Rim Messaadi, an international export consultant, said Gulfood 2026 saw a notable rise in the number of companies seeking to export halal products, alongside a broader range of offerings spanning meat, dairy, bakery, and value-added foods.

This momentum, she added, highlights both the commercial opportunities in halal trade and the growing imperative for companies to understand Muslim consumer expectations and secure the necessary certifications.

Local giants scaling halal supply chains and innovation

UAE-based F&B colossus Al Ghurair Foods’ launch of PURL - a new food ingredients brand encompassing starches, sweeteners, speciality flours, edible oils, oats, liquid egg, and meat coating systems - was one of the show’s most significant announcements.

The manufacturer also revealed a $20 million investment in a meat coating systems plant with an annual production capacity exceeding 60,000 tons. The facility will support halal-certified solutions while reducing lead times by up to 50%.

Turgut Yegenaga, CEO of Al Ghurair Foods, said that by investing in these areas, the company is “strengthening local supply chains while responding to the evolving needs of food producers across the region and international markets.”

Also drawing attention was Al Ain-based Ostrich Oasis Trading, the Middle East’s only large-scale ostrich farm and processing facility.

The company showcased its halal ostrich meat, billed as a product “high in protein, low in fat and cholesterol, and still unfamiliar to many global markets”, highlighting demand for alternative, premium proteins.

Europe: From heritage foods to cultivated meat

European exhibitors brought a mix of traditional products and next-generation solutions to Gulfood. 

Georgia-based family-owned food brand Chizzzy presented its halal-certified Acharuli Khachapuri - the Georgian 'cheese boat' - frozen and ready to bake in 10 minutes.

“The response was very positive; we saw strong interest, lots of tastings, and many visitors recognized the product and taste profile,” Giorgi Botchorishvili, founder of Chizzzy, tells Salaam Gateway. 

“We’ve had strong business conversations and promising contacts, and our goal now is to convert these into our first international sales through follow-ups.”

“Halal certification is important for Gulf markets and international expansion, and we wanted to ensure we are fully prepared for buyers in those regions from day one,” adds Botchorishvili.

Scotland’s The Scottish Venison Co. targeted Middle Eastern buyers with Alba Crown, its halal-certified wild Scottish venison positioned as an ethically sourced, lean red meat rooted in traditional Scottish heritage.

Also from Scotland, Roslin Technologies joined a trade mission to the UAE to explore partnerships aimed at bringing halal cultivated meat to the region.

Several french exhibitors formed part of the F&B jamboree, including Nathal by Cooketto Group, which showcased slow-cooked halal pulled meat and steak, and Gers Distribution, which launched Grand Sud Signature, a halal range based on PGI South-West duck.

Lithuania’s Vilvi Group highlighted its EU-grade halal-certified whey protein - produced during its cheese-making process and containing more than 80% protein in its dry matter.

Spain made one of the strongest impressions, with Casa Alhambra winning the Best Meat & Poultry Product at the Gulfood Innovation Awards 2026.

The company unveiled Halmón, a cured turkey leg inspired by centuries-old Spanish jamón traditions and developed for halal markets.

“This recognition means a lot to us. It reflects years of hard work, craftsmanship, and belief in what we’re building: premium halal cured meats made in Spain, combining tradition, innovation, and uncompromising quality,” the company said in a LinkedIn post.

Asia Pacific: Convenience, traceability, and functional foods

Asia-Pacific exhibitors leaned heavily into ready-to-eat, export-ready, and functional halal foods.

Australia’s Yummy Karma presented its halal-certified chilled and frozen ready meals, while New Zealand’s Lilo Desserts introduced portion-controlled halal desserts designed for international foodservice.

Hong Kong-based KIN Farms attended Gulfood to deepen its understanding of GCC market dynamics ahead of launching halal-certified frozen liquid eggs in the region.

The product eliminates the labor, waste, and time associated with shell eggs, targeting manufacturers, hotels, and large-scale kitchens.

“KIN Farms’ frozen liquid eggs are real, pasteurized eggs that have been broken out of their shells, lightly processed for safety, and immediately frozen to preserve peak freshness and nutritional value,” Cindy Yin, head of business development at Kin Farms. tells Salaam Gateway.

