Batu, en.SERU.co.id – Universitas Brawijaya (UB) has officially launched BOUMI, a premium personal care brand for children aged 4-14 that uses natural ingredients and essential oils. The university introduced its first seven products, targeting the children’s segment as the primary market.
The launch is not merely a commercial venture but a concrete realization of UB’s Penta Helix innovation ecosystem, which integrates five key pillars: Academia, Business, Community, Government, and Media (ABCGM).
Vice Rector for Research, Innovation, and Cooperation Prof. Unti Ludigdo said BOUMI exemplifies the systematic collaboration model emphasized in Indonesia’s national innovation policy.
“Penta Helix begins with research, moves through business and community collaboration, is strengthened by government support, and reaches a wider audience through media. BOUMI cannot be separated from the collaborative architecture systematically built by UB,” Prof. Unti explained at the launch event held at Batu Love Garden on Friday (17/4/2026).
Under the model, Universitas Brawijaya contributes fundamental research, formulation, and intellectual property management. Business partner Cedefindo from the Martha Tilaar Group ensures the products meet Good Manufacturing Practice (GMP) standards for national competitiveness and potential export. The community pillar is represented by Batu Love Garden (part of Jatim Park), which provides direct distribution channels to family tourists — the ideal target consumers who prioritize quality children’s products.
The government element is supported through Brawijaya Multi Usaha (BMU) UB, which designs a sustainable revenue-sharing model among the university, industry partners, and researchers. Media plays a crucial role in expanding the reach of local innovation narratives.
Filling a Gap in Children’s Personal Care
Head of the Dermatology Department at Universitas Brawijaya, Dr. dr. Sinta Murlistyarini SpDVE, Subsp.DKE, FINSDV FAADV, highlighted a significant market gap that BOUMI aims to address.
Indonesia’s children’s personal care market has long been trapped between two extremes: overly mild baby products unsuitable for school-aged children’s high physical activity, and adult products that are too harsh for developing skin.
“Most kids’ care products on the market are simply adult formulations with minor adjustments. That is not genuine children’s care,” Dr. Sinta asserted.
She explained that children’s skin has a thinner stratum corneum, making it more permeable and vulnerable to irritation from harsh chemicals. BOUMI was developed from the ground up using a pediatric dermatology approach — pH-balanced, free from harsh synthetic fragrances, and enriched with emollients to optimally support the development of children’s skin barriers.
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Expanding the Line and Targeting Broader Segments
Following the initial seven products, five more are scheduled for launch soon, targeting teenagers and UB students with ingredients such as kombucha and basil flower, offered at competitive prices.
Seven Products for Active Kids
The first BOUMI line offers a complete daily care routine for active children, from morning to evening:
- Unbelie Bubble Natural Shampoo – containing Camellia Sinensis and botanical extracts with a bubblegum scent.
- Bubble Pop Natural Body Wash – with chamomile and calendula extracts, herbal citrus aroma.
- Hi-To-Go Sun Protector SPF 30 – based on silk stigma innovation with lavender scent.
- Spring Daze Cologne – made from citrus essential oil, lasting up to three hours.
- Mossy Body Spray – mosquito repellent based on eucalyptus and lavender oils.
- Bibble Babble Hand Wash – enriched with pro-vitamin B5 and citrus oil.
- Peppy Pomade – formulated with argan oil for styling children’s hair.
All products emphasize pleasant sensory experiences in aroma, texture, and packaging, turning personal care routines into moments children look forward to rather than dread.
Harnessing Indonesia’s Essential Oils for High-Value Products
Head of UB’s Essential Oil Institute, Prof. Warsito, emphasized that BOUMI transforms Indonesia’s abundant essential oils — long exported as raw commodities — into high-value scientific products.
“Indonesia is one of the world’s largest producers of essential oils such as patchouli, clove, nutmeg, and red ginger. Yet the value chain has mostly stopped at raw exports. BOUMI proves that essential oils are science, not just fragrance. We have conducted more than 10 years of research on over 40 Indonesian aromatic plant species,” Prof. Warsito said. All formulations have undergone strict safety and efficacy testing.
Highlight: Sun Protector from Agricultural Waste
One product drawing particular attention is Hi-To-Go Sun Protector, which uses “stigma silk” (corn silk) — typically discarded agricultural waste — as its main active ingredient.
Researcher Dr. Rosalina Ariesta Laeliocattleya (Dr. Ocha) discovered that corn silk contains ferulic acid and flavonoids with significant UV absorption capabilities. The formula has passed both in vitro and in vivo SPF testing, consistently meeting SPF 30 standards recommended for children in tropical climates.
“Every bottle sold creates new demand and directly benefits corn farmers by turning their waste into a valuable resource,” Dr. Ocha said.
BOUMI positions itself as more than a product line — it is proof that Indonesian research and local natural ingredients can produce premium, globally competitive personal care products. (rhd)
