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Lifestyle
Glam Halal | May-June . 2021
SOURCE : WARDAH
BY AZALEA AZUAR
More non-
Muslims using halal beauty products
The global halal beauty market is expected to reach RM224m by 2022 due to increasing demand
THE halal beauty market is thriving . The growing Muslim population globally and more non-Muslims use halal beauty products due to its benefits . Head of Wardah International Business , Shabrina Salsabila , said there was an increased awareness of halal products among non-Muslims . This is because they believed the ingredients were safe and not harmful .
“ It is not only targeted for Muslims , but also for non-Muslims , as they also see halal products as safe and use non-harmful ingredients . That ’ s why the halal beauty industry is growing ,” she told The Malaysian Reserve in an interview recently .
One of the biggest challenges in penetrating the halal beauty market is the lack of standard guidelines for halal certification and the high costs associated with these cosmetics .
However , Shabrina believed receiving halal certification would not be difficult .
“ Actually , a lot of our raw ingredients are imported from Europe and other countries . Thankfully , since the halal beauty awareness is rising now , a lot of our suppliers have started to obtain certification for their products ,” she said .
According to an industry forecast , the global halal beauty market is expected to reach US $ 54.16 million ( RM223.98 million ) by 2022 from US $ 20.25 million in 2015 , where it recorded a compound annual growth rate of 15.2 per cent .
Apart from non-Muslims , the increasing demand for halal beauty products is also due to the rise in purchasing power of the growing Muslim population and the desire of young Muslim women to associate their interest in
Shabrina Salsabila fashion and make-up with Islamic loyalties .
The Indonesian halal skincare and cosmetics brand Wardah has also made it affordable for everyone .
They conduct corporate social responsibility ( CSR ) programmes for the bottom 40 per cent and middle 40 per cent communities by assisting them with their hygiene .
“ We plan to have a lot of CSR programmes this year . We started by providing the sanitising kit . Earlier this year , we prepared hand sanitisers and collaborated with HungerHurts .”
Wardah launched its new “ Signature Series Wardah Hydra Rose ” in Malaysia in April to address dehydration and dry skin problems among women .
Shabrina said the product was launched in its home country last year . Although Indonesia ’ s population is larger , the hydrating market is larger in Malaysia in terms of percentage .
“ We see the opportunity here for the hydration market for skincare , especially during the pandemic , where many industries are slowing down . But for skincare , many still buy and use the products because they have ample time for their skincare routine at home ,” she said .
Wardah Hydra Rose products are formulated using European speciality roses , which are sustainably grown and harvested . They contain Avalanche Rose Oil extract with water-based 72 hours Hydrating Active .
It uses the micro-encapsulated technology , which has a similar composition to skin-produced Natural Moisturising Factor by binding water at the outer layer of the skin .
The series consists of five products : The Wardah Hydra Rose Gel-to-Foam Cleanser , Wardah Hydra Rose Petal-infused Toner , Wardah Hydra Rose Micro Gel Serum , Wardah Hydra Rose Dewy Aqua Day Gel and Moisture Rich Night Gel .
“ After three years of having a local presence and serving our Malaysian customers , we want to strengthen our commitment to our customers in Malaysia .
“ We believe this is the first step to getting closer to our customers and building a more personal relationship with them . We want them to know we understand them and are constantly looking to improve our offering and meet their specific needs ,” Shabrina added .
Meanwhile , Wardah Hydra Rose ambassador and model Qasrina Karim said after using the products for a few days , her skin glowed and looked more supple .
“ I use the night moisturiser before I sleep . I apply a generous amount so that I feel like I ’ m wearing a mask when sleeping and when I wake up the next morning , I have a glow , and my skin is hydrated ,” she said .
Of all the products that she uses from the series , Qasrina particularly enjoys using the toner because it is unlike any other toner she has ever used .
Wardah also announced the “ Digital Beauty Advisors ” initiative to help women who have lost their jobs during the Covid-19 pandemic .
Anybody who has a smartphone can qualify as a Wardah beauty advisor . They can build a new income stream from every product enquiry that comes through Wardah ’ s Facebook and Instagram pages in Malaysia . For every successful sale they make through Pancake , these beauty advisors will be incentivised .
The initiative is supported by Momentum Commerce Sdn Bhd , which enables customer service enquiries from social channels to be redirected to Wardah ’ s digital beauty advisors .
“ This solution is built to help and supercharge the brand ’ s sales by providing an improved customer experience . Working with Wardah , we knew a personalised touch would connect beauty buyers and translate into a more fruitful relationship ,” said Momentum Commerce COO Eddy Yap .