“Our pasteurization process eliminates pathogens without cooking the egg. Crucially, our radical transparency model allows us to provide full traceability back to the farm of origin - something nearly impossible with mixed shell egg supplies - ensuring both halal integrity and ethical sourcing in every batch.”

Malaysia brought its largest-ever Gulfood delegation, with more than 120 exhibitors under the Malaysia Pavilion. Among them was EMZI Group, which launched Muglove, a high-protein, botanical-enriched instant cupcake mix.

Led by the Malaysia External Trade Development Corporation (MATRADE), the country’s participation underscored a strategic shift from raw ingredients to high-value processed foods. 

The pavilion featured a 'Best for You' zone with organic products from over 40 exhibitors, alongside strong representation across gourmet sauces, pastes, and ready-to-eat meals.

“Our participation in Gulfood 2026 reflects the resilience of Malaysia’s food and beverage producers,” MATRADE CEO Abu Bakar Yusof said in a statement.

“We’re no longer exporting ingredients alone - we’re exporting lifestyle solutions. Whether it is a nutrient-rich functional drink or a premium ready meal, Malaysian brands are proving that convenience and health can co-exist within the gold standard of halal assurance.”

Latin American powerhouses eye halal demand

Brazil arrived in force, with 22 agribusinesses taking part in Gulfood, including industry leaders Ad'oro Alimentos, Bello Alimentos, Copacol, GT Foods, Pif Paf, and Villa Germania.

Pif Paf, operating in the Middle East under the Rio Branco Foods brand, showcased halal-certified shredded cooked chicken breast suitable for several culinary options, from shawarma and pies to tacos and pizzas.

Brazilian poultry giant MBRF unveiled a refreshed visual identity for its Sadia brand - known for halal frozen meats and ready-to-eat meals - at the exhibition.

Meanwhile, Argentina strengthened its presence with nine companies - including Rioplatense, Bermejo, and Azul Natural Beef - promoting Argentine beef.

North America: Expanding halal footprints

North America’s halal sector participation was led by Solmaz Foods, a Canada-based halal manufacturer specializing in deli meats and pizza toppings. In early 2026, Solmaz became the first Canadian company to export deli products to the UAE.

US-based Crescent Foods also showcased its halal chicken, beef, turkey and lamb offerings as part of its international expansion strategy.

Africa: Premium beef finds new markets

Africa’s presence included Botswana Meat Commission (BMC), which participated alongside the Botswana Investment and Trade Centre (BIMC) to expand export markets for pasture-raised beef.

The participation follows BMC’s accreditation to export beef to the UAE three years ago and its first shipment after meeting stringent quality and halal requirements.

“This accreditation opened the door to one of the most lucrative premium beef markets in the Middle East and represents an important diversification of markets beyond BMC’s historical strongholds in the European Union and southern Africa,” BIMC said in a LinkedIn post.

Halal trade moves from compliance to competitive advantage

Gulfood 2026 drilled home a key imperative: halal certification is more than just a compliance requirement - it is competitive strategy.

Across regions, companies are investing in traceability, convenience, and innovation to meet the expectations of a global Muslim consumer base that is increasingly discerning and brand conscious.

For exporters and manufacturers alike, the message from Dubai was unmistakable: the future of halal belongs to those who combine authenticity with scale, and tradition with innovation.

The global beauty industry is undergoing a transformation with consumers becoming more conscious of the ingredients they use, the values they uphold, and the impact of their purchases. As Muslim populations continue to grow and become more economically influential, spending on beauty and personal care products has risen significantly. The State of the Global Islamic Economy (SGIE) Report 2024/25 estimates that Muslim consumer expenditure in this category reached approximately $87 billion in 2023, with forecasts suggesting it could climb to nearly $118 billion by 2028, underscoring the industry's steady momentum.

According to the SGIE Report (2024/25), the halal cosmetics sector, though recently experiencing a dip with only 8 deals in 2023, is expected to see a surge in investment in the coming years, fueled by increasing consumer awareness and demand for ethically sourced, cruelty-free, and halal-certified beauty products.

Key markets such as Southeast Asia, the Middle East, and North Africa are projected to drive demand, supported by government initiatives promoting halal certification standards and offering incentives for local manufacturers.  

The rise of social media

This growth has occurred in tandem, in many respects, with the rising influence of social commerce, which has reshaped how consumers discover, evaluate, and purchase beauty products. Platforms such as Instagram, TikTok, and Facebook now serve as virtual storefronts and trust-building ecosystems. 

