In an era when entrepreneurs are expected to lead not only with vision but with authenticity, Brian Lazuardi Tjahyanto stands out as a multidimensional leader whose career seamlessly bridges beauty, business, and body transformation. From building two of Indonesia’s most successful cosmetic brands , Azarine and Wonderlux , to now spearheading a new movement in wellness and sports nutrition with his brand FUELIN, Brian represents a new generation of CEOs who believe that innovation starts from within.
Before founding FUELIN, Brian had already left a lasting mark on Indonesia’s beauty industry. Through his leadership and strategic foresight, Azarine and Wonderlux grew into household names, ranking among the top three beauty brands in Indonesia. Both brands redefined what local excellence could look like, merging scientific innovation with aesthetic appeal.
That foundation in consumer behavior and product development became the seed for Brian’s next evolution. “I always believed that beauty doesn’t end on the outside,” he says. “It’s about how strong, healthy, and confident you feel on the inside. FUELIN was born from that belief , that sport and nutrition is the new luxury.”
Brian’s entrepreneurial evolution coincides with a striking personal transformation. Once living a high-pressure executive lifestyle, he decided to radically change his approach to health and discipline. Over months of structured nutrition, training, and mindset reprogramming, he reduced his body fat from 27 percent to 6 percent , a change that culminated in his participation in an international bodybuilding competition.
But beyond the physical results, Brian discovered something deeper: a renewed understanding of energy, focus, and recovery , the key elements that now shape the DNA of his wellness brand.
“I wanted to prove that transformation is possible for anyone , not just for professional athletes,” he shares. “With FUELIN, I’m not selling supplements; I’m building a movement around healthy ambition, self-discipline, and active living.”
FUELIN represents the convergence of innovation, functionality, and taste. Designed for the modern consumer , particularly Gen Z and millennials who view wellness as part of their identity , the brand champions nutrition that performs as good as it tastes.
Its first hero product, FUELIN Fusion-W, is a next-generation blend of whey and isolate protein, enhanced with natural papaya and pineapple extracts that act as digestive enzymes. The formula also delivers high glutamine content, supporting joint recovery and muscle repair , two areas often overlooked in mainstream protein products.
The result is a supplement that embodies the brand’s pillars: innovation, great taste, recovery, and trust.
Just six months after its launch, FUELIN achieved a MURI (Indonesian Record Award) for gathering 1,000 people to drink protein shakes together , a symbolic milestone that showcased its high demand and cultural impact.
One of FUELIN’s strongest differentiators is its commitment to inclusivity and safety. Every product is Halal-certified, externally tested, and verified as lactose-intolerant friendly , a critical advantage for Southeast Asian and Middle Eastern markets.
This attention to detail not only builds consumer confidence but positions FUELIN as a globally scalable brand capable of crossing borders. Currently available across Indonesia through Watsons, Nature’s Farm, and major modern-trade retailers, FUELIN is now preparing for regional expansion into Vietnam, Malaysia, and the Middle East.
For Brian, FUELIN is not just about commercial growth , it’s about education. He aims to dismantle the myth that protein supplements are only for hardcore bodybuilders. “Protein is for everyone who moves,” he explains. “For the young professional recovering after a long day, for the mother who trains before work, for the creative who wants to sustain energy. It’s about fueling your active lifestyle , whatever that looks like.”
This message, simple but powerful, resonates with a younger demographic seeking authenticity and purpose in the brands they support.
Unlike many supplement companies that prioritize performance over flavor, FUELIN invests heavily in taste innovation. “If you want people to make wellness part of their life, it has to feel enjoyable,” Brian says. “You can’t build consistency without pleasure.”
Every FUELIN product goes through an extensive R&D process to ensure taste quality, digestive comfort, and nutrient performance. This intersection of science and sensory experience has become one of the brand’s strongest competitive advantages, creating loyal consumers who stay not only for results but for experience.
Brian’s concept of “recovery” extends beyond muscle repair , it represents balance. After years managing multiple companies, he understands the burnout culture that plagues many entrepreneurs and executives.
“Recovery is not weakness; it’s strategy,” he says. “In business, in health, in life , recovery is what keeps you performing sustainably.”
This principle is embedded in FUELIN’s upcoming product roadmap: electrolyte formulas, muscle-active creams, pre-workouts, collagen isolates, and protein bars , all designed to support the rhythm of an active, balanced lifestyle.
At the core of Brian’s approach lies innovation , not only in formulation but in mindset. He sees FUELIN as a cultural brand: one that connects ambition, aesthetics, and authenticity. His journey from beauty mogul to wellness visionary illustrates how industries are converging under the same principle , the pursuit of better living.
He’s also leveraging his experience with Azarine and Wonderlux to shape FUELIN’s branding and retail strategy. The goal is clear: to bring the same level of trust and consumer engagement that made his beauty brands leaders in Indonesia, now applied to the world of sports nutrition.
Looking forward, Brian plans to turn FUELIN into a nutrition & wellness platform , combining science, education, and innovation to empower people to live actively. His focus now lies in building a network of athletes, trainers, and lifestyle ambassadors across Asia and beyond, creating a community that represents resilience, style, and integrity.
He also continues to manage his multi-brand portfolio, using his companies as ecosystems that support one another across beauty, health, and performance sectors. “My vision,” he says, “is to build brands that improve how people live , not just how they look.”
