Khaleeji brand, Mikyajy, launches Halal cosmetic range
Claiming it as its biggest product revolution ever, Mikyajy has launched a complete range of 100 percent Halal-certified colour cosmetics. The end-to-end production process, from ingredients, to manufacturing and warehousing facilities are 100 percent certified by accredited agency, ESMA, recognised across the GCC. This guarantees all the products in the range are made with pure, approved ingredients that contain zero alcohol, gelatine, keratin and collagen, as well as being cruelty-free, and free of harmful ingredients and animal derivatives.
Halal cosmetics is currently the fastest growing trend in the beauty industry. The global halal cosmetics market, according to research by IMARC Group, reached a value of $74.7 billion in 2020 and is expected to grow a CAGR of 6.4 percent during 2021-2026.
Mikyajy conducted its own market research to determine their consumers’ needs and found out that their customers associate halal-products with hygiene and pure products. The company clarified that some Halal certified products are vegan approved.
In a statement to SME10x, Jim Ragsdale, Deputy CEO for Beauty from Mikyajy, added, “What’s interesting is that when we surveyed our Gulf customers, the responses they came back with made us realise that, for them, halal is kind of a proxy for what customers elsewhere in the world are calling clean or sustainable. Our customers also indicated that while they want to buy halal-certified makeup, they are not willing to buy halal if it means compromising on the product’s quality of performance in terms of longevity and steadfastness and resistance to heat and humidity, especially for this area of the world.”
Halal cosmetics, according to Ragsdale, is currently the fastest growing trend in the beauty industry, and no brand in the GCC sells a complete range of Halal colour cosmetics until this launch by Mikyajy.
He added, “Halal is a game-changing positioning launch for Mikyajy. It’s a choice for purity that our customers seek and it’s our opportunity to appear on her radar screen in a big way. This is a big differentiation for us and we believe we are carving out a space within the beauty industry that we can own.”