Clean, Conscious, Cruelty-Free: the Rise of Halal Beauty

As demand from global audiences grows and attention returns to ethical production, Halal beauty is reshaping what conscious cosmetics look like.

As the beauty industry accelerates toward greater inclusivity and ethical transparency, Halal-certified products are coming into the spotlight. We are seeing breathable nail polishes suitable for performing wudhu and Halal-approved moisturisers flying off the shelves. The movement is gaining traction not only in Halal-majority regions such as the Gulf and Southeast Asia, but across Europe and North America too.

So what exactly makes a product Halal? And why are so many people - not just Halal consumers - treating this category as a reliable marker of clean, ethical beauty?

Halal beauty refers to products permitted under Islamic law, covering not only the ingredients in a product but also how it is manufactured, stored and sold. 'Halal cosmetics need to be free of animal-derived ingredients (from pigs, carrion, blood and animals not slaughtered according to Islamic rites) and of intoxicants such as alcohol,' explains Javed Younis, President and co-founder of the Halal beauty company Maya Cosmetics. 'Halal also takes into account how production, transport and the business itself are run. Under certain Islamic guidelines, there are ethical ways to run a business.'

These types of products were not always easy to find. Younis, an American from the Halal community with years of experience manufacturing personal-care products, felt the absence of genuine Halal beauty options growing up. 'When there were no Halal options, we felt it was safer to buy Kosher products,' he recalls.

Dr Umar Dar, CEO of the Halal beauty brand Tuesday in Love, tells a similar story. 'When I was a medical student, my wife and I were struggling financially. Once, as we passed a shop, some brightly coloured nail-polish bottles caught her eye. Although she admired them, she put them back, simply because we couldn't afford anything extra. I remember the disappointment on her face,' he recalls. 'Over the following weeks, I turned our kitchen into a laboratory, trying to create a wudhu-friendly polish. When I succeeded, I gave her the first bottle - and that day was a Tuesday.'

Prayer-friendly nail polish may seem like a niche innovation, but it meets a basic need for many Muslims. Traditional formulas block water from reaching the nail, which invalidates the ablution. Tuesday in Love's products are water-permeable and have been laboratory-tested to meet wudhu standards.

Over the past decade, a range of other Halal brands have entered the space, including Wardah, Claudia Nour and Mersi Cosmetics. Often it is these smaller, independent players that drive innovation, although other providers are also beginning to adapt to Halal products. 'Many salon owners and nail technicians now offer Halal options for their Muslim clients,' says Dr Umar Dar.

Demand for these types of products and services is set to climb rapidly. According to a recent report, the global Halal cosmetics market was worth USD 42 billion in 2022 and is expected to exceed USD 134 billion by 2033. This growth is driven largely by younger Halal consumers with access to global e-commerce. Yet it is not only the religious observance that draws people in.

A growing interest in ethical consumerism is playing a central role. Halal-certified brands often overlap with clean, vegan and cruelty-free values, which appeals to a broader audience. Dr Umar Dar explains: 'Halal beauty products are becoming more popular not only in the Halal community but also among people who value ethical, child-labour-free products. The word Halal increasingly signals these values.'

As consumer demand evolves, Halal products clearly attract an audience drawn by both integrity and aesthetics. It is this cross-demographic appeal that may position Halal-compliant brands as the future of a more inclusive beauty industry.

As this space expands, here are some standout brands redefining Halal beauty:

• Wardah: a pioneer of the Halal cosmetics industry in Southeast Asia, offering skincare and makeup with mass appeal.
• Tuesday in Love: known for its water-permeable nail polishes and prayer-friendly formulas, now offering UV gel options.
• Claudia Nour: a brand focused on foundation shades and lipsticks, tailored for modest, clean beauty.
• Mersi Cosmetics: offers breathable, long-lasting nail polish in bold shades, with vegan and Halal certification.
• Iba Cosmetics: one of the few Halal-certified brands in India, offering everything from matte lipsticks to sulphate-free shampoos.
• Inika Organic: a Halal-certified luxury brand specialising in organic and vegan mineral cosmetics.
• Maya Cosmetics: an award-winning Halal nail-polish brand known for being breathable, safe and free of animal by-products.
• Flora and Noor: founded to provide Halal-certified skincare for melanin-rich skin, after its founder saw a lack of inclusive, faith-conscious options in the mainstream market.