Gen M: B qyB}su) seuinsucgExecutive summary. $133bn $213bn prot) ploy al Global Muslim spending on pharmaceuticals and cosmetics products Halal beauty is gaining momentum, fuelled by th conscious youth across th Gan M's disposable income [A new generation of homegrown labels are rebranding halal beauty for Gen M, while global players are expanding their halal-certitied lines. Gon M are reclaiming heritage by celebrating and updating ancient beauty rituals the European beauty standard and its obsession with fair skin Srands that cater to this cohort’ specific beauty needs or issues will resonate ~ Gen M are fighting against negative stereotypes and rallying for more diverse representation of Muslim women, ~ Empowering youth-led communities ere amplifying the voices of Muslim women and offering a safe space to shareAnalysis Generation M embraces a diverse cultural pe without compromising theit faith 2016's Gen helina Janmohamed, author of Changing the World, defined them as “tooh-savvy, self-ompowered, youthful group who believe that their identity encompasses both faith and modernity They are also more carser-focused and outward looking than previous generations Armed with a growing spending power, young Muslim women are increasingly using beauty to express their individual identity or creativity. They are actively Using social media to reconnect with their heritage and empower young Muslimahs, while challenging the status quo and defining beauty on their own terms Going forward, beauty brands that cater to their specitic needs and present a diverse representation of Gen M will esonate. There is also a growing demand for halal: certified cosmet conscious youth 'd personal care, a8 for more natural, safe and athical products, regardless of religious belies.The glocalisation of halal beauty Driven by the rising disposable income of Muslim consumers and conscious youth, halal beauty is gaining global momentum. A 2019 report by the IMARC Group found thet the global halal cosmetics market was worth $66bn in 2018, Its set to grow at 8 CAGR of 6%, reaching $94bn by 2024, Southeast Asia is seeing the highest demand in halal beauty. According to a 2017 study by JWT Intelligence, 71% of Malaysian and indonesian women aged 16- 39 claimed that halal is a top priority when purchasing personal care products. ‘A new crop of small, homegrown labels are rebranding halal beauty by catering to Gen NM religious and cultural identities, while prioritising safe and natural ingredients as well as honesty and integrity Dear Me Beauty is 9 Jakerte-based label that aime to "make beauty better" with paraben-tree and halal-certified ingredients. Malaysia's Orkid Cosmetics also offers halal, vegan, wudu-friendly and cruelty-free products "for the cool kids and Mainstream brands such as Estée Lauder and Shiseida have also been adding halal: certified preduets. LOréal has a fully certified halal factory in Indonesia, and Amorepacitic plans to open a new manufacturing plant for halal cosmetics in Malaysia by 2020. Meanwhile, Muslim-majority countries are fuelling the growth of halal corstied products with new regulations. in 2019, Indonesia passed 2 law to impose mandatory halal certification on all food, drugs and cosmetics sold in the country. Its beauty and personal market is projected te reach $2.26bn in 2022, erasting a huge ‘opportunity for brands. Holal-certified products also have global appeal, az a younger generation takes 3 more holistic approach to beauty. They are opting for chemical-['ee, sustainable and ethically sourced options. The global rise of both non-Muslim and Gen bi vegans will contribute to the grawing demand for halal beauty as wellon \k today, more than ever, young people speci lly care a lot about the mora that brands that are dedicated to that, to expanding the definition of beauty and that their brands stand for. I think ing that it isn't just exclusive to a ject group of women - that is the direction that we should be headed in, Amani Al-Khatahtben Founder, Muslimgirl.com