This is my presentation to the ASEAN Cosmetic Association conference on 28 April 2017. The presentation explores the growing business opportunity, the motivations of Muslim women and the meaning of Muslim beauty. It finishes with a case study from Indonesia before setting Muslim beauty in the context of global beauty trends.

1. Understanding Muslim Beauty
The endless growing opportunity

2. The Opportunity of Muslim Beauty
•How big is the opportunity?
•What do Muslim women want?
•Does your brand have the right values?
•Getting it right: A case study
•Is there a bigger opportunity?

3. A growing population
Number of people, 2010-2050 (billions)
0
0.5
1
1.5
2
2.5
3
3.5
2010 2050
Christians Muslims
% of global population, 2010-2050
0
5
10
15
20
25
30
35
2010 2050
Christians Muslims
Source: Pew Research Center, “Future of World Religions: Population Growth Projections (2015)

4. With a young age profile
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Global
Unaffiliated
Buddhists
Christians
Hindus
Muslims
Age Distribution of Religious Groups, 2010
under 15 15 to 59 60 and older
Source: Pew Research Center, “Future of World Religions: Population Growth Projections (2015)

5. And money to spend
Source: https://www.jwtintelligence.com/2017/04/new-muslim-consumer-landscape/ (accessed on 24 April 2017)
$213 Bin 2021 (from $54 B in 2014)

6. 15% live in ASEAN
Source: Pew Research Center, “Future of the World’s Muslim Population (2011)
235 Mand growing …

7. Two foundations for Muslim
beauty brands
1. Halal, with a focus on natural and
recommended ingredients

8. What do Muslim
women really
want from
beauty?

9. What are the implicit beauty
goals of Muslim women?

10. Beauty motivations align with 6 goals based on
12 human archetypes visualised in StoryWorks®
0
0.1
0.2
0.3
SOPHISTICATION
DISCOVERY
FUN
AFFILIATION
HARMONY
ORDER

11. Sophistication, Confidence, Strength, Courage
0
0.1
0.2
0.3

12. Discovery, Creativity, Innovation, Individuality
0
0.1
0.2
0.3

13. Freedom, Fun, Rebellion, Spontaneity, Play
0
0.1
0.2
0.3

14. Affiliation, Love, Belonging, Ordinariness
0
0.1
0.2
0.3

15. Harmony, Hope, Care, Protection, Innocence
0
0.1
0.2
0.3

16. Order, Control, Knowledge, Wisdom, Safety
0
0.1
0.2
0.3

17. Compared with Malaysian women, Indonesian women are more
motivated by Harmony, Order and Fun
Malaysia
Indonesia
0
0.1
0.2
0.3
SOPHISTICATION
DISCOVERY
FUN
AFFILIATION
HARMONY
ORDER
Source: Project Cantik (TapestryWorks, May & June 2015

18. 0
0.1
0.2
0.3
SOPHISTICATION
DISCOVERY
FUN
AFFILIATION
HARMONY
ORDER
In Indonesia and Malaysia, Muslim women have a stronger need
for Harmony and Affiliation than others
Others
Muslim
Source: Project Cantik (TapestryWorks, May & June 2015

19. If halal is the explicit sign of
Muslim beliefs, the word tayyab
encapsulates the implicit values

20. Nature comes first

21. Purity is an
everyday ritual

22. Modesty is a
virtue

23. Halal is not enough
1. Halal, with an explicit focus on natural
and recommended ingredients
2. A proposition and look based on
implicit values including modesty

24. How does
this look in
a beauty
brand?

25. Wardãh
looks and
feels very
natural

26. Wardãh creates
affiliation with
casual settings
& everyday
make-up styles

27. “soft,
pure,
elegant
and
modest”
Source: Generation M: Young Muslims changing the world by Shelina Janmohamed (2016)

28. Wardãh is implicitly Muslim
Source: Wardah website @ http://www.wardahbeauty.com/en/about

29. Other brands are following the lead

30. How does
Muslim
beauty fit
with
global
trends?

31. 3 Global Beauty Trends
•Natural ingredients & botanicals
•Mild yet effective solutions
•Sustainability & ethical sourcing
Source: Euromonitor International Beauty Survey (2016) and Mintel Trends 2025 Beauty & Personal Care

32. Natural, Gentle & Ethical Beauty
The biggest opportunity?

33. Thank you
Weaving sense into brands
For more information contact:
neil@tapestryworks.asia
@neilgains (Twitter)