Table of contents
- A market that keeps growing
- Why halal labeling changes buying decisions
- Halal is not enough on its own — thayyib matters too
- Sharia marketing: how Wardah, Emina and Safi built trust
- Social media and the rise of the Muslimah influencer
- Innovation keeps the category competitive
- Government regulation behind the growth
- What this means for cosmetic brands in Indonesia
- Conclusion
- Frequently asked questions
Halal cosmetics have moved from a niche religious preference to a mainstream expectation among Indonesian Muslim women. A recent descriptive study from Universitas Trunojoyo Madura, examining how halal labeling shapes purchase intention, confirms what many brands operating in Indonesia have already sensed: the halal label is no longer just a compliance stamp — it is a driver of trust, loyalty, and purchasing behavior.
1. A market that keeps growing
Indonesia holds the largest Muslim population in the world, and its halal cosmetics segment reflects that scale. According to data compiled in the study from LPPOM MUI, Top Brand Index, and the Global Halal Cosmetics Report, annual demand for halal cosmetic products in Indonesia has been rising steadily, supported by local brands that consumers already trust.
| Source | Year | Key finding | Growth / share |
|---|---|---|---|
| Top Brand Index | 2023 | Wardah consistently ranks first in several beauty categories such as facial cleansers, signalling strong domestic market position | 8.8% share (facial cleanser category) |
| LPPOM MUI | 2022 | Demand for halal cosmetic products in Indonesia rising significantly | 15–20% annual growth |
| Global Halal Cosmetics Report | 2023 | Global halal cosmetics industry growth | 10–12% per year |
Local halal brands such as Wardah, Emina, and Safi are repeatedly cited as the products Indonesian Muslim women associate most with combining aesthetic appeal and religious assurance.
2. Why halal labeling changes buying decisions
The study applies the Theory of Planned Behavior (Ajzen, 2016) to explain the mechanism behind this shift. Purchase intention is shaped by three forces working together: attitude toward halal products, subjective norms from family and social circles, and perceived behavioral control, such as how easily a shopper can find and afford a certified product.
Several empirical studies cited in the paper quantify this effect. Hasan and Rahman (2020) surveyed 300 respondents and found a correlation coefficient of 0.72 between halal labeling and purchase intention, with 85% of respondents naming the thayyib value — good and beneficial — as their main motivation. Fauzi and Hidayat (2022), using the same behavioral framework, reported an R-squared of 0.68 for the combined effect of subjective norms and perceived control. Nurhayati and Hendar (2020) found halal labeling contributed 70% to cosmetic purchase decisions in West Java, with a positive correlation of 0.75 between halal awareness and intention to buy.
3. Halal is not enough on its own — thayyib matters too
The concept of halal-thayyib broadens what “permissible” means. Thayyib adds the requirement that a product also be good, safe, hygienic, and beneficial — not only free from prohibited substances. Genoveva and Utami (2020) found that halal labeling increased perceived product safety by 80%, a figure that fed directly into stronger purchase intention and brand loyalty.
For Muslim consumers, this reframes halal certification as a quality and ethics standard rather than a religious checkbox alone, aligning it closely with sustainability and clean-formulation trends that are already popular in the wider beauty market.
4. Sharia marketing: how Wardah, Emina and Safi built trust
Sharia marketing theory (Wahyudi, 2021) centers on honesty, fairness, trustworthiness (amanah), and blessing (keberkahan) in every business interaction, not profit alone. Brands such as Wardah and Safi apply this by placing Islamic values directly into their brand communication — not as an add-on campaign, but as the core of how they position their products.
This approach builds a relationship of trust that is difficult for late entrants to replicate quickly, because it is built on consistent values-based communication over time, not a single certification announcement.
5. Social media and the rise of the Muslimah influencer
Digital platforms accelerate all of the above. Linarti and Ulfa (2020) point to Shopee, TikTok, and Instagram as the primary channels shaping consumer perception of halal cosmetic brands today. Haryani (2022) found that Muslimah influencers play a direct role in raising awareness that beauty products should reflect both spiritual and aesthetic values.
