, and the distribution of professional cosmetic products.

Within Akasha’s structure, Makarizo falls under the beauty/cosmetics segment. Key business ranges identified by Akasha include:

• Makarizo Hair Energy
• Makarizo Advisor
• Makarizo Professional

Makarizo has evolved from a specialist chemical treatment brand into a broad hair-care ecosystem. Products are generally categorized as follows:

A. Hair treatment

Reflecting its historical strengths, this category includes products for:

• Hair restructuring
• Straightening and smoothing
• Damaged-hair repair
• Hair masks and intensive conditioning

B. Daily hair care

Products for routine maintenance include:

• Shampoo and conditioner
• Hair vitamins and tonics
• Scalp treatments

C. Hair styling

The brand offers various styling and finishing products to help consumers create and maintain hairstyles.

D. Hair coloring

Makarizo participates in the professional color market, notably through its Concept Ultimax range.

E. Professional salon products

Central to the brand’s identity, this segment targets hair salons and professional hairstylists. These products are designed for technical salon services rather than everyday home use. Makarizo describes itself as an international professional beauty-products business that continually introduces new techniques and trends for salon partners. 5

Makarizo Hair Energy

One of the brand’s most prominent consumer-facing platforms, Makarizo Hair Energy features a youthful identity with distinctive orange packaging. It emphasizes sensory experiences, ingredients, and fragrances, combining treatment benefits with a contemporary lifestyle proposition.

Makarizo Advisor

Representing the treatment-oriented side of the brand, Makarizo Advisor bridges professional expertise and at-home care. Traditional offerings in this range include hair masks, vitamins, tonics, and specialized treatment products. 6

Makarizo Professional

Targeted at salons and stylists, this division provides technical products for services such as restructuring, straightening, perming, bleaching, coloring, and professional treatments. Akasha describes this division as an international network aimed at helping salon partners deliver high-quality services.

T1 Techno Nature

Appearing in the current retail portfolio, T1 Techno Nature is associated with technical and professional-grade hair-treatment products.

Barber Daily

Expanding into the men’s grooming segment, Barber Daily indicates the brand’s move beyond traditional women’s hair-care products.

Makarizo occupies a unique position in the beauty market by combining professional salon heritage with consumer accessibility. Its positioning can be summarized as:

Professional hair expertise → salon products → at-home treatments → everyday hair care

This approach differentiates Makarizo from brands that entered the market solely as mass-market shampoo providers. The brand leverages its credibility in technical processes like straightening and perming to offer accessible consumer products. Its stated mission is to support individuals in exploring and improving their self-expression through beauty.

Makarizo serves several overlapping audiences:

1. Everyday consumers: Individuals seeking shampoos, conditioners, masks, vitamins, and styling products.
2. Consumers with specific concerns: Those addressing dry, damaged, frizzy, weak, or chemically treated hair, as well as scalp issues.
3. Younger demographics: Particularly targeted by the Hair Energy line, which uses vibrant branding and fragrances.
4. Salon professionals: The core audience for technical products involving rebonding, perming, coloring, and restructuring.

Makarizo employs a multi-channel distribution model. Historically rooted in salons, the brand expanded into professional distributors, cosmetic stores, supermarkets, drugstores, and online retail. The 2005 establishment of the consumer division specifically facilitated this broader reach. Today, products are available through online retail channels operated by Akasha.

While fundamentally an Indonesian-origin brand, Makarizo maintains an active international footprint. Officially listed markets include Malaysia, Singapore, Timor-Leste, Mongolia, Australia, the United States, the Middle East, Germany, and South Korea. This combination of local strength and international ambition distinguishes Makarizo among Indonesian hair-care brands. The company’s vision is to become a leading global beauty-care brand through high-quality products and service.

Key concepts defining Makarizo’s identity include:

• Professional expertise: Rooted in salon chemistry and hair transformation.
• Hair health: Focus on treatment and restoration.
• Beauty and self-expression: Positioning hair care as part of personal appearance.
• Accessibility: Availability across diverse retail channels.
• Innovation: Continuous introduction of new formulations and techniques.

Makarizo is notable for maintaining a link between professional salon culture and consumer hair care. While many consumers encounter the brand through retail products like Hair Energy, professional stylists recognize it for its technical systems. Watsons Indonesia describes Makarizo as a “Hair & Scalp Expert”, noting trust among more than 1 million consumers. 7 This creates a dual market identity:

Makarizo Professional = technical/salon expertise
Makarizo Consumer = accessible everyday hair care

Dates are based on Makarizo’s history and Akasha’s corporate profile.

Makarizo is characterized by its professional heritage. Unlike conventional shampoo brands, it originated with technical hair transformation (specifically straightening) and subsequently built an ecosystem around hair science, treatment, and maintenance.

In summary, Makarizo is an Indonesian-born hair-care brand that grew from a professional rebonding/straightening specialist in the 1980s into a broad beauty business spanning consumer hair care, treatment, styling, coloring, and professional salon products, now operating under PT Akasha Wira International Tbk.

1. SEJARAH – Makarizo
2. About – Makarizo Professional
3. Makarizo Professional – PT. Akasha Wira International Tbk
4. MAKARIZO HAIR ENERGY – AKASHA WIRA INTERNATIONAL
5. Makarizo
6. Laporan Analisis Wawancara Konsumen Tentang Sampo Makarizo 0220101202 Kls F – Studocu
7. Makarizo Professional