The growing halal lifestyle, which now extends beyond food to various products and services including cosmetics, pharmaceuticals, fashion, and tourism is expected to become one of Indonesia’s halal trends in 2026.
This holistic approach, often referred to as a “halal lifestyle,” reflects consumers’ demand for products that are not only permissible but also beneficial, clean, healthy (halalan thayyiban), and responsibly produced.
Another trend expected to emerge is digital transformation and e-commerce. The halal e-commerce market is experiencing rapid growth and is projected to reach significantly higher levels in the coming years. Digital platforms, including social media and dedicated e-commerce sites, make halal products more accessible to global audiences. This trend is further accelerated by verification technologies that allow consumers to directly check the halal status of a product.
These identified trends will strongly shape the direction of the halal industry in 2026, particularly in terms of ingredients and technology. Consumers are becoming more proactive in researching ingredients. Product preferences are no longer based solely on efficacy but also on transparency and traceability. This ranges from digitally traceable labels on products to AI-based tools that filter product recommendations, with the primary aim of providing personalized analyses and recommendations aligned with halal lifestyles.
One example is microbiome science. Rhadeya Setiawan, Chief of Scientific and Regulatory Affairs at L’Oréal Indonesia, explained that the company focuses on skin health and well-being, which aligns with holistic beauty principles. The development of personalized skincare solutions based on microbiome analysis—such as L’Oréal Cell BioPrint—offers an advanced approach to meeting diverse consumer needs.
Another key point is scientific innovation, where technology is used to develop product formulations that meet the needs of this consumer segment. In this field, L’Oréal is not only preparing for the future but actively embracing it through scientific innovation. One example is the company’s commitment to Green Sciences and sustainability.
“We are committed to sustainable transformation, aiming for more than 75% of ingredients in our formulas to come from natural sources—such as plant or mineral sources—or from recycled materials by 2030. This aligns with halal principles, which emphasize natural and pure ingredients,” Rhadeya explained.
Adapting to Changes in Consumer Behavior
Companies are carefully observing and adapting to significant shifts in the behavior and expectations of Muslim consumers, including:
- Demand for Authenticity and Trust
Consumers are becoming more educated and discerning. They no longer accept halal certification at face value but seek deeper assurance across the entire value chain. They look for brands that are authentic and transparent in their communication.
- Digital Savviness and Engagement
Muslim consumers are highly active on digital platforms and social media. They use these channels to research products, share opinions, and connect with brands. Companies that can effectively engage Muslim consumers on these platforms will gain significant competitive advantages.
Rhadeya also identified several key trends shaping how people choose beauty products today. First, sustainability has become a major focus among young consumers, especially Generation Z, who are highly concerned about refillable and environmentally friendly options.
“This is directly reflected in what we see in the market: refill culture, circular packaging, and more environmentally friendly formulas are already part of our roadmap, including in Indonesia,” he said.
A study by IDN Times revealed that 86% of Gen Z consumers show interest in sustainable products. In addition, 90% of consumers aged 18–24 are willing to pay more for refillable and sustainable products. This sustainable beauty trend aligns with L’Oréal For The Future, the L’Oréal Groupe’s sustainability commitment for 2030.
Second, personalization has become a major driver in the beauty industry. Many skincare users need to experiment before finding products that suit them best. With the emergence of AI-based tools, product recommendations can now be tailored more accurately to individual needs, providing a more precise and relevant experience.
L’Oréal has become one of the pioneers in Beauty Tech, offering a range of advanced tools that combine technology with insights into consumer behavior. One example is La Roche-Posay Effaclar Spotscan+, an AI-based skin analysis tool validated by Perdoski (Indonesian Society of Dermatology and Venereology). The tool can assess acne severity and recommend personalized skincare routines for each user.
“Companies are adapting to these changes in different ways—some focus on product innovation, others on improving supply chains, sustainability efforts, or digital engagement with consumers. At L’Oréal Indonesia, we see these trends—particularly halal regulation, sustainability momentum, and digital transformation—as forces shaping the future of beauty here,” Rhadeya explained.
With 46 years of experience in Indonesia and local manufacturing support through the Yasulor factory, the company continues to strengthen its commitment to quality, inclusivity, and the development of local talent. However, adapting halal and sustainable supply chains also presents major challenges.
“The complexity of global supply chains, the reliance on 80% imported raw materials, and the still-developing ecosystem for halal non-food ingredients are real obstacles. In addition, certification costs, audits, technology investments, and global supplier capacity development require significant resources,” he emphasized.
Another challenge, Rhadeya added, is the lack of harmonization of global halal standards and mutual recognition of halal certificates among international halal institutions. This situation requires companies to build compliance systems from scratch in many countries.
Nevertheless, the direction of transformation is clear. The beauty industry is no longer only about aesthetics, but also about values, ethics, sustainability, and social responsibility. In this new ecosystem, halal is not merely a religious standard, but a symbol of quality, trust, and global sustainability. (***)
Source:
Jurnal Halal 177 https://halalmui.org/jurnal-halal/177/
