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Opportunities for Halal Beauty in Western Europe

July 2018

Muslim consumers increasingly seek beauty products that align with their religious beliefs while not compromising their modern Western European values. Lack of halal certification standards, and low consumer awareness of the benefits of halal products jeopardise growth potential. As consumers increasingly look for sustainable and ethical products, halal beauty can exploit this growing segment adopting widely accepted natural, organic and vegan claims rather than focusing solely on halal claims.

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Halal beauty is gaining traction with the rise of conscious consumption in Western Europe

The beauty industry is experiencing a shift towards conscious consumption where savvy consumers are scrutinising beauty products formulations to focus on natural, organic and clean ingredients as well as on products that have a positive effect on the environment. Halal beauty emerges as part of this trend with beauty becoming more inclusive of all the values that consumers care for.

UK represents the highest potential for halal beauty brands in Western Europe

A growing base of Muslim population and their willingness to adopt beauty products that align with religious beliefs and modern Western European values at the same time is one of the main reasons contributing to the growth of halal claims in beauty. In the UK, the number of Muslims is lower than in France or Germany, but the halal food market, which can be considered as a bench mark for beauty, is more developed with halal being generally more accepted in the country and consumer awareness regarding halal being higher.

Halal should adopt wider eco, green and ethical credentials

As consumers in Western Europe are prioritising natural, plant-derived and organic ingredients over products compliant with religious practice, to appeal to wider consumer group, the best strategy for halal beauty brands will be to label products as clean, natural, vegan, and organic prioritising these claims rather than primarily halal labels.

Halal specialised brands are more trusted by consumers

Halal specialised brands, especially those launched by Muslims, manage to connect more closely with consumers since they are believed to fully comply with halal certifications, being more transparent with the supply chain and building more personal engagement with customers. At the same time, multinationals producing in bulk for a diverse consumer base are struggling to engage with Muslims in Western Europe and create a distinct halal lifestyle proposition with clear marketing messages

Introduction

Scope
Key findings
What is halal?
Halal emerges a s p art of growing demand for ethical c onsumption
The UK offers strongest potential in Western Europe
Generation M as core consumer group for halal b eauty
Voice of digital i nfluencers to reinforce halal b eauty
Amaliah : Halal as an experience over purely functional claim

Maximising Potential for Halal Beauty

Isolated halal claims could limit wider consumer appeal
The Halal Cosmetics Company: Speaking to a narrow audience
Ingredients consumption evolving to meet halal demand
Halal brands should encompass wider green and eco credentials
Various ways of overcoming halal certification challenges
Inika Organic: Australian halal beauty expanding internationally
Saaf Skincare: Consumer trust o ver c ertification
Engagement with Western Muslim consumers should be key focus
Orly partners with Muslim Girl community for a wider reach

Category Prospects

Skin care dominates potential, make-up offers lucrative prospects
Nizz Cosmetics: Fashion without compromising beliefs
Baby/children products could be a natural extension of skin care

Conclusions

Key opportunities and challenges
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