CERTIFIED COSMETICS
According to a recent Pew Research
Center estimate, more than 23 per cent of
the global population identifies as Muslim.
But it can be difficult for practicing Muslims
to source quality makeup and body care
products that are halal certified, and
therefore deemed acceptable for use
under Islamic law. Halal-certified beauty
products, which are cruelty-free and
contain no alcohol or animal products, are
formulated to contain only ingredients
permitted under sharia law. Now an
increasing number of both beauty
conglomerates and indie start-ups are
seeking to meet the demand and tap into
a burgeoning market. In Australia, Sydney-
founded brand Inika Organic is a firm
favourite for its cruelty-free, all-natural
beauty products that are all halal-certified.
Internationally, cosmetic giants such as
Estée Lauder and Shiseido have begun to
seek halal certification for select product
lines in countries such as Vietnam and
Saudi Arabia, both of which have large
Muslim populations. Indonesia, boasting
the largest Muslim population in the world
at 225 million, will implement a mandatory
halal certification for all products before
the conclusion of 2019, thus generating
demand for innovative new products that
adhere to strict manufacturing guidelines.
With the category only predicted to grow,
we’re likely to see more beauty brands
extend their offerings and enter the space
in subsequent years.
BODY POSITIVE
The beauty industry has often been
criticised for proliferating unrealistic ideals
about beauty and body image. But a new
wave of brands are turning away from
impossible beauty standards and “miracle”
products in favour of a more practical,
body-positive approach. New York-based
blogger-turned-entrepreneur Katie Sturino’s
Megababe is one such brand that’s taken
Instagram by storm, aiming to deliver
natural product solutions for real body
concerns – such as under-bust sweat and
inner-thigh chafing – without subjecting
women to the shame that so often
accompanies such practical purchases.
And it would seem women are responding,
if Megababe’s 8,000-strong waitlist for
the brand’s natural deodorant is any
indication. Locally, BoPo Women is flying
the flag for feminist skincare with plant-
based products that aim to make women
feel empowered, rather than telling them
they require “fixing” or “improving”.
Founder Bron Stange is using her
experience with an eating disorder and
negative body image to empower women
to see beauty as self-care – not as
a constant quest for self-improvement.TIMELESS BEAUTY
Skincare products, especially those of the
anti-ageing persuasion, are often targeted
towards mature women. But until recently,
many beauty brands had younger women
as the youthful face of their wrinkle-reducing
ranges, rather than the older customer
the products were designed for. This
contradiction is fading, with brands now
casting more women over 50. In 2014, at
the age of 68, British actor Charlotte
Rampling fronted a campaign for NARS,
as did model Maye Musk for CoverGirl in
2017 aged 69 – making her the oldest
ever spokesperson for the brand. Currently,
Jane Fonda, Helen Mirren, Julianne
Moore, Isabelle Adjani, Iris Berben and
Vanessa Williams are all serving as the
faces of L’Oréal Paris’s Age Perfect range,
encouraging women to
embrace their beauty at
every age. In contrast, the
majority of makeup caters
to twenty-somethings, which
leaves a gap in the market
for brands that serve
consumers either side of
that age group. Cosmetics
brand Studio 10 appeals to
older women with products
designed to enhance mature skin, rather
than mask it. On the other end of the
spectrum sits Fluff, a Melbourne-based
brand that makes minimal, sustainable
beauty products for gen Z, and the
brainchild of one of the founders of Frank
Body, Erika Geraerts.LEADING LADIES
The lack of female leadership in cosmetic
companies is baffling given the majority of
their products are aimed at women, but
change is underway. Last year, Revlon
appointed its first female CEO, Debra
Perelman, and Coty, parent company to
brands such as Rimmel London and Max
Factor, has a new female board executive.
But perhaps most exciting is the opportunity
the internet has given women to create and
run their own businesses. In Australia, some
of our biggest beauty retailers are headed
by women, such as Adore Beauty founder
and CEO Kate Morris, Mecca founder
and co-CEO Jo Horgan, and Irene
Falcone, founder and CEO of Nourished
Life. And a fair amount of the beauty brands
stocked on their shelves are founded by
women too, such as Frank Body, Sodashi,
Eco Tan and The Beauty Chef.FOLLOW US
Thanks to social media, we’re bombarded
daily with images perpetuating unrealistic
standards of physical beauty. But a new
wave of game-changers are seeking to
counter that by using their platforms to
promote a healthier self-image. Locally,
Instagram influencers such as Flex Mami
and Bree Warren are adopting an ethical
approach to their feeds, spreading body
positivity through posts that champion
self-love. YouTube has truly revolutionised
the beauty industry, giving
voice to different ages,
genders and cultures like
never before. We can now
stream content from our
bathrooms and choose who
we get it from. Beauty
influencers of all backgrounds
now provide visibility for
marginalised communities
who may have been less
represented in the past and encourage
individuality in beauty. The world’s top tier
beauty influencers, including Wayne
Goss, Michelle Phan, Nyma Tang, Nura
Afia and Gigi Gorgeous are incredibly
diverse – proving once and for all that true
inclusivity really does count. EBEAUTY
“CLOSE-UP
SHOTS of
IMPERFECT
TEETH are
a RARE
SIGHTING”