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Esqa and Rose All Day Cosmetics (RADC), two Indonesian cosmetics companies, are benefiting from the increased demand for halal and vegan goods. These domestic firms are taking on global giants like L’Oreal and Unilever by capitalizing on the mostly Muslim nation’s growing appetite for halal-certified beauty products.
Esqa, a 2016 startup, meets this demand with vegan, halal cosmetics that are sold in a variety of physical and online stores, including Sephora and Watsons. Similarly, RADC, founded in 2017, is enjoying rising popularity; its revenues are expected to quadruple in 2022 and to outpace those of the previous year by six times in 2023. Both businesses are aggressively preparing to enter new markets.
As a result of Indonesian legislation passed in 2014, which mandates halal certification for a wide range of consumer goods in the nation by 2026, there has been a shift toward halal beauty products. This rule, together with a rising sense of pride in local brands, is causing a drop in the market share of Western cosmetics firms as more Indonesian customers choose local brands that provide halal-compliant goods.
