Abstrak
This study examines the challenges and strategies for international expansion of Indonesian cosmetic companies, focusing on Sariayu and Wardah. A qualitative descriptive approach was applied, using literature review and company documentation analysis to collect data. Findings reveal that Sariayu’s failure resulted from limited cross-cultural adaptation, domestic branding, restricted distribution, inadequate marketing strategies, and suboptimal human resource management and regulatory compliance. Conversely, Wardah succeeded in global markets through integration of products, culture, marketing, human resources, regulations, and economic strategies. The study recommends conducting global market research, adapting products and branding to local cultures, enhancing HR capabilities via cross-cultural training, and developing digital distribution and marketing. These strategies are expected to improve global competitiveness and reduce the risk of expansion failure