Siti Majidah Rahim, Fatin Nabilah Zaini, Nor Surilawana Sulaiman

The Rise of Halal Beauty in Muslim-Minority Country: A Case Study of a Japanese Halal Beauty Brand

Introduction

The rise of halal beauty in muslim-minority country: a case study of a japanese halal beauty brand. Explore the rise of halal beauty in Japan through a case study of Hajime Skincare. This study examines market growth, ethical consumerism, challenges, and certification for halal cosmetics.

Abstract

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.

Review

This study offers a timely and relevant exploration into the burgeoning halal beauty market within a Muslim-minority country, Japan, using a focused case study of Hajime Skincare. The abstract effectively highlights the significant global expansion of the halal industry beyond food, projecting substantial growth in the cosmetics sector. By concentrating on Japan, where halal awareness is relatively low, the research addresses a critical gap in understanding the unique challenges and opportunities faced by businesses in such markets. The methodology, an in-depth interview with the brand owner, promises to deliver rich, qualitative insights into the motivations, marketing strategies, and certification complexities for biochemical products, particularly for collagen and elastin-based items. The findings succinctly point to increasing demand driven by ethical consumerism and Muslim-friendly tourism, alongside persistent hurdles in public awareness and sourcing certified ingredients. The paper's key strength lies in its ability to shed light on a niche yet rapidly growing market segment from a supply-side perspective. The detailed mention of the difficulties in sourcing halal-compliant collagen and elastin for biochemical products is a particularly valuable contribution, highlighting a specific operational challenge that goes beyond general awareness issues. This level of detail offers practical insights for other entrepreneurs considering entry into this market or for policymakers aiming to support its growth. Furthermore, the emphasis on the necessity of enhanced consumer education provides a clear actionable recommendation, underscoring the foundational work required to cultivate a robust halal beauty industry in Japan. The study thus not only documents the 'rise' but also identifies the critical infrastructure and knowledge gaps. While the case study approach provides valuable depth, its inherent limitation lies in the generalizability of findings, as the insights are drawn from a single brand owner's perspective. Future research could benefit from incorporating a broader range of data sources, such as consumer surveys to gauge awareness and perceptions, interviews with certification bodies to elaborate on the complexities of the process, or comparative studies across multiple brands or different Muslim-minority countries. Additionally, further elaboration within the full paper on the specific "marketing strategies" employed and their effectiveness, beyond simply mentioning their existence, would enhance the practical applicability of the findings. Despite these minor areas for expansion, this study makes a significant contribution to understanding the dynamics of the halal beauty sector in non-traditional markets and lays crucial groundwork for future academic and industry endeavors.

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