“I wanted to create a Halal beauty line that was an experience for anyone who appreciates beauty products but still making room for Muslims. From the soft touch of the Satin Sheen Multistick tube to the smell, every element of our inaugural product is intended to be the best that a beauty lover has experienced.”
How many Muslims get excited to see Halal food break into the mainstream American market? With popular franchises like Halal Guys to packaged food giant Saffron Road, the Muslim American community has more Halal food options than ever. And halal food isn’t just for Muslims. Halal food is good enough for Cardi B to sing about too.
But why aren’t we seeing Halal beauty turning into a mainstream beauty staple?
The North American beauty industry is afraid of using the term Halal. The reason we need more halal makeup brands in the beauty industry is that we have seen that established beauty brands refuse to state that their products are Halal. As Tahmina Begum from Refinery29 succinctly writes: “With Islamophobia at an all-time high, being a halal beauty brand might imply allyship towards the Muslim community. This may be viewed as risky business.”
While we have seen a few brands offering Halal beauty offerings, none of these brands have genuinely thought about the Muslim community’s needs from the lens of Ihsan (excellence). How many of us have had high hopes of trying a Halal beauty brand only to experience a product that was pricey for a subpar product?
A Halal Makeup Line for All Beauty Lovers
That frustration is what spurred Minara El-Rahman, the co-founder of Mora Cosmetics, to take a chance and launch a beauty line that is not only Halal (Mora Cosmetics is working on Halal certification as of the publication of this article) but also features high-performance custom formulas and bespoke packaging.
“I wanted to create a Halal beauty line that was an experience for anyone who appreciates beauty products but still making room for Muslims. From the soft touch of the Satin Sheen Multistick tube to the smell, every element of our inaugural product is intended to be the best that a beauty lover has experienced,” El-Rahman shared.
With her co-founder Jasmine Dayal, Minara worked with a veteran cosmetic chemist who created formulas for Goop and Juice Beauty to formulate a Halal beauty that is clean and vegan.
Ever forward-thinking, the duo is tackling issues like beauty sustainability. Some of their packagings is recyclable (boxes and shipper boxes), and they are working with their packaging supplier to ultimately move to more sustainable options for ALL packaging.
“Islam teaches us that we need to be stewards of the earth and take care of our planet. When we created Mora Cosmetics, we wanted to ensure that our brand was built on the principles of natural beauty, sustainability, inclusivity, and consciousness.
Halal Beauty for All Skin Tones
Like other beauty brands, halal beauty brands may have overlooked skin tone ranges when they created their makeup products. Mora Cosmetics launched intentionally with three universally flattering shades: Minxy (a pink nude), Hyped (a shimmery plum), and Jessie’s Girl (a brick brown). Each color has been formulated with enough pigment to build up color on all skin tones. Muslim fashion influencers from all different ethnic backgrounds, such as Jaserah Asadullah to Hakeemah Cummings, have all been unanimous in their love of all three colors.
Are you ready to switch to Halal beauty yet? Check out Mora Cosmetics here.