Halal cosmetics are experiencing a boom in the Middle East and Southeast Asia, with a focus on sustainability, inclusiveness and mental and physical well-being. But not only that, Generation Z, which includes those born between 1997 and 2012, is revolutionizing the Beauty sector with its purchasing preferences. Consumers want brands to address their concerns, to meet their beauty needs, but also to conform to their religious practices.
Halal cosmetics is an increasingly popular trend among Muslim consumers. The word "halal" comes from Arabic and means "lawful" or "allowed". The fundamental principles of halal cosmetics are the exclusion of all non-natural substances and additives, such as dyes, synthetic preservatives, parabens, perfumes and G.M.O.
In fact, Gen Z Muslims have well-defined characteristics:
• inclusiveness and transparency: for them there is no single definition of beauty and brands must address all categories of consumers, diversity is a strong point for them. They also demand transparency from companies, and would never buy from someone they wouldn't establish a relationship with via social media.
• hybrid products: 10 skincare steps are not practical and sustainable, for this reason importance is given to multi-function, price and also sustainability, it is better to use a single product with multiple applications.
• freedom of expression and realism: it is important to express one's identity but also to have real, imperfect models. Brands should not use edited photos to hide physical imperfections but show the faces of real people.
• education: being digital natives, Gen Z consumers use social media to better educate themselves on cosmetic products and their ingredients. • community: they are able to create real online communities and open real open discussions on skin problems and how to use the products.
Speaking at Cosmoprof Asia 2022 in Singapore, Heloise Lefebvre du Pray, Project manager of Asia Cosme Lab highlighted the evolution of the beauty landscape in Southeast Asia "The pandemic has accelerated the growth of local brands, but foreign brands are also launching specific products for Southeast Asia. Consumers want brands to respond to their concerns, to meet their beauty needs, but also to conform to their religious practices."
Let's see some examples:
Wudhu friendly products: before their daily prayers, Muslims are required to perform a ritual called Wwudhu" (ablution) in which they wash their face, hands, arms and feet. In response some brands have introduced nail polish" breathable" which allows water to pass through, thus allowing the nails to be cleaned.
Products for Hijab: women who wear the hijab are subject to problems of dandruff, itchy scalp, brittle hair and hair loss, here are products that aim to solve the problems related to this religious obligation.
Ramadan and cosmetics: during the Ramadan period, Muslim consumers also have additional hydration needs for their skin and hair.