India's first halal cosmetics brand gains momentum

The IBA cosmetics range is certified by Chennai-based body 'Halal India' and claims to be the first in the country to get certification specifically for cosmetics.

Launched by sisters Grishma and Mauli Teli, the 60 product range includes fat free lipsticks and alcohol free perfumes, which has triggered a lot of interest in the last year. 

While their company started up in 2012, it was 2014 before the line was launched after the sisters realised that there was a gap in the market to cater to Muslim women.

Since then, IBA's first stand-alone store in Ahmedabad has expanded to include outlets in Gujarat and has moved into the online space at Amazon and Flipkart too.

The Teli sisters also have plans to open in Hyderabad, Aurangabad, Mumbai, Bengaluru, Hyderabad, Baroda and Surat.

"People were curious. Sometimes even Muslims did not understand what halal had to do with cosmetics​," Mauli told regional publication, The Times of India.

"Actually, 35 per cent of our consumers are non-Muslims, and the interest is increasing,​" she added. 

No alcohol or pig fats​

India is set to hold the world’s second largest Muslim population after Indonesia, and the Teli sisters want to continue to tap into the fast-growing income among this population, which is leading to a spike in demand for products that meet the beliefs of this segment.

The entrepreneurs say they aimed to develop a range that avoids commonly used ingredients derived from either pig fat or by products, or else alcohol – both of which are not permitted to be used by strict practitioners.

Because the line is also free of animal fats, it is also said to appeal to the sizeable portion of the Indian population that is vegetarian.

Halal cosmetics holds great potential​

According to market analyst TechNavio, the rise of cosmetics able to make halal claims will see growth at a CAGR of 11.08% over the period of 2014 – 2018.

The projected growth will follow two key consumer trends: a growing number of Muslim consumers, and increasing customer concern surrounding halal cosmetics.

“There is an increase in the demand for cosmetics and personal care products which adhere to Islamic law,​” analysts at the firm note.