A new frontier in beauty, especially in the Middle East, halal-certified beauty products are having a moment and expanding diversity in the cosmetics market. According to a new report by Grand View Research, the global halal cosmetics market was valued at $16.32 billion in 2015. By 2025 it is expected to reach $52.02 billion.
“This has played a huge part in empowering women who may not usually feel empowered by the beauty industry. More and more women are becoming aware that they have the power to choose products that fit in with their lifestyle, not the other way around. It all started with the increase in popularity of vegan and cruelty-free products, but [now] Muslim women [are making] more moves to have their voices heard, too,” says Paula Counsell, PR and brand manager at Lena Nail Polish, a halal nail polish brand based in the UK.
But what makes a product halal-certified? According to Celia Trevisani, global brand manager at halal cosmetics brand INIKA Organic, “A product must not contain animal-derived ingredients and is free from alcohol. We strictly follow and adhere to the guidelines from the AFIC Halal Certification Department so our shoppers can be confident we are always halal-certified.” This transparency appeals to the modern shopper, and a halal certification allows a brand to cater to a wide range of lifestyles, beliefs and backgrounds.
“[There is] always something exciting going on in the cosmetics industry; however, we are at a pivotal moment now in terms of diversity and shopper consciousness. Some of the biggest beauty brands are making an effort to offer a more diverse range of products, and to include women of all races and religion in their campaigns,” adds Counsell.
But it goes beyond diversity. Halal-certified beauty products enable Muslim women to engage in the latest trends without having to compromise their wudhu — before prayer, Muslim women must perform wudhu (an ablution where you wash your hands and feet and rid yourself of alcohol, chemicals and dirt). In the case of nail polish, specifically, to be halal-certified the polish needs to be water-permeable.
“Breathable nail polish is created using a unique formula which enables water, moisture and oxygen to penetrate through the nail polish to reach the nail bed. It has been tested independently for water permeability to verify this,” says Counsell.
Halal-certified beauty products are not just for Muslim women. Beauty brands often practice a non-denominational approach. Since halal-certified products adhere to strict guidelines, they are great for anyone looking for clean, organic and vegan beauty products.
“We’re definitely heading towards the direction of a new frontier,” says Counsell.
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