What you need to know about the booming Halal-certified beauty market in SEA

Halal-certified beauty and personal care products are on the rise. Once seen as a niche category, this segment now account for a significant portion of the market, with Indonesia and Malaysia contributing more than 10% of Asia Pacific’s value growth, and representing a US$4.8 billion market opportunity.

According to NielsenIQ’s (NIQ) Rinse and Shine: The New Wave in Oral and Personal Care 2024 report, the demand for halal products is also expanding into non-predominant Muslim countries such as Vietnam and South Korea, where ministries are looking to formalise regulations for these products to capture the Muslim market.

In Singapore’s multi-racial society, Malay households make more trips to purchase and spend more on Oral & Personal Care. Malay households in Singapore make 13 trips annually to purchase oral and personal care products, spending an average of SG$178 per annually per household per year.

Comparatively, Chinese households and Indian and Other households make 9 and 12 trips annually to purchase oral and personal care products, spending an average of SG$143 and SG$180 per annually per household.

Don’t miss: KK Mart caught in halal ham and cheese sandwich controversy

What’s driving growth in the sector?

In fact, many global FMCG giants and renowned East Asian brands are tapping into the Halal beauty and personal care market to cater to the specific needs of Muslim consumers, while broadening their appeal to a wider audience.

This has also led to the Halal-only beauty brands expanding their product ranges to include toothpaste, deodorant, and haircare tailored to local preferences.

According to the Halal Cosmetics - Global Strategic Business Report , the global market for Halal Cosmetics was valued at US$69.1 Billion in 2024 and is projected to reach US$152.4 Billion by 2030, growing at a CAGR of 14.1% from 2024 to 2030.

Factors propelling growth

Several key factors are driving the rapid growth of the halal cosmetics market.

The expanding global Muslim population, a demand for ethical and sustainable beauty products, and increasing disposable incomes in emerging markets alongside awareness of halal certification and clean beauty trends, help to propel this growth further said the Halal Cosmetics - Global Strategic Business Report.

The report adds that as the Muslim community grows, particularly in regions such as the Middle East, Southeast Asia, and parts of Africa, so does the demand for halal-certified beauty products. Consumers in these places are also looking to align their beliefs to their purchases.

The rising demand for ethical and sustainable beauty products is another significant factor fueling the growth of the halal cosmetics market with consumers more aware that these products are cruelty-free, and produced in environmentally responsible ways. Halal cosmetics naturally align with these values, as they are produced according to strict ethical guidelines that prohibit animal testing, harmful ingredients, and unethical practices.

“This overlap between halal principles and broader ethical consumerism trends has expanded the market for halal beauty products beyond the Muslim community, attracting a wide range of consumers who prioritize clean, ethical, and sustainable beauty,” said the report.

Moreover, the increase in disposable incomes in emerging markets, particularly in countries with large Muslim populations, is also contributing to the growth of the halal cosmetics market.

The growing awareness and education about halal certification and clean beauty are also driving market expansion.

“As more consumers become informed about the benefits of halal-certified cosmetics - such as purity, safety, and ethical production - there is an increasing willingness to pay for products that meet these standards,” said the report.

It added that Halal certification has become a symbol of trust and quality for consumers, providing assurance that the product adheres to rigorous standards of cleanliness, safety, and ethics. This awareness is further boosted by marketing efforts from halal beauty brands, as well as the availability of apps and online platforms that allow consumers to verify the halal status of products.

Impact of social media

The influence of social media and beauty influencers is another factor driving the growth of the halal cosmetics market. Beauty influencers, particularly those who promote ethical and clean beauty, are increasingly featuring halal-certified products in their content, which raises awareness and interest among their followers.

Social media platforms such as Instagram, YouTube, and TikTok are powerful tools for showcasing the benefits of halal cosmetics and introducing new products to a global audience – expanding the market.

Online shopping platforms allow consumers to easily access halal beauty products, regardless of their geographic location. This accessibility has helped halal beauty brands reach new markets and grow their customer base, contributing to the overall expansion of the market.

Related articles:

Safi breaks stereotypes surrounding young women in hijabs
Indonesia's wayang-inspired purple halal logo stirs up mixed reactions on social