For airlines, this market represents both scale and loyalty with a clear underlying message: serve it well, and the revenue will follow.
Building a faith-aware travel experience
Muslim travelers are among the youngest and fastest-growing consumer bases in the world. The global Muslim population, currently around 2.19 billion, is projected to increase to 2.54 billion by 2035. Much of that growth comes from Gen Z and Millennials, digital natives entering their prime earning and travel years.
Within this segment, religious travel remains a major engine. Saudi Arabia welcomed 1.67 million Hajj pilgrims in 2025, a lower total than pre-pandemic peaks but still a vast logistical feat. The year-round Umrah pilgrimage has become another source of travelers with 6.5 million international Umrah visitors recorded in Q1 2025 and another 1.2 million arrivals since June, according to AP News.
Within such a reliable, annual segment, the question for airlines then becomes, what are the areas through which they can attract the largest number of travelers.
Food is often the first trust signal that comes up. Gulf carriers, such as Emirates and Qatar Airways, have long set the gold standard by offering halal-certified meals on every flight, verified by recognized bodies like the Halal Food Council. However, outside the GCC, many airlines still lag.
Certifying caterers through globally recognized authorities, such as JAKIM or IFANCA, and clearly labeling halal options can make a significant difference. Pre-order systems for dietary preferences, transparent sourcing, and consistent cabin messaging reinforce confidence while streamlining operations.
Faith-aware design can also transform the passenger experience. Simple features such as Qibla direction indicators, prayer-time notifications, and content filters in in-flight entertainment signal respect and understanding.
Muslim travelers already rely on third-party tools such as the HalalTrip app for in-flight prayer guidance; embedding these utilities directly into an airline’s digital experience elevates it from convenience to care. On the ground, dedicated prayer rooms, like those at Dubai (DXB), Doha (DOH), and Jeddah (JED), complete the circle of trust from check-in to arrival.
For airlines, Ramadan and Umrah are not just cultural moments; they’re commercial seasons. Treating them as such allows carriers to unlock new revenue layers. Ramadan flight calendars that include suhoor and iftar meal options, timed date-and-water service at sunset, or pre-order suhoor boxes on overnight routes are small gestures with significant brand impact.
Similarly, Umrah travel bundles, which cover visa assistance, ground transfers, flexible return fares, and guidance on Zamzam water handling, simplify planning and build customer trust. Stopover programs in halal-ready hubs like Dubai, Doha, and Istanbul can be enhanced with prayer-friendly hotels, halal dining guides, and family-friendly packages.
Speaking to women and families
The two biggest key growth drivers in the Muslim traveler segment are famiy groups and female travelers. Airlines that cater to these demographics through tangible actions, such as guaranteed adjacent seating for families, mother-and-child amenities, modest swimwear-friendly stopover options, and privacy-oriented lounges, stand to earn lasting loyalty.
Earning loyalty through trust and value
Muslim-majority markets tend to be price-sensitive but highly brand-loyal once trust is established. This dynamic favors strategic pricing such as Ramadan sales, Umrah off-peak fares, and faith-aligned co-branded credit cards offering halal-friendly rewards, including charity redemptions, Umrah travel, or family lounge access. Airlines that tie such offers to Eid promotions or loyalty-status accelerators will not only drive bookings but also build year-round engagement.
Following the pilgrims and the diaspora
Network planning can amplify these gains. The South and Southeast Asia to Saudi Arabia corridor remains the primary pilgrim route, and airlines that coordinate capacity around Hajj and Umrah can capture spillover from both faith and leisure travel. Codeshare partnerships with carriers in Indonesia, Pakistan, India, Bangladesh, and Malaysia can turn one-stop connections into competitive differentiators.
Diaspora routes also hold promise, such as the UK–Maghreb, France–North Africa, US–MENA, and Gulf–Africa connections. Through-checked baggage for Zamzam water, shorter connection times, and prayer-friendly terminals make a measurable difference in traveler choice.
The Bottom line
The opportunity is vast and visible. A quarter-trillion-dollar market by 2030 and projected spending of $384 billion by 2028 won’t wait for carriers that treat Muslim travelers as an afterthought. The airlines that lead will integrate halal-certified catering as standard, embed faith-aware digital features, recognize Ramadan and Umrah as distinct commercial seasons, and communicate authentically with families and female travelers.
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.
India, home to more than 200 million Muslims, is no different. However, what has emerged as a pleasing national trend is that modest clothing is no longer a priority shopping list item for a select group.
Rather, women hailing from a range of backgrounds and religions are making modest sartorial choices because it embodies elegance, comfort, and fashion. Likened to other sectors, modest fashion also relies on forces and factors outside the traditional marketing funnel to create product loyalty.
