More than just a buzzword, halal beauty has captured the attention of young, conscientious consumers globally, says Orkid Cosmetics' co-founders Raeesa Sya and Fatin Johanna
A proudly Malaysian brand that promised clean, halal-certified lip products to suit all skin colours and types, Orkid Cosmetics made a splash in the market in 2017, at a time when words like 'vegan' and 'organic' were—and still are—trending high among beauty consumers.
But it was evident that many internet users, both in and around Malaysia, were also searching for halal beauty products and cosmetics; and the business opportunities that this demand presented for a young Malaysian beauty startup just couldn't be ignored, as entrepreneur and co-founder Raeesa Sya discovered.
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Jumping in to fill this gap in the market, Orkid Cosmetics quickly made a name for itself as a fun and trendy millennial-led brand that wanted the world to know about the benefits of halal beauty, from its cruelty-free nature to its clean and transparent manufacturing processes.
Given that the global halal cosmetics market raked in approximately US$74.7 billion (about RM307 billion) in 2020 (according to a report in Research and Markets), it's clear the demand for clean and ethical beauty is growing strong, with consumers expecting a degree of assurance regarding the manufacturing processes and the ingredients used in their make-up.
Raeesa and her business partner Fatin Johanna shed light on what halal beauty stands for, and why their brand is primed for global success.