Southeast Asia becomes halal beauty proving ground

Southeast Asia emerges as a testing ground for global beauty’s next frontier through halal-certified cosmetics. Malaysia, Indonesia, Singapore now rank among the world’s top four halal cosmetics markets, according to DinarStandard’s State of the Global Islamic Economy Report 2024/2025.

Muslim customers spent $87 billion on cosmetics in 2023, with expansion occurring in both Muslim plus non-Muslim countries. East Asian brands tap into the market, gaining popularity across Southeast Asia—particularly in Malaysia plus Indonesia, home to the region’s largest Muslim populations.

Clean beauty converges with halal principles

Clean beauty plus halal beauty increasingly converge throughout Southeast Asia. According to a 2024 Milieu Insights report from the global market research plus data analytics company, seven in 10 Southeast Asians believe clean beauty products are safe, superior to regular beauty products, while 66% prioritize natural ingredients when making purchasing decisions.

Indonesian brand Wardah exemplifies the shift. The company has expanded to 28 international markets while pioneering halal-certified anti-aging biotechnology.

Yet affordability becomes as decisive as certification. Sancoyo Antarikso, chairman of the Indonesian Cosmetics Companies Association (Perkosmi), notes that while halal cosmetics have long been the preferred choice in the world’s most populous Muslim country, price now serves as the primary factor for many consumers in larger, less conservative cities.

Antarikso explains that setting the right price is now critical, especially as consumers feel the pinch from rising costs elsewhere. By launching what the industry calls ‘affordable premium’ products—combining accessibility with high-perceived value—cosmetics brands can attract broader buyer bases, particularly from lower- to middle-income segments, while preserving high-end appeal.

Ritual-friendly formulations capture Malaysian loyalty

In Malaysia, So.Lek Cosmetics has built loyal followings with wudhu-friendly makeup—products formulated for easy removal during wudhu, the Islamic cleansing ritual performed before prayer.

Founded by Dahlia Nadirah plus Luqman Hakim, the label is known for affordable, cruelty-free products, especially liquid lipsticks plus lip creams designed for easy removal. Other upstarts including Maaez plus Syedewa Cosmetics tap similar demand with cruelty-free, affordable halal lines.

Raskidah Ali, a halal expert from Malaysia, says halal cosmetics’ rise is driven by the transparency they offer around ingredients. Still, despite local brand growth, Southeast Asia remains crowded with original equipment manufacturer (OEM) products.

In Indonesia, the situation is similar. The influx of OEM products—often rebranded Chinese imports—dilutes trust.

International Trade Centre data shows Chinese cosmetics accounted for nearly half of the Indonesian beauty market in 2023. Exports of Chinese cosmetics plus toiletries to Indonesia grew from $4.25 billion in 2020 to $7.21 billion in 2024, according to Wind Information.

Ali notes that halal certification gives consumers security, especially as low-cost products may not use safe ingredients. Shoppers pay closer attention—over half (58%) of consumers in Thailand, Malaysia, the Philippines scrutinize product ingredients when shopping for skincare plus makeup, according to Milieu.

East Asian innovation dominates new launches

The clean beauty movement has fueled halal cosmetics innovation. Indonesia, Malaysia, South Korea have become the industry’s innovation powerhouses, collectively accounting for over 60% of new halal beauty brands launched this year, according to DinarStandard’s report.

East Asian players make aggressive moves into the market. Chinese brands including Sheglam plus retail giant KKV Group have rapidly expanded their presence in Muslim-majority markets, winning over younger consumers with affordability plus attractive packaging. Brands like Judydoll have become particularly popular in Indonesia, where their combination of quality plus accessible pricing appeals to younger generations.

Meanwhile, South Korean companies solidify their halal credentials through strategic partnerships plus certifications, strengthening their foothold in Muslim markets—a push reinforced by new free trade agreements with the Gulf Cooperation Council.