Brand marketing, as we once knew it, has been upended by the advent of new-media platforms and content. Digital influencers, a cohort of tech-savvy content creators and bloggers who have garnered tens of thousands of followers on social media, have rewritten the marketing playbook. With content that is homely, relatable and engaging, influencers have segued brand power from the stronghold of athletes and celebrities to their own backyards.
Given that 69% of consumers trust influencers, friends and family over information coming directly from a brand, according to a 2023 study, the link between an Instagram influencer and a housewife or a teenager wields incredible power in not only sculpting consumer behaviour but also shaping brands and their destinies.
Moving further, influencer marketing helps stem the rise of duplicate products, enabling genuine brands to forge meaningful alliances with customers.
Capitalising on content
Sana Farheen Shaikh, who established Forever Modest, carved a route into modest fashion due to personal reasons.
As a sports fencer, she struggled to find sportswear that was flexible and modest, driving her to create a brand that offers both. The company, which started out by creating modest work clothes and later added sportswear and swimwear, maintains a decent social media presence of 23,000 Instagram followers. While Forever Modest mainly serves Muslim women, it is fairly popular amongst all who value versatility and style.
“Our main audience are Muslim women, but modest fashion is for anyone who likes comfort and class,” Shaikh tells Salaam Gateway.
Shaikh has teamed up with influencers to grow her brand, working with creators who wear modest clothing as a reflection and extension of their identity, not a marketing act. For her, being authentic and empowering are paramount in every collaboration. If not, the message gets lost.
“Modesty is a mindset - confidence that comes from self-respect. It’s not about hiding; it’s about choosing how you wish to show yourself to the world,” adds Shaikh.
Mumtaz Khan, a designer from the Indian city of Bhopal, believes influencer marketing is crucial, given that social media has changed how people view modest fashion.
“In India, modest clothes used to seem old-fashioned or limiting,” he tells Salaam Gateway.
“Now, with Instagram and YouTube, we can show that they can be modern, chic, and attractive.”
Khan said that when young women see influencers wearing modest outfits to work, or for sports or travel, they start to view modesty as something empowering instead of restricting.
“Influencers help mix global fashion trends with Indian styles. It’s not just for Muslim women; many women outside that community are interested in it, too. Influencer marketing can help make modest fashion popular much faster than traditional methods.”
Varied perspectives
Each entrepreneur views influencer marketing through a different lens. Some creators, like Khan and Forever Modest’s Shaikh, value influencers as a fulcrum of digital marketing, vaulting modest fashion into the top echelons of vogue and style.
The flipside view exists, too. Zeeshan Arfeen, founder of abaya brand Mushkiya, believes brands working with influencers who do not emulate similar values may erode brand equity and the overarching concept of modesty.
The main issue is being genuine. Functioning in a field that weaves faith and identity with sartorial choices and expression, influencers should do more than just don and promote attire – they must embody virtues that accompany the clothing.
Authentic influencers can create trust and forge a strong connect with brands. If a promotion comes through as fake or forced, it could prove counterproductive.
India’s global presence
India has the third-largest Muslim population in the world and a growing fashion industry, which could vault it at the fore of modest fashion. The country has skilled artisans, widespread internet access, and greater exposure to global trends, creating new opportunities for local brands.
Social media is fuelling the growth with social media platforms enabling Indian modest fashion brands to connect with customers in regions like the Middle East and Southeast Asia. For instance,
Forever Modest gained national attention after appearing on Shark Tank India, a business reality television show, while Mushkiya makes modern abayas that attract younger Muslim shoppers globally who wish to meld tradition with style.
The LifeDAO (TLD), for example, recently launched its Life Protection Benefit, a global mutual fund where members contribute to protect one another. If a member passes away, the fund supports their loved ones.
Built as a decentralized, member-governed system, the fund, while not a waqf in name, reflects the same principles.
It reminds us that care at the end of life doesn’t need to be commercialized. It can be collective.
Reclaiming what we never lost
Islamic finance is often defined by rules. But behind the rules is a spirit that encourages mercy, fairness, and communal care. Waqf is one of the clearest expressions of that spirit.
The challenge now is to make what once worked work again. That means building systems that are borderless but grounded, digital but human, accessible yet intentional.
It means creating spaces where the values of our traditions meet the realities of modern life.
At the end of the day, it’s not just about who pays for a funeral. It’s about who shows up when it matters most. And if our ancestors built entire systems of care, we can too.
Sharene Lee is chief operating officer & co-founder of Takadao
