Global Halal Beauty Trends: Growth, Markets, and Brands to Watch

Halal beauty no longer belongs to a single region or a single type of shopper. A 2025 study published in the International Journal of Halal Industry (Koswara & Herlina, Universitas Islam Indonesia) analyzed five years of Google Trends data and found something striking: search interest in halal skincare and beauty now stretches from Jakarta to Tokyo, and from Kuala Lumpur to Bratislava.

This article breaks down what that research uncovered, then connects it to the practical side every brand needs to handle before entering Indonesia’s market: BPOM notification and the country’s mandatory halal certification deadline.

1. Introduction

For years, halal beauty carried a simple label: a niche category for Muslim consumers. That framing no longer holds. Ethical sourcing, ingredient transparency, and cruelty-free production now drive purchase decisions across every kind of shopper, and halal certification happens to check all three boxes at once.

Researchers wanted to know exactly how far this shift has traveled. So, instead of relying on surveys alone, they turned to Google Trends, a real-time window into what people actually search for, region by region, over five full years.

2. A Market Set to Nearly Triple by 2032

The numbers behind this shift are hard to ignore. Fortune Business Insights values the global halal cosmetics market at roughly USD 47.76 billion in 2024, with projections reaching USD 115.03 billion by 2032. That works out to a compound annual growth rate of 11.67%, a pace few beauty categories can match.

3. What’s Fueling This Growth

Three forces stand out. First, the global Muslim population keeps growing, and with it, steady demand for products that follow Islamic principles. Second, ethical consumerism has gone mainstream: shoppers now want cruelty-free, environmentally responsible products, and halal certification often delivers exactly that. Third, social media has turned halal beauty into something people actively discover, not just something they seek out.

Together, these forces explain why halal beauty keeps expanding well past its traditional base. Ethical values, not just religious ones, now pull new customers into the category.

4. What Search Trends Reveal About Consumer Interest

Between 2019 and 2023, global searches for “halal skincare” and “halal beauty” held remarkably steady, with occasional spikes tied to new product launches, influencer campaigns, and regulatory news. That consistency signals real, sustained demand rather than a passing fad.

Interestingly, “halal skincare” showed more volatility than “halal beauty.” Skincare purchases tend to react to specific triggers — a viral review, a change in season, a new launch — while beauty searches stayed comparatively stable. For brands, this distinction matters: skincare marketing benefits from timely, event-driven campaigns, while beauty marketing can lean on steady, long-term brand building.

5. Halal Beauty Is Winning Over Non-Muslim Markets

Here’s where the findings get genuinely surprising. Slovakia, a country with a small Muslim population, ranked first globally in search interest for halal skincare. Japan and Hong Kong followed close behind, both showing strong curiosity about halal-certified products.

This pattern lines up with a broader trend researchers describe as the “clean beauty” movement, where consumers associate halal certification with safety and quality, regardless of their religious background. South Korea and Japan’s rankings also reflect their advanced skincare markets, where shoppers actively seek innovative formulations, halal or otherwise.

6. Southeast Asia Still Sets the Pace

Even as interest spreads globally, Southeast Asia remains the category’s home base. Brunei, Thailand, and Malaysia all show strong search volume for halal cosmetics, and Indonesia leads the region specifically in halal skincare searches, likely thanks to a growing base of local brands built around halal-conscious formulations.

Malaysia’s strong showing lines up neatly with its well-established halal certification system, one that consumers have come to trust over time. Indonesia, meanwhile, benefits from sheer market size and a fast-growing roster of homegrown halal skincare brands.

7. The Brands Shaping Consumer Search Behavior

The study also tracked which specific brands drive halal beauty search interest, and the list spans far more than dedicated halal labels.

• Beauty of Joseon (South Korea) — draws attention through traditional hanbang ingredients and a gentle, minimal-chemical formula that appeals to halal-conscious shoppers, without formal halal marketing
• Rare Beauty (United States) — a vegan, cruelty-free brand founded by Selena Gomez; its clean-ingredient positioning overlaps heavily with halal values, despite lacking formal certification
• Huda Beauty (UAE) — built by Huda Kattan, this brand resonates strongly with Muslim consumers worldwide through both product design and cultural identity
• Skintific — known for dermatologist-tested, research-driven formulations that appeal to safety-focused, halal-conscious buyers across Southeast Asia
• The Originote (Indonesia) — an affordable, homegrown halal skincare brand that reflects Indonesia’s growing role as both a key market and a producer in this space

Notice the pattern: several of these brands never marketed themselves as halal at all. Consumers appear to associate cruelty-free, vegan, and ethically produced beauty with halal values on their own, which blurs the line between “halal-certified” and “halal-adjacent” in the eyes of shoppers.

8. The Digital Gap Holding Halal Beauty Back

Despite strong demand, the study uncovered a real gap: 48% of consumers actively look for halal-certified beauty products, yet many still end up buying mainstream brands instead. Why? Mainstream players simply invest more in digital marketing, influencer partnerships, and online visibility.

Halal-certified brands often lean on traditional marketing approaches, while giants like L’Oréal, Estée Lauder, and MAC dominate search results through aggressive digital strategies. Meanwhile, “clean beauty” brands such as The Ordinary and Fenty Beauty capture ethically minded consumers without ever mentioning halal at all.

9. Before You Compete Globally, Register in Indonesia

Global search trends point toward one clear opportunity: Indonesia. As Southeast Asia’s largest market and a country with rising local brand power, it’s a natural entry point for any halal beauty strategy. But entry requires two separate approvals before a single product can legally reach shelves.

BPOM Notification (NIE)

Every cosmetic product sold in Indonesia — including samples and testers — needs a BPOM notification number, issued through the Notifkos system. This requires an Indonesian legal entity with an NIB and a registered PJT, along with a complete Product Information File covering formulation, manufacturing compliance, and safety data.

Mandatory Halal Certification

Starting October 17, 2026, cosmetics without valid halal certification can no longer be legally sold in Indonesia, regardless of BPOM status. Given the global search trends favoring halal-certified products, this deadline isn’t just a compliance requirement — it’s a genuine market advantage for brands that move early.

• Indonesian legal entity — a local PT PMA or Indonesian PT holding an NIB and registered PJT
• Complete ingredient documentation — full formula breakdown with sourcing details for every raw material
• Halal Product Assurance System (SJPH) — internal documentation proving ongoing halal compliance
• Facility audit readiness — production, storage, and packaging processes prepared for BPJPH review

10. Conclusion

Halal beauty has moved well past its traditional boundaries. Search data now shows genuine curiosity from Tokyo to Bratislava, alongside steady, entrenched demand across Southeast Asia. Ethical consumerism, not religion alone, increasingly drives this growth, and that shift opens real opportunity for brands willing to invest in both certification and digital visibility.

For brands eyeing Indonesia specifically, the path forward involves two tracks moving together: BPOM notification for market access, and halal certification ahead of the October 2026 deadline. Brands that align both early are best positioned to turn global search interest into real, sustainable market share.

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