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APD 서울 전시와 어워드

Asia Package Design Exbihition & Awards



COSMETICS, PERFUMESKusuma Kosmetika

ADGI  
| AD-6015

Kusuma Kosmetika

Application company: Studio Woork
Rafidiono Rahmat
hi@kyub.co
https://

Client: Kusuma Kosmetika

Art Direction: Rafidiono Rahmat

Designers: Rafidiono Rahmat

Design Concept:

KUSUMA focuses on cosmetic and makeup products tailored to the beauty industry. The brand emerged in response to the lack of cosmetic shades that match the diverse skin tones of Indonesians. There is a limited range of colors and a narrow portrayal of beauty, often associating beauty with fair skin while disregarding darker complexions. KUSUMA is dedicated to redefining beauty standards by recognizing that idolizing fair skin is a remnant of post-colonial influence that should have been abandoned long ago. KUSUMA celebrates all complexions, from light to dark, advocating for a more inclusive beauty standard. Prioritizing safe, vegan ingredients, KUSUMA is committed to ethical practices and cruelty-free products, avoiding any form of animal testing. With a strong focus on environmental responsibility, KUSUMA ensures that all packaging is free of plastic and aims to reduce waste from the production stage to the end-user experience.