Kosmetik Halal dan Brand Islam: Komodifikasi Kesalehan dan Identitas Konsumen Muslim di Indonesia (2021–2025)

Abstract

Halal cosmetics in Indonesia have evolved beyond merely fulfilling religious compliance; they have emerged as symbols of piety, expressions of Muslimah identity, and market strategies within the global capitalist ecosystem. This phenomenon is reinforced by state regulations such as Law No. 33 of 2014 on Halal Product Assurance, alongside growing consumer awareness of ethical and spiritual consumption. The Indonesian halal cosmetics market was valued at USD 5.7 billion in 2022 and is projected to reach USD 9.74 billion by 2025 (Statista, 2023). This study employs Faegheh Shirazi’s (2016) Brand Islam framework to analyze how religious symbols are mediated in the marketing and consumption of halal cosmetics. The framework is further enriched by the perspectives of Mahmood (2005), Brenner (1996), and Lewis (2015) on gendered piety, performativity, and modern Muslim aesthetics. The research method includes content analysis of advertisements and social media from brands such as Wardah, Emina, and Safi (2021–2025), supported by secondary data from BPJPH, KNEKS, and LPPOM MUI. Findings reveal that halal cosmetics serve as a vehicle for articulating “modern religiosity” among urban middle-class Muslim women, while also indicating commodification of piety and religious branding practices with limited ethical transparency. This study contributes to interdisciplinary discussions on religion, spiritual consumption, and the dynamics of the halal economy, offering critical reflections on the intersection of faith, market, and identity in the era of popular spirituality.