Eid and Ramadan beauty launches are a big opportunity. Why are brands neglecting Muslim consumers?

By Sarah Parsons 1-Apr-2022

Other religious and celebratory moments like Christmas and Lunar New Year are rife with marketing campaigns and festive beauty products, but Muslim consumers are missing out this April

L'Occitane and Huda Beauty one of the few beauty brands launching festive products for Ramadan and Eid


When L'Oréal Paris named hijab-wearing model Amena Khan as the first-ever face of its hair care line Elvive, it seemed like a turning point in beauty. At long last, cosmetic giants were overtly embracing Muslim consumers. Four years later, however, little has changed and as Ramadan arrives – with Eid around the corner in May – are beauty brands really connecting with Muslim consumers?

For Pakistan and US-based co-founder of Just B cosmetics, Madiha Chan, beauty goods that showcase the joy of this festive period in the Isamic calendar are virtually non-existent. Instead, brands occasionally include a hijab-wearing model within their marketing material as a method of virtue signalling rather than exploring the demographic deeper through celebratory moments.

"I have never seen myself addressed," she says. "We're always an add-on. There might be something for my skin tone, or one hijabi model might pop-up here and there – which is something that really irks me, because not all Muslims wear hijabs, it's a choice."

Muslim consumers spend a lot during Ramadan and Eid. In the UK alone, the Ramadan economy is worth at least £200m. With 1.8 billion Muslim people worldwide, it is the fastest growing religious group – and with it, spending power. Younger Muslims in particular are reportedly driving this 'Generation M' growth as middle class, millennial, Muslim consumers globally bolstered the more than US$2 trillion spending in 2019.



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According to the State of the Global Islamic Economy Report 2020/2021, Muslim ​shoppers are forecasted to spend...

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