STRATEGIES FOR ADAPTATION OF CULTURAL AUTHENTICITY OF THE HALAL COSMETICS INDUSTRY IN INDONESIAN MARKETS

This study aims to investigate how the halal cosmetic industry adapts tactically to cultural authenticity in response to the growing demand for halal-compliant cosmetics in Indonesia. To accomplish this task, a systematic review of thirty scholarly articles, as well as market research and trade reports, was conducted. This study provides insight into how brands successfully balance three competing priorities: religious obligations; cultural relevance; and commercial success. As demonstrated by the examples provided by leading halal cosmetic brands, the trends indicate that to remain competitive, they must incorporate both religious authenticity and consumer receptivity to current trends, as well as adapt to their local culture while maintaining a global standard of competitiveness. In addition, a number of challenges also exist on the part of halal cosmetic consumers and manufacturers in respect to standards consumer education, trust in certification process. The study identifies the following trends that are influencing the halal cosmetics industry: digitalization; adoption of responsible business practices; more educated consumer bases and local Indonesian brands which are competing with established multinationals. This article, therefore ends by providing guidelines focusing on the need to create better regulatory systems; heighten awareness campaigns and also put in place partnerships between established institutions (eg church leaders) and modern day cosmetics innovators.