K-beauty embraces Islamic certification standards

K-beauty giants embrace halal certification, with 23% of their exports now meeting Islamic requirements. Their popularity is underpinned by cultural influence, especially K-pop plus K-drama reach in the region. Southeast Asian consumers also favor K-beauty’s signature ingredients. Snail mucin is prized for its ability to deeply hydrate plus repair skin barriers—it contains glycolic acid, zinc, proteins that accelerate skin regeneration, making it ideal for treating hyperpigmentation, fine lines, scarring. Centella asiatica, often referred to as cica, is a powerhouse herb in K-beauty known for soothing plus anti-inflammatory properties.

Localization determines market success

Local market fit remains essential. Antarikso says that to stay relevant, cosmetics brands must provide shades tailored to local skin tones, alongside relevant ingredients plus accessible pricing.

Statista data confirms patterns—65% of Malaysians favor South Korean makeup plus skincare products, followed by 61.2% in Vietnam plus 59.8% in Indonesia. Preference is driven not only by cultural influence but also by perceived effectiveness plus innovation associated with these products.

E-commerce platform availability has also helped South Korean brands rise in the region. According to Cosmetic Design Asia, brands including Cosrx, Some By Mi, Torriden have gained popularity, supercharged by platforms like Shopee. Livestream shopping plays growing roles—in Vietnam, 31% of products are purchased through livestreaming, followed by Thailand at 26% plus Malaysia at 20%.

South Korean brand Tirtir exemplifies the push toward inclusivity, expanding its range from three shades to 43.

Relevance transcends trend-following

Antarikso explains that the principle of relevance in the cosmetics industry means brands must deliver products suiting consumers’ needs, preferences, values. It’s not just following beauty trends—relevant cosmetic products must address real issues including ingredient safety, skin benefits, environmental sustainability, representation of consumer identity plus lifestyle.

That alignment is especially critical for Gen Z—86% of Asia-Pacific consumers in the cohort say they will pay premiums for socially responsible brands, according to KPMG International.

Antarikso adds that consumers feel products not only enhance appearance but also reflect who they are plus what they care about, thereby fostering emotional connection plus long-term brand loyalty.

Geopolitical tensions accelerate local brand growth

Local cosmetics’ rise has been accelerated by geopolitical tensions surrounding the Israel-Palestine conflict. A fatwa issued by the Indonesian Ulema Council (MUI), for example, encourages boycotting products affiliated with Israel due to deeply held religious beliefs concerning justice plus ethical consumption. About 87% of Indonesia’s population of 280 million is Muslim, with pro-Palestine groups plus apps emerging urging consumers to boycott brands.

The ongoing boycott of Israeli-linked brands in Asia plus the Middle East has shifted consumer preferences, driving demand for beauty products from alternative countries. Unilever first acknowledged in February that sales growth in Southeast Asia had been hurt by Indonesian shoppers boycotting its brands in response to the geopolitical situation. In October 2024, the company revealed its Indonesia market share declined to 34.9% in the third quarter from 38.5% a year earlier, according to Reuters.

Tauhid Ahmad, an economist at the Institute for Development of Economics plus Finance (INDEF), explains that while consumers move away from products linked to Israel, affordability is also a factor. Locally made products tend to be more accessible.

Ahmad states that small plus medium enterprise production in Indonesia is growing. Currently, people opt for other products because they cannot afford premium products.

Market transformation reflects values alignment

The convergence of clean beauty principles, halal certification, cultural relevance, affordable pricing creates a powerful formula driving Southeast Asia’s cosmetics transformation. As global brands navigate increasingly complex consumer expectations spanning religious observance, ethical sourcing, environmental sustainability, plus social responsibility, the region’s emerging halal beauty ecosystem offers valuable lessons about authenticity, localization, values-driven commerce shaping beauty’s future across diverse markets worldwide.

Original Article:

Belinda, Y. (2025, October 11). Faith meets formula: Halal beauty rises across Asia. Retrieved from https://jingdaily.com/posts/faith-meets-formula-halal-beauty-rises-across-asia