It wasn’t Ubud’s emerald jungles and scenic paddy fields, Kuta’s buzzing strip of beach clubs, or the famed surf breaks of Uluwatu that made New York-born photographer and surfer Michael Lorenti uproot his life and move to Bali back in 1997. Instead, it was the unassuming, quiet charm of Jasri, Karangasem, a small fishing village tucked away on Bali’s eastern coast. More than two decades later, this corner of Karangasem has become both his home and the base of Sensatia Botanicals, the all-natural skincare enterprise he has been running from the heart of the village since 2000.
“[In Jasri], I really got to observe how deeply intertwined Balinese culture and traditions are in everyday life. There’s a genuine respect for nature here and a remarkable ability to make the most of what’s around them,” shared Michael, fondly recalling his early years on the island.
“I spent a year living in my friend’s family home, where I often watched his grandmother make ‘magic potions’. Whenever she had a wound, she would sit with a terracotta plate and start grinding a piece of sandalwood with a little bit of water until this beautiful fragrance comes out. She would then apply it to her bruises,” he recalled. “It doesn’t get any more natural than that. I remember thinking to myself, ‘These are the kinds of ingredients that more people need to have access to’.”
The all-natural formula
When Michael first arrived in Bali, he quickly noticed the difficulty of finding grooming products that suited his needs. “Back in the States, I was training for rock climbing at a pretty high level and was extremely health-conscious—it’s second nature for me to scan labels, whether it’s for food or grooming products,” he explained. “At the time, most of the products I found here were highly synthetic and heavily perfumed, and that just didn’t sit very well with me.”
In the absence of natural alternatives, Michael began experimenting with making soap from cold-pressed coconut oil in his home garage. This later developed into Sensatia’s first-ever product line, which to this day remains one of the brand’s most sought-after products. Today, the brand has over 35 stores spread across the country, an international clientele spanning Japan and the United States, and a catalogue of up to 300 products—all centred around their star ingredient: plants.
“You see this all over Indonesia. Plants and fruits serve many purposes, from cooking and medicine to traditional offerings,” Michael said. Sensatia taps into this rich botanical heritage, collaborating closely with local farmers to harvest ingredients across Bali, such as seaweed from the southern tip of Nusa Dua, and the mineral-rich black volcanic sand gathered near the base of Mount Agung, the island’s tallest active volcano.
“There’s a genuine respect for nature here and a remarkable ability to make the most of what’s around them.” – Michael Lorenti, CEO and Founder of Sensatia Botanicals
Although the brand prioritises locally sourced ingredients, they are also pragmatic enough to gather quality ingredients straight from the source. Lavender is from Bulgaria, shea butter from parts of Africa, and rose from Turkey. “We focus more on the function of each ingredient and less on pretty smells. What’s great is that some of the most effective ingredients are essential oils—and they smell incredible,” Michael explained.
It’s difficult to imagine walking into a local beauty store today without seeing shelves lined with “clean” and “natural” labels proudly displayed like a badge of honour. Yet back in 2000, when Sensatia Botanicals first started out, such was the case. At the time, consumers were just beginning to be conscious and critical of the ingredients in their food and personal care products, seeking healthier, more transparent options.
Publications such as Stacy Malkan’s 2007 book, ‘Not Just a Pretty Face: The Ugly Side of the Beauty Industry’, would later go on to expose the alarming lack of standardised safety regulations in the beauty industry. It exposed the widespread use of toxic chemicals like parabens, phthalates, and sulfates hidden in cosmetics, as well as their potential links to long-term health issues and hormonal imbalances.
Amidst this growing awareness, Michael’s vision for Sensatia was simple yet ahead of its time: to ensure customers knew exactly what they were putting on their bodies. By prioritising plant-derived ingredients, he not only reassured customers about the safety of his products but also proved that nature could rival, and often outperform, synthetic alternatives.
Behind the labels
Inside the all-white sterile room at Sensatia Botanical’s production facility in Karangasem, a bouquet of scents intermingle in the air. At first, only the faintest trace of jasmine is detectable, greeting like an invisible wave. It’s soon joined by the subtly honeyed yet earthy warmth of lavender and lemon peel. Anchoring it all is the creamy, slightly nutty tones of coconut oil.
Clad in the brand’s uniform, complete with masks, hair nets, and gloves, the staff worked with quiet precision, each attending to their designated section of the room. Surrounding them, tin vats of various sizes were neatly labeled with batch numbers. At one station, a staff member adjusted the speed of the blender in his hand, angling his body slightly to ensure the 100-kilogram vat of body lotion in front of him was thoroughly mixed. Nearby, another poured a pot of pre-measured oils into the swirling mixture with steady hands. As the oils caught the light, they created a soft shimmer before spiraling into the base, releasing the distinctly floral notes of jasmine into the air.
“It may look simple, but achieving the right consistency requires trained precision,” shared production manager Ni Luh Somawati. “While we’re exploring automation and incorporating more machines to streamline production, empowering local employment is also a priority, especially since many of our staff have been here since Sensatia’s early days. The combination of machinery and manual craftsmanship allows us to fulfill a wide range of production specifications.”
