Halal cosmetics: only for arab countries or the trend of the future?

There is a booming market in the global cosmetics industry, with impressive figures: the $30 billion market in 2022 is expected to double by the end of the decade. This is the halal cosmetics market, which includes all beauty products made with permissible (halal) ingredients for Muslim consumers. To be declared as such, these products must be formulated, produced, packaged, stored, and distributed in compliance with the regulations of an Islamic certification body that ensures their halal status. In contrast, haram products are those that are prohibited and illegal, including alcohol, pork derivatives, blood, reptiles, insects, GMOs, and animals not slaughtered according to Islamic law.

Several factors contribute to this success. Firstly, there is an increasing demand for cosmetic products from Arab and Muslim countries: demand in countries like Malaysia, Indonesia, Saudi Arabia, and Turkey, to name a few, is rapidly expanding. Predominantly Muslim countries are expected to remain the primary consumers of halal cosmetics for several years, but these products are also gradually spreading to other parts of the world, such as China (where the Muslim community is a minority, but the competitive price is a strong incentive for purchase) and Europe. In these cases, there is a need to meet the demands of large migrant communities and second-generation youth, who are fully integrated and European but choose a Western lifestyle with an eye to the religious habits and traditions of their families. Additionally, there is a cross-cutting reason that greatly appeals to Millennials: halal products are almost always vegan and cruelty-free, adopting production (and marketing) strategies that cater to ecological sensitivity, such as minimizing water consumption and using sustainable materials in packaging, often avoiding plastic.

When it comes to products, the range is quite diverse and comparable to that of traditional cosmetics; the key difference lies in the processing and ingredients. In halal versions, you can find fragrances, personal care and hygiene products, lipsticks, foundations, skincare products, and more. In makeup, the most sought-after product is long-lasting foundation, which is essential for women who wear the hijab and prefer non-transfer products to avoid staining their veils.

There is a growing and highly attractive demand, yet major brands have so far provided limited responses, with only a few products specifically targeted at the Asian market. For independent companies, especially small and medium-sized enterprises, the choice is challenging: on one hand, the immense potential of this market; on the other, the difficulties in obtaining certification. Halal standards are very high, both in terms of raw materials and production processes. Companies seeking certification must make significant investments in selecting raw materials and packaging, as well as in their operations. A certified halal cosmetic not only excludes prohibited ingredients but also ensures the absence of contamination or impurities throughout the entire production process. For instance, all sanitizers and cleaning agents used on equipment must be free of alcohol.