Southeast Asia positions itself as a halal beauty hub
With 240 million Muslim consumers, Indonesia and Malaysia are driving demand for cosmetics made to Islamic standards
HANOI, Vietnam (MNTV) — Southeast Asia, home to more than 240 million Muslim consumers, is positioning itself as a major market for halal cosmetics — beauty products made from ingredients and by processes permitted under Islamic law, Vietnam.vn reported.
To be certified halal, products must generally avoid alcohol (though some standards allow up to 0.5 percent), animal-derived substances unless separately certified, and other prohibited or harmful ingredients, with hygiene maintained through manufacturing, transport, and storage.
Some waterproof products, such as nail polish, must be water-permeable so water can reach the nail or skin, allowing the ritual washing required before prayer.
Consumers increasingly view halal certification as a mark of ethical, clean production, broadening its appeal beyond religious buyers.
Indonesia and Malaysia, both Muslim-majority, anchor the regional market. In Indonesia, halal products’ share of the beauty market rose from 2.7 percent to 7.1 percent between 2019 and 2022.
Certification is issued by national bodies including Malaysia’s JAKIM, Indonesia’s MUI, and Singapore’s MUIS.
The biggest driver is regulatory: Indonesia, the region’s largest Muslim market, has a mandatory halal-certification requirement for cosmetics taking effect in October 2026, which is expected to push both domestic and international brands to seek certification.
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