Before a single drop makes it into production, every ingredient undergoes rigorous testing at a nearby lab. Peppermint oil, for instance, might take up to five days to pass inspections. “Everything is tested—the pH, the viscosity, the microbiology,” said Michael, explaining the intense process that has earned Sensatia its status as Bali’s first GMP-certified (Good Manufacturing Practice) cosmetics company. “It’s incredibly rewarding to know that every product leaving the facility is fully screened and traceable.”
Once bottled, the process continues on the second floor of the facility, with designated areas for labelling and packaging. On one side of the room, tubes are filled with freshly poured toothpaste and hand cream. Not far away, six staff members share a table, each one methodically folding thin rectangular boxes before sliding the eye creams in. Across the room, Jerry cans are filled and labelled with custom formulas for Sensatia’s long-standing hotel clients, including Alila, Padma and Desa Potato Head.
“It’s incredibly rewarding to know that every product leaving the facility is fully screened and traceable.”
At the factory, traceability dictates every step. In the final stage, selected finished products from each batch are subjected to a climate chamber test, where they are exposed to specific conditions—maintained at a particular temperature for a set duration—to simulate three years of shelf life at room temperature. Only once they pass the test are they sent to the stockroom, the last stop before being shipped off to Sensatia’s distribution centre in Padang Galak, Sanur.
“We must ensure that any complaints or malfunctions can be traced directly to their specific batch. This level of accountability allows us to swiftly identify potential issues and address them effectively,” Michael pointed out.
A full circle
For Michael, choosing Karangasem as the foundation for Sensatia was about more than just a business move; it was also his way of giving back to the local community and environment. And he is unafraid of pushing for new ways of doing things or establishing a working culture that is distinctly Sensatia. From the start, Lorenti has committed to a 20% profit-sharing system with his staff—a move that initially drew a lot of scepticism and raised eyebrows.
“Just as natural products make sense, revenue sharing makes sense to me,” Michael mused, without a second thought. “They worked hard for it, and they should be rewarded accordingly. It also gives the staff a sense of pride and ownership when they see the company grow. I can’t imagine doing it another way.”
It’s a system he’s implemented since the brand’s first-ever soap sale. “Personally, I believe this system will help us as individuals to indirectly improve the micro-economy. Our impact will become more evident over time, but small changes are already visible, such as increased hope for locals to access better education and a reduction in urban migration to South Bali,” shared I Nyoman Parta Wijaya, Quality and Regulation manager, who has been with the company since 2013. Nyoman is among the 70 per cent of Jasri locals that Sensatia employs. Together, the team fosters community engagements through initiatives ranging from youth groups and school programs, local sports events, to regular beach and temple clean-ups.
This sense of community is palpable even during everyday moments as simple as their afternoon break. At midday, a small group spills out into the outdoor area, gathering under the outstretched limb of a tree, whose canopy offers welcome shade. Someone is telling a story; another replies with a playful jab, and soon, the entire group is laughing.
Such togetherness is central to how Sensatia operates. While staying true to its natural and sustainable ethos, the brand has also demonstrated its agility to adapt to market demands. In the past two years alone, the team has introduced its fragrance line, men’s line and mother and baby line—further widening their reach through their range of products. “The advantage of going straight from manufacturer to retail is that we’re able to stay in close touch with customer needs,” Michael added.
One of its latest innovations is the Seastem Marine Collection, featuring Macrocystis pyrifera extract, or kelp. Packed with minerals and collagen-boosting nutrients, this powerhouse ingredient is blended into products from eye concentrates to cleansers. “It’s so fascinating because kelp is the fastest-growing organism on Earth,” said Michael. “It just makes sense to put it on our skin, which is always regenerating.”
“If you make a claim, you have to be able to back it up.”
Back at the facility, the atmosphere is calm yet focused, with each staff member absorbed in their tasks. Michael shared that they have recently installed solar panels, which now supply 75 percent of the energy required for production. The company is also expanding its facilities. “In a few years, we might even have a garden where we grow produce for all our staff meals,” he said with a slight laugh.
Just a short walk away stands Sensatia Botanical’s first-ever store, recently relocated from its original building nearby the production house. Its bright and sleek design feels almost like a stark contrast to the surrounding quietude of Jasri—a poignant reminder for Michael of the brand’s humble beginnings, and the community that continues to inspire him on his journey.
The store, still bearing traces of cardboard boxes from its recent move, stands as both a physical and symbolic marker of Sensatia Botanicals’s evolution over the past two decades. Lined on the shelves, the brand’s range of products stand tall—from the natural soap line Michael first prototyped in his home garage to the latest advanced hair care line. “While the term ‘natural skincare’ has gained traction, I wouldn’t say it’s losing its potency,” shared Michael. What’s exciting is that it’s now widely accepted as the norm, and that’s exactly what we’ve believed in and championed with Sensatia from the very beginning.”
Michael summed it up simply: “If you make a claim, you have to be able to back it up.”
