There are significant opportunities for multinational brands in halal beauty, if they can connect with consumers on a local level.
According to a new analysis from Euromonitor's Oru Mohiuddin, there are 1.5 billion Muslims in the world, many of whom seek out halal beauty and personal care products. Many of these economies are growing far faster than their non-Islamic counterparts. For instance, Indonesia's income growth is forecasted to expand by 9% between 2014 and 2019, compared to just 3% worldwide.
Color cosmetics, skin care, hair care, oral care and soaps all present significant opportunities for beauty and personal care marketers, Mohiuddin's analysis notes. Nail polish, if water-permeable, can succeed with halal consumers, if it is shown not to interfere with the "ablution process for Islamic prayers."
Local players, such as Indonesian color cosmetic brand Wardah,are stealing marketshare from multinationals. To compete, says, Mohiuddin, "multinationals need to develop a distinct brand identity and clear marketing messages."
An earlier analysis from Euromonitor's Ildiko Szalai noted that, "One problem is that the market for beauty and personal care currently lacks a standardized approach in reference to halal."
This forces consumers to self-assess the legitimacy of halal beauty products. One trustworthy hallmark for these consumers is a vegan claim, which guarantees no animal derivatives have been used.