While halal brands like Indonesia's Wardah and Turkiye's Joseph Shining illustrate robust sector growth driven by digital expansion and rising global consumer preference for ethically and halal-certified beauty products, competition from mainstream brands that incorporate halal practices is intensifying and driving innovation. 

A new generation of shoppers

Equally important is the influence of younger generations. Millennials and Gen Z consumers increasingly seek products that align with personal values such as sustainability, transparency, and ethical sourcing, qualities that halal certification often embodies. This shift has broadened the appeal of halal cosmetics beyond Muslim communities, attracting non-Muslim consumers who associate halal-labelled products with higher standards of safety, hygiene, and responsible production. Together, these dynamics position halal cosmetics not only as a religiously compliant niche but as a significant and evolving force within the global beauty industry.

Who will come out on top will depend on the level of influence they can wield through their social media presence and how convincingly they can sway a new generation of halal cosmetic consumers who are cognizant of the process and willing to make decisions based on their preferences, irrespective of the costs.

This is a trend that Shakir Ahmed, CEO and Co-founder of Habibi New York, a halal cosmetics brand, has seen firsthand. Speaking to Salaam Gateway, he said: "For halal beauty brands, social media is not a growth hack;  it is the 'full funnel'  infrastructure. Halal logos alone aren't sufficient for values-oriented, digitally discerning halal consumers. The new generation of Halal consumers reward brands that show restraint, transparency, and coherence between belief and behavior — especially in how products are marketed. How a brand tells its story, who it collaborates with, and what it refuses to amplify matters as much as certification itself. For halal brands, credibility is built in public, and social media is where that credibility compounds."

Role of digital platforms and social media 
Digital platforms and social media have played a transformative role in expanding the visibility and adoption of halal beauty brands. Channels such as TikTok and Instagram have become central spaces where beauty and lifestyle creators engage directly with audiences, particularly Muslim consumers seeking products aligned with their values. Through tutorials, honest product reviews, and everyday skincare or makeup routines, influencers help translate halal certification and ethical positioning into relatable, real-life experiences.

Beyond individual content, social media has fostered active communities around halal beauty trends, enabling users to exchange recommendations, discuss ingredients, and share personal journeys in the realm of clean, faith-conscious beauty. For brands, these platforms offer a powerful alternative to traditional advertising by allowing authentic storytelling, direct interaction with followers, and rapid global reach. 

"Social media campaigns allow brands to educate in layers: ingredient sourcing, formulation intent, marketing ethics, and why certain compromises are deliberately not made. That depth builds trust in a way traditional retail never could," said Ahmed.

Challenges and strategic considerations 
Achieving success in the halal beauty sector requires more than simply obtaining certification or producing high-quality formulations. As the category becomes more visible and competitive, brands must carefully consider how they communicate their values, connect with diverse audiences, and position themselves in a rapidly evolving marketplace. In many ways, the challenge lies in balancing authenticity with innovation — ensuring that halal principles remain central while also appealing to broader ethical and lifestyle-driven consumers. 

Marketing and cultural sensitivity
Effective halal beauty marketing depends on a nuanced understanding of culture and identity. Consumers today are quick to recognise when messaging feels superficial or relies on stereotypes, making genuine cultural engagement essential. Brands need to demonstrate an informed awareness of Muslim lifestyles and values, presenting products in ways that feel respectful, relatable, and authentic rather than tokenistic.

At the same time, representation should reflect the diversity within Muslim communities themselves. Halal beauty consumers span different regions, ethnicities, and personal expressions of faith, and campaigns that acknowledge this diversity tend to resonate more strongly. The perceived credibility of creators — especially when their personal values align with those of their audiences — strengthens trust and amplifies brand influence, making social media a critical driver of growth in the halal cosmetics landscape.

Saudi Arabia, the UAE, and Türkiye were recipients of vast majority of OIC pharmaceutical imports in 2023, worth nearly $8 billion, $6 billion, and $5 billion, respectively. On balance, OIC member states exported ($8.1 billion) less than a quarter of the pharmaceutical products they imported ($49.4 billion) in terms of overall value, according to the State of the Global Islamic Economic 2024/25 Report. 

