SimplySiti Sdn Bhd, founded by Malaysia's popular singer, Datuk Siti Nurhaliza, plans to penetrate the Indonesian cosmetics market by the first half (H1) of 2017.

Its executive chairman, Datuk Seri Khalid Mohamad Jiwa, said the company, which would bank on Siti's popularity in the republic, planned to open its outlets in Indonesia's main cities, starting with Jakarta.

Khalid said SimplySiti was currently in talks with a few potential partners for the Indonesian venture.

"Siti will also hold big concerts in Indonesia next year in five to six cities and I think that will be the best time for our SimplySiti products to be launched," he told media briefing after attending the collaboration ceremony between SimplySiti and AirAsia BIG Duty Free here today.

Under the collaboration, the special edition of Simply Elegant 2-Way Cake-AirAsia Edition and the Simply Elegant Lip Gloss Duo-AirAsia Edition would be made available on board all AirAsia and AirAsia X flights beginning Sept 1.

He said the collaboration with global brand like AirAsia would offer the company the opportunities to tap other Asean countries soon.

"We see this as a good collaboration as AirAsia and SimplySiti have the same customers base which are from the middle-income group buying affordable goods but would not compromise on quality," he added.

Khalid said SimplySiti currently recorded an annual sales of between RM30 million and RM40 million and the company aimed to double them by next year via its business expansion to Indonesia.

For the local market, he said, SimplySiti products were available at pharmacies like Guardian and Watson.

"We also planned to open 10 to 15 our boutique outlets by year-end," he said.