Rahim and Jun (2020) add that electronic word-of-mouth (eWOM) now influences purchase decisions more strongly than traditional advertising, because consumers place more trust in the experiences and recommendations of other users than in brand-produced content.
6. Innovation keeps the category competitive
Rising competition is pushing halal cosmetic manufacturers beyond compliance. Safitri (2023) notes that producers are now expected to deliver safe, environmentally friendly formulations suited to Asian skin needs, not simply a halal-certified ingredient list. Referencing Rogers’ Diffusion of Innovation theory, the study frames successful halal products as those that pair certification with genuine product innovation — natural ingredients, sustainable packaging, and formulations that respond to actual market needs.
7. Government regulation behind the growth
Indonesia’s halal cosmetics ecosystem is reinforced by a clear regulatory structure. Law No. 33 of 2014 on Halal Product Assurance (UU JPH) requires halal certification for cosmetic products circulating in Indonesia, overseen jointly by the Halal Product Assurance Agency (BPJPH) and LPPOM MUI. The government’s free halal certification program, SEHATI, was created specifically to help micro and small cosmetic businesses obtain certification without a heavy cost burden, widening access across the industry rather than leaving it to large manufacturers alone.
8. What this means for cosmetic brands in Indonesia
Taken together, the research points to four forces working in the same direction: religiosity as the underlying driver of consumer attitude, social media as the amplifier of trust, product innovation as the differentiator, and government regulation as the credibility backbone. A brand that treats halal certification as a checkbox exercise is likely to under-perform a brand that integrates it into product formulation, marketing narrative, and digital community building from the start.
This is also where the regulatory timeline matters. Indonesia’s halal assurance framework already sets clear certification deadlines for cosmetic products, which makes early preparation — ingredient screening, documentation, and BPJPH registration — a strategic advantage rather than a last-minute compliance task.
9. Conclusion
Halal labeling has a positive and significant effect on cosmetic purchase intention among Indonesian Muslim women, strengthened by consumer attitude, social norms, and perceived ease of access. What began as a religious assurance marker has evolved into a sharia-based marketing strategy that builds consumer trust and loyalty, while pushing the wider cosmetics industry toward more ethical, sustainable, and innovation-driven practices.
Frequently asked questions
Does halal labeling really influence cosmetic purchase decisions in Indonesia?
Yes. Multiple studies cited in the research show strong positive correlations between halal labeling and purchase intention, with some finding halal labeling contributes up to 70–80% to purchase and safety perception outcomes among Indonesian Muslim women.
What does “halal-thayyib” mean for a cosmetic product?
Halal-thayyib extends beyond permissibility to require that a product also be safe, hygienic, and genuinely beneficial — combining religious compliance with a quality and sustainability standard.
Why do brands like Wardah and Emina lead the halal cosmetics category?
Beyond certification, these brands consistently embed Islamic values into their marketing communication, which the research links to sharia marketing theory — a strategy built on trust, fairness, and long-term brand credibility rather than a one-time certification claim.
How does social media affect halal cosmetic buying behavior?
Platforms such as Instagram, TikTok, and Shopee, combined with Muslimah influencers and electronic word-of-mouth, now shape consumer perception and purchase intention as strongly as the certification itself.
What role does the Indonesian government play in halal cosmetics?
Through BPJPH and LPPOM MUI, and under Law No. 33 of 2014 on Halal Product Assurance, the government mandates certification for cosmetic products and runs the SEHATI free certification program to help small and medium businesses gain access to halal status.
Preparing your cosmetic brand for Indonesia’s halal market?
INSIGHTOF Consulting Indonesia guides cosmetic brands through ingredient screening, BPJPH registration, and the full halal certification process — so you can build the trust this research shows Indonesian Muslim consumers are actively looking for.
PT INSIGHTOF Consulting Indonesia — Jakarta-based regulatory consulting for BPOM, Halal, and medical device approvals
Reference: Ningsih, R., Nadzary A., V., Jannah, N., Rohman, K., & Faraby, M. E. (2025). Perkembangan Produk Kosmetik Halal dalam Trend Kecantikan Wanita Indonesia. Jurnal Media Akademik (JMA), 3(12). Universitas Trunojoyo Madura.
