Muslims make up almost a quarter of the world’s population—1.6 billion people—and will outnumber Christians by the end of the century, according to the Pew Research Center in Washington. They will spent about $27 billion this year, alone on halal cosmetics, and such sales are expected to jump to $39 billion by 2019. Yet, the vast majority of Western companies are lagging way behind.
One of the bigger names waking up to the Muslim market is L’Oréal, which says that most products from its Garnier line made in Indonesia are already halal. According to Bloomberg, in Britain, L'Oreal is "including a Muslim in ads for a new line of makeup foundation, called True Match. Each of the 23 shades is represented by a model, with headscarf-wearing Amena the face for color 4.W Natural Gold."
“That was quite a breakthrough for Muslim women,” says U.K. makeup artist Zukreat Nazar, who has worked with celebrities such as Khloé Kardashian.
Nazar was mobbed by selfie seekers in October when she appeared on a panel about entrepreneurship at an event called Muslim Lifestyle Expo in Manchester, England. About a half-dozen cosmetics companies, including nail-polish maker Maya, were among the 120 or so exhibitors. Younis says he met representatives of Asda, Wal-Mart's U.K. unit, and the company plans to start selling his goods next summer—just in time for Ramadan.