The rise of halal beauty in Muslim-minority country: a case study of a Japanese halal beauty brand

The global halal industry has experienced significant expansion beyond the food sector, extending into various domains, including cosmetics. This growth is evident not only in Muslim-majority countries but also in regions with smaller Muslim populations, reflecting a broader consumer interest in ethical and sustainable products. The global halal cosmetics market was valued at approximately USD 47.76 billion in 2024 and is projected to reach USD 115.03 billion by 2032, with a CAGR of 11.67%. In Japan, where awareness of halal beauty remains limited, businesses face unique challenges in establishing and promoting halal certified products. Therefore, this study explores the rise of halal beauty in Japan through a case study of Hajime Skincare, a halal cosmetic brand in Osaka. The research examines the motivations and challenges behind launching a halal beauty brand, marketing strategies for promoting halal cosmetics, and the certification process in Japan for biochemical products. Data was collected through an in-depth interview with the brand owner. Findings reveal increasing demand for halal cosmetics, driven by ethical consumerism and Muslim-friendly tourism. However, challenges persist, particularly in raising public awareness of halal principles and sourcing halal-certified ingredients. This is especially significant for Hajime Skincare, which produces collagen and elastin based products, as obtaining halal-compliant sources for these ingredients is complex. The study emphasises the necessity of enhanced consumer education to foster the growth of Japan’s halal beauty industry.