The Indonesian halal cosmetics market is increasingly competitive, bringing together local brands that are agile in innovating at affordable prices and imported brands that rely on global research and a premium image. With the world’s largest Muslim population and mandatory halal certification by 2026, the halal label now serves as a guarantee of both quality and lifestyle. In this dynamic, LPH LPPOM is present to ensure the industry is ready to welcome the new era of halal cosmetics.
The halal cosmetics market in Indonesia is heating up. With the world’s largest Muslim population and mandatory halal regulations for cosmetic products coming into effect in 2026, consumers no longer view the halal label as an option but as a necessity. Halal now signifies quality, safety, and a modern lifestyle. This situation has local and imported brands competing to establish their positions and showcase their best innovations.
As the Halal Inspection Body (LPH), LPPOM plays a crucial role in ensuring the industry is ready to face this new era. Through educational programs like Halal On 30, LPPOM provides a short yet concise discussion forum where business owners can understand the halal certification process in just 30 minutes. Practical, fast, and comprehensive, this program provides a solution to help the cosmetics industry adapt to PP 42 of 2024 without wasting time.
Amidst this upsurge, major players in the local skincare industry have already made significant progress. PT Paragon Technology and Innovation, through its Wardah brand; PT Unza Vitalis, with its Safi brand; and PT Darya Varia Laboratoria Tbk, with its Natur-E brand, consistently introduce innovative halal products. They are fully aware that halal is no longer just a label, but a value sought by consumers.
Asti Manunggal, Senior Marketing Manager of PT Unza Vitalis, sees this trend growing rapidly. Consumers now see halal not only as a religious identity, but also as a guarantee of product quality and safety. With a large Muslim population and mandatory halal certification for cosmetics starting in 2026, halal has become mainstream and no longer a niche segment,” she said. According to Asti, consumers are increasingly confident that halal can align with modern innovation and cutting-edge skincare technology.
However, this positive trend also presents a challenge: competition. Local and imported brands are now vying for consumers’ hearts. Asti believes that local brands have an advantage because they are close to the market, can innovate quickly, and offer more affordable prices. Conversely, imported brands emphasize the strength of global research and a premium image, though they still need to adapt to Indonesian consumer needs. “There are still non-halal-certified imported products that are popular among certain urban segments, but their position is increasingly being squeezed by increasing halal awareness,” she added.
The advantages of local halal products are increasingly evident. In addition to trust in transparent production processes that comply with halal standards, local products are also easily accessible, both in physical stores and on e-commerce platforms.
Furthermore, local brands are agile in responding to popular global skincare trends and offering them at affordable prices.
For example, Safi recently launched Age Defy 3X Advanced Retinoids, an innovation that combines three retinoid types and claims to reduce the appearance of wrinkles by up to 72%. This product is halal-certified. “This innovation proves that halal products are competitive with imported products, both in terms of effectiveness and technology. They remain relevant to the needs of Indonesian Muslim consumers,” said Asti.
Furthermore, Asti emphasized that consumers are now increasingly critical, especially Muslim women aged 20–40. They demand not only effective results but also complete transparency: from raw materials and production processes to brands’ commitment to halal certification. Therefore, Unza Vitalis has been applying for halal certification since 2012 and officially received it in 2013. “The launch of Safi Age Defy is a clear example of how a brand is responding to consumer demands: providing products that are halal, modern, and scientific, while also following global skincare trends,” she explained.
Jenny Jamin, Marketing Category Head – Personal Care Consumer Health Group at PT Darya-Varia Laboratoria Tbk, echoed this sentiment. According to her, awareness of halal skincare continues to increase, driven by education and easily accessible information in the digital age. “Information and education about the importance of halal skincare are also playing a major role in growing the halal skincare market,” Jenny stated.
Natur-E, PT Darya Varia’s flagship product, has long emphasized its halal identity as a strong positioning tool. However, Jenny acknowledged that more and more imported brands are now registering for halal certification, realizing that the Indonesian market can no longer be underestimated. “Halal isn’t just a label; it’s a lifestyle. Consumers demand transparency, from packaging labels and official halal certification to production, storage, and distribution,” Jenny said.
All these changes demonstrate one thing: halal has become the new standard. For businesses, halal certification isn’t just a regulatory obligation, but a selling point that builds consumer trust. For consumers, halal certification is a guarantee of safety and a lifestyle that aligns with modern needs.
With regulatory support, the role of halal inspection bodies like LPPOM, and increasingly critical consumer awareness, the Indonesian skincare industry has a great opportunity to become a global leader. The competition between local and imported brands will ultimately yield halal products that are more innovative, safer, and better suited to modern society. (***)
Source: https://halalmui.org/jurnal-halal/175/
