Muslim shoppers at this time are not solely higher knowledgeable about beauty merchandise, however they are additionally spurring demand for multifunctional skincare and make-up that cater to their distinctive wants and identities.Speaking at Cosmoprof Asia 2022 held in Singapore from 16 to 18 November, Héloise Lefebvre du Prey, South East Asia Project Manager at Asia Cosme Lab, highlighted the evolving beauty panorama within the area.“The pandemic has accelerated the expansion of on-line native manufacturers. Foreign manufacturers, akin to Japanese model SENKA, are additionally launching merchandise particular to the South East Asia market,” mentioned du Prey.The rising demand for moral, cruelty-free merchandise denotes a stronger incentive for manufacturers to acquire halal certification. Halal labelling for beauty merchandise will turn into obligatory in Indonesia from October 2026.“Halal is, by nature, cruelty-free. Halal certification, due to its strict management of substances and stringent processes of manufacturing, presents a assure of security for shoppers,” du Prey added.Wudhu-friendly merchandiseBefore their every day prayers, Muslims are required to carry out a ritual referred to as Wudhu, or ablutions, the place they wash their faces, palms, arms and toes. In response, some manufacturers have launched ‘breathable’ nail polish that permits water to move by, making them ablution-friendly. Women who put on hijabs are liable to hair issues, akin to itchy scalp, dandruff, limp hair and hair loss. During the Ramadan season, Muslim shoppers even have additional wants for hydration of their pores and skin and hair.“Consumers need manufacturers to reply their issues. They are on the lookout for merchandise that not solely serve their beauty wants, however are additionally compliant with their spiritual practices,” du Prey mentioned.Hybrid crazeWhen make-up took a again seat through the COVID-19 outbreak, shoppers’ consideration turned to attaining wholesome pores and skin. This led to quite a few product launches focused at acne-prone, pigmented and delicate pores and skin, in addition to merchandise specializing in defending and preserving the pores and skin barrier.Some 77% of Indonesians with pimples admit to having skilled acne-shaming. Capitalising on this space of concern, Indonesian manufacturers like Dear Me Beauty and Wonderly discovered recognition with their anti-acne product strains. At the identical time, Okay-beauty influences — particularly, multifunctional merchandise — stay robust in South East Asia. This will be seen from the elevated gross sales of make-up merchandise with skincare substances, akin to tinted sunscreen and pores and skin serum concealer.There has additionally been a growth in multi-purpose hair mists. Besides warmth safety, shoppers are in search of antibacterial motion, a calming perfume, and advantages akin to reinforcement of barrier perform, detangling and conditioning.Furthermore, the area’s sizzling local weather has boosted demand for merchandise that create cooling sensations, light-weight cosmetics, fast-absorbing physique moisturisers, and make-up that include solar safety.Viral movies on TikTok have additionally led to an elevated curiosity in facial mist sprays, which declare to boost make-up’s endurance beneath the masks and defend in opposition to environmental aggressors.As the world enters the post-pandemic period, Asia Cosme Lab has recognized a number of key areas of improvement for halal beauty, together with larger concentrate on sustainability, inclusivity, and psychological well being and wellness.“Local manufacturers are trying to increase past South East Asia or the Middle East. In Indonesia alone, there are greater than 100 new native perfume manufacturers in search of to get halal certification; to not point out that the expansion of the metaverse will supply alternatives for extra cross-industry collaboration,” mentioned du Prey.
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How halal beauty consumer trends are shifting
