From Indonesia to the World Through Waxing Innovation

Starting in Indonesia, Mirael has continued to grow into a recognized brand in the sugar waxing industry. Established in 2013, Mirael was founded with a simple yet powerful mission: to provide a practical, comfortable waxing experience that can be done by anyone, including beginners.

Through its #WaxingUntukPemula (Waxing for Beginners) concept, Mirael has successfully introduced waxing as a more practical body-care alternative that can be easily done at home. Beyond offering sugar wax products, Mirael has also developed a wide range of waxing tools and supporting products to meet both personal and professional needs.

More Than Just a Waxing Product

Mirael’s journey goes beyond its products. As the business has grown, Mirael has developed a comprehensive waxing ecosystem that covers personal-use products, professional solutions, and educational programs for beauty entrepreneurs.

Mirael also established the Mirael Professional Waxing Academy, designed to help salons, beauty entrepreneurs, and beginners enhance their waxing skills to a more professional standard. To date, Mirael states that it has trained hundreds of waxing salons across Indonesia and Malaysia.

Through this approach, Mirael does more than simply sell products. The brand also contributes to the growth of the beauty industry while creating opportunities for individuals to build businesses in the waxing sector.

From Indonesia to International Markets

Mirael’s growth demonstrates the strong potential of local Indonesian beauty brands to compete in international markets.

Mirael products have reached markets beyond Indonesia, including Malaysia, Singapore, Vietnam, the Philippines, Taiwan, and Hong Kong, with the company stating that it has established distribution across several countries in Asia. This marks an important part of Mirael’s journey in bringing Indonesian-made waxing products to a broader international market.

Supported by its own production facility in Bogor and a strong focus on formula development and production technology, Mirael continues to strive to create products that meet the needs of modern consumers.

Known for Sugar Waxing

One of Mirael’s key strengths lies in its focus on the sugar waxing category. The brand offers a variety of products designed for different waxing needs, including underarm, leg, facial, and other body areas.

Mirael also offers a range of sugar wax variants, including Strawberry, Belgian Chocolate, Green Tea, Honey, as well as products specifically designed for professional use.

Mirael’s popularity in this category can also be seen through its strong sales activity on online marketplaces. For example, Mirael’s Official Store on Shopee features a selection of sugar wax products with thousands of units sold and high customer ratings.

Bringing Local Standards to the International Stage
For Mirael, becoming an international brand is not simply about expanding its market reach. More importantly, it is about demonstrating that beauty products from Indonesia can deliver quality, innovation, and competitiveness at a regional level.

With more than a decade of experience, continuous product development, its own production facilities, and an educational ecosystem through the Mirael Waxing Academy, Mirael continues to strengthen its position as a brand focused on the hair removal and waxing industry.

From Indonesia to the world, Mirael carries a simple message: waxing is no longer just a beauty treatment, but a practical lifestyle that is easy to learn and can also create business opportunities.

Mirael continues to move forward, introducing Indonesian waxing innovation to broader markets and strengthening its presence across Asia.