Building local innovation ecosystems

AI, data-driven R&D, and tech-enabled collaborations are already accelerating drug discovery and localization across the OIC landscape, particularly in the six-member Gulf Cooperation Council. 

In the UAE, Abu Dhabi-based Insilico Medicine is leveraging its Pharma.AI platform and automated laboratory for drug discovery and development both locally and globally. In 2025, the AI-powered biotech company announced a pilot project to identify a novel oncology drug candidate, creating a model that could be replicated across the Gulf region.

In a parallel move, Saudi Arabia’s NanoPalm teamed up with Canadian biopharma research company Rakovina Therapeutics earlier this year to launch a JV aimed at advancing AI-discovered oncology drug candidates.

Meanwhile, UAE-based Gulf Pharmaceutical Industries (Julphar) partnered with China’s Sunshine Lake Pharma in 2023 to localize the production of modern insulin analogues in the MENA region - a first for the region. Sunshine Lake applies AI technology across multiple stages of drug R&D, using advanced AI-driven models to enhance innovation capacity.

Another example comes from Southeast Asia, where Nvidia is expanding its footprint through strategic partnerships supporting healthcare startups. The US tech giant is investing in Malaysia and Singapore to advance AI in science, robotics, and intelligent systems - helping the region become a leading hub for sovereign AI development.

Regulators embrace the future

The timing appears to be most opportune as governments and regulators, traditionally wary of artificial intelligence, are buying into frontier technologies, laying the groundwork for AI adoption in pharmaceuticals across the Muslim world.

“Saudi Arabia's Saudi Food and Drug Authority has pushed digital transformation, and local manufacturers are investing in automation under Vision 2030. UAE's free zone pharma facilities are being built with Industry 4.0 capabilities from scratch,” says Byala.

“Turkiye's export-oriented manufacturers are implementing automation and AI-powered quality control to meet EU GMP standards, whereas Malaysia has positioned itself well as a hub for halal pharmaceuticals, utilizing digital tracking systems.”

One of AI’s most transformative frontiers in pharmaceuticals lies in personalized and precision medicine, which aims to tailor treatments to individual genetic profiles.

“We may be able to cure diseases like cancer in the future - for example by splicing genetic code into someone's MMRA vaccines. Many chronic diseases can be addressed at a genetic level before they require very expensive medical interventions,” Richard Staynings, chief security strategist at US-based Cylera, tells Salaam Gateway during the fifth Global Cybersecurity Forum (GCF) in Riyadh.

Such innovation, he adds, will not only improve quality of life but also reduce the enormous financial burden on national health systems.

Byala, meanwhile, advises caution, noting that transformation is still at an early stage.

“Adoption is happening more in packaging automation, warehouse management, and digital documentation. AI and machine learning in actual drug development are still limited. That said, the direction is promising." 

While true dependence on local pharmaceuticals for many OIC members might still be a long way off, the direction is unmistakable. Advanced technologies are strengthening self-reliance, accelerating drug discovery, and laying the foundation for more resilient healthcare systems. 

Once considered a niche market, halal cosmetics have become a global phenomenon, with a market projected to exceed $117.8 billion by 2028. More brands are now reformulating products, pursuing halal certification, and appealing to a new generation of consumers who care about purity and purpose as much as pigment and performance.

For Muslim consumers, halal cosmetics promise a way to practice self-care without compromise. It refers to products that comply with Islamic law, being free from alcohol, pig derivatives, and animal by-products, and manufactured under ethical and hygienic conditions.

This becomes especially important as certain mainstream cosmetics use ingredients that are considered haram due to their use of pig-derived collagen, lanolin alcohol, or carmine, a pigment derived from crushed insects. Even products as common as nail polish can pose challenges, since traditional formulas prevent water from reaching the nail — an issue for Muslim women performing wudu (ablution before prayer). Halal nail polishes are specifically designed to be water-permeable and breathable, offering both style and spiritual ease.

Why halal certification matters
In a crowded beauty market filled with “natural” and “clean” claims, halal certification provides a unique layer of trust. A halal-certified product has been vetted by a recognized Islamic authority, such as JAKIM (Malaysia), LPPOM-MUI (Indonesia), IFANCA (USA), or Halal Certification Europe (UK), to ensure compliance with Islamic standards.

