Tempo Scan officially classifies My Baby under its Consumer Products & Cosmetics business segment, describing it as a dedicated range of care products for babies and children.[3]

My Baby was developed as part of Tempo Scan’s consumer products business. While the parent company traces its history to 1953, its consumer and cosmetic operations subsequently expanded into specialized baby care. Historical materials identify My Baby as one of the group’s primary brands in this category.[4]

By the 2010s, My Baby had become an established name in baby care, offering staples such as baby powder, telon oil, shampoo, bar soap, and fabric softener. Corporate disclosures from 2011 listed My Baby under the Baby Care & Kids Toiletries portfolio alongside household items like bottle cleansers.[5]

In its 2020 annual report, Tempo Scan noted that My Baby had been present in the market for over 35 years and described it as a leader in the telon oil and baby powder categories. The report highlighted innovations such as My Baby Telon Oil Plus Longer Protection and Powder Telon Plus.[6] The brand has since broadened its scope beyond traditional staples to encompass a wider system of daily care, organizing its current offerings around routines including Bath Time, Dress Up Time, Comforting Time, Clean Up Time, and Gift Time.[7]

My Baby maintains a diverse portfolio categorized by daily care routines.

Bath Time

This cleansing category covers products designed for a baby’s hair, scalp, and skin. Examples include:

• Hair & Body Wash — Fresh & Moist
• Hair & Body Wash — Nourish & Smooth
• Hair & Body Wash — Healthy & Protect
• Hair & Body Wash — Calm & Relax
• Shampoo — Black & Shine
• Shampoo — Soft & Smooth
• Milk Bath — Nourish & Smooth
• Bath Telon Plus
• Baby soap variants

The company describes these bath products as Newborn Friendly, featuring gentle formulas that have undergone dermatological testing.[8]

Dress Up Time

This category encompasses grooming products used after bathing. The range includes:

• Hair lotion
• Baby cologne
• Baby lotion
• Face & Body Cream
• Baby powder
• Cornstarch powder

Formulas and fragrances are developed around specific sensory propositions such as Gentle Hug, Happy Time, Lovely Touch, and Calming Lullaby.[9]

Comforting Time

Comforting Time includes products associated with traditional Indonesian baby care practices adapted for modern use. Products include:

• Minyak Telon Plus Eucalyptus
• Minyak Telon Plus Lavender
• Minyak Telon Plus Longer Protection
• Lotion Telon Plus
• Diaper Rash Cream
• Oil Plus Citronella
• Oil Plus Lavender
• Biang Keringat Powder

This category focuses on providing warmth, comfort, mosquito protection, and relief for minor skin concerns.[10]

Clean Up Time

Extending beyond direct body care, this category addresses the hygiene of the baby’s environment and belongings. The portfolio includes:

• Extra Thick Wipes — Antibacterial
• Extra Thick Wipes — Hand & Mouth
• Extra Thick Wipes — Gentle Care
• Extra Thick Wipes — Clean & Fresh
• Multipurpose Liquid Cleanser
• Baby fabric detergents
• Fabric softeners
• Clothes ironing/fragrance products
• Antibacterial room spray[12]

Gift & Travel products

My Baby also offers packaged sets and travel-oriented products, including:

• Baby Care Gift Packs
• Essentials Gift Boxes
• Product sets
• Travel-size products

Corporate descriptions specifically identify travel-size packaging and gift boxes as integral parts of the brand’s offering.[13]

My Baby Kids serves as a brand extension targeting children who have outgrown the infant stage. While the core My Baby line focuses on infant care, My Baby Kids addresses the personal care needs of older children with products such as:

• Shampoo & conditioner
• Body wash
• Hair & body cologne
• Hair vitamins
• Toothpaste
• Mouthwash
• Hair styling gel
• Children’s eucalyptus oil
• Sunblock

Tempo Scan describes My Baby Kids as a range intended to protect, care for, and build children’s confidence, extending the brand’s relationship with consumers as they grow.[14]

My Baby’s market positioning is anchored in motherhood and everyday parenting. Its official consumer platform uses the tagline “Moms Know Best,” while corporate communications state that the brand supports mothers through products designed for cleansing, protection, and sensory stimulation.[15]

