From Islamic fashion, to airlines dedicated to following Islamic procedures and customs, halal makeup is next in line to join the wave of products catered specifically to the Muslim market.
According to articles on The Straits Times and the New Straits Times, halal makeup is making waves in Southeast Asia as cosmetic producers help to weed out products which contain alcohol and lard-based lipsticks.
This is a big change following what seemed to be a niche market a few years ago.
This also joins a trend where more and more international brands are capitalising on the growing Muslim market to launch products specific to the Islamic demographic. It also shows an increasing number of young Muslim consumers with high spending power; enough to warrant an entire focus for the market.
Today several major beauty brands like L’Oreal which has hopped on the bandwagon, with strong markets in Malaysia, Indonesia and Singapore pushing the envelope.
“L’Oreal has had hundreds of its ingredients certified halal, and experts have checked its production lines turning out goods for the huge market in Indonesia, which counts 200 million Muslims,” read an article on the AFP.
Over the years many global fashion brands have been tailoring their approach to reach the growing Muslim market. Last year Uniqlo launched its special modest wear collection which was created in collaboration with designer and internet personality, Hana Tajima. The Uniqlo X Hana Tajima Collection was designed to cater to the cultural needs and modern taste of Muslim women who desire to look fashionable and conservative.
Others such as H&M, Zalora and D&G have also made significant investment in the space.
During an earlier interview, Harriet Robertson, director, Flamingo Group, attributed this to the high number of young Muslims fashionistas with high spending power is too irresistible to brands looking to tap into this growing market.
“There is a huge opportunity for brands to forge wider and deeper connections. It will take some time for this to happen so I think that the focus on the Muslim consumer is a marketing trend that is here to stay,” she said.