Title: The emergence of traditional Indonesian herbal medicine (jamu) for cosmetic use: new avenues for the revitalisation of Javanese health and cosmetic traditions through gender entrepreneurship?

Authors: Maria Costanza Torri

Addresses: Department of Sociology, University of New Brunswick, Fredericton Campus, Tilley Hall, Room 20, 9 Macaulay Lane, P.O. Box 4400, E3B 5A3, Canada

Abstract: Jamu is a form of traditional herbal medicine that has been practiced in Indonesia before many centuries to maintain good health, treat diseases and enhance beauty. The popularity of industrial jamu and of traditional jamu produced and sold within the informal sector has increased in the last few years in Indonesia. Despite the presence of this emerging reality, the informal sector of cosmetic jamu in urban areas has been understudied. The paper aims to provide an understanding of the economic values of cosmetic jamu and to analyse the opportunities that it offers for the creation of small enterprises among poor women living in the urban areas in Indonesia.

Keywords: jamu; cosmetic use; traditional medicine; small-scale enterprises; Indonesia; urban areas; cosmetics; herbal medicine; gender entrepreneurship; small business; small firms; women entrepreneurs; female entrepreneurs.

DOI: 10.1504/IJESB.2012.046916

International Journal of Entrepreneurship and Small Business, 2012 Vol.16 No.1, pp.48 - 59

Received: 08 May 2021
Accepted: 12 May 2021

Published online: 14 May 2012 *

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