With that in mind, here's a list of ten Muslim-friendly brands that balance faith, quality, and innovation to define what modern halal beauty looks like.

Wardah (Indonesia)
The region’s standard-bearer for halal beauty, Wardah is certified in Indonesia and has become a mass-market powerhouse across Southeast Asia. In 2025, it again ranked as the number one beauty brand in Southeast Asia, surpassing global giants, underscoring the mainstream adoption of halal beauty. Wardah publicly positions its products as safe and halal; Indonesian halal rules are tightening too, with full halal certification mandatory for cosmetics by October 2026, further entrenching leaders like Wardah. 
Why it ranks: Scale, certification pedigree, and brand leadership across a Muslim-majority region.

Safi (Malaysia)
A household name at home and increasingly visible abroad, Safi bills itself as “100% HALAL” certified by JAKIM, Malaysia’s national authority, and promotes alcohol- and gelatin-free formulations. It is widely marketed as Malaysia’s No. 1 halal brand and has expanded from skincare to hair and body care. 
Why it ranks: Strong JAKIM credentials and deep penetration in one of the world’s most mature halal-personal-care markets.

INIKA Organic (Australia)
INIKA is a rare global clean-beauty label that is explicitly certified halal, alongside certified organic, vegan, and cruelty-free credentials, and is sold in more than 35 countries. That combination makes it a go-to choice for Muslim consumers seeking premium, plant-based formulations that are free from alcohol and animal by-products. 
Why it ranks: INIKA has an international distribution, along with multiple third-party certifications, including halal, which contribute to its popularity.

Iba (India)
Iba markets itself as India’s No. 1 vegan and halal-certified brand, offering cruelty-free color cosmetics, skincare, and fragrance. Its positioning is tailored to a massive, price-sensitive market where halal and “clean” cues increasingly overlap. 
Why it ranks: First-mover advantage in India with clear halal branding and broad product lines.

786 Cosmetics (USA)
Best known for its nail polish, 786 combines fashion-forward shades with halal certification (GIC International), PETA's vegan/cruelty-free verification, and lab-tested water permeability (SGS), addressing key concerns for wudu-friendly users.
Why it ranks: Clear, multi-layer certification and global DTC reach in a category that Muslim consumers scrutinize most.

Tuesday in Love (Canada)
A pioneer of ISNA Canada-certified halal nail polish (and now gels) with published statements on ingredients and permeability. The brand leans heavily into compliance communications, which is exactly what many donors and shoppers say builds trust. 
Why it ranks: Robust, recognizable North American certification and strong education around wudu-friendliness.

Amara Halal Cosmetics (USA)
Among the earliest U.S. halal color brands, products are IFANCA-certified on select SKUs and free from common “no-go” ingredients. It helped define the halal makeup category for English-speaking markets.
Why it ranks: Legacy halal player with certification from a respected U.S. body.

Sampure Minerals (UK/Europe)
Sampure bills itself as Europe’s first halal-certified makeup line, offering mineral-based foundations, blushers, and lip colors. It remains a reference point for halal mineral makeup in EU/UK retail. 
Why it ranks: Early halal pioneer in Europe, along with a continued niche following for mineral formulas.

PHB Ethical Beauty (UK)
A British indie label combining vegan, cruelty-free, and halal-certified positioning, sold through ethical beauty retailers across Europe. It appeals to consumers who want halal compliance and a low-tox, planet-friendly ethos. 
Why it ranks: Verified halal offer within a broader ethical framework that resonates with younger Muslim shoppers.

Zahara (Singapore)
Best known for halal, breathable nail polish. Singaporean founder Amira Geneid has been a prominent voice on halal makeup, with media features explaining ingredient and permeability testing. 
Why it ranks: Category specialist in wudu-friendly polish with Southeast Asian roots.

We interviewed Roziatul Akmam Osman, halal industry strategist and honorary strategic advisor to the Malaysia International Halal Research and Education Conference 2025 (MIHREC 2025) 

What inspired your career switch from accountancy to halal pharmaceuticals? 
It was an unexpected pivot - as an accountant at the Chemical Company of Malaysia Berhad (CCM), I assisted in promoting our halal-certified vitamins at a shareholder meeting.

