Dubai: Global haircare manufacturers are recognising a spot in the Muslim market as they launch merchandise for hijab-wearing ladies and embody them in advertising campaigns – and the initiative is triggering start-up companies inside this under-considered section.
L’Oréal’s Kérastase is the newest worldwide model to focus on the section, having positioned its first anti-hair fall (loss) vary Genesis to enchantment to hijab-wearing ladies in Malaysia. Hijab carrying can promote poor hair high quality, extreme strain and traction, successfully boosting hair loss. Tightly wrapped hairstyles underneath the hijab might trigger traction alopecia – a situation resulting in hair loss the place the hair is constantly pulled.
Such issues function in Kérastase’s native advertising marketing campaign that includes a variety of hijab-wearing influencers that reached nearly half 1,000,000 Malaysian ladies, in response to Singapore-based advertising company Beatnk. The firm labored with Kérastase on an Instagram marketing campaign for the Genesis launch.
Kérastase’s Malaysian market focuses on the 69% of the nation’s ladies who’re ethnic Malays (and principally Muslim) of whom 9 out of 10 use the hijab every day, mentioned Beatnk.
L’Oréal joins cosmetics giants together with Unilever and Procter & Gamble (P&G) that have already got hijab haircare strains in Indonesia and Malaysia. Unilever launched its Sunsilk Hijab vary to each markets in 2004, while P&G launched its Rejoice Hijab Perfection Series in Indonesia two years in the past. Both manufacturers deal with the commonest points discovered amongst hijab wearers like dandruff, dangerous hair odour, tangles and hair fall.
A spin-off of this success has seen native gamers and start-up initiatives increase efforts to cater to this underserved section. Redzwan Shujauddin, founding father of Singapore-based haircare firm Aurahijab, instructed Salaam Gateway that contemplating the variety of ladies who put on the hijab and the provision of devoted hair merchandise in market, there’s a restricted alternative of merchandise catering to their wants.
“I don’t assume there’s sufficient training and consciousness for girls who put on the hijab on the proper method to deal with their hair. Thus, most of them are still trying to find the proper product, while worrying about hair issues and shedding hair every day, till they develop into too scared to comb their hair and lose self-confidence,” he mentioned.
Aurahijab focuses on hair fall and malodour with a perfumed two-in-one shampoo and conditioner offered in Singapore and Malaysia. The product guarantees thicker, fuller hair by stimulating development and treating hair loss with its composition of candlenut, black cumin seed oil or habbatus sauda and Nigella sativa oil, olive oil and bidara leaves.
“The demand has been fairly good and we (obtain loads) of repeat orders due to the outcomes of utilizing our shampoo,” mentioned Shujauddin.
Black cumin seed oil
One motive hijab-wearing ladies habitually expertise hair issues is as a result of they wrap their hijabs too tightly across the head and put on tight hairstyles beneath, in response to UK-based Ultra Hair Clinic.
A 2020 examine of 32 hijab-wearing ladies in Indonesia by the University of Muhammadiyah in Jakarta discovered 59% suffered from an itchy scalp; 43.7% had dandruff issues and 6.3% skilled hair loss.
Malaysian-based Wipro Unza expanded its halal magnificence model Safi to Indonesia in 2018 and launched perfumed hair mists in 2020 as an answer to hijab odour. Malaysian start-up Blush additionally entered the hijab haircare house in 2019 with Hijab and Hairmist, an modern product the corporate states might be utilized to each the hair and hijab with out leaving fragrance stains on the material.
In November 2021 Malaysian start-up Follow Me rolled out a green-tea hijab vary comprising 5 halal-certified merchandise, with a “48-hour lasting perfume” together with a hair fall resolution shampoo, hair fall resolution conditioner, anti-itch shampoo and two hair mists.
Black cumin seed oil has develop into particularly standard inside hijab haircare as its excessive focus of thymoquinone, a robust antihistamine, can naturally restore hair development, in response to a examine printed in the International Journal of Pharmaceutical Sciences and Research.
Focusing on hijab merchandise allows manufacturers to faucet right into a rising haircare market in Muslim south-east Asia. Indonesia’s haircare product market is forecast to develop from $1.2 billion in 2019 to $1.7 billion in 2024, recording a 7.7% compound annual development price (CAGR), in response to analysis from UK-based knowledge and analytics firm GlobalInformation. Correspondingly, Malaysia’s haircare product market is forecast to develop from $269.2 million in 2019 to $341 million in 2024, recording a 5% CAGR.
The GCC market
In distinction with Asia, hijab-wearing ladies in the Gulf Cooperation Council (GCC) area have fewer choices in relation to specifically formulated haircare merchandise. Given the area’s scorching and humid climate that impacts each hair sort and causes itchiness and frizz, ladies can simply wrestle with dry and broken hair.
“The fundamental issues [for hijab-wearing women] are an itchy scalp from sweat and sebum, particularly when residing in a rustic with a damp local weather, in addition to product build-up and using mistaken haircare merchandise,” mentioned Romyet Khouri, technical director at The Loft Fifth Avenue, a magnificence salon group with 14 branches in the United Arab Emirates (UAE).
Three manufacturers dominating the Gulf hijab haircare market are Safi with its in depth hijab haircare line, the UAE’s Hemani with its anti-hair loss hijab shampoo and Saudi Arabia’s Pure Beauty, with three hijab hair shampoos. Pure Beauty’s shampoos are manufactured by Cosmaline, a Lebanese firm providing its personal Soft Wave Hijab haircare vary in Lebanon, Jordan and Iraq.
Other manufacturers, whose merchandise usually are not essentially formulated for hijab-wearing ladies however are well-suited for them, try to interrupt into this section in the Gulf. Vatika Naturals, the haircare model of fast-moving shopper items main Dabur India, often markets its halal-certified haircare vary by way of influencer collaborations and campaigns such because the current Vatika Voices.
Launched final December in collaboration with journey and life-style content material platform Curly Tales, the six-month marketing campaign is shedding gentle on profitable ladies in the Gulf area, a number of of whom put on the hijab. The initiative sees Fahima Falaknaz, the primary Emirati feminine boxer to symbolize the UAE, and Areej Al Hammadi, an Emirati feminine footballer who performs for the nationwide soccer staff, narrating their tales by way of a video sequence. Both ladies put on the hijab.
“Although carrying a hijab means the hair shouldn’t be uncovered to pure parts, correct haircare is still necessary,” Aashwi Verma, Vatika Naturals advertising supervisor, instructed Salaam Gateway. “Vatika’s Enriched Hair Oils do an ideal job at pampering the hair with pure goodness. They have elements like olives that are nice for nourishment, almonds for lustre, garlic and cactus for development and black seeds for energy.”
As with south-east Asia, the GCC’s general haircare market is rising – providing gross sales potential for hijab merchandise. India-based Mordor Intelligence predicts the UAE haircare product market to report a 4.2% CAGR in the 5 years to 2026, while Saudi Arabia will register a 5.5% CAGR between 2020 and 2025.
The UAE haircare product market is projected to develop 3.8% between 2020 and 2023 and worth $346.8 million, while Saudi Arabia’s haircare market is anticipated to develop 6% in the identical interval to surpass $1 billion by 2023, in response to Euromonitor International.
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