1. JAKARTA— Once considered a niche, halal-certified beauty and personal care products are rapidly becoming a mainstream force in Southeast Asia. According to NielsenIQ’s Rinse and Shine: The New Wave in Oral and Personal Care 2024 report, Indonesia and Malaysia alone account for over 10% of Asia Pacific’s value growth in the category, representing a US$4.8 billion market opportunity.

Expanding Beyond Muslim-Majority Nations

Demand for halal products is spreading into non-Muslim majority countries like Vietnam and South Korea, where governments are considering regulatory frameworks to capture growing Muslim consumer segments.

In Singapore, spending patterns reflect the importance of this sector: Malay households make 13 trips annually to purchase oral and personal care products, spending an average of SG$178 per year—compared to SG$143 by Chinese households and SG$180 by Indian and other households.

What’s Fueling the Growth?

The halal beauty market is being driven by both global FMCG giants and regional halal-only brands, which are expanding into categories like haircare, toothpaste, and deodorants. This push reflects the industry’s effort to cater not only to Muslim consumers but also to the rising demand for ethical and sustainable beauty worldwide.

The Halal Cosmetics – Global Strategic Business Report valued the sector at US$69.1 billion in 2024, with projections reaching US$152.4 billion by 2030, fueled by a 14.1% compound annual growth rate.

Key Growth Drivers

• Rising Muslim population in Southeast Asia, the Middle East, and Africa.
• Ethical and sustainable consumer trends, aligning with halal principles that prohibit animal testing and harmful ingredients.
• Higher disposable incomes in emerging markets.
• Increased awareness of halal certification and “clean beauty” benefits, where certification serves as a trusted symbol of purity, safety, and ethics.

This overlap between halal standards and global ethical consumerism has broadened the appeal of halal cosmetics beyond Muslim consumers, attracting a wider audience seeking clean, cruelty-free products.

Social Media’s Role

Platforms like Instagram, YouTube, and TikTok have amplified halal beauty’s rise, with influencers spotlighting halal-certified products in their content. This visibility is driving awareness, especially among younger consumers.

E-commerce has further accelerated the trend, giving consumers around the world easy access to halal-certified products.

Outlook

As awareness grows and regulations expand, halal-certified cosmetics are poised to become a defining force in Southeast Asia’s beauty landscape. Beyond religious compliance, the sector is aligning with global priorities on ethics, sustainability, and health—making it a powerful player in the future of beauty.

Original Articles:

Marketing Interactive. (2025, September 11). What you need to know about the booming Halal-certified beauty market in SEA. Retrieved from  https://www.marketing-interactive.com/halal-certified-beauty-market-booms-across-sea