What is Halal Beauty? Does this Market Make Sense for Your Brand?

Image credit : Shade M

The continuing demand for halal certified products and services, driven by a growing Muslim population (2+ billion) worldwide, is an emerging category to watch across the global beauty & wellness scene. Asia Pacific accounts for the largest market demand at present.

According to Granview Research , “The Global Muslim population is expected to reach 2.6 billion, or 30% of the total world population, by 2050.”

What defines halal and halal beauty?

Halal — translates to “permissible” in Arabic. Halal beauty refers to products manufactured, produced and composed of ingredients that are permissible under Islamic law. To be certified halal, compliance must be ensured across the whole cosmetic supply chain from sourcing ingredients to manufacturing. This includes:

• Free from animals, animal by-products and certain alcohols that are forbidden to Muslims
• Cosmetic ingredients derived from permissible animals or animal by-products must be produced through halal acceptable procedures

Common ingredients that you may be aware of that wouldn’t be “allowed” in halal formulations include:

• Collagen — many forms of this ingredient come from animal sources and are regularly found in skincare and ingestibles
• Keratin — commonly sourced from feathers, horns and wool of different animals and often used in hair products
• Oleic Acid — an ingredient that can come from animal sources and is used in various beauty formulas
• Amino Acids — can be sourced from animal proteins and commonly found in skincare products
• Ethanol — is made from plants and if the percentage in a formula is over 1% it’s considered non- halal. However, if fermentation occurs naturally at a level under 1% it can be certified halal.
• Lanolin Alcohol — sourced from sheep’s wool and if harvested when the animal is still alive then it can be classed as halal
• Glycerine — a sugar alcohol that can be derived from animal products and is commonly used as a moisturising agent in formulas
• Carmine — a red color extract obtained from an insect that is commonly used for makeup and lipsticks

Where is halal product certification required?

There is no one global centralised body for halal certification. However there are accreditation bodies based in Islamic countries. Certification with the accredited bodies in Muslim countries is the key to being recognised as a global halal brand.

Indonesia requires new beauty products entering their market for the first time to be halal certified. They have given a grace period to brands that are currently in the market, but expect them to become certified by a certain window of time. Saudi Arabia and Malaysia are also likely to follow suit with halal certification requirements.

What is the halal beauty market share and who are its consumers?

As shared by PR Newswire, “The global halal cosmetics market reached a value of US 74.7 billion in 2020” and Grandview Research also mentions that “two-thirds of Muslims are under 30 years old.”

Beyond the consumer who will only use halal products, the demand for halal certification often runs in parallel with other customer valued movements such as #cleanbeauty, #naturalingredients and #environmentalimpact. Certification is a sign of quality assurance due to the thorough evaluation requirements needed. For example, if you’re looking for vegan products it’s likely that halal products appeal to the mindful and conscious consumer who is also after clean formulas.

Until recently, the world has unfairly stereotyped Muslim consumers into two main categories, “modern Muslims” or “ultra-conservative Muslims”. Global brands need to transcend these old stereotypes and understand Muslim consumers have their own personal likes, dislikes and personal care needs and challenges; rather than solely-defining them by an outsiders representation of their faith. Halal certification is unlikely to be the key driver in their purchasing decision, just a starting point.

There is no universal Muslim consumer as they belong to many communities and sub-groups which all carry their own multi-faceted traits. I’ve personally had to remind some brands that not all Arabs are Muslims and not all Muslims are Arab. Instead there are a diverse mix of Muslim consumers who each have a strong, very unique value system and an identity that is based upon and governed by the values of Islam.

Why would you want to consider halal certification?

There is currently an unmet need and demand in the market for halal products. As there is no standardised global halal authority, there has been a lack of access to certifying bodies and education around what certifying bodies actually do and offer.

In general, it has been left up to brands in countries to lead the way and they are thriving in their home markets. However, as the globalisation of beauty allows more brands to expand overseas, the accessibility and demand for these brands to become halal certified is driving the category.

It will be interesting to see which brands decide to invest in halal certification for reasons beyond market access. It’s evident with the rise in conscious consumerism, a growing Muslim consumer base and an increased focus on “all natural”, “holistic” and “vegan” — -the demand for halal certification will continue to rapidly expand in the years to come.

Here are some of our favourite halal brands across the beauty market to keep on your radar.

• Shade M (UAE)
• Duck Cosmetics (Malaysia)
• Mora Cosmetics (USA)
• Amara cosmetics ( USA)
• PHB Ethical Beauty (USA)
• Inika Organics (Australia)
• So.lek cosmetics (Malaysia)
• Wardah Cosmetics ( Malaysia)
• Rose All Day Cosmetics (Indonesia)
• Rella Beauty (USA)
• Muskaan Makeup (USA)
• Base Skincare (Indonesia)

We are here to help you navigate these questions and point you on the right path for halal certification.

How do you know if your beauty & wellness brand qualifies for halal certification? How long does the process take? How much does it cost? How can it benefit your brand growth strategy? Which ingredients should you avoid in your formulations? How should brands market to the Muslim consumer? Which Muslim beauty influencers are leading the way?

Email Constellar Consultancy at hello@constellarconsultancy.com to set-up a call and request more information.

- Article written by Catherine Collins, Founder

Originally published at https://www.constellarconsultancy.com on September 22, 2021.