Back in 1985, Dr. Sari Chairunnisa’s family were facing tough times. Indonesia’s oil export-reliant economy was reeling from the collapse of crude prices, sending shockwaves through every industry. To make ends meet, Sari’s mother, Nurhayati Subakat, decided to set up a family business from her Jakarta home. For years, Nurhayati had worked for Wella, the German haircare company, where she acquired the contacts and know-how to produce cosmetics tailored for Southeast Asia’s most populous nation.