New wearable hearing aid targets hijab-wearing women with hearing loss in Indonesia

Indonesia – Beauty brand Wardah has partnered with Dentsu Indonesia to develop ‘Hear in Hijab’, an award-winning hearing aid reimagined for hijab-wearing women and designed to fit seamlessly into their everyday lives. 

“Hear in Hijab” takes a different approach to conventional hearing aid design, aligning with the realities of how hijab-wearing women live. The device is worn externally as a brooch pin, sitting outside the hijab to capture sound without obstruction. Audio is then transmitted wirelessly to the ear at up to 100dB clarity.

The concept is based on the role of the hijab in Indonesia, where it is a daily part of life for many women, shaping how they move, connect, and experience their surroundings. As women age and transition through different stages of life, maintaining clear hearing becomes increasingly important. 

Today, 1 in 3 Indonesian women, particularly those above 50, experience partial hearing loss. When combined with fabric covering the ears, this can further reduce sound clarity and has been associated with an increased risk of falls and accidents of up to 60%. However, most hearing aids are designed for in-ear use, which can limit their effectiveness when worn beneath layers of fabric.

Developed in partnership with Digital Nativ, the device rethinks the architecture of conventional hearing aids. It weighs 12 grams, is adjustable, and compatible with most hijab fabrics.

Defri Dwipaputra, Chief Creative & Experience Officer, Dentsu Creative Indonesia, commented, “Indonesia is a market with layered lives, deep faith, and needs that resist easy generalisation. The women of this country, in particular, have always deserved brands willing to meet that complexity honestly and be responsible to the women who make this country what it is.”

Defri added, “For us, innovation and technology are instruments for change that can be genuinely good for the people they touch. Partners, like Wardah Personal Care, who share that belief with us are the ones that understand this country’s women as individuals with real lives, real faith, and real needs that the market has too often ignored.” 

The project is currently in its early rollout phase, with initial units distributed to selected users. A second phase is underway to expand access to more hijab-wearing women across Indonesia.

Hear in Hijab received the Grand Prix of Medium at Citra Pariwara, Indonesia’s leading creative awards programme.

Khikin Indahsari, Group Head of New Brand Innovation at Paragon Technology and Innovation, commented, “Wardah has always believed that beauty is for every woman, at every stage of life. Beauty is not separate from how they move through the world. The hijab is an expression of faith and identity, bound up with confidence, in hearing the people they love clearly, in feeling present and capable.”

“Our mission has always been to stand for Indonesian women in ways that matter beyond the product, and Hear in Hijab is the most direct expression of that. Together with Dentsu Indonesia, we believe brands can create meaningful impact where it truly matters.”