Analysis of Wardah Halal Cosmetics Competition and Export Potential in Southeast Asia

Because there are a lot of Muslims and people in Southeast Asia are becoming more aware of product safety and ethical business, the halal cosmetics industry is growing quickly in the region. As one of the first companies to get certified for halal cosmetics, Wardah has become a top local brand in Indonesia and is looking for chances to grow in other areas too. This study uses Porter's Five Forces model to look at the competition in the halal cosmetics market across Southeast Asia. It checks where Wardah stands strategically and how well it can export its products. The findings show that Wardah has strong brand recognition for halal products, good prices, and an understanding of the local culture in ASEAN countries. But competition is getting tougher because new local brands and international companies are entering the market with halal-certified products. This report gives practical suggestions to help Wardah improve its position and expand faster in the halal beauty market in Southeast Asia.