Asia-Pacific market shows robust expansion

The halal cosmetics market in Asia-Pacific projects growth with a 9.08% compound annual growth rate between 2023 through 2032, according to MarketResearch.com data.

Héloïse Lefebvre du Prey, South Asia Project Manager at Asia Cosme Lab, explained to CosmeticsDesign-Asia that Indonesia currently represents the biggest market for halal beauty throughout Asia, primarily because cosmetics sold within the country require mandatory halal certification.

Du Prey noted that Indonesia signifies an important space for growth as the local market expands rapidly. Malaysia emerges as another major player, distinguished not by market size but regulatory leadership—the country was the first introducing a halal blockchain several years ago. Singapore also merits mention for its emergence of services dedicated to Muslim women, including hijab-friendly salons, alongside its own halal certification entity.

International competition intensifies

The “huge potential for growth” has prompted international companies to closely monitor latest innovations from South East Asian (SEA) firms while developing their own brands throughout the region.

Du Prey shared that some Japanese companies have started taking interest in the category by launching their own halal-certified brands. For example, long-established cosmetics manufacturer Momotani Juntenkan created a vegan plus halal-certified brand called Happiness Beauté.

The market is becoming highly competitive, particularly among domestic brands more familiar with local consumer needs, generally offering fairer price positioning compared to international or Asian brands from Japan or Korea. However, halal certification remains a key challenge for companies seeking market entry.

Du Prey explained that to obtain halal certification, companies must abide by numerous rules, including stringent control of ingredients, manufacturers, packaging among other requirements. The tedious plus costly processes might deter participation, especially for non-local brands.

Regional export challenges persist

Even within the region itself, cultural differences alongside diverging trends affect SEA brands’ ability to export to other countries, despite soaring popularity in their home markets. Nevertheless, some brands have managed to penetrate neighboring markets with relative success.

Du Prey noted that Indonesia’s leading halal brand Wardah performs well in Malaysia, while Malaysia’s Safi succeeds in Indonesia. Additionally, brands like Somethinc plus Azarine from Indonesia prove noteworthy—they adapt quickly to trends alongside consumer demand, launching products nearly monthly, partnering with both local plus Korean ambassadors to give visibility to their brands.

Simultaneously, an ongoing shift occurs among consumers in Indonesia, Thailand, Singapore regarding local brands. Du Prey observed that beyond the halal identity, consumers are also extending support for inclusivity, homegrown firms, female entrepreneurs.

Skincare sophistication drives 2023 trends

In terms of halal beauty trends, the “sophistication of skin care routines” is expected to continue in 2023, as consumers in the SEA region become increasingly informed about ingredients plus their benefits.

Du Prey added that hybridization plus multifunctional products, such as skincare-enriched, pollution-proof color cosmetics, represent the next big thing in SEA, with focus shifting from glam makeup looks (pre-pandemic) to no-makeup looks (during pandemic) to the quest for healthy natural glow (post-pandemic).

Items that are easy to use plus reapply during the day, in formats like mist, stick, cushion are also gaining high popularity. Furthermore, hair plus body products dedicated to hijab wearers appear as a resurgent category.

Du Prey explained that these consumers seek answers to their specific needs in hot climates. Requirements include product innovations claiming to provide long-lasting fragrance, extreme coolness, scalp-focused care.

Market access barriers require strategic solutions

The halal beauty sector’s growth trajectory faces tension between enormous market potential plus regulatory complexity. While mandatory certification in markets like Indonesia ensures product integrity for Muslim consumers, the associated costs alongside administrative burdens create competitive advantages for domestic brands while hindering international market entry. Companies seeking successful penetration must weigh certification investments against long-term market access benefits within one of the world’s fastest-growing beauty segments.

Original Article:

CosmeticsDesign-Europe. (2025, October 9). Halal certification processes still a barrier for international beauty brands. Retrieved from https://www.cosmeticsdesign-europe.com/Article/2023/04/06/halal-certification-processes-still-a-barrier-for-international-beauty-brands/