In the bustling streets of Nairobi, a quiet but powerful revolution is unfolding in the beauty industry, as a new wave of Halal-certified cosmetics takes centre stage.
This movement is more than just a trend; it’s a transformative shift towards ethical, inclusive, and faith-compliant beauty products.
“Over the last decade, we’ve witnessed a wave of young, educated, and tech-savvy Muslim women entering the workforce. Personal care is growing rapidly due to increasing social and economic mobility of Muslim women globally,” says Fatuma Hirsi Mohamed, a former Principal Secretary at the Ministry of Tourism.
While many consumers are not buying their makeup based on religious beliefs, increasingly they are looking for brands to align with their moral values.
Euromonitor identifies Halal cosmetics as targeting one of the fastest-growing consumer groups worldwide. The global Halal cosmetics market was valued at $42.39 billion in 2023 and is expected to reach $47.76 billion in 2024. By 2032, it is projected to grow significantly to approximately $115.03 billion.
In Kenya, the personal care business (soaps, lotions and shower gels) is estimated at Sh12 billion and growing. As the mainstream beauty products market share shrinks due to increased competition, niche products market like Halal ones is exploding.
“Right now, the supply of halal beauty products in Kenya is dominated by cheap substandard imports from the Middle East and Egypt,” says Mr Sekar Ramamoorthy the managing director of PZ Cussons East Africa.
The company has ventured into the Halal personal care market in a diversification move that will see the firm locally produce a range of Imperial Leather Oud products for domestic consumption and export to the Middle East and Asia. It says it took more than two years to research and develop the products.
“We pioneered this initially for Kenya’s burgeoning population of nearly six million Muslims, a niche that we estimate will reach eight million people by 2030,” says Mr Ramamoorthy, “there's also demand from Sudan, Tanzania and the Middle East.”
A customer Amina Mohamed, chief guest and former Permanent Secretary, Dr. Fatuma Hirsi and PZ Cussons Head of Marketing Harfa Authur (right) share a light moment during the official announcement by PZ Cussons targeting the halal personal care market in Nairobi.
Photo credit: Pool
Yasmin Sumra, one of the customers of Halal self-care products says in the past she has had to go to Eastleigh to get her favourite Oud products.
“As a married woman, I love to use Oud products as they are tied to my spirituality and culture. I find them agreeable to my skin as they are not chemical-based. The problem is that the available products are expensive, and not always available,” says the 28-year-old finance officer of a security company in the city.
Made from the oils extracted from the Agarwood tree via a complex and natural process, Oud has been used as medicine, incense and aromatic oils for thousands of years and remains highly valued for its rich, sweet, woody, aromatic and complex scent.
Beauty experts note that the rise of Halal cosmetics is part of a global movement where new generations are pushing for products that are not only ethical but also environmentally friendly and sustainable.
“There is a demand for Halal cosmetics not only among Muslims but other people as well. Many people today care about preserving nature and ensuring products do not harm animals,” says Njoki Carol, a Nairobi-based certified aesthetician and a practising cosmetologist.
The gaps
Halal-certified ingredients and manufacturing processes should be permissible under Islamic law. The ingredients cannot be derived from pigs, blood, insects, alcohol, reptiles, predatory animals and human body parts.
The halal cosmetics industry faces challenges in Kenya, where it is still underdeveloped and certification processes are not standardised. Â
Photo credit: Pool
Other outlawed ingredients are; sulfates (including SLS + SLES), formaldehyde, phthalates, parabens and genetically modified organisms (GMOs).
Some of the non-Halal products have alcohol, commonly found in hairsprays, perfumes, liquid foundations, and concealers while pig-derived collagen or gelatin can be found in mascaras, eyeliners, and brows.
Carmine, a red pigment derived from crushed beetles, is used in certain blushes, lipsticks, and eyeshadows while tallow, an animal fat, is often used in concealers to create a creamy smooth texture.
The journey of Halal cosmetics is not without its challenges. In Kenya, the industry is still underdeveloped. Standardisation of Halal certification processes also remains an issue.
“To truly capitalise on the opportunities, we need a robust framework. We must support local manufacturers through research, innovation, and infrastructure development,” says Ms Hirsi.
