Annual Report of Cosmetology vol.23, 2015
Synopsis of Original Research Paper

Consumers’Perceptions Regarding Halal and Cosmetics:
The Halal-Certified System in Morocco
Hiroko Kawazoe
Faculty of Tourism, Media, and Cultural Studies, Shoin University

The purpose of this study is to contribute to the socio-cultural knowledge of cosmetology by
exploring the halal-certified system and Muslim consumers’ perceptions regarding notions ofhalal and beauty practices in Morocco. The term halal means “lawful” or “allowed” according
to Islamic Law. The global halal market has gained a lot of attention because of the universal
rise in the number of Muslims. If a product is marked “halal,” this means that the materials,products, and process facilities of the products have been subjected to approved certification
systems and that they provide consumers with a guarantee that no forbidden components arepresent. All Muslims and non-Muslims who value traceability and high-quality products areexpected to be the new consumers of these products. The data for this study was derived mainly
from ethnographic fieldwork research in 5 Moroccan cities in March 2014, including discussion
with about 130 students, a preliminary questionnaire administered to 116 students, and face-toface interviews with several persons involved in the certification system, as well as scholars.
The Moroccan government established a halal-certified system for foods in July of 2012.
Halal-certified cosmetics and personal care products had no approval system in place at first,
but three months after my fieldwork, it was instituted. Producers and makers who desire a halallogo have to contact IMANOR (Institut Marocain de Normalisation) for an inspection. It canhelp the procedures in Morocco if the cosmetics in question already have ISO 22716 (Cosmetics
Good Manufacturing Practices) certification or have been approved by such certification
institutions as JAKIM (Department of Islamic Development Malaysia). The government has
approved the halal industry as being economically profitable, but most Moroccan consumers
do not know that Morocco has entered this new industry. They believe that “every Moroccan
product is halal,” so they are not worried about halal as long as they are in Morocco. Besides,
people care about whether or not food is halal rather than cosmetics and personal care products,
so they use homemade, co-op, and big name brand cosmetics. There are also some people who
consider cosmetics “haram (forbidden acts according to Islamic Law)” .
Thus, the reaction toward halal-certified cosmetics is split. Some people regard sellingthem as an opportunity for economic growth or as a chance to start a business. Other people
regard halal-certified cosmetics as excessive consumerism, believing them to be a capitalistic
exploitation of religious norms. Companies that emphasize social responsibility can work onthis point. An association of women in argan oil producing areas, for example, has attempted toraise awareness about sustainable development by promoting such concepts as environmental
protection, literacy education, and so on. Now, more than 200 associations display an awarenessof natural resources in their manufacturing processes. Likewise, promoting halal-certified
cosmetics and personal care products can be promoted as a form of social responsibility as well.
Halal business can provide an opportunity to deepen mutual understanding between Muslims
and non-Muslims, on one other hand, while running the risk of emphasizing the differences
between the two, on the other. At the same time, the gap between the rich and poor is inherent
in it. Nonetheless, halal-certified cosmetics and personal care products are in demand as amechanism that ties religious ethics to business ethics even more strongly than organic products
and halal-certified food.
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