KUSUMA

KUSUMA emerged from recognizing the lack of cosmetics that cater to the diverse skin tones of Indonesia. There is limited variety in shades and a prevailing concept of beauty that favors fair skin, implying that darker complexions are not beautiful. KUSUMA aims to challenge this, showing that idolizing fair skin is a post-colonial mindset that should have ended long ago. They embrace all skin tones, from light to dark, celebrating Indonesia's rich diversity.