It came to the attention of the company’s then chairman, and I was tasked with raising awareness for halal medicines in my role as a business manager of CCM Pharmaceuticals. That moment was a revelation – transforming what was initially a plunge into the world of marketing into a personal duty (Fardhu ‘Ain), fulfilling a communal obligation (Fardhu Kifayah).  

What were the most significant challenges you faced in those early days?
Every step was a challenge. Internally, I had to learn pharmaceutical science from the ground up. Externally, we faced a twofold obstacle: convincing the Ministry of Health that halal was a vital value-added component in ensuring the quality, safety, and efficacy of medicine, in line with the Quranic concept of Halalan Toyyiban – that is, not only permissible but also encompassing safety, effectiveness, high quality, and hygienic production. 

The other challenge was shifting public perception that medicines as a whole were exempt from halal requirements due to dharurah (necessity) – a misconception, as this exemption is strictly limited to genuine, immediate life-saving situations where no halal alternative exists. We were creating a blueprint where none existed.

How did you overcome these obstacles?
Through what I call shared Amanah (trust) and ‘convergence of minds’, we established a team within CCM and forged vital collaborations with key stakeholders from JAKIM, the Department of Standards Malaysia (DSM), the ministry of health, and the Halal Development Corporation (HDC). 

Despite differing opinions, our shared goal prevailed and our spirit of TEAM (together everyone achieves more) extended to pioneering initiatives, such as the CEO@Faculty programme, which embedded halal principles in innovation and tertiary education from the outset.

How do existing global halal trade challenges reflect the importance of harmonised standards like those implemented by SMIIC?
Fragmented standards and disputes persist as barriers. For example, Indonesia’s WTO (World Trade Organization) dispute DS484, led by Brazil, challenged import restrictions, including halal certification.

Pakistan faces similar issues from the United States and the European Union at the WTO TBT (Technical Barriers to Trade) Committee over labelling and certification. These emphasise the need for harmonised, WTO-aligned standards. 

In contrast, Malaysia’s proactive alignment of standards with ISO rigour and WTO requirements has reduced tensions, demonstrating that SMIIC’s recognition under the WTO TBT Code is vital for more seamless global halal trade. 
 
What is the scope of Malaysian and OIC/SMIIC halal standards?
Malaysian Standards (MS) for halal cover sectors such as food, pharmaceuticals, cosmetics, medical devices, logistics, and Islamic consumer products.

OIC/SMIIC standards mirror this and expand further, with ongoing developments for ’Biopharmaceuticals/Vaccines’ and ‘Nutraceuticals and Related Products’.

Designed to meet sector needs yet grounded in shared halal principles, they ensure broad relevance and facilitate trade protection.  

How does MIHREC resonate with your leadership philosophy?
MIHREC’s focus on research and education aligns with my belief that knowledge cultivates patience and fosters respect, enabling informed decisions, which are key to effective leadership. 

As an honorary strategic advisor, I support this vision for the global halal ecosystem. It is more than a conference; it serves as a platform for shared Amanah, where Malaysia shares its 50-year journey with the global ummah to facilitate adaptation and adoption, as well as to build bridges for future generations through mutual respect.  

What advice would you share with halal industry leaders of today?
Combine sincere intention with ethical governance, risk management, and strategic leadership. Embrace shared Amanah, mutual respect, and the ‘convergence of minds’ philosophy to embed ‘halal built-in’ as a growth enabler, sustaining halal integrity and market trust.

Ms Osman is the recipient of the 2024 Halal Malaysia Industry Lifetime Achievement Award, and will continue her role as MIHREC's honorary strategic advisor until the end of the year

Have your say: Halal Products Research Institute (IPPH) and Universiti Putra Malaysia (UPM) are gathering input for the Global Halal Industry Strategic Alignment Survey to inform the MIHREC 2025 Resolution Document. If you are a policymaker, certifier, industry player, or academic, you can contribute your insights here.  

According to the State of the Global Islamic Economy Report 2024/2025, Muslim consumer spending on pharmaceuticals rose to $107.1 billion in 2023, up slightly from $106.9 billion in 2022. The market is projected to climb to $149 billion by 2028.

With the Muslim population growing and awareness of halal compliance rising, the question isn’t whether global standards will take hold - but when.

“The Muslim population represents a large and growing market, and as awareness increases, demand for halal-compliant medicines will naturally expand,” Wace adds. “It’s therefore only a matter of time before a global framework is established.”