A defining characteristic of the brand is the integration of traditional Indonesian baby care with modern personal care science. Traditional items like minyak telon and baby powder are positioned alongside dermatologically tested washes, creams, and specialized cleansers. The brand further emphasizes “Newborn Friendly” formulations and clinical testing as key components of its contemporary identity.[16][17]

My Baby is an established player in the baby care sector rather than a niche entrant. Tempo Scan’s 2020 annual report identified My Baby as a number-one market leader in Telon Oil and Baby Powder at that time.[18]

Third-party data from Top Brand for Kids 2026 indicates continued strength in traditional categories. Published figures list My Baby with a 33.0% Top Brand Index for Minyak Telon and 25.2% for baby powder, alongside 17.4% for baby hair oil.[19] Additionally, Tempo Scan’s 2025 awards listing recognizes My Baby in categories including baby powder, baby oil, telon oil, baby detergent, and baby cologne.[20]

While Indonesia remains the principal market, My Baby is distributed internationally. Tempo Scan’s international business operations market the brand in several overseas territories, including:

• Malaysia
• Thailand
• Philippines

In the Philippines, the brand is handled by Tempo Scan’s local operations, making it a notable example of an Indonesian-origin consumer brand expanding beyond its domestic borders.[21]

My Baby operates within the Consumer Products division of Tempo Scan, distinct from its pharmaceutical business. Within the consumer portfolio, My Baby is grouped alongside My Baby Kids and PURE BABY.[22][23][24]

The three brands serve distinct segments:

• My Baby — Mainstream baby care range
• My Baby Kids — Personal care for older children
• PURE BABY — Premium, natural-oriented range featuring selected natural ingredients and Colostrum Plus[25]

The identity of My Baby is built upon five core pillars:

1. Mother-centered — Communication focuses on maternal knowledge, needs, and parenting routines.
2. Baby protection — Products emphasize safety, cleanliness, and physical comfort.
3. Indonesian parenting culture — Heritage is reflected through the continued prominence of telon oil and baby powder.
4. Sensory experience — Fragrance, texture, warmth, and calming effects are recurring themes.
5. Science and testing — Modern positioning highlights clinical and dermatological validation alongside traditional ingredients.[11]

1. Tempo Scan Group | Produk Konsumen
2. Tempo Scan Group | Consumer
3. Rangkaian Produk MY BABY #NewbornFriendly | MY BABY
4. MY BABY | Moms Know Best
5. MY BABY | Moms Know Best
6. MY BABY | Moms Know Best
7. MY BABY | Moms Know Best
8. MY BABY | Moms Know Best
9. Tempo Scan Group | Produk Konsumen
10. MY BABY | Moms Know Best
11. My Baby | Brandoke
12. 5 Keunggulan Minyak Kayu Putih Lavender | MY BABY
13. Gaya Parenting untuk Generasi Alpha | MY BABY
14. Sabun & Shampoo Bayi Baru Lahir yang Bagus? Pilih Formula Newborn Friendly | MY BABY
15. Perawatan Head to Toe yang Aman untuk Newborn | MY BABY
16. MYBABY Momversity 2021 Hadirkan Kelas Inspiratif Untuk Dukung Peran Ibu di Masa Pandemi | Indrifairy’s Journey
17. Minyak Telon yang Aman untuk Bayi Baru Lahir | MY BABY
18. Produk Lokal Pilihan Sebagai Produk Bayi Terbaik | MY BABY
19. Si Kecil Aktif Bermain Tanpa Gigitan Nyamuk | Agatha Widori
20. My Baby – LAMANSITU
21. MY BABY | Moms Know Best
22. A A. – Brand Marketing Manager at PT Tempo Scan Pacific Tbk | LinkedIn
23. Rachmat Dhany Siregar – Senior Head of Brand Management | Expert in Baby Care & Kids Toiletries | Managing MY BABY, MY BABY Kids & Pure Baby | LinkedIn
24. Angelica Grace Kristiana – Brand Manager at PT. Tempo Scan Pacific – Baby Care category | LinkedIn
25. MY BABY