Jakarta, September 27, 2025 – MAKUKU, a brand under PT Lucky Mom Indonesia, has once again received the Superbrand Indonesia Choice Awards 2025 in the baby diaper category.
A baby’s skin is 20–30% thinner than that of adults, making it more sensitive and prone to irritation such as redness, chafing, and diaper rash. To address this need, MAKUKU introduced an innovation with the SAP (Super Absorbent Polymer) Thin Core technology, the first of its kind in Indonesia. These diapers are made with high-quality materials that are gentle on the skin while providing superior absorbency. The technology is designed to help prevent leakage and diaper rash effectively, allowing babies to move freely, grow, and develop more comfortably.
First introduced in Indonesia in 2021, SAP Thin Core technology ensures diapers remain thin, absorb quickly, keep the surface drier, prevent clumping, and feel extremely soft—offering optimal comfort and protection for a baby’s delicate skin.
“Since our arrival in Indonesia, MAKUKU has continuously innovated and improved product quality every year. The growing demand for diapers motivates us to always deliver the best for mothers. We are grateful for the trust given to us, which has led to this Superbrand recognition once again. We will continue to present even better products to support mothers and babies in Indonesia,” said Sulistyowati, Head of Marketing at MAKUKU.
Recipients of the Superbrand award are determined based on five key criteria: market dominance, longevity, goodwill, customer loyalty, and overall market acceptance. These factors form the basis for Nielsen’s survey conducted across several major cities, including Jabodetabek, Bandung, Surabaya, Semarang, Medan, and Makassar.
“This award is proof of the success of a brand’s business strategy in Indonesia. MAKUKU has proven itself as a leading brand through innovation since its debut in 2021. The Superbrands logo represents recognition of success in building brand image, brand value, brand awareness, and brand loyalty,” explained Grandtyana Mayasari, CEO of Superbrand Indonesia.
As a trusted multinational company, PT Lucky Mom Indonesia (LMI) is committed to providing family care solutions across generations—from newborn care and women’s care to elderly care.
“Each product line of LMI reflects our commitment to caring for families through innovations that deliver optimal comfort. More than just products, we aspire to be a true partner in enhancing the quality of life for Indonesian families,” concluded Titi Nurmalasari, Head of Communications at LMI.
