'Wardah' is an Indonesian beauty brand that makes cosmetics from all natural and halal ingredients. For many years, mainstream beauty brands have misunderstood the needs of Muslim consumers. Now there are a number of niche brands emerging from countries such as Malaysia and Indonesia that are trying to meet the demands for halal cosmetics.
'Wardah' is an Indonesian company making halal beauty products that are "designed specifically for Asian Muslim women’s skin." Unlike mainstream beauty brands, Wardah cosmetics are made from halal ingredients that are safe for sensitive skin. Not only are the products natural and halal-friendly, but the brand also reflects the lifestyle of its customers. This means that Wardah helps Indonesian women feel beautiful and fashionable, while still respecting Muslim values.
Wardah's success demonstrates that Muslim consumers are looking for products that can strike a balance between beauty and faith.