AI, scent tech and style sync: Kahf rolls out immersive DECODE experience

ParagonCorp’s Kahf has launched DECODE, a new science-driven and AI-powered grooming ecosystem designed to help Indonesian men better understand their skin, hair, style, and fragrance needs. The initiative arrives as men’s skincare awareness surges among younger demographics, yet Kahf’s internal findings suggest many still struggle to identify the right products and routines.

Positioned as an immersive educational platform, DECODE brings together dermatological science, lifestyle insights, and Kahf’s own proprietary AI technologies. These include Skintelligence BodySync AI, which analyses body proportions to recommend suitable outfits, and Scent Finder, an AI-assisted tool to pinpoint personalised fragrance profiles.

“Kahf DECODE is Kahf’s commitment to making men’s grooming easier to understand and more aligned with their needs. We combine science, technology, and lifestyle insights so that every man can find solutions that truly match their code,” said Andrie Kurniarahman, group head of brand development PC and innovation.

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Alongside the platform, Kahf introduced two new product innovations designed to address the biological characteristics of men’s skin: Kahf Face Wash Revamp, reformulated with hydrobalance core to cleanse without stripping moisture, and Kahf Serum Niosome, the first men’s serum in Indonesia formulated with niosome technology to optimise active ingredient delivery for thicker male skin.

Kahf reinforced the DECODE launch with the Kahf Expert Board, featuring international dermatology specialist Dr Hassan Galadari. “I see Kahf being truly committed to building literacy around men’s skincare. They genuinely understand the characteristics of men’s skin and present them in a way that is accurate yet still accessible,” he said.

Local dermatological leadership also underscored the initiative’s importance. Jakarta PERDOSKI chair Dr M. Akbar Wedyadhana highlighted DECODE as a science-based educational effort addressing real men’s care needs.

As part of its commitment to deeper education, Kahf held an exclusive workshop with British Men’s Hairdresser of the Year 2025, Josh Lamonaca, offering Indonesian barbers and stylists insights into 2026 hair trends.

Kahf has also partnered with Universitas Gadjah Mada on The Acne and Sensitive Dermatology Assessment in Men (ADAM) Study. The research maps male skin comprehensively - from biophysical attributes and dermatological conditions to microbiome composition, lifestyle factors, psychological aspects, and care habits.

Actors Bryan Domani and Ricky Harun were introduced as the embodiment of DECODE’s modern, confident male identity. The brand also collaborated with The Goods Dept founder and CEO, Anton Wirjono, to explore the interplay between contemporary lifestyles and self-expression among young consumers.

“One of them is through Kahf DECODE Your Style, which provides style recommendations that are relevant and proportional to each body type. Through the Decode Style AI Sync pillar, this collaboration blends technology and lifestyle to create a more personalised style experience,” said Wirjono.

DECODE was brought to life through a five-day experience at Atrium Pondok Indah Mall 2 from 26-30 November. Visitors explored interactive zones including AI Hairstyle Code, Style Sync Colour, Body Sync AI, Scent Tech Sizer Studio, Skintelligence Station, Innovation Lab, and Scent-Tech Robomix.

Kahf concluded the DECODE activation by donating the full day’s proceeds to help flood victims.

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